Competitive Landscape
Legacy Brands Seek to Adapt as Rivals Boost Organic Innovation
Menstrual care in Belgium remains relatively concentrated, with Procter & Gamble holding a retail value share of 44% in 2025, followed by Johnson & Johnson Consumer (Kenvue) at 13%. The top two companies collectively account for over half of retail sales value, underscoring the dominance of established multinationals.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menstrual Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Menstrual Care in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Menstrual Care in Belgium?
- Which are the leading brands in Menstrual Care in Belgium?
- How are products distributed in Menstrual Care in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Belgium - Category analysis
Key Data Insights
Promotion-Focused Strategies Sustain Value as Demand Declines
Promotion-Focused Strategies Sustain Value as Demand Declines
Pantyliners Lead as Daily Protection Becomes the Norm
Reusable Products Drive Eco-Friendly Innovation and Choice
Declining User Base Points to Challenges Ahead
Always Expands Organic Range as Period Underwear Growth Set to Outpace Traditional Formats
Legacy Brands Seek to Adapt as Rivals Boost Organic Innovation
Kruidvat and Action Attract Shoppers as Specialists and Discounters Expand Reach
Tissue and Hygiene in Belgium - Industry Overview
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Key Data Insights
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Moi Et Marie’S Period Underwear Expands Convenience-Driven Innovation
Sanytol’S Biodegradable Wipes Win Hospital Tenders Amid Stricter Rules
Male-Focused Innovation and E-Commerce Set to Reshape Incontinence Sales
Reusable Nappies and Subscription Models Set to Erode Disposable Diaper Volume
Subscription Services and Digital Brands Projected to Bypass Shelf Constraints
Pampers and Private Label Outpace Rivals with Targeted Innovation and Promotion
Moi Et Marie and O.B. Disrupt Tradition with Period Underwear and Clean-Wellness Launches
Supermarkets Defend Leadership as Discounters and E-Commerce Accelerate Share Gains
Health Specialists and Subscription Models Reshape Access to Hygiene Products
Online Platforms Drive Growth in Discreet and Premium Hygiene Purchases
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Menstrual Care research and analysis database.
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