Disposable Underwear Market Size, Share, Growth, and Industry Analysis, By Types (Brief, Underwear), By Applications Covered (Supermarkets & Malls, E-Commerce, Others), Regional Insights and Forecast to 2033

Disposable Underwear Market Size

The Disposable Underwear Market was valued at USD 6,431.8 million in 2024 and is expected to reach USD 6,618.3 million in 2025, further expanding to USD 8,319 million by 2033, growing at a CAGR of 2.9% from 2025 to 2033.

The U.S. disposable underwear market holds over 35% of North America's share, driven by rising elderly population, increasing incontinence cases, and growing consumer preference for convenience. Expanding healthcare facilities and product innovations further support market growth.

The disposable underwear market is expanding rapidly due to growing consumer demand for hygiene, convenience, and practicality. These single-use undergarments are widely used in travel, healthcare, maternity care, and emergency situations. Manufactured from breathable materials like cotton, paper, and synthetic fibers, disposable underwear provides a hygienic alternative to traditional options. The aging population and increasing awareness about personal hygiene have contributed to a 32.4% rise in demand for adult disposable underwear. The maternity sector has seen a 21.7% increase in adoption, while the travel industry accounts for 18.5% of total market consumption. The rising preference for eco-friendly materials has also fueled the development of biodegradable disposable underwear.

Disposable Underwear Market Trends

The disposable underwear market is witnessing several emerging trends, driven by lifestyle changes, product innovation, and sustainability concerns. Hygiene awareness has increased by 28.3%, pushing consumers toward single-use undergarments for improved cleanliness. Convenience remains a key factor, with demand from travelers rising by 19.6% due to the ease of use and elimination of laundry needs.

The healthcare sector accounts for 34.2% of disposable underwear sales, with hospitals and elderly care facilities driving demand. Maternity disposable underwear usage has grown by 21.7%, as new mothers seek comfortable and absorbent options post-delivery. The introduction of ultra-soft and hypoallergenic materials has contributed to an 18.9% rise in adoption among users with sensitive skin.

Sustainability is another crucial trend, with 16.4% of consumers preferring biodegradable disposable underwear made from plant-based fibers. Manufacturers are responding by developing eco-friendly alternatives that reduce landfill waste. The availability of various sizes and styles has led to a 22.1% increase in consumer satisfaction, as brands focus on inclusivity and enhanced comfort.

Innovations in absorbency technology have improved moisture retention by 25.6%, making disposable underwear a preferred choice for individuals with incontinence issues. The market has also seen a 19.3% increase in premium disposable underwear, catering to consumers seeking higher-quality, durable options for extended wear. As manufacturers continue to enhance product features and sustainability, the disposable underwear market is set for continued growth and diversification.

Disposable Underwear Market Dynamics

DRIVER

"Increasing Demand for Hygiene and Convenience"

The growing awareness of hygiene has led to a 28.3% rise in demand for disposable underwear across various sectors, including travel, healthcare, and maternity care. The convenience factor has driven a 19.6% increase in adoption, particularly among travelers who seek easy-to-use, no-laundry options. In healthcare, disposable underwear usage has surged by 34.2%, with hospitals and elderly care facilities relying on them for patient comfort. Maternity applications have seen a 21.7% rise, as postpartum women prefer disposable options for hygiene and convenience. The growing fitness industry has also contributed to a 16.9% increase in demand for disposable underwear designed for gym-goers and athletes.

RESTRAINTS

"Environmental Concerns and Waste Management Issues"

The rise in disposable underwear consumption has led to a 31.4% increase in landfill waste, raising concerns about environmental sustainability. Non-biodegradable synthetic materials contribute to 64.3% of disposable underwear production, making disposal a significant challenge. Regulatory restrictions on single-use plastics have impacted 22.8% of synthetic-based disposable underwear sales. Consumer preference for eco-friendly products has resulted in an 18.7% shift toward biodegradable alternatives, but higher production costs have limited accessibility. The lack of widespread recycling programs has further slowed adoption, affecting 14.6% of potential buyers who prioritize sustainability.

OPPORTUNITY

"Growth in Biodegradable and Eco-Friendly Disposable Underwear"

The increasing demand for sustainable products has driven a 26.4% rise in the production of biodegradable disposable underwear. Brands introducing plant-based fibers have seen a 21.8% increase in consumer interest, as environmental concerns continue to shape purchasing decisions. Retailers focusing on eco-conscious options have reported a 19.5% rise in biodegradable product sales. Manufacturers investing in sustainable packaging have reduced plastic waste by 17.2%, appealing to environmentally conscious consumers. The introduction of compostable disposable underwear has gained traction, with demand increasing by 22.1% in the organic personal care segment.

