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  • Last update : 18/09/2023
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Summary and extracts

1 Market Overview

1.1 Definition and presentation

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.

1.1 The global market

The global menstrual underwear market was valued at US$***.** million in **** and is expected to register a compound annual growth rate (***) of **.* percent from **** to ****. This growth is attributed to increased awareness about menstrual hygiene and initiatives by organizations such as UNICEF. However, the COVID-** pandemic has negatively impacted the industry, ...

1.3 The Italian market

The menstrual panty market is ralatively new in Italy, and insufficient data are available to make an estimate of its value. Therefore, this section will analyze the trend of this new trend through a study of data reported by Google on searches regarding the product. In addition, data regarding the paper ...

1.4 Import-export

No specific data are available regarding trade in menstrual panties, so the following will analyze trade flows regarding absorbent feminine hygiene products, specifically, the category considered is:

HS code ****: absorbent pads and tampons, baby diapers and diaper savers, and similar items, of any material.

Trade trends:

From **** to ****, the intimate apparel ...

2 Demand analysis

2.1 The question

Two types of data are analyzed to study the demand for absorbent underpants:

The average household expenditure of Italian families on personal hygiene and wellness items, natural products and beauty products. The demographic composition of the female population in Italy.

Average monthly expenditure:

Analyzing the data year by year, we can ...

2.2 Women's personal experience

To know the profile of customers who request the studied product, it is important to understand how the menstrual cycle is experienced by women.

In ****, Essity conducted research involving **** male and female residents of Italy, aged ** to **. Despite the fact that the menstrual cycle is a natural and physiological event for ...

2.3 Geographical distribution of demand

To identify the regions with the highest potential demand for the product, Istat data on the female population aged ** to ** in the various Italian regions were aggregated.

The regions with the highest number of women in this age group are Lombardy, Campania, and Lazio, each with more than one million individuals. ...

2.4 Sustainability

In the current landscape, the issue of sustainability also touches the field of feminine intimate hygiene. Although the topic is often considered taboo, it is important to discuss it given the high environmental and economic impact of traditional tampons. In a lifetime, a woman may come to use up to **,*** intimate ...

3 Market structure

3.1 The market structure

Italian enterprises producing absorbent underpants fall under Ateco category **.**: Manufacture of sanitary and household products from paper and cellulose wadding. This category includes about *** enterprises and employs more than **,*** people. Three characteristics of it will be studied below:

Trend in the number of enterprises Trend in the number of employees Breakdown ...

3.2 The value chain

3.3 Distribution

Distribution of absorbent underpants is through both physical channels (***) and online.


In Italy, there are **** specialized retailbusinessesfor perfumery, toiletries and personal hygiene products. This number is decreasing compared to ****.

Number of businesses in the retail sector of perfumery, toiletries and personal care products Italy, ****-****, in number Istat

Large-scale retail ...

3.4 The main actors

The main brands offering absorbent underpants in the Italian market are:

Teby: The company "Teby" was born from the personal experience of a new mother who, after discovering and experimenting with the world of washable diapers in ****, decided to create a product tailored to the needs of her baby. From some ...

4 Supply analysis

4.1 The offer


Cycle panties, also known as menstrual panties or cycle briefs, are a green product designed to offer a more sustainable and comfortable alternative to traditional tampons and pads. They are composed of several layers that absorb, retain leakage and fight odor, providing a clean and dry feeling. These garments can ...

4.2 The prices

The following are examples of absorbent underpants available on the Italian market:

5 Regulations

5.1 The regulation

Some of the main laws affecting the market for the production and sale of absorbent briefs in Italy are:

Consumer Code(***): particularly regarding product safety and consumer protection. It also regulates commercial practices and advertising, ensuring that the information provided to consumers is correct and not misleading. REACH Regulation(***) chemicals while ...

6 Positioning of actors

6.1: Segmentation

Italian companies:

Foreign companies:

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

AllMatters ApS
Lovable Italy S.r.l.
Fluyda S.r.l.
Repeat Global

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the menstrual panties market | Italy

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