The menstrual panties market - Italy

The global menstrual underwear market, which includes absorbent panties made from materials like polyester, nylon, and cotton, was valued at US$103.87 million in 2022 and is expected to grow at a CAGR of 17.4% from 2023 to 2030. This growth is driven by increasing awareness of menstrual hygiene and sustainability, with initiatives by organizations like UNICEF contributing to the market expansion. Despite the negative impact of the COVID-19 pandemic on sales due to lockdown measures, the convenience and comfort of menstrual panties, particularly for the working female population, are key factors fueling the market. The working female population accounted for 39.3 percent of the global workforce in 2021. Marketing initiatives from major brands, such as Thinx’s campaign for breathable, ultra-thin underwear in May 2022, are also supporting market growth. The Italian market, though still relatively unknown, shows promise with growing interest indicated by peak search trends in May 2022 and an increased focus on sustainable menstruation products.

The Emergence and Growing Demand for Sustainable Menstrual Products in Italy

In recent years, Italy has witnessed a growing trend towards sustainable menstrual products such as absorbent panties. An environmentally friendly and cost-effective alternative to traditional disposable menstrual products, these panties have gained increasing popularity, reflecting a shift in consumer preferences towards comfort and sustainability. Reflecting this growing trend, online searches for "menstrual panties" in Italy surged, particularly between the years 2019 and 2023. The spike in interest during these years aligns with a growing global concern for sustainability and women's health and wellbeing. The target demographic for absorbent panties, the female population aged between 12 and 50, saw a slight decline of nearly 6% from 2019 to 2023. Despite this, the market shows resilience with an enduring demand, potentially driven by an increase in the overall number of menstrual cycles experienced by women today compared with past generations. The result is a solid consumer base, with the regions of Lombardy, Campania, and Lazio holding the highest number of potential users, ranging in the millions. Italian companies specializing in absorbent panties, such as Teby and Fluyda, coexist with international players like AllMatters and Repeat Global, operating within a market where consumers have a plethora of choices.

While domestic enterprises have seen a reduction in numbers, employment within the sector has grown by nearly 16%, suggesting industry consolidation and growth in existing businesses. Average monthly household expenditure on personal care items, including sustainable menstrual products, has remained relatively stable, with families spending approximately €26 to €30 per month, signaling steady consumer investment in personal hygiene and wellbeing. Importantly, the Italian government has taken steps to promote sustainable menstrual products like absorbent panties by implementing tax incentives, such as reduced VAT rates for compostable or washable feminine hygiene products. In summary, the Italian market for absorbent panties and sustainable menstrual products is characterized by growing consumer interest, a solid target demographic, and supportive government regulations. This positive environment underpins the potential for future market expansion, as the trend towards sustainable and comfortable menstrual products continues to rise.

Key Players Shaping the Absorbent Panty Market Landscape

The menstrual hygiene market has seen a significant shift towards sustainable and comfortable alternatives to traditional disposable products, further catalyzed by companies offering innovative solutions in absorbent panties. Let's delve into some of the brands actively contributing to this growing segment.

• Teby: Pioneering with Patented Solutions Teby, an Italian brand birthed from one mother's quest for better baby care solutions, has extended its innovation to menstrual care with its patented products. The company's initial focus on washable diapers set the stage for their entrance into the menstrual panty market, showcasing their commitment to sustainability and consumer health.
• AllMatters: Advocating for Reusable Solutions Formerly known as OrganiCup, AllMatters emerged as a champion for the menstrual cup, but their dedication to simple, sustainable, and affordable menstrual products does not end there. The company continues to broaden its range, advocating for menstrual products that are eco-friendly, comfort-focused, and contribute to a more sustainable future.
• Lovable: Blending Comfort with Eco-consciousness A staple in women's underwear, Lovable has stepped into the menstrual hygiene arena with their "Period Panties," made from Ecocert Greenlife-certified organic cotton. Their commitment to creating washable and reusable menstrual products underscores their dedication to offering eco-friendly choices for consumers. Fluyda**: Creating a Community of Menstrual Intelligence Focused on empowering women through menstrual intelligence, Fluyda not only provides innovative menstrual products but also fosters a communal space where taboos are dismantled, and environmental and personal care are at the forefront. Their approach signifies a shift towards broader acceptance and holistic well-being.
• Repeat: A Feminist and Ethical Vision in Design The entrepreneurial young founders of REPEAT, motivated by a vision of establishing an ethical, positive, and feminist brand, have developed a product range since their inception in 2020. Their menstrual underwear is a testament to their commitment to creating products that honor women's comfort, health, and the need for environmentally conscious options.

These companies have taken significant strides in developing products that not only prioritize women's health and convenience but also contribute positively to environmental conservation. Through their offerings, they challenge the status quo of menstrual hygiene, proving that comfort, sustainability, and innovation can go hand in hand.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 18/09/2023

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