Period Panties (Menstrual Underwear) Market Size, Share, Growth, and Industry Analysis, By Type (Brief, Boy short, Hi-Waist), By Application (Women (25-50), Girls (15-24)), and Regional Forecast to 2034

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PERIOD PANTIES (MENSTRUAL UNDERWEAR) MARKET OVERVIEW

The global Period Panties (Menstrual Underwear) Market market is starting at an estimated value of USD 0.58 billion in 2025 expected to grow to USD 0.79 billion in 2026, ultimately reaching USD 6.53 billion by 2034. This growth reflects a steady CAGR of 35.3% from 2025 through 2034.

The period panty, otherwise known as menstruating underwear, the market has in recent years gained momentum, greatly fueled by a recent upsurge in consumer enthusiasm towards sustainable, environmentally friendly options in sanitary product lines. Not only are rising environmental concerns over how tampons and pads contribute to single-use issues pushing the public to seek this product but there is also considerable potential for new users. Period panties are a new form of underwear that is specially designed to be breathable, absorbent, and specially designed for comfortable and efficient handling of menstruation. Menstrual blood is absorbed by the absorbent layers of period panties, hence preventing leakage, and amounting to a substantial reduction in disposable products used, thus becoming very popular among environmental-conscious consumers. Many reasons are driving growth in the market. The increasing awareness regarding the ecological benefits of period panties, including minimizing waste in menstruation product disposal, is propelling most individuals to resort to them. Secondly, increased amounts of product variety, ranging from design variety to absorption levels and color, have made period panties accessible and popular with an even larger group of customers. Period panties' versatility also makes their way into a huge client base, mainly females aged between 25-50 years and teenage girls aged between 15-24. Increased growth in health-oriented and environmentally aware consumption behavior is further propelling demand in the market. Consumers are becoming increasingly concerned about comfort, hygiene, and long-term savings while choosing their menstrual products. Being more mindful of menstrual health, where the need for varied period management is realized, has made period panties a healthy and environmentally friendly choice, and the market should grow over the next two to three years.

KEY FINDINGS

COVID-19 IMPACT 

Changing Consumer Behavior and Supply Chain Disruptions

The global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden market growth reflected by the rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels.

The COVID-19 pandemic has brought shifts in consumer behavior and supply chains, making the period panties market face new challenges and opportunities. Period panties were among the common alternatives for menstrual management with more people opting for home solutions during lockdowns and social distancing. Many consumers preferred period panties because they were comfortable, regular, and convenient with fewer trips to the store. The pandemic did dislocate supply chains that affected the manufacturing and delivery of period panties. Lockdowns of factories and transportation bottlenecks dislocated product delivery in some locations. Manufacturers and retailers had to innovate through higher online sales, direct-to-consumer channels of sales, and exploration into e-commerce alternatives to reach their customer base through the pandemic. Post-COVID-19, demand for sustainable products and a shift toward eco-friendliness have gained momentum, while the period panties market has seen a slow recovery with increased consumer confidence in the shopping platforms.

LATEST TRENDS

Rising Popularity of Sustainable and Eco-Friendly Menstrual Products and Technological Innovations in Product Design and Fabric

Demand in the market for sustainable, environment-friendly, and reusable menstrual products due to increased green awareness has been very crucial in the growth of the period panties market.  Now, consumers tend to spend more money on period panties that last long and are made from organic cotton, bamboo, and many more environment-friendly materials. Customers like millennials and Gen Z prefer the period panties market to a large extent because they are mainly concerned about issues of sustainability. Technological innovation in fabric development and menstrual product functionality has fueled the recent period panties market trends. Companies have been concentrated on developing more comfortable, breathable, and highly absorbent fabrics to ensure better product performance. The development of moisture-wicking material, antimicrobial features, and better odor-control methods has increased the attractiveness of period panties to consumers. Various companies are providing a comprehensive array of styles, such as seamless, leak-free, and odor-managing models, providing increased flexibility and comfort during menstruation. Continuous investment in research and development is predicted to result in ongoing product improvement, increasing the consumer experience.

• According to WHO and trade reports, 60% of women aged 18–35 in developed regions now consider comfort and eco-friendliness when selecting menstrual products.

• Industry surveys indicate over 45% of new menstrual underwear launches in 2023 focused on leak-proof and moisture-wicking technologies.

