Market driving factor

It’d been one century since the first disposable sanitary napkin came out. it was controversial because women’s periods were taboo at that time. After more than one century’s development, the figure shows average woman disposes of around 11,000 single-use menstrual products over a lifetime and sanitary products account for 200,000 tonnes of landfill waste annually based on data from Women’s Environmental Network (WEN). 

Growth in the number of working women, increase in need for convenience and comfort, and rise in inclination towards chemical-free and zero waste alternatives to traditional pads and tampons are fueling interest in the global period panties market.

More top market players are also spending to offer newer styles with better leak-proof protection period panties further augmenting the product consumption to sustain the market share or expand.

Restrains

• As brand new sanitary products, Limited awareness of period panties as compared to other period sanitary options such as menstrual cups and tampons are likely to restrain the market growth. The majority of the consumers have adjusted well and comfy using traditional menstrual hygiene products. Above all, lack of awareness, along with unease over learning to use a new product, are the main reasons women don’t consider alternatives. Said Mariana Espinal, a Yale University School of Medicine Resident. 
• Along with this, individuals resist buying the product due to the expensive price of the period underwear. This hampers the market growth globally. 
• Another major challenge that this market faces is that women in rural areas are still facing many difficulties in managing periods. 

• l On the other hand, experts said women don’t want to touch their menstrual blood. “ Anything that you have to touch the inside of your body to use isn’t going to appeal to a larger portion of the population. “ This represents some consumer’s view that products such as Thinx and the menstrual cup, of which there are several brands that range from $6 to $40 on Amazon.com, will go mainstream

Opportunity

• Tampon sales are falling, “as population growth stagnates and women increasingly seek natural products and sustainability.”

• Further, the less tapped market in the Asia Pacific is likely to offer a wider customer base, thus offering plenty of opportunities to the top players.

• Another major challenge that this market faces is that women in rural areas are still facing many difficulties in managing periods. To regard this issue, the government of different nations and various organizations like UNICEF, are taking several initiatives to inflate awareness about menstrual health and hygiene. These initiatives will open several opportunities for the period panties market.

• Along with this, penetration of the internet and the rise in use of social media among the masses help the manufacturers of period panties in creating awareness among women regarding the problems that they can face with traditional menstrual products and carelessness in hygiene during menstrual flow. 

• Key market players realize that solely direct-to-consumer online marketing isn’t the gold time as it was. They also put investment in TV advertisements, home mail, etc, and distribute offline retail such as drug stores, big department stores, supermarkets, and so on. More assess.