Period Panties Market - By Type, By Distribution Channel - Global Forecast 2025 - 2034

Period Panties Market Size

The global period panties market size was estimated at USD 261.1 million in 2024. The market is expected to grow from USD 270.9 million in 2025 to USD 391 million in 2034, at a CAGR of 4.2% during the forecast period. Period panties are a type of underwear specifically designed to be worn during menses. They are designed to provide leak protection and replace the use of traditional menstrual products such as pads, tampon, which is estimated to reach USD 1.8 billion by 2032, and menstrual cup.
 

The growth of the market is highly attributed due to the growing awareness regarding menstrual hygiene is stimulating the market in the forward direction. For instance, as per estimates from the World Health Organization (WHO), 1.8 billion women across the globe menstruate every month among them approximately 500 million lack access to menstrual products and adequate resources for feminine hygiene management.
 

Moreover, in the countries such as Nigeria around 25% of the women lack adequate privacy regarding menstrual hygiene management (MHM) and only 6% of the schools in Bangladesh provide the education regarding the MHM. In response to this, UNICEF is primarily supporting governments in building national strategies across sectors, such as health and education, that account for menstrual health and hygiene. Therefore, such strategies are anticipated to accelerate the adoption of menstrual hygiene products such as the period panties, thereby accelerating the market growth.
 

Additionally, the consumers shift towards the sustainable and reusable menstrual hygiene products further support the growth of the market. For instance, as per the data from the United Nations Environment Programme, traditional menstrual products produce a waste of 200,000 tons annually, which in turn highlighting the need for eco-friendly and sustainable alternative, period panties perfectly align with the trend by offering the comfort and cost efficiency.
 

Period panties is a relatively modern period hygiene product that can be used in place of more standard menstrual products such as pads and tampons. The technology used for manufacturing period panties vary by company but often consists of numerous layers of materials such as polyester, nylon, merino wool, and cotton targeted at blood absorption, so the individual feels dry and comfortable.
 

 Period Panties Market Trends

• This increasing employment of women and rising disposable income is a key factor propelling the growth of the market. Since as more women enter the workforce the ability and the purchasing power of the women have been escalated, allowing the women to invest in the sustainable and premium menstrual hygiene products such as period panties that offer both conveniences and comfort.
   
• For instance, according to the Periodic Labour Force Survey (PLFS) conducted by the Ministry of Statistics and Programme Implementation (MoSPI), female labor force participation in India increased to 26.6% in 2023 as compared to 11.4% in 2017, contributing to higher purchasing power for premium menstrual care products.
   
• Moreover, the rising awareness regarding the menstrual hygiene management supported by initiatives from various organizations further fostering the market growth.
   
• For instance, UNICEF's collaboration with local governments, communities, and schools focuses on advancing feminine hygiene through research and awareness campaigns. Their programs aim to break down social taboos and foster positive hygiene habits, particularly among adolescents.
   
• These initiatives play a key role in increasing awareness and providing essential education about menstruation, which directly supports better hygiene practices and the elimination of stigma surrounding menstruation. Such initiatives are expected to boost the growth and acceptance of period panties.
   

Period Panties Market Analysis

Based on type, the market is segmented into brief, bikini, high-waist, boyshort, and other period panties. The global market size was estimated at USD 251.4 million in 2023. The brief segment held leading position in the market, accounting for USD 79.8 million in 2024 and the segment is poised for significant growth at a CAGR of 4% during the forecast period.
 

• Menstrual briefs provide effective leak protection which are designed with higher waistline and fuller coverage. These types of features prevent the leaks from occurring, providing the women peace of mind and allowing them to feel confident and secure during the menstrual cycle.
   
• Moreover, menstrual briefs are often made with breathable and moisture-wicking materials that help maintain proper airflow and reduce the risk of irritation or discomfort contributing to overall vaginal health and provide a more comfortable experience during menstruation.
   
• For instance, GoPadFree Period Panties from Healthfab claims to absorb up to six time more menstrual blood as compared to the regular sanitary pads. Moreover, this product provides comfort and rash free experience throughout the menstrual cycle.
   
• Furthermore, an increasing availability of period panties along with various other businesses working towards creating novel technology will support the segment revenue.
   

Based on distribution channel, the period panties market is segmented into retail pharmacy, hospital pharmacy, e-commerce channels, brick and mortar, and supermarket/hypermarket. Retail pharmacies dominated the market, accounting for the largest share of revenue share of 35.7% in 2024 and is projected for significant growth to reach USD 142.5 million by 2034.
 

• The demand for this segment is expected to increase due to the several advantages it offers such as personalized medical advice to customers, convenience, and the easy accessibility of products as well as other items.
   
• Moreover, the growing awareness regarding menstrual disorders among the female population base is further augmenting the segment progression.
   
• The increasing number and spread of retail pharmacies in developing and developed countries is positively contributing to the growth of the segment.
   
• For instance, as per the 2020 study published in the National Library of Medicine, in the U.S. there were 21,767 independent pharmacies which make up the 35% of the retail pharmacies in the U.S.
   