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PERIOD PANTIES (MENSTRUAL UNDERWEAR) MARKET SEGMENTATION

By Type

Based on Type, the global market can be categorized into Brief, Boy short, Hi-Waist

• Brief Brief-style period panties are one of the most popular types. These are modeled after regular underwear and offer complete coverage, which makes them comfortable and secure during menstruation. They are quite favored by buyers who look for an easy, utilitarian solution that can be used every day.

• Boyshort The boy short type of period panty offers extra coverage and is suited for those who prefer a more demure fit. They provide more protection for consumers who stay active during their period and are specifically meant to effectively prevent leakage while being comfortable.

• Hi-Waist High-waisted period panties provide extra support around the abdomen, which makes them a popular choice for added comfort. The design is fitted close around the waist and is meant to prevent leakage while providing a sleek silhouette under clothing.

By Application

Based on application, the global market can be categorized into Women (25-50), Girls (15-24)

• Women (25-50 years) This age segment is the biggest market for period panties since women in this bracket tend to look for sustainable and comfortable replacements for conventional menstrual products. They are more conscious of the health and environmentally friendly aspects of period panties and thus a big favorite for both everyday wear and for heavier days. The demand for period panties in this segment is prompted by the need for convenience and comfort.

• Girls (15-24 years) Period panties have also found acceptance among females in the age bracket of 15-24 because of how easily they can be used, are comfortable, and with the increased trend towards environmental sustainability in products. As young consumers gain knowledge on how menstrual products affect the environment, there is a greater inclination towards using sustainable solutions to menstrual health. Period panties offer a subtle yet dependable way to manage menstruation, something young women who lead active lifestyles as well as prefer green products identify with.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities, and challenges stating the market conditions.    

Driving Factors

Growing Consciousness of Green Products

Period Panties (Menstrual Underwear) Market growth is propelled by increasing awareness of the necessity for environmental sustainability across the world. Overall anxieties related to plastic waste associated with disposable menstruation products including pads and tampons have placed consumers at better alternatives, so the focus here is on something that will prove to be eco-friendly, a reusable product as well as sturdy. With consumers still upholding sustainability as a key driving factor in purchasing behavior, there is bound to be an appreciable growth in period panties demand. This trend, which supports environment-friendly consumers as well as the current global shift from leaving footprints on the Earth, has promoted the adoption of sustainable products, including period panties.

• According to the United Nations Population Fund (UNFPA), sustainable menstrual products reduce disposal waste, driving adoption with 50% of environmentally conscious consumers favoring reusable underwear.

• Trade analyses show that health and hygiene concerns lead over 48% of urban women to prefer certified menstrual underwear over traditional pads or tampons.

Comfort and Convenience

Comfort is another major driving force of the Period Panties (Menstrual Underwear) Market share. Conventional menstrual products such as pads and tampons are uncomfortable, irritating to the skin, and inconvenient because they need to be changed often and leak. Period panties, however, incorporate higher absorbency and leak-proofing materials and provide more comfort and freedom. The period panties' breathable fabrics and sanitary designs attract customers looking for an easier and more comfortable menstrual product. This is especially true for individuals with sensitive skin or seeking an easy alternative, driving the market's growth and larger consumer base.

Restrainiing Factor

Greater Initial Expense

The problem is that period panties are costly in the beginning, even though they are more economical in the long run because they can be reused. Mass penetration will still be a significant problem due to the initial cost being higher than disposable products, even though period panties are more economical in the long run since they can be reused. The initial higher cost, especially in low-income households, may limit the market penetration and hamper the Period Panties (Menstrual Underwear) Market growth in certain regions.

• According to market research, 42% of consumers cite higher costs compared to disposable products as a barrier to adoption.

• According to industry studies, washing and maintenance requirements discourage over 35% of potential users from switching to menstrual underwear.

Increasing E-commerce Transactions and Internet Shopping

Opportunity

The increasing popularity of online shopping offers a huge opportunity for the Period Panties (Menstrual Underwear) Market. Online shopping sites enable customers to readily access and buy a range of period panties from various brands, with the added advantage of price comparison, reviews, and viewing multiple product features. The increase in online shopping is widening the market base, bringing period panties within reach of a global customer base. With online sales increasing, brands can take advantage of direct-to-consumer models, providing customized promotions and discounts, which are expected to boost adoption and market share.

• According to WHO and UNFPA, expansion into developing regions offers growth, with hundreds of thousands of potential users lacking access to sustainable menstrual products.

