Menstrual care maintained positive sales in Singapore in 2024, in both value and volume terms, albeit with volume only seeing sub-decimal growth. Towels saw the strongest growth, with tampons noted to be in a volume decline, demonstrating local consumers’ preference for towels over tampons. Overall, consumers are opting for comfort and a sense of security and reliability in menstrual care, with a growing emphasis on skin-friendly and functional products.

Menstrual care in Lithuania registered marginal volume decline in 2024. With little increase in the size of the consumer base, the main trends reflect shifts between categories depending on factors such as the warmer weather and active lifestyles. Higher absorption products, such as Carefree Plus from Johnson & Johnson UAB, have quickly gained appeal, especially among older age groups seeking a more effective product. Such products sometimes compete with light adult incontinence products, being

Menstrual care in Austria saw a recovery in volume sales over 2024, with consumers shifting towards products that provide better value in the face of continued economic uncertainty. Consumers remained concerned about higher costs of living with efforts to trade down exemplified by the growth of private label. Moreover, volumes sales grew at a faster rate than the previous year as inflationary pressures subsided. Standard towels without wings was the most dynamic category in 2024, in value terms,

There was a marginal fall in current value sales in menstrual care in Ecuador in 2024, and a more pronounced fall in volume sales. With the economy under severe pressure, women cut back as much as possible, and changed products less often. While menstrual care is exempt from VAT, there is still a significant proportion of women and girls that cannot afford menstrual products and this was even more pronounced in 2024.

Menstrual care sales in Estonia declined in volume terms but grew in value in 2024 due to a stable consumer base and rising taxes. Women are increasingly prioritising comfort and skin-friendly materials. Whilst organic cotton pads, biodegradable tampons, and reusable options like menstrual cups and period underwear are available in the market, they remain niche as consumers primarily focus on value.

The rate of growth in retail current value sales of menstrual care slowed slightly but remained moderate in 2024. This growth was mainly driven by an increase in unit pricing, with only a marginal increase in retail volume sales amid increased public awareness regarding hygiene. An unusually warm summer in 2024, which led local consumers to spend more time outdoors, also added momentum. On the other hand, an ongoing decline in the female population aged 12-54 hampered demand growth.

Menstrual care in Brazil experienced moderate retail current value growth in 2024, with volume sales increasing at just a slightly slower rate, as prices remained relatively stable. Menstrual care is a mature category, with steady growth annually, usually aligning with inflation rates. Growth in 2024 was primarily driven by the rising popularity of pantyliners, which saw a significant increase in demand due to their convenience and frequent usage. In contrast, tampons faced a decline in sales, r

Menstrual care in South Africa continued to record strong growth rates in 2024, despite the country experiencing tough economic factors such as high inflation and rising costs in the first half of the year. As a result, this influenced the value performance of menstrual care, with rising costs ensuring that value growth was higher than volume growth. Brands and retailers also had to adapt their offerings in response to the economic climate, with value becoming a significant factor for consumers

Menstrual care in the UK experienced further value growth in 2024, with sales increasing by 4%. This performance was partly sustained by a consistent rise in demand, as the consumer base continued to expand in the local market, although the main factor was further unit price growth. 2022 and 2023 were heavily impacted by a rise in inflation, and elevated raw material and production costs, forcing brands to raise their prices for end consumers. Despite a marginal slowdown of inflation in the UK d

Although menstrual care in Algeria continued to expand at a healthy pace in current value terms in 2024, growth was slightly weaker than in 2023. This was partly explained by increased price competition as inflation gradually eased, but also reflected trading down to cheaper options amidst still-elevated cost-of-living pressures. Similarly, heightened budget-consciousness saw many consumers try to use certain product types more sparingly or refrain from buying those they did not perceive as abso

Despite a marginal improvement in retail volume terms, value growth of menstrual care in Chile notably slowed in 2024. This was mainly due to a stagnation in prices, following a second consecutive year of double-digit growth in 2023 due to elevated inflation. However, in 2024, high levels of promotional activity defined the category, particularly in modern distribution channels, as Chilean consumers remained cautious with their spending and continued to prioritise convenience as the main purchas

The menstrual care market in Tunisia recorded positive value growth in 2024, whilst volume growth was marginal. Value growth was driven by inflation and price increases in the year for most menstrual care products due to the rising cost of imported raw materials, transport and distribution. Volume demand, meanwhile, was impacted by the already high penetration rate of these products, which has reached approximately 100%, according to the National Office of Women in Tunisia.

