Period panties are in vogue
15.2.2023
Translation: Veronica Bielawski
Last year, no other product group gained as much popularity among Galaxus customers as period underwear. The number of orders grew 24-fold; thousands of pairs of this alternative to tampons and sanitary pads found a new owner.
Women go through an estimated 12,000 to 15,000 tampons or pads from their first period to menopause. This not only adds up in terms of expenses, but also causes a lot of waste. This has prompted many women to switch to menstrual cups in recent years. Period panties offer another alternative to disposables. They look like regular underwear, but have an antibacterial layer that absorbs blood. After a quick rinse, you throw them into the washing machine at 40 degrees.
Period underwear has proved popular with Galaxus customers. Last year, the online retailer sold 24 times more pairs than it did in 2021. No other product group has grown as strongly at Galaxus during this time (see chart). And since October 2022, demand has been even higher than for menstrual cups. Thousands of pairs of period panties were mailed throughout Switzerland last year (Galaxus won’t provide more precise figures for reasons of competition).
«Period underwear has many advantages,» says Martina Tatavitto, who, among other things, is responsible for the range of tampons, pads and period underwear at Galaxus. «Period underwear isn’t only more environmentally friendly than tampons or pads, it’s also more practical and convenient. You simply put on a pair of panties and don’t have to insert, stick on or line anything.» According to Martina, the trend reached Switzerland about two years ago. Since then, she says, there have been more and more brands offering such products and promoting them heavily on social media. «I expect other fashion brands to enter the booming business soon.» Puma, for example, is already collaborating with the period and incontinence underwear label Modibodi.
As with menstrual cups, period panties tend to appeal to a younger consumer group, while the average buyer of tampons and pads is older. «I suspect it has to do with social media advertising,» Martina says. «Period underwear is useful at any age, though.» Period panties may be especially interesting for women who have an IUD and therefore prefer not to use a menstrual cup. According to gynaecologists, there’s a risk of accidentally pulling the IUD out along with the menstrual cup.
What does the future hold? «Compared to tampons and pads, period panties are still a niche product,» says Martina. However, she does expect sales growth to remain strong. «I anticipate sales this year will be at least four times higher than in 2022.» It seems that period underwear is here to stay.
Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.
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