Competitive Landscape
Procter & Gamble Defends Leadership as Private Label Remains Popular
Menstrual care in the United Kingdom remained highly concentrated, with Procter & Gamble UK Ltd maintaining a commanding lead in 2025 with a 48% retail value share, followed by Essity AB (14%). Over 2025, Procter & Gamble’s share continued to drop gradually, while Essity's share saw a marginal increase.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Menstrual Care in United Kingdom?
- How are products distributed in Menstrual Care in United Kingdom?
- 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 United Kingdom - Category analysis
Key Data Insights
Totm and Fluus Fit with the Key Trends Reshaping Consumer Preferences
Totm and Fluus Fit with the Key Trends Reshaping Consumer Preferences
Slim/Thin/Ultra-Thin Towels Retains Retail Value Sales Leadership as Disposable Period Pants Surge From a Low Base
Sustainability Claims and Ethical Sourcing Differentiate Brands and Drive Value Sales Growth
Slim Towels and Premium Launches Keep Value Ahead of Volume
Sustainability and Premiumisation Drive Business Model Shifts
Procter & Gamble Defends Leadership as Private Label Remains Popular
Health and Beauty Specialists Maintains Leadership as E-Commerce Accelerates
Direct-To-Consumer Brands Drive E-Commerce Expansion through Subscriptions
Tissue and Hygiene in the United Kingdom - Industry Overview
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Key Data Insights
Persistent Demand for Advanced Features, Comfort and Eco-Friendly Products
Demographic Trends Play a Strong and Growing Role in Tissue and Hygiene
Novelties Address Consumers' Sustainability, Hygiene and Convenience Concerns
Demographic Trends to Continue to Exert a Strong Influence on Category Performances
Eco-Innovation and Premiumisation to Reshape Consumer Loyalty and Competition
Kimberly-Clark and Procter & Gamble Maintain Lead as Private Label Competes on Price
Shift From Retail Offline to Online
Subscription Models, Seamless Shopping and Broad Assortments Fuel Online Loyalty
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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