Period Underwear: The Next High-Growth Category Retailers and Brands Can't Afford to Miss
The feminine hygiene market is experiencing a revolution. For decades, women had limited options - primarily disposable pads and tampons. Today, a new player has entered the arena and is rapidly gaining market share: period underwear. This innovative product combines the comfort of regular underwear with advanced absorbent technology, offering protection without the need for additional products.
Period underwear isn't just another niche product – it represents one of the fastest-growing segments in feminine care, with explosive growth potential that smart retailers and brands are already capitalizing on.
The question isn't whether period underwear will become mainstream – it already is. The real question is: will your brand or retail operation be part of this profitable revolution, or will you watch from the sidelines as competitors capture this lucrative market?
Why Period Underwear Is Experiencing Explosive Market Growth
The numbers tell a compelling story. According to Future Market Insights, the global period panties market was estimated at USD 198.2 million in 2025 and is projected to reach an impressive USD 951.2 million by 2035, growing at a remarkable CAGR of 17.1% over the decade.
Other market research firms show similar growth trajectories:
- Market Strides values the market at USD 156.27 million in 2024, projecting growth to USD 577.89 million by 2033 (15.64% CAGR)
- Cognitive Market Research estimates the market will grow at a 17.40% CAGR from 2025 to 2033
- Grand View Research reported the market at USD 103.87 million in 2022, with a projected CAGR of 17.4% through 2030
| Research Firm | Current Market Size | Projected Market Size | CAGR |
|---|---|---|---|
| Future Market Insights | $198.2M (2025) | $951.2M (2035) | 17.1% |
| Market Strides | $156.27M (2024) | $577.89M (2033) | 15.64% |
| Cognitive Market Research | $198.26M (2025) | $715.45M (2033) | 17.40% |
| Grand View Research | $103.87M (2022) | N/A | 17.4% |
What's particularly noteworthy is the consistency across multiple research sources - all pointing to sustained double-digit growth rates exceeding 15% annually. This isn't a temporary trend; it's a fundamental shift in how women approach menstrual care.
Why Are Modern Consumers Embracing Period Underwear?
The rapid adoption of period underwear isn't happening by accident. Several powerful consumer trends are converging to drive this growth:
Sustainability Is No Longer Optional
Today's consumers, particularly younger demographics, are increasingly making purchasing decisions based on environmental impact. Period underwear directly addresses this concern by dramatically reducing waste from disposable products.
Consider this: the average woman uses approximately 11,000 disposable menstrual products in her lifetime. These products take centuries to decompose and contribute significantly to landfill waste. According to the United Nations Environment Programme, traditional menstrual products produce a staggering 200,000 tons of waste annually.
Period underwear offers a compelling alternative - reusable products that can last for years with proper care. This sustainability angle isn't just good for the planet; it's becoming a major purchasing driver.
Economic Benefits Drive Long-Term Value
While period underwear typically requires a higher initial investment than disposable products, the long-term economics strongly favor reusables. Research by Choice Australia found that switching to period underwear can save consumers over $100 every five years compared to disposable options.
Retailers like Aldi have recognized this value proposition, launching their own period underwear at just £7.99 for a pack of three (£2.66 each). Aldi estimates their customers can save over £116 annually compared to disposable sanitary products. This economic benefit becomes an even stronger selling point during times of economic uncertainty.
Comfort and Convenience Create Loyal Customers
Modern period underwear combines innovative technology with comfort-focused design. Multiple absorbent layers, moisture-wicking fabrics, and leak-proof barriers provide reliable protection while maintaining comfort. For busy women, the convenience of not needing to carry or change disposable products throughout the day is a significant advantage.
As Board of Innovation's research with Thinx revealed, addressing comfort and convenience factors is crucial for building customer loyalty in this category. Brands that successfully deliver on these promises are seeing strong repeat purchase rates.
