The menstrual panties market in France

With nearly 35 million women in France, including over 15 million menstruating, the market for sanitary protection is a sizeable one.

Hygienic protection can be divided into two categories

external: in contact with the vulva (sanitary towels or panty liners, disposable or reusable, menstrual panties)

internal: inserted into the vagina (single-use tampons or reusable menstrual cups).

With the emergence of new consumer trends, ecological awareness and public health concerns, traditional sanitary protection is gradually being replaced by new technologies such as menstrual panties.

Introduced in 2017 in the United States, menstrual panties are a more environmentally-friendly and less harmful solution than traditional sanitary protection, making them increasingly attractive.

Menstrual panties, also known as period panties, are synthetic or cotton panties that feature an integrated absorbent part in the crotch with almost four layers: an anti-moisture layer, an anti-microbial layer, an absorbent layer and an anti-spill layer. [ANSES]

The potential of this new market is enormous, as very few women are equipped with one, even though they could use it for up to 3,500 days in a lifetime. Women are positioning themselves in both the sanitary protection and underwear markets.

This duality gives them the opportunity to differentiate themselves in many different ways, from the quality of their panties and the materials used, to the textures, colors and sizes on offer...

However, there are a number of obstacles to the purchase of these products, notably consumer hesitation about theeffectiveness of the products due to their recent appearance on the market, which for some French women can completely change their consumption habits. Similarly, the high purchase price of menstrual panties (€30 to €40) can be a net deterrent for some customers ready to take the plunge and change their habits.