Competitive Landscape
Procter & Gamble and Essity Defend Lead as Private Label Narrows the Gap
Menstrual care in Croatia remained highly concentrated, with the three largest manufacturers, Procter & Gamble, Essity Croatia, and Johnson & Johnson, collectively holding the majority of retail value share in 2025. Over the review period, concentration increased modestly, as Procter & Gamble’s share rose from 32% to 33%, reinforcing its position as the clear leader.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Croatia 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 Croatia, 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 Croatia 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 Croatia?
- Which are the leading brands in Menstrual Care in Croatia?
- How are products distributed in Menstrual Care in Croatia?
- 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 Croatia - Category analysis
Key Data Insights
Price-Capped Pads Drive Value Focus and Stable Demand
Price-Capped Pads Drive Value Focus and Stable Demand
Sanitary Pads Maintain Dominance as Private Label Gains Ground
Zelena Akcija Champions Reusable Products as Sustainability Grows
Retailers Leverage Price Transparency to Drive Premium Innovation
Brands Set to Target Younger Shoppers with Sustainable, Health-Led Messaging
Procter & Gamble and Essity Defend Lead as Private Label Narrows the Gap
Health and Beauty Specialists Sustain Trust as Price Caps Drive Traffic
Tissue and Hygiene in Croatia - Industry Overview
Government Price Caps Reshape Purchasing as Affordability Dominates
Key Data Insights
Government Price Caps Reshape Purchasing as Affordability Dominates
Premiumisation Holds Firm in Retail Tissue
E-Commerce Gains Ground as a Strategic Channel
Private Label Strengthens as Brands Expected to Prioritise Value Messaging
Adult Incontinence Leads Growth as Nappies Set to Face Demographic Headwinds
Retailers Expand E-Commerce and Delivery to Reach Rural Consumers
Violeta and Private Label Increase Pressure on Mid-Tier Brands
Discounters Attract Cost-Conscious Shoppers with Affordable Tissue and Hygiene
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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