The relationship we have with our bodies has evolved tremendously in the last 2 decades. It might be hyperbolic to say we’ve emerged from the dark ages of stigma and shame surrounding body size and bodily functions, but there can be little argument that we’ve made leaps and bounds of progress.

Today, it’s normal to see diverse shapes and sizes in fashion campaigns, retail stores, and even glossy magazines — a contrast from the rigid beauty standards that once dominated these realms. At last, we seem to have realized it’s okay to have scars, stretch marks, and even cellulite. Of course, we’re not all living in a reality of complete confidence and self-acceptance, but the stage is set for us to get there.

We like to think that Knix has played a small part in this progress. We’ve always featured real customers — not fashion models — in our campaigns and on our website. And, of course, our products strive to address what would have once been “unmentionable” bodily functions: Menstruation, light bladder leaks, sweating, chafing, and vaginal discharge.(ⅰ)

So you can imagine we’re very invested in understanding and tracking the changing attitudes toward bodily functions. And the data story shows strides are being made: 44.8% of those surveyed are completely comfortable talking about any kind of leak they experience.

  

Our Methodology

Before we dive further into the results, it’s worth spending a moment on our methodology. For this study, we launched a survey to 1,033 participants in the U.S. The survey ran for 1 week in September 2021. A group of eligible, volunteer survey takers were selected by our survey provider as respondents to the survey. These individuals may have included Knix customers, but were not profiled or selected on this basis.

In terms of age demographics, there was a fairly even spread, ranging from 18 to 60+ with the greatest number of participants (32.8%) in the 45- to 60-year-old age range.

The majority of participants (25.1%) fell into the $25–49K household income range, below the U.S. national median income level for 2021 of $79,900 (ⅱ). Considering this, we were particularly interested in responses to the survey questions around the cost of period and leak-protection products.

 

Speaking of Shame: Google’s Reaction

While we expected some participants to respond with feelings of discomfort surrounding talking openly about their leaks, we didn’t expect the world’s biggest search engine to reflect this.

While our questions were forthright, they were not obscene. We asked about bodily functions that over half the world’s population experiences (more, considering everyone can experience light bladder leaks).

However, when we attempted to run the survey with Google, we were hit with a wall. Google rejected 4 of our 10 questions with the following response:

“ Surveys with questions involving offensive, obscene, gruesome, shocking, or distasteful content are not allowed to run. In this scenario, we must reserve the right to allow or not allow surveys with certain offensive content at our sole discretion. Please remove question to make it compliant.” 
— Google

We gave them the benefit of the doubt, believing this to be an automated response triggered by particular language. But even with a human appeal, the response was consistent. Indeed, when we appealed, new questions Google originally didn’t flag as offensive were rejected.

It seemed like a bad start to our project, but we were undeterred. We switched our survey to another platform, where we met with no resistance.

 

Key Findings

• 44.8% of people surveyed are entirely comfortable talking about any kind of leak they experience (i.e., menstruation, vaginal discharge, involuntary bladder leaks, groin sweat)

• Those aged 45–60 are most comfortable talking about leaks overall, while 18–29 are more likely to turn to online forums

• 53.2% of participants believe they can tell when something is “not right” with their menstrual cycle, vaginal discharge, or other leaks

• Pads are the favored feminine hygiene product (54.6% of respondents use pads), followed by tampons, which 32.6% of respondents use

• Over half of respondents say their period products fail occasionally to often (including at night)

• Respondents claimed on average to spend $17.67 a month on feminine hygiene products
  
  
  

Part 1: Bodies, Leaks, Awareness, & Comfort

When you work at Knix, you quickly become accustomed to open and detailed conversations about menstruation, involuntary bladder leaks, vaginal discharge, and all manner of bodily functions. 

Working in an environment that’s so open and candid can create a sense that society at large is as accepting and normalizing of these discussions as we are. So a big motivation for this research was exploring just that: How comfortable are people discussing these bodily functions?

Let’s Talk About Leaks

Overall, 44.8% of those surveyed expressed that they are comfortable discussing any kind of leak.

Of those who expressed discomfort, vaginal discharge was the most likely to cause discomfort; 33.1% reported discomfort here. Period blood was the least likely to cause discomfort; 21.4% of participants flagged this as an uncomfortable conversation.

The Age Impact:

When we cross-referenced those responses across age ranges, there were some interesting insights. 

Generally, respondents over 45 years old were less embarrassed discussing leaks than younger people (18–25 years old), especially discharge. This might seem surprising as it would be easy to assume that the younger generations have presumably grown up in a more open, accepting, and inclusive society. However, it’s also easy to posit that older women may be more open and accepting of their bodies as they age and perhaps go through experiences like childbirth.

However, this age trend did flip when it came to groin sweat, with 18–24-year-olds more comfortable talking about this. This may reflect the recent upsurge in products that address groin sweat and chafing (like anti-chafing underwear, powders, and balms) that are often more heavily marketed to younger women.

 

 

How in Touch Are We With Our Bodies?

