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.
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