Competitive Landscape
Procter & Gamble Protects Its Lead as Private Label Chips Away at Share
Menstrual care in the Netherlands is concentrated, with the three largest manufacturers - Procter & Gamble Nederland, Essity Nederland and Johnson & Johnson Consumer - collectively accounting for 72% retail value share in 2025. Over the review period, concentration gradually eased as the combined share of these leading companies declined, driven by incremental share gains from private label and emerging brands.
Yoni Leverages Organic Positioning to Gain Ground among Health-Focused Shoppers
Emerging brands such as Yoni are performing strongly in the Netherlands by targeting a focused niche in towels, pantyliners and tampons with a clean wellness proposition. Yoni’s strategy centres on organic cotton, fragrance-free formulations and full ingredient transparency - attributes that resonate with health- and sustainability-conscious consumers, especially younger women.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Menstrual Care in Netherlands?
- How are products distributed in Menstrual Care in Netherlands?
- 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 the Netherlands - Category analysis
Key Data Insights
Albert Heijn Expands Affordable Luxury to Win Price-Conscious Shoppers
Albert Heijn Expands Affordable Luxury to Win Price-Conscious Shoppers
Sustainability Drives Adoption of Reusable and Plastic-Free Products
Clean Wellness Drives Demand for Organic Products
Private Label to Expand as Reusable Formats Limit Growth
Pantyliners Set to Maintain Lead As Disposable Pants Post Fastest Growth
Procter & Gamble Protects Its Lead as Private Label Chips Away at Share
Yoni Leverages Organic Positioning to Gain Ground among Health-Focused Shoppers
Health and Wellness Stores Capture Shoppers with Broad Assortments and Pricing Strategies
Tissue and Hygiene in the Netherlands - Industry Overview
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Key Data Insights
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Edet’S Coreless Launch Raises Sustainability Standards and Brand Value
Seni Active Normalises Incontinence with Discreet, Lifestyle-Led Solutions
Retailers and Brands Shift to Premium and Sustainable Formats to Drive Value
Adult Incontinence Brands Set to Accelerate Innovation as Population Ages and Stigma Falls
Sustainability Requirements to Reshape Portfolios and Supply Chains
Albert Heijn and Branded Leaders Shape Value with Premiumisation
Albert Heijn and Jumbo Retain Shopper Loyalty through Weekly Convenience
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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