Competitive Landscape
Unicharm Sustains Leadership through Premiumisation and Consumer Trust
Menstrual care remained highly concentrated in 2025, with the top three manufacturers, Unicharm Thailand Co Ltd, Kao Industrial (Thailand) Co Ltd, and Johnson & Johnson (Thailand) Ltd, commanding a combined retail value share of 88%. Unicharm (Sofy) led with a 46% value share, followed by Kao Industrial (Laurier) at 26%, and Johnson & Johnson (Carefree, Modess, o b) at 16%.
Increasing Competition for the Leaders From Emerging Players
Despite the high level of concentration, over the past five years menstrual care became marginally less concentrated, with the top three players accounting for a 91% share of value sales in 2020, therefore seeing a fall of three percentage points over the review period. Although Unicharm's share rose, Kao and Johnson & Johnson saw their shares decline.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Menstrual Care in Thailand?
- How are products distributed in Menstrual Care in Thailand?
- 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 Thailand - Category analysis
Key Data Insights
Premiumisation Contributes to Solid Value Sales Increase
Premiumisation Contributes to Solid Value Sales Increase
Towels Maintains Dominance as Disposable Period Pants Surges
Sofy Leverages Clean Wellness and Cooling Technology to Win Health-Conscious Users
Premiumisation and Increasing Usage Frequency Set to Boost Growth Prospects
Towels to Retain Dominance, While Disposable Period Pants Will See Dynamic Expansion
Brands Expected to Leverage Clean Wellness and Digital Retail to Capture New Users
Unicharm Sustains Leadership through Premiumisation and Consumer Trust
Increasing Competition for the Leaders From Emerging Players
Retail Offline Maintains Its Dominance Due to Convenience and Wide Product Range
Retail E-Commerce Platforms Attract Urban Consumers with Discreet Delivery and Bundle Deals
Tissue and Hygiene in Thailand - Industry Overview
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Key Data Insights
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Cellox’S Premium Launch Highlights the Premiumisation Trend
Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines
Thai Consumers Likely to Embrace Premium Products for Comfort and Value
Ageing Population to Drive Rapid Gains in Adult Incontinence
Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases
Although the Top Three Players Remain Dominant, the Competition Heats up
Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value
Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions
Country Reports Disclaimer
The following categories and subcategories are included:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!