The menstrual panties market in Italy

The term "absorbent panty" refers to a panty that has the ability to absorb menstrual discharge without having to use a special absorbent pad. The convenience of the panties is the fact that they can be machine-washed and reused for several times. In addition, the absorbency capacity is twice that of ordinary tampons. you can find them in different sizes and different shapes such as sports underpants, high-waisted or brazilian panties. Absorbent panties can be found either in pharmacies, supermarkets or online and have an average price ranging from 25 to 35 euros.

As for the global market, this is expected to be worth $180 million by the end of 2021 and is estimated to grow at a CARG of 15.8% between the year 2020 and 2030. This growth is due to the increased convenience and comfort of panties in women's everyday life. Despite this strong growth, this product is not utilizing its full potential because it is not yet well known in the market.

Even at the Italian level, the market turns out to have great possibilities for growth even though the product is still not well known by a large majority of the population. This growth is especially due to the fact that the issue of sustainability is becoming fundamental for more and more people and is expanding to all aspects of daily life, including menstruation. In addition, many women prefer briefs, not only because they can be reused, but that for a convenience factor. Indeed, they are more comfortable and wearable than the classic tampon.

As much as there is a strong potential for growth, there are numerous substitutes for menstrual panties such as the washable pad and the menstrual cup. The former is simply a non-pantie-shaped tampon that can be put in the washing machine and can be reused, while the latter is an alternative to the tampon inside made of silicone and therefore also reusable.