Menstrual underwear, also known as period panties, is a comparatively recent sanitary product that is widely available via online distribution channels. Menstrual panty absorbency ranges between half and two tampons. Menstrual underwear is completely hygienic wear that can be worn alone or as a backup to menstrual cups, as per the blood flow of the user. The patch of menstrual underwear is made of a special fabric that is designed to draw fluid away from the body and trap it inside the underwear. It also keeps the liquid from overflowing into the clothing. The growing inclination towards women’s health and welfare is a prime factor in increasing the sales growth of the global period panties market.
Regionwise, North America emerged as the largest revenue generator for the period panties market on account of the increasing awareness about new products and the rising inclination of women towards eco-friendly and chemical-free personal hygiene products. The Asia Pacific on the other side, is projected to emerge as the fastest growing market for period panties on account of the rising disposable incomes of people and their willingness to spend on health and hygiene especially in the post-COVID era. Additionally, the increasing awareness about women health in South Korea and Japan and the rising advent of innovative and cost efficient menstruation products will further help this region witness new growth opportunities in the coming years.
Players Strategizing on Come Back plans to Offer Innovative Menstruation Products and Cover COVID19 Business Losses
The COVID-19 outbreak has put a strain on the society’s margins, as well as working and non-working women. Due to the imposition of stringent lockdown of production facilities, a poor supply chain, and availability of limited raw material, leading players of the period panties market were unable to meet demand, culminating in a supply-demand gap that hampered market growth. Many women shifted to readily available sanitary napkins and tampons, which hampered the growth of the menstrual underwear industry. However, with the removal of lockdown and businesses getting back on track, players focused on the launch of innovative menstrual products and invested heavily on their marketing and advertising so they could re-enter the market with a blast. This will not only attract new consumers but also help make up for the losses that companies faced during the last two years.
While the design of period panties varies by brand, the basic construction would be the same: a polycotton or cotton blend with sleek absorbency fabric stitched into the crotch area. Users can rinse the panties in cold water before putting them in the washing machine with their regular load of laundry. M&S’s period pants consist of a three-layer protection system: the first layer is placed close to the skin that locks moisture away, the middle layer for absorbing blood, and an outermost layer has an anti-leakage membrane. These leak-proof panties enable women to carry on with their daily activities during the menstrual cycle, without the fear of leak or stain. Such innovative efforts taken by leading players of the period panties market will help in new revenue generation opportunities in the foreseeable future. Some of the notable players of the global period panties market include Period Panteez, WUKA, Thinx Inc., FannyPants, Flux, Adira, Harebrained, PantyProp, Modibodi, Lunapads International, Knixwear, Dear Kate, Clovia, Anigan, Procter & Gamble Hygiene and Health Care Limited, and others.
The rapidly increasing environmental concerns, combined with an increase in the need for proper menstrual hygiene, are significantly fueling the demand for period panties. On account of the increase in environmental concerns, the women populace is opting for bio-degradable, and eco-friendly menstrual hygiene products such as eco-friendly period panties, organic cotton tampons, and reusable sanitary pads, among others to ensure that their plastic footprint is lower than the limit passed by law. This will also help create revenue generation opportunities for the period panties market in the near future.