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Summary of our market study
The intimate hygiene market is estimated at between 350 and 400 million euros
The menstrual underwear market in France is growing, driven by consumer demand for sanitary options that respect the environment and health. French consumers are moving towards "zero waste" options. The risks associated with Toxic Shock Syndrome from tampons are prompting women to consider safer alternatives such as menstrual underwear.
10 to 15 million women use sanitary protection.
French women spend between 5 and 10 euros per cycle on protection and painkillers. This represents almost 3,800 euros over the course of a lifetime.
The success of startups such as Fempo indicates solid market potential, but the market is still in its infancy compared to traditional sanitary products, with menstrual cups used by around 1-2% of women. The traditional intimate hygiene market remains largely dominated by long-established companies such as Johnson and Procter.
The market includes mid-range players such as Fempo and Smoon, high-end brands such as Aglaé-Lingerie and Rèjeanne, and organic-focused companies such as Lily Basic. The main players in the menstrual underwear market rely mainly on online platforms to reach customers.
Menstrual underwear seeks to address both comfort and environmental impact, thanks to its multi-layer technology certified by the Oeko Tex label, guaranteeing the absence of harmful substances.
Most purchases are made in supermarkets.
Players in the menstrual underwear sector
- fempo focuses on absorbent, washable panties
- Smoon in the mid-range category
- Moodz and Sisters Republic offer a variety of options in terms of design and functionality.
- Aglaé-Lingerie offers a high-end experience
- Réjeanne lproposes premium offers
- Lily Basic and Elia Lingerie focus their product lines on organic and sustainable materials
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Summary and extracts
1 Market overview
1.1 Market definition
With nearly 35 million women in France, including over 15 million menstruating, the market for sanitary protection is a sizeable one.
Hygienic protection can be divided into two categories
- external: in contact with the vulva (sanitary towels or panty liners, disposable or reusable, menstrual panties)
- internal: inserted into the vagina (single-use tampons or reusable menstrual cups).
With the emergence of new consumer trends, ecological awareness and public health concerns, traditional sanitary protection is gradually being replaced by new technologies such as menstrual panties.
Introduced in 2017 in the United States, menstrual panties are a more environmentally-friendly and less harmful solution than traditional sanitary protection, making them increasingly attractive.
Menstrual panties, also known as period panties, are synthetic or cotton panties that feature an integrated absorbent part in the crotch with almost four layers: an anti-moisture layer, an anti-microbial layer, an absorbent layer and an anti-spill layer. [ANSES]
The potential of this new market is enormous, as very few women are equipped with one, even though they could use it for up to 3,500 days in a lifetime. Women are positioning themselves in both the sanitary protection and underwear markets.
This duality gives them the opportunity to differentiate themselves in many different ways, from the quality of their panties and the materials used, to the textures, colors and sizes on offer...
However, there are a number of obstacles to the purchase of these products, notably consumer hesitation about theeffectiveness of the products due to their recent appearance on the market, which for some French women can completely change their consumption habits. Similarly, the high purchase price of menstrual panties (€30 to €40) can be a net deterrent for some customers ready to take the plunge and change their habits.
1.2 The global sanitary protection market
Worldwide, the feminine protection market is estimated to be worth **.* billion euros by **** [***]
In ****, the global menstrual panties market is one of the most dynamic segments of the sanitary protection market.
It is currently estimated at nearly $***.** million in ****, and should post a CAGR of **.*% between **** and ****, peaking at nearly $*** million ...
1.3 The sanitary protection market in France
The French feminine hygiene market is estimated at ***.** million euros in ****.
The segmentation is shown below:
Feminine hygiene market segmentation France, ****, in M€ Source: ****
The market is dominated by sanitary towels, which account for almost **% of the market , or €***.** millionin value .
Sales growth by feminine hygiene segment France, **** vs. ****, in % Source: ...
2 Demand analysis
2.1 A large target population
In France in ****, there will be almost **,***,*** women, more than half the population.
Breakdown of French female population by age group France, ****, in numbers Source: ****
In France, around **.* million French women are considered to be menstruating, corresponding to the ** to ** age group, with menopause occurring on average around age ** and the ...
2.2 Underwear + sanitary protection purchasing habits
Menstrual briefs are positioned in two different markets:
the underwear market the sanitary protection market
Let's take a closer look at each of these two markets:
Buying habits in the underwear market:
In ****, lingerie accounted for **% of women's clothing purchases [***]with an average basket of €*** to €***. The market, after a slight ...
