The Rising Cost of Menstrual Products and Consumer Response
Inflation and evolving tariff policies are impacting household budgets, and one often-overlooked area of increased expense is menstrual products. Despite declining sales volumes, the price of pads and tampons has risen significantly in recent years, forcing consumers to seek alternatives and prompting a shift towards reusable options.
Price Increases and Declining Sales
According to February 2026 data from Circana, a Chicago-based market research firm, the average price of menstrual products has increased nearly 40% since 2020, rising from approximately $5.37 per unit to $7.43 per unit. Even as dollar sales have grown by almost 30% over the same period, sales volume has decreased by roughly 6% since 2022, indicating a trend of consumers purchasing fewer products despite higher overall spending.
This trend aligns with broader inflationary pressures, with the Consumer Price Index (CPI) showing a 2.4% annual rise in February 2026 and a 22.1% increase in personal care product prices since January 2020.
The Impact of Tariffs and the “Pink Tax”
Beyond general inflation, tariffs on imported menstrual products containing cotton have contributed to rising costs. The U.S. Collected $115 million in tariffs on these products in 2025, compared to just $42 million in 2020. The majority of these imports originate from Canada, China, and Mexico, all of which have been subject to tariffs imposed by the U.S. Government.
Adding to the financial burden is the “pink tax,” where some states impose sales tax on menstrual products while exempting other essential items deemed “medical devices.” As of 2025, Tennessee, Mississippi, and Indiana have the highest sales tax rates on these products, at 7%.
Consumer Response and the Rise of Alternatives
Consumers are responding to these increased costs by seeking alternatives. Some are switching to store-brand products, while others are exploring reusable options like period underwear and menstrual cups.
Companies like Saalt, which offers reusable menstrual cups, discs, and underwear, report growing demand, particularly among younger consumers. Saalt estimates that 16% to 20% of U.S. Consumers have tried or used reusable menstrual products, citing affordability as a key driver. A single cup or disc can last up to 10 years and cost around $30, potentially saving consumers up to $1,800 over its lifespan.
Major manufacturers are also feeling the pressure. Procter & Gamble, the parent company of Always, raised prices on 25% of its personal care and household products due to a $1 billion annual tariff impact. Kimberly-Clark, the maker of Kotex, reported $300 million in gross costs from tariffs, with over half related to tariffs on China.
Industry Shifts and Future Outlook
Consultancy firm Clarkston Consulting partner Sarah Broyd suggests that companies may reevaluate their portfolios and potentially sell off their feminine care segments to focus on higher-margin businesses. Edgewell Personal Care, for example, sold its feminine care business to a Swedish company for $340 million in November.
The increasing popularity of reusable products and the emergence of niche brands suggest a potential shift in the menstrual product market, driven by consumer demand for affordability, sustainability, and trusted brands.