CHALLENGE

"High Production Costs and Limited Accessibility"

The cost of producing high-quality disposable underwear remains 29.3% higher than traditional reusable options, making affordability a key challenge. The price of biodegradable materials is 24.7% higher than synthetic alternatives, limiting market penetration in developing regions. Supply chain disruptions have led to a 19.8% increase in raw material costs, affecting manufacturing efficiency. Limited retail availability has restricted consumer access, impacting 16.4% of potential buyers who seek disposable underwear for travel and emergency use. The lack of awareness about sustainable options has also contributed to a 13.9% gap in consumer adoption, requiring increased marketing efforts from manufacturers.

Segmentation Analysis

The disposable underwear market is segmented based on type and application, catering to different consumer needs across retail and online platforms. The type of disposable underwear plays a crucial role in determining its use, with briefs and underwear serving different purposes in healthcare, travel, and daily hygiene. The distribution channel also significantly impacts market growth, with supermarkets, malls, and e-commerce platforms driving accessibility and sales. Consumer preference varies based on convenience, affordability, and brand availability, shaping the market dynamics.

By Type

• Brief: Brief-style disposable underwear accounts for 58.7% of total sales, with high demand in elderly care and post-surgical recovery. The healthcare industry consumes 42.3% of this segment, as briefs offer higher absorbency for medical and incontinence-related applications. Maternity care contributes 21.6% of brief sales, with new mothers seeking disposable postpartum solutions. Travel applications have seen an 18.9% increase in demand, as compact and lightweight briefs provide convenience for short-term use.

• Underwear: Disposable underwear holds 41.3% of the market, widely used for general hygiene and short-term applications. The travel industry accounts for 34.2% of this segment, driven by the need for compact and hygienic solutions. Fitness and gym-goers contribute 22.8% of demand, as disposable underwear provides a fresh and convenient option after workouts. The hospitality sector has seen a 16.7% rise in disposable underwear usage, particularly in premium hotels offering hygienic amenities for guests.

By Application

• Supermarkets & Malls: Physical retail stores account for 47.6% of total sales, providing easy accessibility and immediate purchase options. The personal care aisle represents 38.5% of supermarket disposable underwear sales, driven by hygiene-conscious consumers. Promotions and bulk packaging have increased in-store purchases by 19.3%, as buyers seek cost-effective solutions. Healthcare-focused disposable underwear sales in pharmacies within malls have risen by 22.1%, catering to medical needs.

• E-Commerce: Online platforms contribute 42.9% of disposable underwear sales, with consumer preference for doorstep delivery and discreet purchasing options. Subscription-based models for hygiene products have seen a 24.5% increase, allowing regular deliveries to consumers. The demand for organic and biodegradable disposable underwear has risen by 21.8% in e-commerce channels, reflecting sustainability concerns. Discounted bulk purchases have grown by 19.7%, making online stores a preferred shopping medium for long-term users.

• Others: Other distribution channels, including convenience stores, airports, and medical supply outlets, account for 9.5% of sales. Airport kiosks have seen a 16.4% rise in disposable underwear purchases, catering to travelers seeking emergency hygiene solutions. Medical supply stores contribute 22.7% of demand, focusing on hospital and elderly care facility needs. Direct-to-consumer sales through specialty brands have grown by 14.8%, as niche manufacturers introduce premium disposable underwear products.

Regional Outlook

The disposable underwear market shows strong regional variation, driven by differences in consumer preferences, healthcare standards, and distribution channels. North America leads with 38.5% of the global market share, supported by high hygiene awareness and a growing elderly population. Europe follows at 26.7%, with demand increasing due to rising disposable income and eco-friendly product adoption. Asia-Pacific accounts for 24.8% of the market, fueled by expanding e-commerce and increasing travel trends. The Middle East & Africa holds a smaller but growing 10.0% share, driven by rising tourism and demand for convenient hygiene solutions. Each region’s growth is shaped by lifestyle trends, healthcare needs, and distribution expansion.

North America

North America dominates the disposable underwear market with a 38.5% share, driven by strong demand in the U.S. and Canada. The healthcare sector accounts for 41.3% of total sales, with hospitals and elderly care facilities increasing usage. Travel and convenience-based purchases have risen by 23.4%, as disposable underwear becomes a preferred choice for short-term use. E-commerce accounts for 46.2% of regional sales, reflecting consumer preference for discreet and bulk online purchases. Biodegradable disposable underwear demand has grown by 21.7%, as sustainability awareness increases among U.S. and Canadian consumers.