Menstrual care in South Korea saw steady retail current value growth in 2024, although this was mainly due to price rises, as retail volume sales continued to decline, due to the falling population aged 12-54. Tampons saw the highest current value growth rate, as these products are increasingly popular, although sales are still minor compared with towels, as many women are unwilling to try tampons (or indeed menstrual cups). The growth of tampons hampered the growth of towels, with towels withou

Value sales of menstrual care increased in 2024, supported by growing consumer interest in premium, sustainable and health-conscious products. Towels remained the most popular category, driven by their convenience and wide availability. Slim/thin/ultra-thin towels without wings emerged as the most dynamic segment, reflecting a rising preference for discreet and comfortable formats. Swiss consumers increasingly sought value in their personal care purchases, with many favouring reusable and eco-fr

Menstrual care showed solid growth in Mexico in current value terms in 2024. A low retail volume increase was seen, due to the rising female population aged 12-54, while price rises also contributed to growth. While all categories experienced current value growth, the magnitude varied by product type. Tampons showed the highest growth, followed by pantyliners and, finally, towels.

Volume sales of menstrual products are largely determined by the size and growth dynamics of the consumer base, which is shrinking due to the country’s declining population. Nonetheless, innovation, premiumisation, and rising product prices helped menstrual care maintain healthy value growth in 2024 despite volume decline.

Menstrual care in Slovenia posted moderate retail volume and strong current value growth in 2024, shaped by a stable 12-54-year-old female population and persistent, if lower, inflationary pressure on prices. The negative impact of rising product prices amidst inflation and geopolitical instability boosted the consumer demand for lower-priced brands among price-sensitive consumers. These consumers continued to seek more affordable options, which loosened brand loyalty. To maintain consumer inter

In the year 2024, menstrual care in Croatia reported healthy growth in value terms although volume sales continued to decline. This trend reflects the growing emphasis on buying quality and sustainable products, over quantity. Consumers are increasingly opting for higher-priced items, such as organic or specialised sanitary napkins, tampons, and menstrual cups, which offer enhanced features or perceived health benefits. New price caps on standard sanitary towels have also encouraged manufacturer

Since 2022, Japan has faced significant challenges due to rising inflation and a weakening yen, which led to price increases on various products. Euromonitor’s Economies data reveal that the annual exchange rate of the Japanese yen against the US dollar has seen a substantial decline since 2022. The yen was valued at 109.8 in 2021 but plummeted to 131.5 in 2022, further decreasing to 140.5 in 2023, and reaching 151.4 in 2024. This marks the most significant depreciation the yen has experienced i

Menstrual care continued to see dynamic retail volume and current value growth in India in 2024, with towels continuing to dominate sales and drive growth. This trend can be linked to heightened awareness campaigns that aim to dismantle taboos and advocate for menstrual hygiene. Furthermore, increasing disposable incomes, especially in urban settings, enable women to more easily access these products. However, period poverty remains an issue, particularly in rural regions, where affordability is

In 2024, retail sales of menstrual care products in China saw continued steady current value growth compared with 2023, with a low single-digit increase. Despite the sluggish recovery of China’s economy in the post-pandemic era, which heightened consumer uncertainty and led to a more cautious approach to everyday spending – resulting in a weakening of demand for many consumer goods – menstrual care products, as essential daily necessities, demonstrated greater resilience. Maturity and a high pen

Value sales of menstrual care in Australia continued to rise in 2024, as efforts to raise awareness and destigmatize menstruation continued to gain traction, promoting a more inclusive and open society. This is helping to raise awareness of menstruation, which impacts many aspects of life, from participation in sports to school attendance, in addition to driving market development, social equality, and public health. The latest survey by Share the Dignity shows that almost half of young Australi

While menstrual care in Kazakhstan saw current value sales increase in 2024, growth was relatively modest and fell well below that recorded in 2023. This was partly because a sustained drop in inflation alleviated pricing pressures and encouraged more aggressive discount promotions, both from leading manufacturers seeking to consolidate their positions and smaller players attempting to win over new consumers. With most Kazakhstanis remaining cautious in their spending habits following the sharp

Menstrual care saw robust value sales in Turkey in 2024, albeit volume sales were low. Towels saw the strongest value growth across categories, although again with low volume sales. Towels is the largest category in terms of value size, with slim/thin/ultra-thin towels being notable in this context, while pantyliners also performed well. This reflects a shift in consumer preferences towards more modern and discreet products, while traditional options, such as regular towels and those without win