Menstrual panties, which allow women to do without disposable period protection, are more visible in cupboards and on the shelves.
According to the latest Nielsen data, sales quadrupled between December 2020 and December 2021 while those of tampons fell 9.5% over the same period.
"
It's been several years now that sales of tampons have been in decline after numerous controversies over their impact on health (particularly due to the presence, in certain products, of chemical compounds with carcinogenic effects or endocrine disruptors, editor's note)
" , explains Madrigale Darpas, analyst at Nielsen.
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Most sales made online
On an annual French market of 385.7 million euros in store sales, menstrual panties still only represent 2.7% of sales in value, but their dazzling growth is the sign of a changing market... including in terms of distribution since the Nielsen panel does not take into account orders placed online.
However, it is precisely on their website or via the major e-commerce platforms that the specialized brands Réjeanne and Les Petites Culottées achieve most of their sales.
“
80% of our sales are made online
,” say Wye Morter and Schonnead Dégremont respectively, founders of these two competing brands, both created in 2018, which have the particularity of having their lingerie made in France.
"
We have sold over 300,000 panties since our inception.
And our turnover has doubled in two years
, ”says Wye Morter, whose menstrual panties sell from 34 euros each.
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A sign that this nascent market is moving the lines, it is of interest to the big textile companies forced to follow the trend initiated by innovative SMEs.
Thus, DIM, Athena and Etam have recently offered a dedicated range.
“
After our launch, I very quickly received proposals for partnerships and buyouts from major brands
,” says Schonnead Dégremont, who politely declined these offers.
“
The competition is stimulating.
In addition, a small company like ours cannot, on its own, transform mentalities
,” she philosophizes.
If fashion manufacturers have been able to seize a new niche, feminine hygiene professionals, who are seeing sales of tampons and disposable pads erode, are not left out.
Essity, which notably markets the Nana brand, now also sells this new type of menstrual lingerie with a textile dimension.
The impact of teleworking and confinement
According to historical brands in the sector, teleworking and confinement have had a negative impact on their business because many women tend to keep protection longer when they stay at home.
A good enough reason to explain the poor shape of the disposable feminine hygiene market?
“
In a way, the lockdowns and working from home helped to take off the market for period panties because women were able to try our products with more confidence than if they had to go to the office to test them
,” it is estimated at Réjeanne who positions itself, on the marketing level, as a brand of lingerie and not as a hygiene product.
"
Aesthetics is the first purchasing factor ahead of our made in France and organic cotton values, then the environment
", is echoed by Les Petites Culottées which, like its competitor, now also sells swimsuits compatible with periods of menstruation.