Our comfort levels discussing leaks are not just a reflection of society and stigma; it is also a medical issue. Vaginal, reproductive, and pelvic floor health concerns often manifest in:

• Irregular or heavy bleeding or spotting between periods

• Unusual discharge (smell, texture, or color)

• Itching, burning sensations when peeing

• Involuntary bladder leaks

So, if we’re uncomfortable discussing our leaks, we may be ignoring symptoms of medical issues, ranging from treatable UTIs (urinary tract infections) and yeast infections to much more severe conditions and diseases.

Beyond comfort discussing leaks, we explored how in touch our respondents felt they were with their bodies. The vast majority (53.2%) of respondents indicated they are confident knowing when something is “not right.”

However, we did also see some more concerning responses:

• 19.2% aren’t paying enough attention to know when something might be wrong

• 11.3% may notice something wrong but ignore it and hope it goes away

• 16.3% are likely to hit up “Dr. Google” (which will probably lead them to believe they have an exotic terminal disease)

 

 

Leaks: Friendly Chatter or Too Taboo?

When we discuss our leaks, the news is good: Overall, there is a high degree of trust for medical professionals. Indeed, 76.3% of respondents are likely to talk with their doctor. This becomes even more true as people age (54.3% of those who would speak with their doctor are over 45 years old).

Again, considering the possible medical implications, this is the right instinct. Early diagnosis and treatment are often crucial. Moreover, it’s also essential to go for an annual checkup and regular pap tests. 

According to Dr. Chimsom Oleka, MD:

“As a general rule of thumb, you should always visit your health care provider if you:

• Experience heavy or very irregular periods

• Feel pelvic pain

• Miss one or more periods

• Notice unusual and/or smelly vaginal discharge

Otherwise, do always discuss your period during your annual medical checkup. Note:

• How many menstrual products do you typically use and/or saturate on your heaviest day (as an indicator of heavy flow)

• Whether you experience clotting (and, if yes, how big clots are)

• How many days your period lasts

• The first day of your last period

• How often your period occurs (counting from the first day of one period to the first day of the next period)

• Whether you have any additional symptoms (pain, nausea, headaches, etc.)

Most of the time, your healthcare provider will tell you that minor fluctuations are normal. But they are also the most qualified to tell you if something sounds concerning or could be improved with treatment.”

Even though people may feel in touch with their bodies, it’s important to remember that symptoms may not always be noticeable, and some concerns can be asymptomatic.

 

 

While doctors are by far the go-to confidant for discussing leaks, it’s reassuring to know that partners and friends also have high levels of trust. 45.1% of respondents will discuss menstruation, vaginal discharge, groin sweat, or involuntary bladder leaks with their partner; a good indication of healthy relationships, in our opinion.

While, overall, online forums rated low on the go-to confidantes, it is notable that respondents aged 18–29 were much more likely to hit up online forums. That age range accounted for 45.2% of those who selected this channel.

The story on awareness and comfort is overall positive: While there’s still room for improvement in overall comfort levels (especially in younger age ranges), people have conversations about their bodies, feel they are in touch with their bodies, and trust their healthcare providers and other confidants.

 

Part 2: Are We Progressive With Our Period Products?

We’ve covered general awareness and comfort levels discussing menstruation, vaginal discharge, light bladder leaks, and groin sweat. Now, we move on to how people are managing those leaks, particularly their periods.

In the last decade, many ‘alternative’ (ⅲ) period products have gained prominence. Although menstrual cups were invented around 1867, it has taken 150 years for them to be considered anything close to mainstream. Leakproof or period underwear has also become a strong contender for period management. 

But are we as progressive with our period products?

In the Know on Period Products

Survey respondents overall indicated strong awareness of newer alternative period products, with 53.7% of respondents indicating they have heard of period underwear and 48% confirming they have heard of reusable menstrual cups. Unsurprisingly, traditional products (i.e., tampons and pads) have the highest awareness of all.

Awareness of reusable sponges (14.9%) and menstrual discs (14%) is the lowest.

 

 

Why the Hesitation on Making the Switch?

Despite this strong awareness, we seem less quick to switch to alternative products. Pads are the favored feminine hygiene product (54.6% of respondents use pads), followed by tampons, which are used by 32.6% of respondents.

There is similarly low adoption and usage of the following alternative products:

• Period underwear

• Menstrual cups

• Reusable sponges

• Menstrual discs

 

 

How This Shakes Out With Age

Looking more closely to see if there’s variance in products used across age ranges: Disposable pads and panty liners dominate across all age ranges, while adoption of alternative period products is highest in those aged 18–29.

Of the alternative products, period underwear is the most popular among those aged 18–29 and  30–44. 

It is, perhaps, easy to assume that younger people are more open to experimenting with their period products than those who are older and more likely to stick with products they’ve used all their menstrual lives.

But it’s also possible that budget and environment play a more significant part in the purchasing decisions of specific demographics — or that these products are simply being marketed more effectively to younger demographics.

 

50% Say Period Products Are a Big Letdown

While it’s not surprising that people may be reluctant to experiment with period protection products, it is shocking when you consider that over half of the respondents say their period products fail (i.e., leak through) occasionally to often (including at night). 

