Competitive Landscape
Mallinson Group Overtakes Procter & Gamble by Driving Affordable Innovation
Menstrual care in Nigeria has become increasingly fragmented over the review period, shifting away from its previous concentration. Procter & Gamble Nigeria Ltd, which held a 70% share in 2020, saw its share drop dramatically to 17% by 2025, while Mallinson Group’s share surged from 2% in 2021 to 30% in 2025, making it the new leader.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Menstrual Care in Nigeria?
- How are products distributed in Menstrual Care in Nigeria?
- 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 Nigeria - Category analysis
Key Data Insights
Leading Brands Drive Affordable Choice with Diverse Packs
Leading Brands Drive Affordable Choice with Diverse Packs
Combination Packs and Convenience Innovation Reshape Brand Leadership
Skin-Focused Launches Set New Consumer Standards
New Entrants and Urban Consumers Accelerate Product Uptake
Towels Will Maintain Leadership through Essential Nature
Reusable Pads and Affordability Continue to Reshape Consumer Choices and Brand Strategy
Mallinson Group Overtakes Procter & Gamble by Driving Affordable Innovation
Small Local Grocers Retain Dominance as Shoppers Seek Affordability and Convenience
Tissue and Hygiene in Nigeria - Industry Overview
Companies Expand Affordable Pack Sizes to Drive Brand Loyalty
Key Data Insights
Companies Expand Affordable Pack Sizes to Drive Brand Loyalty
Convenience and Comfort Boost Retail Adult Incontinence
Brands Tap into Demand for Natural and Skin-Friendly Products
Rising Incomes to Prompt Shift From Substitutes to Specialised Hygiene
Retail Adult Incontinence to Continue Leading Growth as Brands Target Awareness
Brand Innovation and Awareness Campaigns Set to Expand Reach and Boost Demand
Mallinson Group Disrupts Share Hierarchy as Bel Impex Consolidates Leadership
Small Local Grocers Drive Immediate Purchases as Consumers Prioritise Proximity
Supermarkets and E-Commerce Attract Value Seekers and Modern Shoppers
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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