Competitive Landscape
Procter & Gamble Retains Lead as Competitors Shift Focus
Menstrual care in Ukraine remains highly concentrated, with Procter & Gamble Ukraine TOV holding 47% retail value share in 2025, far surpassing its nearest competitors. This level of concentration has remained broadly stable over the past five years, with Procter & Gamble’s share fluctuating only modestly and maintaining its leadership position.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Ukraine 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 Ukraine, 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 Ukraine 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 Ukraine?
- Which are the leading brands in Menstrual Care in Ukraine?
- How are products distributed in Menstrual Care in Ukraine?
- 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 Ukraine - Category analysis
Key Data Insights
Always Leverages Mega Pack Strategy to Win Value-Conscious Shoppers
Always Leverages Mega Pack Strategy to Win Value-Conscious Shoppers
Kotex and Bella Drive Demand for Wellness-Focused Options with Natural Claims
Joydivision Soft-Tampons Fuel Demand for Flexible Period Care
Natural Lines and Economy Packs Set to Win Trust as Price Sensitivity Persists
Towels Will Retain Dominance, While Disposable Period Pants Are Set to Drive Innovation
Alternative Formats and Ingredient Transparency Reshape Competitive Priorities
Procter & Gamble Retains Lead as Competitors Shift Focus
Supermarkets Anchor Regular Purchases, Followed by Specialists
Online Marketplaces Win Value-Focused Shoppers with Assortment and Discretion
Tissue and Hygiene in Ukraine - Industry Overview
Local Players Defend Share by Prioritising Affordability and Essentials
Key Data Insights
Local Players Defend Share by Prioritising Affordability and Essentials
Convenience Features Sustain Demand for Hygiene and Personal Care
Eva, Watsons and Rozetka Shift Sales Online with Value Bundles and Fast Delivery
Bulk-Focused Local Brands to Extend Value Leadership through Digital Sales
Digital-First Shopping Habits Set to Reshape Competition and Pricing Dynamics
Normalised Hygiene Habits and Shrinking Population Will Define Demand Outlook
Procter & Gamble Loses Further Share to Local Players
Supermarkets and Hypermarkets Appeal with Convenience Purchases of High-Frequency Items
Rozetka and Watsons Drive Digital Sales with Promotions and Delivery
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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