GVR Report cover Reusable Period Panties Market Size, Share & Trends Report

Reusable Period Panties Market Size, Share & Trends Analysis Report By Product (Brief, Bikini, Boyshort, Hi-waist), By Distribution Channel (Offline, Online), By Region (North America, Asia Pacific), And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-093-5
  • Number of Pages: 87
  • Format: Electronic (PDF)

Report Overview

The global reusable period panties market size was estimated at USD 96.34 million in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 17.7% from 2023 to 2030. The market growth is attributed to increased customer demand, a rise in new product launches, and ongoing design and functionality improvements. Moreover, rising global awareness about the adverse environmental effects of single-use menstrual products, such as pads and tampons, is projected to propel the market growth over the forecast period.The movement for environmental awareness places a strong emphasis on the need for eco-friendly alternatives.

U.S. reusable period panties market size and growth rate, 2023 - 2030

These ideals are supported by the development of reusable period panties as an efficient and environmentally responsible alternative. The production and disposal of disposable menstrual products significantly harm the environment. They cause pollution and endanger ecosystems because of the enormous amounts of plastic, synthetic fibers, and other non-biodegradable materials used in their production. In addition, the sheer amount of menstrual waste produced annually worsens the issue. Contrarily, reusable period panties provide a washable and reusable solution that considerably lowers waste generation.

The adverse impacton the environment can be reduced with a small investment in suchproducts. The market growth is mainly attributed to increased consumer demand, new product launches, and ongoing design and functionality improvements. To improve characteristics like seamless designs, odor control, moisture-wicking capabilities, and leak-proof barriers, manufacturers are investing in research and development. Reusable period panties are becoming increasingly popular due to these developments, which enhance both the user experience and the product’s overall performance. Some of the recent product launches in the market include:

  • In August 2022, Lemme Be launched 'Z Drip Max', a reusable, eco-friendly, and leak-proof period underwear for consumers in India. The new product claims to save users about six months’ worth of tampons or traditional pads

  • In March 2022, Mr. Price Group Ltd. launched a new range of period panties that can be reused for up to two years. These period panties prevent leakage and moisture and consist of four odor-free layers. Moreover, these can hold up to 50 ml of fluid.

Product Insights

Among products, the brief segment led the market and accounted for more than 28.0% share of the global revenue in 2022.Reusable period briefs have seen substantial growth in recent years. These panties offer full coverage and are known for their comfort and leak-proof properties. They are popular among consumers who prefer a classic underwear style and desire maximum protection during the menstrual cycle. Period briefs often feature multiple layers of absorbent fabric and a waterproof barrier to prevent leakage. They come in various sizes and absorbency levels to cater to different flow intensities. The bikini segment is anticipated to be the fastest-growing segment with a CAGR of 18.1% from 2023 to 2030. Reusable period bikinis have gained significant traction among individuals seeking a balance between style and functionality. These panties combine a fashionable bikini-style silhouette with the benefits of reusable menstrual protection. Bikini period panties are designed to be comfortable, lightweight, and discreet while offering reliable leak protection. They often feature a blend of moisture-wicking and absorbent fabrics to keep the wearer dry and comfortable throughout the day. The market offers a range of absorbency options to cater to different flow levels. Bikini period panties particularly appeal to younger consumers and those who prioritize fashion and self-expression, as they can choose from a variety of trendy designs and patterns.

Distribution Channel Insights

The offline distribution channel segment dominated the market and accounted for a 65.1% share of the global revenue in 2022. Reusable period panties areavailable in physical stores, including specialty menstrual product stores, health & wellness stores, pharmacies, and even some clothing retailers. Customers can see and feel the products before making a purchase, try them on for size, and seek advice from knowledgeable staff. The offline distribution channel provides a more hands-on shopping experience and immediate product availability, which can be advantageous for customers who prefer in-person shopping or have specific needs or preferences.

Global reusable period panties market share and size, 2022

In May 2022, Proof, a pioneering company in feminine wellness renowned for its thoughtfully crafted and expertly engineered period products, collaborated with Walmart stores to launch a more cost-effective collection. The online distribution channel segment is expected to witness the fastest growth rate over the forecast period. Several key factors drive the growth of online sales for reusable period panties. One of the primary factors is convenience and accessibility. Online shopping allows consumers to browse and purchase products from the comfort of their homes, at any time that suits them. This eliminates the need for physical store visits and allows customers to shop conveniently. In addition, online sales offer a discreet shopping experience.

