New Survey Highlights Consumer Preference for Cotton in Period Care Products
How are consumers choosing and using period care products today? Period Care Market Insights shares findings from Cotton Incorporated’s Global Period Care Survey 2026 to better understand consumer behaviors, purchase drivers, and product preferences across global markets. From where consumers get product information and shop for period care items to what they value most, such as comfort, absorbency, leak prevention, and price – the study offers a closer look at the evolving period care landscape, including consumer preferences for cotton in period care products.
Social media, brand websites, or online reviews
58%
50%
Ads or product packaging
49%
Family and friends
For information on products, women use:
90%
of consumers look
for information about
period care products
WHERE CONSUMERS GET PERIOD CARE PRODUCT INFORMATION
70%
use two
or more
products
use multiple
products together
at the same time
50%
PERCENT OF WOMEN WHO USE EACH PRODUCT BY AGE
16-24YEARS 25-34YEARS 35-50YEARS
93% 90% 88%
38% 50% 57%
32% 44% 45%
19% 26% 24%
Pantiliners
Pads
Tampons
Period
Panties
COMFORT, ABSORBENCY,
LEAK PREVENTION, AND PRICE
are top factors
consumers look for
when choosing to buy
period care products.
MARKET INSIGHTS I PERIOD CARE
72% 27%
2%
70% 28%
2%
67% 30%
3%
62% 34%
4%
61% 35%
4%
57% 38%
6%
52% 40%
8%
50% 44%
6%
Softness
Comfort
Hypoallergenic
Does not irritate skin
Breathable
Environmentally
friendly
Absorbency
Stays dry
next to skin
Protects
against leaks
Better Same Worse
PERCENT SAYING COTTON PERIOD CARE PRODUCTS WOULD
PERFORM BETTER THAN OTHER MATERIALS FOR:
Would purchase cotton products even if it
meant changing brands and paying a little more
62%
Source: Cotton Incorporated’s Global Period Care Survey 2026 (Brazil, China, France, Germany, India, Italy, Mexico, U.K., and U.S.), n=9,652
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks / Trademarks of Cotton Incorporated. © 2026 Cotton Incorporated.
69%
Period Panties
69%
Pantiliners
68%
Pads
63%
Tampons
CONSUMERS WANT COTTON FOR THEIR PERIOD CARE
Percent who prefer their period care products made from cotton (among users of each product)