Competitive Landscape
Edgewell Exits as Procter & Gamble Strengthens Its Dominance with Natural Products
Menstrual care remains highly concentrated, with The Procter & Gamble Co holding a 59% retail value share in 2025, a substantial lead over Kimberly-Clark Corp at 11% and Edgewell Personal Care Brands LLC at 5%. The period from 2020 to 2025 saw Procter & Gamble’s share steadily increase from 54% to 59%, while Kimberly-Clark and Edgewell Personal Care both saw share declines.
Potential Changes in the Competitive Environment, and Opportunities for Growth
In late 2025, Edgewell sold its US menstrual and feminine care business to Swedish hygiene company Essity for approximately USD340 million. The deal, which completed in February 2026, transfers well-known brands such as Carefree, Stayfree and o.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in Menstrual Care in USA?
- How are products distributed in Menstrual Care in USA?
- 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 US - Category analysis
Key Data Insights
Growth Continues, Although Consumer Preferences Continue to Shift
Growth Continues, Although Consumer Preferences Continue to Shift
Procter & Gamble Partners with Coachella to Drive Premium Pad Adoption
Rael Secures Walmart Listing as Consumers Turn to Clean Wellness
Players Focus on Specific Life Stages to Best Meet the Needs of Different Consumer Groups
Potential for Significant Changes If Legislation Is Enacted
Disposable Period Pants Set to Outpace Other Formats as Design Innovation Accelerates
Life Stage-Specific and Plant-Based Formats to Gain Traction as Various Trends Reshape Demand
Edgewell Exits as Procter & Gamble Strengthens Its Dominance with Natural Products
Potential Changes in the Competitive Environment, and Opportunities for Growth
Retail E-Commerce Captures Value as Shoppers Seek Convenience and Other Benefits
Consumers' Search for Value Leads Them to Shop in Bulk at Warehouse Clubs
Hypermarkets Maintains Its Lead but Loses Share to More Convenient and Cheaper Channels
Tissue and Hygiene in the US - Industry Overview
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Ongoing Price Sensitivity Even as Inflation Eases
Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care
Several Categories See a Move Towards Premiumisation
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Holistic Expansion through Fostering Emotional and Mental Connections
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes 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?
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- Track key industry trends, opportunities and threats
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This report originates from Passport, our Menstrual Care research and analysis database.
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