Those who leak through their period protection are most often using tampons, which begs the question why more aren’t turning to alternative products.

 

 

While this survey didn’t inquire about what’s holding people back from trying different products, we do have some prior research on potential deterrents. Feedback included:

• Fear of products failing: Even if your current product sometimes fails you, it’s the devil you know. The thought of being caught out at work or in public with a leak is enough to make many avoid taking any chances.

• Budget: Although reusable products represent savings in the long run, they initially cost more than disposable products. This can especially be the case if you have to experiment to find the right product/fit. Considering the average household income of our survey respondents, this might especially apply.

• Sizing confusion: It takes a while to get to know your flow, and to learn what size tampons and pads are best for you. The prospect of starting over and figuring out the right size and shape of menstrual cup or period underwear might be enough to put people off.
  
  

Why Alternatives to Pads & Tampons Matter

At Knix, we believe reusable period products are the future. As we’ve already seen, disposable period products fail their users regularly. More than that, there’s the following:

Environment

Disposable period and feminine hygiene products create tremendous waste, which has a significant environmental impact. Knix created Leakproof Underwear to be a safe and sustainable alternative to your usual single-use pad and tampon routine. 

Leakproof Underwear and other reusable period and feminine hygiene products are eco-friendly and reusable replacements for disposable period products.

“ Close to 20 billion sanitary napkins, tampons, and applicators are dumped into North American landfills every year. When wrapped in plastic bags, feminine hygiene waste can take centuries to biodegrade. The average woman uses over 11,000 tampons over her lifetime, leaving behind residue far beyond her lifespan.” - Shreya, Harvard Business School

Cost

While third-party data from 2019 cites that women spend on average $13.25 a month (ⅳ) on period products, our respondents claimed on average to spend $17.67 a month. Alternatively, ~24% of respondents spent more than $25 a month and 8.7% of respondents spent more than $50 a month.

Given the average household income of ​​our respondents was $25–49K (well below the national average of $79,900), this leaves us with little doubt that period poverty is something that affects many. Period poverty refers to lack of access to sanitary products, menstrual hygiene education, toilets, hand washing facilities, and waste management, which can impact people’s ability to go to work and school.

According to research from University of Pennsylvania (ⅴ) in 2019: “For many, the price of a box of pads or tampons is exorbitant. Currently 35 states view these items as luxury goods and impose sales tax, also known as the ‘tampon tax,’ on menstrual hygiene products. Conversely, groceries and medication are considered nonnegotiable necessities and are tax-exempt in most states. Period products should be, too.”

While reusable products may certainly cost more initially, they offer considerable cost savings over time.

 

Looking Forward

These are exciting times. While much work remains, we’re making bold strides with body positivity, inclusiveness, and diversity. Overall, our survey reflects strong comfort and self-awareness in people who experience menstruation, vaginal discharge, groin sweat, and involuntary urine leaks. 

While Google’s response to our survey was disappointing, it seems there is no overwhelming stigma or shame when it comes to talking about our bodies. What’s more, we’re turning to the right people ⁠— namely, our healthcare providers.

That said, there’s always room for improvement. While awareness of new and innovative products is strong, we’re not yet voting for these better options with our wallets. We continue to rely on products that simply haven’t evolved to meet today’s sustainability requirements and can contribute to period poverty. 

But it’s easy to understand that such changes can be difficult to make. The opportunity, then, sits with those companies manufacturing and selling these alternative products to educate and prove their products, reduce friction in buying decisions, and make the switch more accessible for you, your wallet, and the planet.

About Knix

Knix is a direct-to-consumer (DTC) intimates and apparel brand reinventing intimates for every stage of life. Through innovative products and a community-first approach, Knix is on a mission to empower people everywhere to live unapologetically free. Every product, campaign, and image that Knix puts into the world is tied to this mission — one that has been embedded in the company’s DNA since day one. 

Since its inception, Knix has been size-inclusive, offering sizes XS–XXXXL and up to a 42H in wireless bras, and has focused on using real customers on its website, ad campaigns, and social media. Founded in 2013, Knix is one of the fastest-growing DTC brands in North America and is globally recognized as an innovator and disrupter within the apparel space. A Knix item is sold every 6 seconds, and the brand was recently named Strategy Magazine’s 2020 Brand of the Year, while founder and CEO Joanna Griffiths was named one of Adweek’s 2021 Women Trailblazers. For more information, visit Knix.ca and @knix on social media.

PR Contact:
Emily Scarlett
Press@knix.com

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(ⅰ) Menstruation, light bladder leaks, groin sweat, and vaginal discharge are referred collectively to as “leaks” in this report.

(ⅱ) Source U. S. Department of Housing and Urban Development (2021)

(ⅲ) Alternative products include period underwear, menstrual cups, reusable sponges, and menstrual discs. Traditional, disposable products include pads, panty liners, and tampons.

(ⅳ) Source SWNS Media Group (2019)

(ⅴ) Source University of Pennsylvania (2019)