Interest in eco-friendly menstruation is rising fast, with the latest research from Mintel revealing that around a fifth (19%) of women bought period underwear in the 12 months to August 2021.
The research company says that the potential of this sustainable option is confirmed by the fact that 33% of women are interested in buying period underwear in future, with this figure rising to an impressive 48% of females aged 25 to 31.
Period pants tap into rising awareness of the impact fashion is having on the environment, as well as financial concerns
Given these figures, there is huge opportunity for this burgeoning category, says Mintel. “Period pants are no longer a niche product, with one in five British women buying a pair in the last year,” says Tamara Sender, senior consumer analyst. “We have already seen big fashion retailers such as Puma, M&S and Primark looking to grab a share of this growing market by adding period underwear to their ranges, as well as brands expanding into new areas such as period sportswear and swimwear. Period pants tap into rising awareness of the impact fashion is having on the environment, as well as financial concerns, making them increasingly relevant in the current climate.
Other planet-friendly products aren’t garnering the same support, however, with 10% using reusable sanitary pads, 7% employing menstrual cups and 5% choosing reusable tampons. The main stumbling block appears to be hygiene concerns, as 59% of non-users believe these items aren’t as hygienic to use as disposable options.
“Interest in reusable sanitary protection products is high, and while they are seen as better for the environment and better value than disposable products, they are also seen as messy and more inconvenient. The reusables category has the potential for some savvy innovation to address the hygiene factor currently associated with their use,” Sender adds.
Image courtesy of WUKA
