Competitive Landscape
Procter & Gamble Sustains Leadership as Discounters and Retailers Gain Share
Menstrual care in Ireland remains highly concentrated, with Procter & Gamble holding the leading position in 2025, when it accounted for 36% of retail value, maintaining a substantial lead over its nearest competitors. However, the market has gradually become less concentrated over the review period.
Riley, Bodyform and Joii Expand Product Portfolios to Address Changing Consumer Needs
Recent innovations in menstrual care demonstrate how brands are responding to these trends with concrete product launches and enhancements. Bodyform introduced Ultimate Towels Normal in 2025, featuring ultra-soft, breathable materials and dermatologically tested layers designed to protect sensitive skin, combined with enhanced absorbency and pH-balanced technology.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Menstrual Care in Ireland?
- How are products distributed in Menstrual Care in Ireland?
- 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 Ireland - Category analysis
Key Data Insights
Positive Growth for Menstrual Care in Ireland in 2025
Positive Growth for Menstrual Care in Ireland in 2025
Towels the Biggest Category
Joii and Bodyform Redefine Period Care with Femtech and Wellness Innovation
Retailers to Drive Reusable Period Underwear Adoption with Education and Expanded Ranges
Smart Menstrual Solutions and Organic Materials to Reshape Consumer Expectations
Procter & Gamble Sustains Leadership as Discounters and Retailers Gain Share
Riley, Bodyform and Joii Expand Product Portfolios to Address Changing Consumer Needs
Supermarkets Retain Lead as E-Commerce Expands with Premium and Sustainable Offers
E-Commerce Leverages Privacy and Convenience to Boost Premium Product Sales
Tissue and Hygiene in Ireland - Industry Overview
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Key Data Insights
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Tena and Bodyform Boost Clean Wellness with Skin-Focused Innovations
Convenient Formats and E-Commerce Fuel Demand for Functional Upgrades
Fsc-Certified Fibres and Compostable Packaging to Set New Standards for Value Growth
Premium Comfort and Eco-Friendly Features to Reshape Buying Decisions
Population Ageing and Rising Expenditure to Amplify Demand for Hygiene Upgrades
Procter & Gamble and Kimberly-Clark Remain the Leading Players, but Private Label Continues Gaining Share
Supermarkets Maintain the Leadership but E-Commerce Is Reshaping Channel Share
E-Commerce Attracts Premium Buyers with Subscription Convenience
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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