The simple act of buying a box of tampons or pads, a routine necessity for billions, has become a study in economic pressure. In supermarkets from Sarajevo to New York, the price tags on menstrual products tell a stark story of inflation, trade policy, and a persistent tax burden that disproportionately impacts consumers who menstruate.
The Soaring Cost of a Necessity
Since 2020, the average unit price for menstrual products—including sanitary pads, tampons, and liners—has surged nearly 40%, climbing from approximately $5.37 to $7.43, according to February 2025 data from Chicago-based market research firm Circana. This jump significantly outpaces the broader consumer price index, which showed a 2.4% annual rise in February. More specifically, the U.S. CPI for personal care products has rocketed 22.1% since January 2020.
Paradoxically, as prices have risen, dollar sales have increased by nearly 30% over the same period—a figure driven almost entirely by higher costs rather than increased consumption. The volume of products sold tells a different story: sales of menstrual products have declined roughly 6% since 2022, falling incrementally each year, per data from analytics company NielsenIQ. This divergence between rising dollar sales and falling unit sales signals that consumers are buying less, forced to stretch products or seek alternatives.
Unpacking the “Triple Whammy”: Inflation, Tariffs, and the Pink Tax
The price surge stems from a convergence of factors experts call a “triple whammy.” First is rampant inflation affecting raw materials like cotton and pulp, energy, and global supply chains. Second is the direct impact of tariffs. Government data reveals the U.S. collected $115 million in tariffs on menstrual products containing cotton in 2025, compared to $42 million in 2020. This follows a series of tariffs imposed on major importing countries like Canada, China, and Mexico.
“When you think about plastic and pulp and some of the main components of feminine care products, they’re largely probably coming from overseas and then getting hit with that much more of tariffs,” explained Sarah Broyd, a partner at consultancy Clarkston Consulting.
The third factor is the enduring “pink tax”—the practice of taxing menstrual products as non-essential goods. While “medical devices” are often tax-exempt, many states apply standard sales tax to pads and tampons. According to 2025 data from Statista, Tennessee, Mississippi, and Indiana impose the highest sales tax on these products at 7%. This layered cost structure hits consumers already navigating tight budgets.
Consumer Squeeze: “A Subscription Service to Be a Woman”
For 30-year-old New York resident Dafna Diamant, the price hikes are a palpable monthly burden. She’s seen the cost of her usual pack of about 18 tampons rise to around $25. “It’s crazy, and it just feels like as a woman, you have to pay sometimes $50 every couple months,” she told CNBC. “And for some people, it takes a toll on the income.”
Diamant’s frustration is compounded by the non-negotiable nature of the expense. “It still feels like a subscription service to be a woman,” she said. “You have to pay every month to be fertile.” Even when opting for store brands at retailers like CVS and Walgreens, the sticker shock remains.
Broyd notes this reflects a broader trend: “I do think that we’re at a point where consumers in general are having to choose whether they can buy food for their family, or buy prescriptions for their family. Some things that we do typically define as a necessity, people are finding alternatives for or going without.” The gap between rising prices and declining sales volumes, she says, shows consumers are actively seeking alternatives out of financial necessity.
Corporate Impacts and a Shifting Market
Major manufacturers are not insulated. In July, Procter & Gamble (P&G), parent of Always, announced price increases on 25% of its personal care and household products, citing a $1 billion annual tariff impact. Kimberly-Clark, maker of Kotex, reported $300 million in gross tariff costs, with over half tied to China. Both companies declined further comment.
This pressure is prompting strategic portfolio reevaluations. In November 2024, Edgewell Personal Care sold its feminine care business. Broyd predicts more such moves, with companies focusing on higher-margin segments. “You’re seeing these more niche, more startup type brands that are popping up in stores. … That’s the biggest growth,” she said. The dynamic creates a bifurcation: consumers with discretionary income may trade up to organic or premium brands, while others trade down to private label or go without.
The Reusable Revolution: Economics Meet Ecology
Faced with soaring single-use costs, a growing number of consumers, particularly younger ones, are turning to reusable menstrual products like cups, discs, and period underwear. For Saalt, a reusable products company founded in 2018, this shift is central to its growth. CEO Cherie Hoeger
