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Summary and extracts
1 Market overview
1.1 Market definition
Menstrual underwear or period underwear are synthetic or cotton panties that have an integrated absorbent part in the crotch with 4 layers, including an anti-moisture layer, a layer with anti-microbial action thanks to the introduction of silver fibres in the mesh of the panties, an absorbent layer and an anti-overflow layer. [ ANSES ]
Appeared in 2017 in the United States, menstrual panties are a more environmentally friendly and less harmful to health solution than traditional sanitary pads, making it very attractive. The potential of this product is great as very few women are equipped. Being a less widespread alternative, the adoption of menstrual panties requires however a phase of familiarization, and a good communication on the product, its functionalities and its mode of use is essential.
As menstrual panties are positioned on both the sanitary protection and underwear markets, there are many possibilities for differentiation: more and more brands are not content to offer panties with functional qualities, but propose different models, textures and colours, with the aim of seducing consumers.
List of charts presented in this market study
- Répartition annuelle de la population féminine par classe d'âge
- "Pourriez-vous utiliser des culottes menstruelles", en fonction de la protection hygiénique la plus souvent utilisée
- Quel mode de protection hygiénique utilisez-vous le plus souvent en début de règle ?
- Intérêt pour la recherche "culotte menstruelle" sur Google
- Les motifs déterminants dans le choix de la protection hygiénique
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Latest news
Petits Culottés short-circuits supermarkets with baby diapers - 14/11/2023
- Les Petits Culottés was created in 2019 in Paris. 12 employees.
- In four years, the company has managed to win over around 80,000 parents.
- The company's products are 15% cheaper than the competition thanks to online sales.
- The company has its diapers manufactured by BB Distribe in Laval-sur-Vologne, Vosges.
- Infant milk is purchased from a group of independent breeders in the Vendée region.
- Present in some 50 maternity wards and in partnership with approximately 6,000 pharmacies.
- The SME achieves sales of 42 million euros without raising capital.
Fempo, founded in 2017, offers menstrual panties with a second-skin effect. - 29/04/2021
- 300.000 customers in Europe and North America
- 18 employees
- Products much more expensive than the competition (30% more)
- Today, the brand has around twenty references
- These washable, zero-waste, health-protecting panties are available for around thirty euros
- In fact, after achieving sales of 5.6 million euros in 2020, they are forecasting sales of 11 million euros this year, out of a total market of 402.53 million euros in 2018
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The menstrual panties market | France
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