Period Panties Market– Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Reusable, Disposable), By Style (Boy Shorts, Bikini, Brief, and Others), By Size (Small, Medium, and Large), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacy & Drug Stores, Online and Non-Retail), By Region, By Company 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 121.98 Million
CAGR (2026-2031)	16.65%
Fastest Growing Segment	Online
Largest Market	Asia Pacific
Market Size (2031)	USD 307.32 Million

Market Overview

The Global Period Panties Market will grow from USD 121.98 Million in 2025 to USD 307.32 Million by 2031 at a 16.65% CAGR. Period panties are absorbent, washable undergarments engineered to serve as a sustainable alternative or supplement to disposable menstrual products. The primary drivers propelling this market include a heightened consumer emphasis on environmental sustainability and the long-term economic benefits of reusable hygiene solutions compared to single-use plastics. This growth is further supported by increasing social destigmatization and advocacy for menstrual equity, which fosters a more favorable environment for product adoption. According to the Alliance for Period Supplies, in 2024, 76.5 percent of surveyed individuals supported the free provision of menstrual products in public schools, highlighting the rising public prioritization of accessible menstrual care.

Despite this positive momentum, the market faces a significant challenge regarding the high initial acquisition cost of these products relative to traditional disposables. Although reusable underwear offers savings over time, the substantial upfront price point can be prohibitive for price-sensitive consumers, particularly in developing regions. This financial barrier, often coupled with limited distribution channels in non-urban areas, restricts immediate adoption rates and could impede broader market expansion for manufacturers aiming to reach lower-income demographics.

Key Market Drivers

Technological advancements in absorbent and antimicrobial fabrics are significantly accelerating the adoption of period panties by addressing primary consumer concerns regarding leakage and chemical safety. Manufacturers are increasingly investing in proprietary textile innovations that eliminate harmful substances like PFAS while enhancing performance, thereby overcoming safety hesitations that previously hampered market penetration. A notable example of this industry-wide shift occurred when, according to Thinx, April 2024, the company introduced its 'LeakSafe Barrier' technology across its product lines to provide up to 12 hours of protection without using migratory antimicrobial nanoparticles. This focus on material safety and high-performance engineering is crucial for retaining health-conscious consumers who demand both efficacy and transparency in their menstrual care products.

Simultaneously, the growing demand for cost-effective hygiene solutions is driving the shift from single-use disposables to reusable underwear, particularly amidst rising living costs. As economic pressures mount, the long-term savings associated with washable period products are becoming a decisive factor for purchasing decisions. According to Share the Dignity, May 2024, in the 'Bloody Big Survey 2024', 64 percent of menstruators reported struggling to afford period products due to cost, underscoring the urgent market need for financially sustainable alternatives. This economic driver is further amplified by a supportive social environment advocating for accessible care. According to the Alliance for Period Supplies, October 2024, 83.2 percent of female respondents in a national survey favored the free provision of menstrual supplies in public schools, reflecting a broader societal push that encourages the normalization and adoption of diverse menstrual hygiene solutions.

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Key Market Challenges

The high initial acquisition cost of period panties constitutes a formidable economic barrier that directly hampers the scalability of the global market. While reusable undergarments offer cumulative savings over time, the significant upfront investment required for a single pair often exceeds the immediate budget of many consumers. This price disparity forces individuals with limited disposable income to prioritize short-term liquidity by purchasing lower-priced disposable alternatives, effectively excluding them from the reusable category. Consequently, manufacturers encounter a ceiling on sales volume as they are unable to convert a vast segment of the mass market, limiting product penetration to a smaller and more affluent demographic.

This financial restriction effectively stalls broader market adoption rates among key consumer groups who would otherwise champion sustainable alternatives. According to Period.org, in 2025, nearly one in four students in the United States struggled to afford period products due to financial constraints. This data indicates that a substantial portion of the younger generation, which typically drives sustainable trends, lacks the purchasing power to overcome the entry price of reusable hygiene solutions. As a result, the market growth remains constrained by the inability of price-sensitive populations to access these products, confining the sector to a premium niche rather than achieving universal utility.

Key Market Trends

The adoption of omnichannel distribution strategies into mass retail is reshaping market accessibility, moving the sector beyond direct-to-consumer exclusivity. Brands are increasingly forging wholesale partnerships with major department stores to overcome the distribution limits of online-only models. This physical presence allows consumers to examine product quality, countering hesitation related to the category's newness. A significant development occurred when, according to Retail Dive, April 2025, in the 'Knix expands presence in Canada through Holt Renfrew partnership' report, Knix expanded its footprint by partnering with Holt Renfrew to sell products in six of the retailer’s locations. This transition to brick-and-mortar shelves is critical for reaching non-digital native demographics and establishing period underwear as a standard personal care staple.

