The price of menstrual products is skyrocketing from inflation, tariffs

• Sales of menstrual products have declined roughly 6% since 2022 despite higher dollar volumes, indicating consumers are purchasing fewer units or switching to alternatives due to affordability pressures
• Major manufacturers like Procter & Gamble and Kimberly-Clark have been significantly impacted, with P&G raising prices on 25% of personal care products and Kimberly-Clark incurring $300 million in tariff costs
• Reusable period products are gaining traction, with an estimated 16-20% of U.S. consumers trying them; companies like Saalt offer products that can save users up to $1,800 over a 10-year lifespan compared to disposables

Market Summary: Menstrual Products Face Sharp Price Increases

Key Price Movements and Data

Menstrual product prices have surged nearly 40% since 2020, rising from $5.37 per unit to $7.43 per unit as of February 2026, according to Circana market research. Dollar sales grew 30% over this period, while unit sales declined approximately 6% since 2022, indicating consumers are purchasing less volume despite spending more.

Personal care product inflation jumped 22.1% from January 2020 to February 2026, significantly outpacing the overall 2.4% annual inflation rate reported in February's CPI data.

Tariff Impact

U.S. tariff collections on cotton-containing menstrual products reached $115 million in 2025, up from $42 million in 2020. The U.S. imports most menstrual products from Canada, China, and Mexico—all targets of recent tariff policies. Major manufacturers report substantial costs: Procter & Gamble (Always brand) cited a $1 billion annual tariff impact, while Kimberly-Clark (Kotex brand) incurred $300 million in tariff-related costs, over half from China tariffs.

Market Implications

The "triple whammy" of raw material costs, supply chain inflation, and tariffs is pressuring consumers and manufacturers. Companies are divesting feminine care segments—Edgewell sold its business for $340 million in November—favoring higher-margin products.

Consumer response includes trading down to private labels or switching to reusable alternatives. Startup Saalt reports 16-20% of U.S. consumers now use reusable products, with Gen Z prioritizing affordability. A $30 reusable product lasting 10 years could save consumers up to $1,800 versus disposables.

The sales decline suggests essential product demand destruction, raising concerns about economic pressure on consumers and potential market share shifts from established brands to alternative solutions.