PROSPECTS AND OPPORTUNITIES
Slight decline due to demographic changes and shifting consumer habits
Menstrual care constant value (at 2024 prices) and volume sales are expected to register slight decline over the next five years, reversing the previous growth trend, mainly due to demographic changes and shifting consumer habits. With fewer babies being born and an ageing population in Estonia, fewer new consumers will enter the category.
Slow but steady e-commerce growth
E-commerce in Estonia’s menstrual care market is expected to see slow but steady growth in the coming years as online shopping habits continue to evolve. Bulk-buy discounts and the convenience of doorstep delivery will keep online sales stable.
Innovation will focus on comfort, eco-friendliness, and smart technology
Innovation in menstrual care over the next five years will focus on comfort, eco-friendliness, and smart technology. Manufacturers are expected to offer thinner, more absorbent, and skin-friendly materials to reduce irritation and improve breathability.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Estonia 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 Estonia, 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 Estonia 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 Estonia?
- Which are the leading brands in Menstrual Care in Estonia?
- How are products distributed in Menstrual Care in Estonia?
- 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 Estonia - Category analysis
KEY DATA FINDINGS
Strong demand for slim/thin/ultra-thin towels with wings as they offer comfort, protection, and discretion
Procter & Gamble leads, offering widely available and trusted brands
Convenience, competitive pricing, and frequent promotions ensure supermarkets lead
Slight decline due to demographic changes and shifting consumer habits
Slow but steady e-commerce growth
Innovation will focus on comfort, eco-friendliness, and smart technology
Tissue and Hygiene in Estonia - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
The following categories and subcategories are included:
Menstrual Care
- 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?
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- Track key industry trends, opportunities and threats
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This report originates from Passport, our Menstrual Care research and analysis database.
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