Major Retailers Are Already Capitalizing on the Opportunity
The period underwear revolution isn't just happening in specialty stores or online-only brands. Major retailers are recognizing the opportunity and moving aggressively:
Mass Market Adoption
- Aldi launched its first-ever own-brand period pants in March 2024, priced at just £7.99 for a pack of three, positioning them as the most affordable option on the market
- Target Australia has expanded its period underwear offerings with both branded options like Bonds and their own private label products
- Tesco became the first major retailer to cover the VAT on period pants, further improving affordability
Premium and Specialty Positioning
Brands like Modibodi are repositioning period underwear as fashion and lifestyle products rather than purely functional items. Their "Fear Not" campaign showcases their lingerie, swimwear, and activewear ranges, targeting women under 25 who are already aware of the category and motivated to use sustainable products.
This dual-track approach - with both value-oriented and premium offerings - demonstrates the category's versatility and broad appeal across consumer segments.
Why Your Brand or Retail Operation Needs Period Underwear Now
For Underwear and Apparel Brands:
Adding period underwear to your product lineup offers multiple strategic advantages:
- Expanded Customer Base: Attract new customers specifically seeking period solutions
- Increased Purchase Frequency: Give existing customers reasons to shop your brand more often
- Enhanced Brand Perception: Demonstrate innovation and commitment to sustainability
- Higher Average Order Values: Period underwear typically commands premium pricing compared to regular underwear
- Product Line Extension: Create natural cross-selling opportunities with your existing products
For Retailers:
Period underwear represents a significant opportunity to:
- Drive Category Growth: Introduce a high-margin, growing category to your feminine care or apparel sections
- Attract Younger Shoppers: Connect with Gen Z consumers who prioritize sustainability
- Differentiate Your Offering: Stand out from competitors who haven't yet embraced this category
- Build Customer Loyalty: Meet more of your customers' needs, reducing their need to shop elsewhere
- Demonstrate Values Alignment: Show commitment to sustainability and women's health
How to Successfully Enter the Period Underwear Market
At HAVING(China)Ltd, we've seen firsthand how period underwear has transformed from a niche product to a mainstream category. As a leading fashion lingerie manufacturer with over 3,000 stores and $30 million in annual sales, we've developed extensive expertise in this growing segment.
Our body-before-fabric philosophy aligns perfectly with the period underwear category, where comfort, functionality, and aesthetics must work in harmony. We've helped numerous brands successfully enter this market with our made-to-order manufacturing capabilities.
Key considerations for successful market entry include:
- Product Development: Focus on absorbency levels, comfort features, and style variety
- Material Selection: Choose fabrics that balance absorbency, comfort, and durability
- Sizing Strategy: Ensure inclusive sizing to maximize market potential
- Price Positioning: Determine whether to compete on value or premium features
- Educational Marketing: Help consumers understand the benefits and proper use
Conclusion
The period underwear market represents one of the most promising growth opportunities in the apparel and feminine care sectors. With consistent double-digit growth projections, strong consumer demand, and clear sustainability benefits, this category has moved beyond trend status to become an essential offering.
Brands and retailers who move decisively now have the opportunity to establish strong positions in this rapidly expanding market. Those who wait risk being left behind as competitors capture market share and consumer loyalty.
The question isn't whether period underwear will succeed – the market data clearly shows it already is. The question is whether your brand will be part of this profitable revolution.
Frequently Asked Questions (FAQ)
How long do period underwear last?
With proper care, quality period underwear can last 2-3 years or approximately 50-100 washes. This makes them significantly more cost-effective than disposable alternatives over time.
Are period underwear as effective as traditional menstrual products?
Yes, modern period underwear can hold the equivalent of 2-4 tampons worth of fluid, depending on the style and absorbency level. Many brands offer different absorbency options for light, moderate, and heavy flow days.
How do consumers wash and care for period underwear?
Most period underwear should be rinsed in cold water after use, then machine washed on a gentle cycle and air dried. Specific care instructions vary by brand and material composition.
What styles of period underwear are most popular?
Brief, bikini, boyshort, and high-waist styles are the most common. High-waist styles are particularly popular for overnight use and heavy flow days, while bikini and boyshort styles are favored for everyday wear.
How are retailers merchandising period underwear in stores?
Some retailers place period underwear in the lingerie/underwear section, while others position it in feminine hygiene alongside traditional menstrual products. Cross-merchandising in both areas can help maximize visibility.