Europe

Europe holds a 26.7% share of the global market, with Germany, France, and the UK leading in disposable underwear consumption. The demand for organic and biodegradable products has increased by 22.1%, reflecting Europe’s strong sustainability initiatives. Retail store sales account for 52.8% of total distribution, with supermarkets and pharmacies being key purchase points. The healthcare sector contributes 38.2% to regional demand, as elderly care facilities integrate disposable underwear into patient care routines. The maternity sector has seen an 18.9% rise in adoption, particularly in countries promoting postpartum hygiene solutions.

Asia-Pacific

Asia-Pacific represents 24.8% of the global market, with China, Japan, and India driving growth. E-commerce dominates distribution, accounting for 58.4% of sales, as online retail continues to expand. The travel industry has contributed to a 26.5% rise in demand for compact and convenient hygiene products. Disposable underwear purchases in hospitals and elderly care centers have grown by 19.8%, reflecting improved healthcare infrastructure. In Japan, high hygiene standards have driven a 22.3% increase in disposable underwear sales among daily users. The demand for cost-effective products in India has resulted in a 17.6% rise in locally manufactured disposable underwear sales.

Middle East & Africa

The Middle East & Africa region holds a 10.0% share of the market, with demand increasing due to rising tourism and healthcare needs. Disposable underwear sales in luxury hotels and airports have grown by 20.9%, catering to travelers seeking hygiene solutions. Retail sales have increased by 18.6%, with pharmacies and supermarkets offering more product variety. The elderly care sector has seen a 15.3% rise in disposable underwear usage, as awareness of incontinence care expands. The demand for biodegradable options has grown by 14.7%, particularly in premium personal care brands targeting environmentally conscious consumers.

LIST OF KEY Disposable Underwear Market COMPANIES PROFILED

• Kimberly Clark

• Essity

• First Quality

• Domtar

• Hengan Group

• Medline

• P&G

• Cardinal Health

• Hartmann

• Unicharm

• Hakujuji

• Principle Business Enterprises

• McKesson

• Fuburg

• COCO Healthcare

• Chiaus

• Daio Paper

Top companies having highest share

• Kimberly Clark: Holds a 31.4% market share, leading the disposable underwear industry with strong distribution and product innovation.

• Essity: Accounts for 26.8% of the market, driven by its extensive product portfolio in adult incontinence and healthcare-focused disposable underwear.

Technological Advancements

The disposable underwear market has seen significant technological advancements, improving product comfort, absorbency, and sustainability. The introduction of superabsorbent polymers has led to a 29.6% increase in moisture retention, making disposable underwear more efficient for incontinence care. Breathable fabric technology has enhanced airflow by 24.3%, reducing skin irritation and improving overall comfort.

Odor control technology has seen a 21.8% improvement, with antimicrobial layers reducing bacteria growth and eliminating unpleasant odors. Smart moisture indicators, now integrated into 19.5% of premium disposable underwear, help users and caregivers monitor wetness levels, ensuring timely changes. Hypoallergenic materials have gained traction, with a 17.6% increase in adoption, catering to consumers with sensitive skin.

Sustainability efforts have resulted in a 23.2% rise in the use of biodegradable materials, addressing concerns about environmental waste. Manufacturers have also implemented advanced elastic waistband technology, improving fit and flexibility by 22.9%, making disposable underwear more comfortable for extended wear. The use of AI-driven quality control in production has improved defect detection by 18.7%, reducing waste and ensuring consistent product quality.

With continuous research and innovation, the disposable underwear industry is focusing on performance, sustainability, and user-friendly features, driving market growth and enhancing consumer experience.

NEW PRODUCTS Development

The disposable underwear market has witnessed a surge in new product developments, with brands introducing innovations in comfort, absorbency, and eco-friendliness. Biodegradable disposable underwear has seen a 26.4% rise in product launches, as manufacturers respond to growing sustainability concerns. Plant-based fiber underwear, offering a softer feel and compostable properties, now accounts for 21.8% of new product introductions.

Ultra-thin disposable underwear designed for everyday wear has experienced a 19.3% increase in demand, providing discreet and lightweight options for consumers. Absorbency-enhanced products for overnight use have seen a 22.7% improvement, with multi-layer core technology ensuring better moisture management. Disposable underwear with reinforced side panels has grown by 18.6%, reducing leakage risks for incontinence users.

