From stopping embarrassing leaks to saving the plant, interval pants are turning into the underwear saviour for Britain’s savvy girls, as newest analysis from Mintel reveals round one fifth (19%) of girls have bought interval underwear** within the final yr.

The potential recognition of this eco-friendly underwear is confirmed by the truth that a 3rd (33%) of girls are taken with buying interval underwear sooner or later, rising to virtually half (48%) of Youthful Millennial females (aged 25-31).

However whereas interval pants are proving to be an interesting choice, utilization of different reusable sanitary safety merchandise*** corresponding to reusable sanitary pads (10%), menstrual cups (7%) and reusable tampons (5%) stays low. Hygiene stays the largest barrier to make use of, as six in ten (59%) non-users**** consider they aren’t as hygienic to make use of as disposable choices.

Tamara Sender, Senior Client analyst, mentioned:

“Interval pants are not a distinct segment product, with one in 5 British girls shopping for a pair within the final yr. We’ve got already seen massive vogue retailers corresponding to Puma, M&S and Primark seeking to seize a share of this rising market by including interval underwear to their ranges, in addition to manufacturers increasing into new areas corresponding to interval sportswear and swimwear. Interval pants faucet into rising consciousness of the influence vogue is having on the atmosphere, in addition to monetary considerations, making them more and more related within the present local weather.

“Given that nearly half of Youthful Millennial females, who – in response to our analysis – have turn out to be probably the most aware about shopping for sustainable vogue, are taken with buying interval underwear, this supplies enormous alternatives for this burgeoning class.

“Curiosity in reusable sanitary safety merchandise is excessive, and whereas they’re seen as higher for the atmosphere and higher worth than disposable merchandise, they’re additionally seen as messy and extra inconvenient. The reusables class has the potential for some savvy innovation to handle the hygiene issue at present related to their use.”

Brits are placing used PJs and underwear to good use

Love of the planet goes past the month-to-month menstrual cycle as Brits are placing their undesirable underwear and PJs to good use too. Over 4 in ten (44%) shoppers say they recycled undesirable underwear and nightwear prior to now yr, rising to over half (52%) of Millennials (aged 25-40).

This comes as virtually 1 / 4 (23%) of consumers say they’re taken with manufacturers providing underwear and nightwear constituted of recycled supplies. Whereas a 3rd (32%) of consumers would really like retailers to supply extra selections of sustainable underwear and nightwear. Total, three in ten (29%) consumers say they examine the sustainability of the style model earlier than buying.

Tamara Sender, Senior Client analyst, mentioned:

“The sustainable vogue scene has been one of many quickest rising tendencies within the sector. Newly launched underwear manufacturers are inclined to have extra of a deal with sustainable materials and moral practices, as shoppers search for merchandise with much less of an environmental influence. As considerations across the atmosphere improve, this may result in rising demand for underwear and nightwear constituted of extra sustainable materials, utilizing pure dyes and recycled supplies, in addition to extra transparency round provide chains.”

*Customers who’ve bought underwear and nightwear for themselves prior to now 12 months ending August 2021.

**Leak-proof underwear designed particularly for the times of menstruation.

***548 feminine and transgender male web customers aged 18+ who menstruate.

****non-users who usually are not taken with utilizing them