Period Panties Market Report and Forecast 2025-2034

The global period panties market value reached approximately USD 134.09 Million in 2024. The market is assessed to grow at a CAGR of 15.20% between 2025 and 2034 to attain a value of around USD 551.98 Million by 2034.

Global Period Panties Market Growth

Period panties refer to undergarments that are intended to protect during periods. They consist of absorbent materials, a moisture barrier, and a layer to prevent staining and leaks. They are favoured as affordable and eco-friendly alternatives to disposable menstrual hygiene products, which is driving the demand of the period panties market.

The period panties industry growth can be attributed to the availability of the product in different thicknesses and styles. Period panties use advanced moisture-wicking technology to efficiently wick away moisture and absorb menstrual blood.

Global Period Panties Market Analysis

The rising focus on sustainability, especially among the millennial and Gen-Z population, is expected to boost the usage of period panties as alternatives to traditional sanitary products, including pads and tampons. This can be attributed to their reusability, affordability, comfortability, and effectiveness in reducing the amount of menstrual waste. In addition, the period panties market dynamics and trends are driven by growing focus on menstrual hygiene buoyed by favourable government initiatives.

The development of biodegradable period panties made with organic materials like merino wools, bamboo, and organic cotton, among others, that can break down in active soil is expected to propel the growth of the period panties market in the forecast period.

Global Period Panties Industry Outlook

According to the Ministry of Women and Child Development, in India, the percentage of women aged 15-24 years using hygienic methods of menstrual protection has risen significantly from 58% in NFHS 4 (2015-16) to 78% in NFHS 5 (2019-21).

The Census Bureau of the Department of Commerce reported that the estimated U.S. retail e-commerce sales for the first quarter of 2024, adjusted for seasonal variation but not for price changes, reached USD 289.2 billion. This represents a 2.1 per cent (±0.7%) increase from the fourth quarter of 2023. The total retail sales for the first quarter of 2024 have been estimated at USD 1.82 trillion. Compared to the first quarter of 2023, the e-commerce sales estimate for the first quarter of 2024 showed an 8.6 per cent (±1.1%) increase, while total retail sales saw a 1 per cent rise.

In 2023, the global female population is estimated at 3.97 billion, accounting for roughly 49.5% of the world's total population, according to the World Bank. This substantial female demographic is driving growth in the period panties industry revenue, as these products are used during menstruation.

According to the Australian Bureau of Statistics, online sales in Australia in May 2024 rose to USD 4.04 billion, up from USD 3.77 billion in May 2023. This represents an increase of USD 266.6 million, indicating a year-over-year growth of approximately 7.1%.

According to the U.S. Bureau of Labor Statistics, average annual expenditures increased significantly over the period from 2020 to 2022. In 2021, the average annual expenditures were USD 66,928, marking a 9.1% increase from the previous year. This upward trend continued into 2022, with expenditures reaching USD 72,967, reflecting a further 9.0% rise. Within these expenditures, spending on personal care products and services saw notable growth. In 2021, consumers spent USD 771 on average in this category, which was a substantial 19.3% increase from 2020. This growth persisted into 2022, with spending rising to USD 866, representing a 12.3% increase from the previous year, which further stimulates the increase in period panties demand growth.

Period panties offer a comfortable and eco-friendly alternative to traditional menstrual products, which appeals to a growing segment of environmentally conscious consumers.

• Increasing awareness and acceptance of period panties among consumers, particularly among younger demographics, is driving the period panties market growth.
• Period panties provide superior comfort and convenience compared to traditional products like pads and tampons, which can lead to high customer satisfaction and repeat purchases.

The upfront cost of period panties is higher compared to disposable menstrual products, which may deter price-sensitive consumers.

• Period panties require proper washing and care to maintain their effectiveness and longevity, which can be seen as inconvenient for some users.
• Despite growing acceptance, period panties are still not as widely adopted as traditional menstrual products, limiting their market share.

Increasing environmental consciousness among consumers presents a significant period panties market opportunity for growth, as period panties are a sustainable alternative to disposable products.

• Companies can explore developing new product variations, such as different styles, absorbency levels, and inclusive sizing, to cater to a broader audience.
• Expanding into emerging markets with growing disposable incomes and awareness of sustainable products offers potential for significant market growth.

Traditional menstrual products like pads and tampons still dominate the market, posing a significant challenge to the growth of the period panties market.

• Economic instability and reduced consumer spending can negatively impact sales, especially given the higher initial cost of period panties.
• Stringent regulations and quality standards in different regions can pose challenges for manufacturers, affecting production and distribution.

Key Players in the Global Period Panties Market and their Key Initiatives

Modibodi Pty Ltd

• Introduced new styles and absorbency levels to meet diverse customer needs.
• Increased use of eco-friendly materials and reduced packaging waste.

Neione

• Introduced period panties made from organic, biodegradable materials.
• Developed advanced absorbency and odour control technologies to meet the growing demand of the period panties market.

Knix Wear Inc

• Introduced eco-friendly fabrics for period panties.
• Launched new styles and sizes for diverse needs.

Rael, Inc.

• Launched eco-friendly period panties with biodegradable materials.
• Launched reusable period care options to capture the growing period panties market opportunities.

Global Period Panties Industry Segmentation

“Global Period Panties Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Product Type

• Brief
• Bikini
• Boyshort
• Hi-Waist
• Others

Market Breakup by Distribution Channel

• Offline
• Online

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Period Panties Market Share

Online channels account for a substantial portion of the period panties market share owing to the rising internet penetration and growing smartphone ownership. Online channels boast a wide range of period panties in different styles, sizes, and designs. Well-known period underwear brands are also marketing their products on e-commerce platforms, further adding to the period panties market demand.

The demand for period panties from offline channels such as supermarkets, convenience stores, and hypermarkets is also growing amid the increasing number of working women and the growing awareness regarding the benefits of eco-friendly menstrual hygiene products.

Leading Companies in the Period Panties Market

The companies specialise in leak-resistant clothing designed for periods and incontinence, with the product line including underwear, swimwear, and activewear, with a strong emphasis on sustainability and ensuring comfort for users.

• Modibodi Pty Ltd
• Neione
• Knix Wear Inc
• Rael, Inc
• Victoria’s Secret & Co.
• FannyPants LLC
• Fluxies
• Anigan
• Thinx Inc.
• Harebrained
• Others