2.3 The menstrual insecurity of French women
A substantial budget
Hygienic protection products are considered to be essential purchases. Indeed, in ****, the tax authorities clearly proved that feminine hygiene protection products were basic necessities by reducing VAT from **% to *.*%.
According to a survey conducted by IFOP, sanitary protection is considered the last product women can do without: *% of ...
2.4 Growing ecological awareness + increasing attention to health
The rise of ecological awareness
Hygienic protection is a real source of waste creation. In fact, ** billion tampons and sanitary pads are thrown away in Europe every year, representing almost ***,*** tonnes of waste. [***]
What's more, according to a recent estimate, each woman uses an average of **,*** disposable menstrual products in her ...
2.5 Typical profile of menstrual panty users
By analyzing current trends in sanitary protection consumption, we can attempt to draw up a portrait of menstrual panty consumers.
Current users of menstrual pants
Let's start by drawing up a portrait of current menstrual panty users, i.e. those who are convinced by the product.
We can already see that ...
3 Market structure
3.1 Production: made in France?
In ****, only one brand was producing menstrual panties: the American brand Thinx. Since then, the range has grown to around thirty brands in France alone[***].
Menstrual pants are an example of a market that reflects current consumer demand for products that are more respectful of the environment and women's well-being. Indeed, ...
3.2. Distribution of menstrual pants
In France, menstrual panties are distributed via a multitude of different channels.
The primary distribution channel is e-commerce sites. The vast majority of menstrual panty suppliers are start-ups, offering their products directly on their own websites. This is known as DNVB (***). This strategy cuts costs by eliminating a potential intermediary and ...
3.3 Menstrual panty distribution strategies
Menstrual panty brands are developing new strategies to raise their profile among French women and reach more and more users.
For example, some brands are proposing subscription systems where the aim is for consumers to receive new panties or menstrual kits on a regular basis, creating a long-term relationship with their ...
4 Offer analysis
4.1 Innovative technology
Menstrual briefs are underwear for use during menstruation. They are specially designed to absorb blood during menstruation. Depending on the model, the panty can absorb the equivalent of * to * tampons.
The composition and manufacture of menstrual panties vary from brand to brand. But most feature a three- or four-layer anti-leak system ...
4.2 Different models
Menstrual pants differ according to price, shape, design, material used, absorption capacity...
The main menstrual pants available on the market can be segmented as follows:
Light-absorption panties: designed for light flow days or as complementary protection with other menstrual products. Medium-absorption panties: for medium-flow days, sufficiently absorbent to be worn alone ...
5 Regulations
5.1 Regulations
In France, following the results of a study carried out in **** on French women's sanitary protection products, new decisions have been taken concerning their regulations.
Thus, in order toimprove transparency on the composition and risks associated with the use of intimate protection products, the Decree of December **, **** framing the information to ...
6 Positioning the players
6.1 Player segmentation
- Smoon
- Aglaé Lingerie
- Lily Basic
- Réjeanne
- Fempo
- Moodz
- Sisters Republic
- Elia Lingerie
- So'Cup
- Modibodi
- Dans Ma Culotte
- Wuka Wear
- Petites Culottées
- Dreamtim Blooming Rocks
- Blinx Underwear
- MÏU
- Louve
- My Bloom Story
List of charts presented in this market study
- French female population by age group
- Frequency of underwear purchases
- Underwear market trend 2019-2022 by value
- Breakdown of lingerie expenditure by age
- Frequency of lingerie purchases by women
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Latest news
Petits Culottés short-circuits supermarkets with baby diapers - 14/11/2023
- Les Petits Culottés was created in 2019 in Paris. 12 employees.
- In four years, the company has managed to win over around 80,000 parents.
- The company's products are 15% cheaper than the competition thanks to online sales.
- The company has its diapers manufactured by BB Distribe in Laval-sur-Vologne, Vosges.
- Infant milk is purchased from a group of independent breeders in the Vendée region.
- Present in some 50 maternity wards and in partnership with approximately 6,000 pharmacies.
- The SME achieves sales of 42 million euros without raising capital.
Fempo, founded in 2017, offers menstrual panties with a second-skin effect. - 29/04/2021
- 300.000 customers in Europe and North America
- 18 employees
- Products much more expensive than the competition (30% more)
- Today, the brand has around twenty references
- These washable, zero-waste, health-protecting panties are available for around thirty euros
- In fact, after achieving sales of 5.6 million euros in 2020, they are forecasting sales of 11 million euros this year, out of a total market of 402.53 million euros in 2018
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The menstrual panties market | France
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