Simultaneously, strategic collaborations with mainstream fashion and sportswear brands are accelerating market acceptance. These partnerships leverage the trust of athletic organizations to position period underwear as essential technical gear, validating product efficacy while destigmatizing menstruation in sports. This alignment with professional athletes grants manufacturers access to vast, loyal fanbases. A prime example is evident when, according to Manchester City FC, March 2025, in the 'Manchester City Women announces snuggs as official period underwear partner' press release, the club appointed Snuggs as its exclusive partner, highlighting the brand's sales of over three million pairs. Such high-profile endorsements are powerful catalysts for market penetration among sports enthusiasts.

Segmental Insights

The online distribution channel currently represents the fastest-growing segment in the global period panties market, largely due to the rising adoption of e-commerce platforms for personal care products. This expansion is driven by the convenience of home delivery and the privacy provided by digital transactions, which addresses consumer hesitation often associated with physical retail purchases of menstrual hygiene items. Additionally, the direct-to-consumer model employed by many key market players allows for greater product availability and variety. These factors collectively facilitate a significant shift in consumer preference toward internet-based purchasing for period panties.

Regional Insights

Asia Pacific maintains a dominant position in the global period panties market due to a large female population and increasing disposable incomes in emerging economies like China and India. Consumers in this region are actively transitioning toward reusable menstrual products to reduce the environmental waste associated with disposable pads and tampons. This shift is further supported by growing awareness of feminine hygiene and the expansion of online retail channels that improve product accessibility. Consequently, these demographic trends and evolving purchasing behaviors establish Asia Pacific as the primary contributor to the global market.

Recent Developments

• In August 2025, Modibodi entered into a partnership with West Ham United Women, becoming the team's Official Back of Shorts and Period-Proof Underwear Partner. This agreement marked a significant milestone for the industry, with the brand's logo appearing on the team's match shorts for the 2025/26 season. The Executive Director at Modibodi emphasized that the collaboration aimed to challenge stigmas surrounding menstruation in sports and ensure that no athlete felt limited by their period. To celebrate the union, the companies launched a limited-edition co-branded product range, developed in consultation with the players to ensure optimal performance.
• In March 2025, Snuggs announced a strategic partnership with Manchester City Women’s Football Club, becoming the team’s Official Period Underwear Partner. This collaboration represented a significant development in women's sports, aiming to provide athletes with modern, high-performance menstrual care solutions. As part of the agreement, the club's Captain was named a brand ambassador, and the company introduced a co-branded collection of period pants incorporating the team's colours. The Founder of Snuggs remarked that the partnership focused on ensuring female players had access to the best support, allowing them to perform with confidence on and off the pitch.
• In December 2024, Intimina expanded its menstrual hygiene portfolio with the launch of "Bloom" period underwear. The new product line was developed using sustainable, body-safe fabrics and featured a specially engineered gusset lining that combined breathable technology with a leak-proof membrane. The underwear was designed to absorb up to 20 ml of menstrual flow, equivalent to four regular tampons, without adding extra thickness. The Global Brand Manager for Intimina stated that the launch aimed to provide a healthier, toxin-free alternative to traditional disposables, helping consumers reduce waste while prioritizing comfort and confidence throughout their menstrual cycles.
• In April 2024, Thinx introduced a new range of period underwear featuring its patent-pending "LeakSafe Barrier" technology. This innovation incorporated a four-layer gusset designed to provide up to 12 hours of protection against leaks, even on heavy flow days. The Senior Director of Product Design at Thinx explained that the technology maximized the gusset's surface area to securely control fluid movement while maintaining comfort. Product testing demonstrated that the new styles could absorb the equivalent of 12 regular tampons. The launch aimed to offer consumers a reliable, all-day reusable solution that reduced the need for disposable menstrual products.

Key Market Players

• Knix Wear, Inc.
• Thinx, Inc.
• The Period Company
• FANNYPANTS LLC
• Panty Prop Inc
• Saalt, LLC
• Anigan Inc.
• Period Panteez
• Monthly Gift, Inc.
• WUKA ltd

By Product Type	By Style	By Size	By Distribution Channel	By Region
Reusable Disposable	Boy Shorts Bikini Brief and Others	Small Medium and Large	Supermarkets/Hypermarkets Convenience Stores Pharmacy & Drug Stores Online and Non-Retail	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Period Panties Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Period Panties Market, By Product Type:

• Reusable
• Disposable

• Period Panties Market, By Style:

• Boy Shorts
• Bikini
• Brief
• and Others

• Period Panties Market, By Size:

• Small
• Medium
• and Large

• Period Panties Market, By Distribution Channel:

• Supermarkets/Hypermarkets
• Convenience Stores
• Pharmacy & Drug Stores
• Online and Non-Retail

• Period Panties Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE