Competitive Landscape
Legacy Brands Remain Strong but Face Challenges From Private Label Competitors
Menstrual care remains concentrated, with Procter & Gamble (Pty) Ltd, Kimberly-Clark Southern Africa (Holdings) Pty Ltd, and Premier Foods (Pty) Ltd together holding over 59% of retail value share in 2025. Procter & Gamble (Pty) Ltd maintained the lead with a 27% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Menstrual Care in South Africa?
- How are products distributed in Menstrual Care in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Grocery Retailers Accelerate E-Commerce Adoption with Loyalty Programme and On-Demand Delivery
Grocery Retailers Accelerate E-Commerce Adoption with Loyalty Programme and On-Demand Delivery
Growth Remains Constrained by Affordability Challenges
Premium Brands Adjust Innovation Strategies to Prioritise Comfort
E-Commerce Set to Continue Shaping Purchasing Behaviour for Menstrual Care Products, While Affordability Will Remain of Key Importance
Pantyliners Expected to Sustain Volume Lead as Disposable Period Pants Accelerate
Legacy Brands Remain Strong but Face Challenges From Private Label Competitors
Supermarkets Expand Digital Delivery to Maintain Sales Leadership
Retail E-Commerce Gains Traction as Delivery Services Expand
Tissue and Hygiene in South Africa - Industry Overview
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Key Data Insights
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Convenience and Affordability Remain Key Purchase Drivers for South African Parents
Always Wins Trust as Parents and Women Choose Comfort over Cost
South African Consumers Expected to Become Increasingly Driven by Price-To-Value Ratio
Nappies/Diapers/Pants and Retail Adult Incontinence Set to Drive Category Growth
Legacy Brands Retain Lead in Key Categories, Despite Intensifying Value Focus
Supermarkets Expand Delivery Capabilities to Reinforce Consumer Loyalty
Grocery Delivery Boosts E-Commerce but Offline Retail Remains Dominant
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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