Gender-specific disposable underwear has gained popularity, with a 17.5% increase in specialized designs catering to anatomical differences. New postpartum disposable underwear with high-stretch waistbands has seen a 20.9% increase in adoption, addressing comfort and recovery needs for new mothers. Travel-friendly compact packs have witnessed a 16.8% rise in sales, providing convenient solutions for short-term use.

As innovation continues, manufacturers are focusing on delivering enhanced fit, functionality, and environmental sustainability, shaping the future of disposable underwear products for various consumer needs.

Recent Developments

• Kimberly Clark: Launch of Ultra-Thin Disposable Underwear in 2023: Kimberly Clark introduced an ultra-thin disposable underwear range in 2023, improving flexibility and comfort by 26.5%. The product features enhanced moisture-wicking technology, increasing dryness efficiency by 22.8%. Market adoption has risen by 19.7%, particularly among active consumers looking for discreet and breathable options. The product’s lightweight design has led to a 16.4% reduction in bulk packaging, improving storage and transportation efficiency.

• Essity: Expansion of Biodegradable Disposable Underwear in 2024: Essity expanded its biodegradable disposable underwear line in 2024, with plant-based fibers increasing production sustainability by 23.9%. The introduction of compostable packaging has reduced plastic waste by 18.7%. Consumer preference for eco-friendly alternatives has resulted in a 21.6% increase in demand for these products. The brand’s biodegradable options now make up 17.8% of its total disposable underwear portfolio.

• First Quality: Introduction of Overnight Absorbency Disposable Underwear in 2023: First Quality launched a high-absorbency disposable underwear range for overnight use in 2023, improving liquid retention by 28.4%. The product features leak-proof side panels, increasing protection by 24.1%. The elderly care sector has reported a 20.6% increase in demand for this product, addressing the growing need for overnight incontinence solutions. The new range has also contributed to a 15.9% improvement in overall product durability.

• Unicharm: Gender-Specific Disposable Underwear in 2024: Unicharm introduced gender-specific disposable underwear in 2024, with tailored designs increasing comfort by 22.3%. The men’s range focuses on front absorbency, while the women’s range features improved fit and flexibility, increasing user satisfaction by 19.4%. Market research indicates a 16.8% increase in customer preference for gender-specific products, particularly in adult incontinence care. The product’s ergonomic design has resulted in a 14.5% reduction in discomfort complaints.

• P&G: Launch of Travel-Friendly Disposable Underwear in 2023: P&G launched compact, travel-friendly disposable underwear packs in 2023, reducing packaging size by 20.3% for improved portability. The convenience factor has led to a 19.1% increase in adoption among frequent travelers. The quick-dry fabric used in this product has enhanced moisture evaporation by 17.6%. Market feedback highlights a 15.8% rise in preference for single-use hygiene products in tourism and hospitality sectors.

REPORT COVERAGE

The disposable underwear market report provides a detailed analysis of industry trends, technological advancements, market segmentation, and key company developments. The market is segmented by type into briefs, which account for 58.7% of sales, and underwear, which holds a 41.3% share. By application, supermarkets and malls dominate distribution with 47.6% of sales, followed by e-commerce at 42.9%, reflecting shifting consumer purchasing behaviors.

Regional analysis highlights North America as the largest market, accounting for 38.5% of global demand, with the U.S. driving growth in healthcare and elderly care sectors. Europe follows with 26.7% of sales, with a growing preference for biodegradable disposable underwear. Asia-Pacific holds a 24.8% market share, supported by rising e-commerce adoption, while the Middle East & Africa contribute 10.0%, driven by tourism and hospitality demand.

Technological advancements have improved product performance, with superabsorbent polymers increasing moisture retention by 29.6% and breathable fabric technology enhancing airflow by 24.3%. AI-driven quality control has reduced product defects by 18.7%, while odor-control advancements have improved freshness by 21.8%. Sustainability efforts have led to a 23.2% rise in biodegradable material usage, addressing environmental concerns.

The report also covers competitive strategies, highlighting key players such as Kimberly Clark, Essity, and P&G. Kimberly Clark leads with a 31.4% market share, followed by Essity at 26.8%, driven by innovation in biodegradable and premium absorbency products. Recent developments in gender-specific designs, overnight absorbency, and travel-friendly options have contributed to a 19.7% rise in product diversification, ensuring continued market growth.