Competitive Landscape
Yuhan Kimberly Co Ltd Maintains Its Lead through Dual-Brand Targeting
As of 2025, the menstrual care market remained moderately concentrated, with Yuhan-Kimberly holding a 31% market share through its leading Kotex brand, as well as its overall portfolio, and LG Unicharm maintaining a 16% share via its Sofy brand. Although both leading companies have experienced a modest decline, their combined share continues to constitute nearly half of the total retail value.
Emergent Happy Moonday Set to Disrupt Korea’S Menstrual Care Market
Happy Moonday has established itself as a prominent new entrant in South Korea’s menstrual care market. The brand’s growth is attributed to its emphasis on ingredient transparency, a premium market strategy, and its direct-to-consumer subscription approach.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in South Korea 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 Korea, 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 Korea 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 Korea?
- Which are the leading brands in Menstrual Care in South Korea?
- How are products distributed in Menstrual Care in South Korea?
- 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 Korea - Category analysis
Key Data Insights
Menstrual Care Sees Healthy Growth, Driven by Premiumisation and Inclusive Sizing
Menstrual Care Sees Healthy Growth, Driven by Premiumisation and Inclusive Sizing
Yuhan Kimberly Co Ltd Leverages Derma-Grade Claims to Drive Premiumisation in Towels
Dong-A Pharmaceutical Introduces Slimmer Tampon to Lower Barriers for First-Time Users
Brands Need to Respond to Consumer Demands for Ingredient Transparency and Safety Scrutiny
Government Initiatives Boost Accessibility and Reshape Value Dynamics
Yuhan Kimberly Co Ltd Maintains Its Lead through Dual-Brand Targeting
Emergent Happy Moonday Set to Disrupt Korea’S Menstrual Care Market
Retail E-Commerce Grows as Shoppers Seek Privacy and a Wide Range of Products
Emerging Brands Gain Ground at Health Specialists
Tissue and Hygiene in South Korea - Industry Overview
Retail Adult Incontinence Sees Dynamic Growth, Supporting Overall Category Sales as Nappies/Diapers/Pants Contract
Key Data Insights
Retail Adult Incontinence Sees Dynamic Growth, Supporting Overall Category Sales as Nappies/Diapers/Pants Contract
Yuhan Kimberly Co Ltd’S Sets New Standard for Skin Health and Premiumisation
Innovations Focus on Inclusivity and Convenience
Online Platforms Reshape Purchasing Patterns, with Bulk Buying a Popular Trend
Ingredient Transparency and Health Benefits Command Premium Pricing
Senior Care Innovations Will Increasingly Be Based on Convenience for Home-Care Needs
Yuhan Kimberly Co Ltd Leverages Wide Portfolio of Trusted Brands to Maintain Leadership
Digital-First Brands Fuel Pricing Wars in Bulk-Buying Trend
Digital-Native Brands Accelerate Online Dominance through Bulk Strategies
Offline Retail Loses Share as E-Commerce Surges
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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