Regional Insights

North America dominated the market with a revenue share of 39.1% in 2022. There has been a significant rise in product demand across North American countries. The growing interest in sustainable and eco-friendly menstrual products, coupled with a desire for more comfortable and convenient options, has contributed to a rise in the popularity of reusable innerwear products like reusable period panties. Moreover, several brands specializing in reusable period panties have emerged and gained consumer attention. They offer a range of styles, absorbency levels, and sizes to cater to different preferences and needs. Brands are partnering with retail channels to increase the reach among consumers and provide ease of accessibility. Asia Pacific is projected to be the fastest-growing region with a CAGR of 18.3% over the forecast period.

Reusable Period Panties Market Trends, by Region, 2023 - 2030

The demand for menstrual products in Asia Pacific is significant due to the large pool of the target population. Accessibility and affordability of menstrual products can vary across the region. In some countries, these products may be expensive or difficult to access, particularly in remote areas and low-income communities. Efforts are being made by governments, NGOs, and social enterprises to improve the availability and affordability of these products, especially in marginalized communities. Kotex offers a range of reusable period underwear as an alternative to single-use period products. The range includes Bikini Period Undies, Full Brief Period Undies, High Waisted Period Undies, and Thinx Overnight Period Undies, which are available in India through online retailers like Amazon and Nykaa.

Key Companies & Market Share Insights

Prominent market players are likely to focus on establishing their businesses across the globe owing to the rapidly expanding customer base. In this respect, key market participants are expected to invest in research & development activities to remain competitive.Some of the key developments and strategic initiatives carried out by leading manufacturers include:

In May 2023, Proof announced the expansion of ‘Unders by Proof', an affordable collection, into CVS Health Corporation, one of the largest retail pharmacies in the U.S. With this initiative, Proof plans to expand its distribution at over 3000 stores and online at cvs.com to increase access to reusable period care and other products

  • In April 2023, Saalt launched its ‘Comfort Collection’ of period underwear collection at Target. The company diversified its offline distribution channel by partnering with the mass retailer. The Comfort Collection is available in four different styles-thongs, bikinis, boyshorts, and briefs-and three different absorbency levels

  • In November 2022,Victoria’s Secret acquired the Adore Me brand for USD 400 million. This initiative will give Victoria’s Secret access to Adore Me’s 1.2 million active customers

  • In May 2022, Thinx announced the launch of the “Moist Panties” campaign and expanded its Thinx air collection, its new line of period underwear made with breathable, moisture-wicking, ultra-thin, micromesh fabric

Some of the prominent players in the global reusable period panties market include:

  • Neione

  • Ruby Love (PANTYPROP INC)

  • Proof

  • Knix Wear, Inc.

  • Rael

  • Saalt, LLC

  • Victoria's Secret


  • The Period Company

  • Thinx, Inc. (Kimberly-Clark)

Reusable Period Panties Market Report Scope

Report Attribute


Market size value in 2023

USD 109.72 million

Revenue forecast in 2030

USD 355.06 million

Growth rate

CAGR of 17.7% from 2023 to 2030

Base year for estimation


Historical data

2017 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD million, and CAGR from 2023 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; Germany; UK; France; China; Japan; India; Brazil: South Africa

Key companies profiled

Neione; Ruby Love (PANTYPROP INC.); Proof; Knix Wear, Inc.; Rael; Saalt, LLC; Victoria's Secret; FANNYPANTS; The Period Company; Thinx, Inc. (Kimberly-Clark)

Customization scope

Free report customization (equivalent up to 8 analysts’ working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


Global Reusable Period Panties Market Segmentation

This report forecasts revenue growth and provides an analysis of the latest trends in each of the sub-segments from 2017 to 2030. For this report, Grand View Research has segmented the global reusable period panties market report based on product, distribution channel, and region:

Global Reusable Period Panties Market Report Segmentation

  • Product Outlook (Revenue, USD Million, 2017 - 2030)

    • Brief

    • Bikini

    • Boyshort

    • Hi-waist

    • Others

  • Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

    • Offline

    • Online

  • Regional Outlook (Revenue, USD Million, 2017 - 2030)

    • North America

      • U.S.

    • Europe

      • Germany

      • UK

      • France

    • Asia Pacific

      • China

      • Japan

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

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