Competitive Landscape
Asaleo Care and Johnson & Johnson Defend Lead as Sustainable Challengers Gain Ground
Menstrual care in New Zealand remains highly concentrated, with the top four companies—Asaleo Care (Libra), Johnson & Johnson Pacific (NZ) (Carefree), Kimberly-Clark New Zealand (U by Kotex), and Procter & Gamble Distributing New Zealand (Tampax)—collectively holding over 92% retail value share in 2025. The only minor shifts observed were modest gains for premium, ultra-thin, winged, and eco-friendly pads, and a slight decline for standard pads, reflecting nuanced shifts in consumer preferences rather than structural changes in competitive dynamics.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Menstrual Care in New Zealand?
- How are products distributed in Menstrual Care in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Woolworths and Local Brands Address Affordability to Boost Product Access
Woolworths and Local Brands Address Affordability to Boost Product Access
Stayfree Expands Ultra-Thin Pads to Capture Comfort-Driven Spending
Natracare and Ruby Cup Lead the Shift Towards Eco-Conscious Solutions
Sustainable Brands Win Loyalty as Eco-Conscious Values Reshape Demand
Towels to Maintain Lead as Comfort-Focused Innovation Outpaces Rivals
Digital Convenience and Premiumisation Reshape How Consumers Buy and Brands Compete
Asaleo Care and Johnson & Johnson Defend Lead as Sustainable Challengers Gain Ground
Supermarkets Maintain Lead as Offline Dominates
Awwa and Modibodi Disrupt with Sustainability and Digital Reach
Tissue and Hygiene in New Zealand - Industry Overview
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Key Data Insights
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Sorbent Leverages Premium Innovation to Sustain Value Despite Trading Down
Essity’S Geothermal-Powered Production Secures Eco-Conscious Loyalty
Private Label to Gain Volume Share as Value-Conscious Shoppers Drive Polarisation
Domestic Producers Will Gain Advantage as Sustainability Becomes Non-Negotiable
Ageing Population to Accelerate Growth in Adult Incontinence and Lifestyle Hygiene
Private Label Gains Erode Leaders’ Share as Affordability Drives Loyalty Shifts
Supermarkets Strengthen Hold as Shoppers Seek Weekly Convenience
Retail E-Commerce Captures Loyalty with Bulk and Privacy-Focused Offers
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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