• Industry reports highlight integration with digital platforms (subscription services) for over 25% of new launches, enhancing accessibility and repeat purchase rates.

Lack of Awareness in Some Areas

Challenge

Lack of awareness in markets, particularly in developing countries, is a significant barrier to the growth of the Period Panties (Menstrual Underwear) Market. The major challenges associated with period panties include cultural taboos against menstruation, lack of knowledge about menstrual health, and availability of cheap disposable products, which inhibit large-scale usage. Without proper education and awareness campaigns, most consumers would not know anything about the reusability aspect of menstrual products. It would be a serious challenge for brands to overcome to increase market growth and market shares in these geographies. Critical to this step would be societal education and mass availability at economical prices to allow overcoming the problem and achieving business growth.

• According to trade analyses, cultural taboos and lack of awareness limit adoption, particularly in over 30% of rural areas globally.

• According to market studies, sizing and comfort variability impacts nearly 40% of consumer satisfaction, requiring continuous product innovation.

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PERIOD PANTIES (MENSTRUAL UNDERWEAR) MARKET REGIONAL INSIGHTS

• North America

In North America, the period panty market is exploding as consumers become more aware of sustainable menstrual products and the need for eco-friendly solutions. The United States Period Panties (Menstrual Underwear) Market is at the forefront, with a high percentage of consumers opting for period panties as part of an overall trend towards green and health-friendly products. With many brands offering a range of styles, absorbency levels, and comfort features, the U.S. is a dominant force in this market.

• Asia Pacific

Asia's period panties market is experiencing consistent growth, especially in Japan, China, and India. Although conventional menstrual products continue to hold majority sales in most regions, increasing middle-class populations and enhanced environmental consciousness are fueling demand for alternative menstrual products. With greater online shopping penetration and the increasing power of social media, consumers in Asia are increasingly becoming familiar with period panties and their advantages, which makes them a growing market for period panties.

• Europe

In Europe, the market for period panties is growing strongly, with such nations as the U.K., Germany, and France at the forefront. The rise in demand for environmentally friendly products, combined with widespread concern regarding the environmental footprint of disposable menstrual items, is propelling this growth. Europe has also witnessed robust support for green initiatives, with consumers opting for period panties as part of a larger movement toward greener lifestyles.

KEY INDUSTRY PLAYERS

Key Industry Players Shaping the Market Through Innovation and Market Expansion

The market for period panties is very competitive with several major players adopting strategic initiatives to support and increase market share. Many companies' initial focus is innovation in products—in improving the textile technology and enhancing absorbency for delivering better performance and comfort for consumers. Additionally, companies are increasing product varieties, presenting unique styles, sizes, and absorption levels to respond to the differences in needs within various demographic segments, ranging from teenagers to seniors. Strategic partnerships with digital retail platforms have been a dominant growth strategy, allowing brands to tap into larger customer bases and ride the exploding online shopping economy.

• THINX: THINX has expanded its presence across 20+ countries, offering leak-proof underwear with moisture-wicking fabrics and multi-layer protection.

• Knixwear: Knixwear serves millions of consumers worldwide, integrating antimicrobial fabrics and subscription-based delivery models.

These digital marketing tactics are particularly potent among youthful, technologically savvy consumers who heavily utilize influencers and social media. Through the strength of these platforms, brands can establish trust and drive purchasing decisions, thereby propelling market growth. Moreover, sharing educational content regarding menstrual health and sustainability can help eradicate myths and induce consumers to shift towards more sustainable menstrual products.

List of Top Period Panties Companies

• THINX [United States]
• Knixwear [Canada]
• Modibodi [Australia]
• Dear Kate [United States]
• Ruby Love [United States]
• Aisle [Canada]

KEY INDUSTRY DEVELOPMENT

September 2023:  Knixwear released a groundbreaking new series of period panties with upgraded leak-proofing technology and greater sustainability. The Canadian firm unveiled new moisture-wicking materials from recycled sources, focusing on greater environmental performance with high levels of absorbency and comfort for consumers. This innovation was designed to meet rising market calls for environmentally friendly menstrual underwear options.

REPORT COVERAGE

This report addresses the most recent trends in the period panties market, such as the effect of COVID-19, segmentation of the market, regional trends, major drivers, and challenges. It also gives a comprehensive analysis of market dynamics, such as major players and their market presence strategies.