• Therefore, the increasing presence of retail pharmacies combined with their ability to provide convenience, strong brand exposure and product variety has been a major factor contributing to the growth of the retail pharmacy segment in the market.
   

The period panties market in the U.S. is expected to grow significantly, reaching USD 69.3 million by 2034.
 

• Technological advancements and innovation in product development are significantly contributing to the growth of the market in the U.S.
   
• The country’s strong focus on research and development has led to the creation of highly functional period products, such as ultra-absorbent, leak-proof, and odor-controlling period underwear.
   

Europe: The period panties market in the UK is projected to experience steady growth between 2025 and 2034.
 

• The growth of the market in the country is highly attributed due to various public awareness campaigns that promoting sustainable living and menstrual equity.
   
• Moreover, improper disposal of menstrual products in the country significantly impacts water systems and environmental health.
   
• For instance, as per the data from the World Health Organization (WHO) in the UK, approximately 2.5 million tampons and 1.4 million pads are flushed daily, intensifying waste management challenges and environmental risks.
   
• These concerns emphasize the importance of adopting reusable menstrual products such as period panties to reduce environmental strain and promote sustainable practices, thereby, propelling the market growth in the country.
   

Asia Pacific: Japan period panties market is anticipated to witness lucrative growth between 2025 – 2034.
 

• The increasing participation of women in the workforce in Japan is a significant catalyst for the growth of the market. With more women enter the labor force and achieve greater financial independence, their purchasing power expands, allowing for greater expenditure on premium, sustainable, and innovative menstrual care products.
   
• For instance, according to Statista, the female employment rate in Japan stood at 53.6% in 2023, up from about 47.6% in 2014.
   

Middle East and Africa: The period panties market in Saudi Arabia is expected to experience significant and promising growth from 2025 to 2034.
 

• In Saudi Arabia, awareness of menstrual health and hygiene is rising, fueled by educational campaigns and social media. This is helping to challenge taboos around menstruation and boost the demand for alternative products such as period panties.
   
• Moreover, as part of Vision 2030, more women in Saudi Arabia are joining the workforce, leading to higher disposable income and a growing demand for premium, eco-friendly menstrual products.
   
• For example, the World Bank reports that female labor force participation in Saudi Arabia reached 34.5% in 2023, up from 17.3% in 2012. This increase in women’s employment is likely to accelerate demand for innovative products such as period panties, as women place more importance on comfort and sustainability.
   

Period Panties Market Share

The top 5 players of the market account for approximately 30% of the market share which includes companies such as Thinx, Modibodi, Knix Wear, Cora, and Proof. A crucial aspect of market strategy involves the frequent introduction of innovations such as advanced moisture-wicking fabrics, multi-layer leakproof designs, and odor-control technologies, all developed with sustainability in mind. Moreover, strategic partnerships with women's health organizations, menstrual wellness advocates, gynecologists, and retail channels are essential for accelerating product development and ensuring regulatory compliance, enabling market players to strengthen their position in this growing sector.
 

Period Panties Market Companies

Some of the eminent market participants operating in the period panties industry include:

• Aisle
• Cora
• FANNYPANTS
• Healthfab
• INTIMINA
• Knix Wear
• MeLuna
• Modibodi
• Neione
• PANTYPROP
• Proof
• Rael
• Saalt
• The Period Company
• Thinx
• Victoria's Secret
   
• Cora offers a variety of period panties, including soft, reusable underwear designed for long-lasting comfort and reliability. These panties can hold up to the equivalent of three regular tampons' worth of liquid, providing leak-proof protection cycle after cycle.
   
• Modibodi products undergo a rigorous scientific testing process to verify key functions such as absorbency and breathability. Company’s garments are evaluated to remain leak-proof for up to 100 washes and are Oeko-Tex certified, ensuring they contain no harmful substances.
   

Period Panties Industry News:

• In December 2024, INTIMINA announced the launch of its Bloom period underwear, crafted from sustainable, eco-friendly, and body-safe fabrics. Designed to handle even heavy menstrual flow, this underwear can absorb the equivalent of up to four tampons. This product launch strengthened the company’s competitive edge in the market.
   
• In April 2024, Thinx, a leading brand in reusable period underwear, introduced styles featuring its innovative LeakSafe Barrier technology. This advancement available across its product lines Thinx, Thinx Teens, and Thinx offers all-day absorbency and provides up to 12 hours of leak protection. This product launch expanded the company's portfolio and boosted the revenue of the company.
   

The period panties market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 – 2034 for the following segments:

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Market, By Type

• Brief
• Bikini
• High-waist
• Boyshort
• Other types

Market, By Distribution Channel

• Retail pharmacy
• Hospital pharmacy
• E-commerce channels
• Brick and mortar
• Supermarket/hypermarket

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada
• Europe 
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands 
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea 
• Latin America 
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa 
  • South Africa
  • Saudi Arabia
  • UAE