Competitive Landscape
Laurier Uses Innovation to Reinforce Its Leadership
Menstrual care in Singapore remains highly concentrated in 2025, with the top three companies—Kao (S) Pte Ltd, Procter & Gamble (S) Pte Ltd, and Kimberly-Clark (S) Pte Ltd—accounting for value shares of 30%, 21%, and 17% respectively, together controlling the market with a combined 68% value share. However, over the period from 2020 to 2025, there was a gradual erosion in the combined share of this leading group, which was mainly due to increased competition from private label products and new entrants responding to consumer price sensitivity.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Menstrual Care in Singapore?
- How are products distributed in Menstrual Care in Singapore?
- 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 Singapore - Category analysis
Key Data Insights
Demand Remains Stable but Value Sales Decline Due to Increased Price-Sensitivity
Demand Remains Stable but Value Sales Decline Due to Increased Price-Sensitivity
Pantyliners and Towels Lead Sales as Disposable Period Pads Gain Relevance
Enya’S Organic Cotton Range Reshapes Expectations for Ingredient Safety
Affluent Consumers Drive Premium Innovation as Price Focus Persists
Sustainability-Led Shoppers Set to Fuel Eco-Friendly and Reusable Adoption
Laurier Uses Innovation to Reinforce Its Leadership
Supermarkets Retain Shopper Loyalty as E-Commerce Accelerates
Digital Platforms Attract a Growing Audience with Convenience and Greater Choice
Tissue and Hygiene in Singapore - Industry Overview
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Key Data Insights
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Beautex and Ntpm Accelerate Demand with Sustainable and Convenient Innovations
Private Label Is Becoming More Sophisticated
Brands Invest in Ultra-Soft Designs as Comfort Sets New Benchmarks
Eco-Friendly Launches Gain Traction as Green Credentials Become the Norm
Digital Convenience and E-Commerce Reshape Shopper Habits and Competition
Kimberly-Clark and Unicharm Sustain Lead as Emerging Brands Gain Ground
Purpose-Led Brands Drive Momentum
Supermarkets Retain Dominance as Shoppers Value Bulk and Choice
E-Commerce Accelerates with Digital Value Bundles and Privacy
Online Exclusives and Digital Services Reshape Brand Competition
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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