Menstrual care in 2025 was characterised by persistent economic pressure, which has led to heightened price sensitivity among consumers and a contraction in both retail volume and value. Volume declined by 3% to 1.4 billion units, while value at current prices fell by 4% to PEN618 million, indicating that consumers actively sought better value and managed their spending more cautiously. The cost-of-living crisis has driven a clear shift towards products and formats that balance affordability and

Menstrual care in Pakistan sustained robust growth in 2025, recording a retail volume of 1 billion units and a retail value of PKR28.6 billion at current value. Volume increased by 7% year-on-year, while value grew by 15%, indicating that both demand and innovation advanced in parallel. Compared to global and regional trends, the growth rate in Pakistan outpaced mature markets and was competitive with other emerging Asia Pacific countries, driven by a young and rapidly urbanising population and

Menstrual care in Guatemala experienced a strong performance in 2025, with retail value reaching GTQ585 million, representing a 5% increase compared to 2024. The year was characterised by an expanding middle class, ongoing economic growth (real GDP growth at 4%), and a moderation of inflation (2%), which together improved disposable income and sustained demand for these products. Menstrual care innovation was primarily driven by the rising demand for premium products that offer enhanced comfort,

Menstrual care in Egypt saw strong retail value growth of 10% in 2025, with sales reaching EGP17.5 million in current terms. This performance occured despite a challenging economic environment, as Egypt faced inflation of 14% and significant currency devaluation, which have sharply raised the cost of menstrual products for consumers. Therefore, affordability has become a key consideration in consumer priorities and purchasing behaviour in Egypt. As the financial burden rises, there is a marked

Menstrual care in 2025 experienced robust retail volume growth of 7%, reaching 137 million units, with value sales rising by 7% to QAR99 million, reflecting a strong performance in both unit demand and value amid a high-income context. Despite Qatar’s high disposable incomes, which are being supported by a total population of 3.3 million in 2025 and consumer expenditure of QAR211 billion, price sensitivity has intensified as inflation and rising living costs shape purchasing behaviour, especiall

Menstrual care in Sri Lanka demonstrated robust performance in 2025, with retail volume reaching 183 million units, up 5% from 2024, and value sales increasing to LKR4,824 million, representing 9% current value growth. The performance was underpinned by government-led interventions such as the allocation of LKR1,440 million in the 2025 budget for free sanitary napkins for schoolgirls, the removal of VAT on imported products, and targeted efforts to address period poverty and normalise product u

Menstrual care in 2025 delivered positive retail value growth, driven by rising awareness and shifting consumer habits among younger women, as well as ongoing demographic expansion. In a context where Honduras has one of the lowest purchasing power levels in Central America, many consumers face challenges in consistently purchasing hygiene and personal care products. This economic environment is reflected in menstrual care, where shoppers increasingly seek out promotional packs, experiment with

In 2025, menstrual care in Lithuania experienced stagnation in retail volume, reflecting the underlying demographic stability in the consumer base. The total population in Lithuania was 3 million with minimal change compared to previous years, leading to a flat demand curve for menstrual care products. Retail volume sales stood at 246 million units, a slight decrease compared to 2024. However, retail value continued to rise, with current value sales reaching EUR29 million, marking a 3% increase

Menstrual care in 2025 recorded slight current value growth, up 5% to HKD1 billion, which is a slower increase than the 6% seen in 2024, as inflationary pressure softens and unit price growth moderates. Volume expanded modestly by 2% to 526 million units, reflecting a relatively flat user base in Hong Kong, where the population in 2025 reached 7.5 million. Overall growth in 2025 was more subdued compared to previous years, mirroring both a maturing user pool and the effects of easing price press

Menstrual care in Azerbaijan continued to expand steadily in 2025, with retail current value reaching AZN129 million, representing a strong increase of 11% compared to the previous year. This growth was driven by the market's response to evolving consumer preferences and changes in the competitive landscape.

Menstrual care in Paraguay in 2025 experienced notable growth, with retail volume reaching 370 million units, representing a 4% increase from the previous year. This performance was underpinned by the country's economic expansion and a narrowing of the price gap with Argentina, which reduced smuggling activity and encouraged more domestic purchases. In value terms, retail sales grew by 8% to PYG351 billion, outpacing the regional average and reflecting the ongoing premiumisation trend.

In 2025, menstrual care in Iraq demonstrated robust growth, with retail value sales reaching IQD102,990 million and expanding at a current value growth rate of 8% compared to the previous year. This pace of expansion outperforms both the regional and global context, fuelled by Iraq’s rising total population, which reached 47,021,000 in 2025, and the increasing number of younger women entering the market. The ongoing population growth not only increases the consumer base but also underpins a cons

In 2025, menstrual care in Tanzania demonstrated robust growth, with retail value achieving 10% growth to reach TZS18.6 billion and volume reaching 59 million units. This rate outpaced both the regional and global averages, as growth was driven primarily by new product launches addressing affordability and access for women and girls, particularly in rural areas. Despite these gains, significant barriers persist, as the high cost of commercial disposable sanitary pads remains out of reach for man

In 2025, menstrual care in Jordan saw a marginal retail volume decline of 0.5%, reaching 612 million units, even as value sales continued to rise, up 0.6% to JOD71 million. The slight contraction in volume reflected mounting cost pressures on consumers, with inflation at 2% and a persistently high female unemployment rate exceeding 30%. Compared to broader regional and global trends, Jordan’s performance was stable in terms of volume but faced ongoing challenges due to the dual impact of taxes;

Menstrual care in Ghana in 2025 records a notable turnaround, with retail volume reaching 40.3 million units, up 14% from the previous year, reversing a two-year period of steep decline. This recovery outpaces average growth for similar markets in the region, reflecting the impact of coordinated local interventions and a supportive policy environment. Retail value in current terms rises to GHS55.3 million, an increase of 4% on the year, as brands adapt to the price-sensitive climate by offering

Menstrual care in 2025 experienced robust retail volume growth of 8%, reaching 232 million units, outpacing many regional and global peers and accelerating from the 10% expansion in 2024. This growth was closely tied to affordability, with economic pressure making price the primary purchase driver and prompting a shift towards smaller packs, sachets, private label and locally produced SKUs. NGOs and school programmes expanded demand and reduced stigma through distribution, education and local to

Menstrual care in Ethiopia in 2025 continued to demonstrate robust retail value growth, reaching ETB1.3 billion in 2025, an increase of 16% on the previous year, while retail volume expanded by 6% to 184 million units. This performance stands out within the regional context, where price inflation and currency devaluation have had a profound effect on affordability and access, echoing broader trends across Africa, but with Ethiopia experiencing sharper retail value price hikes than many of its ne

Menstrual care in Bangladesh demonstrated robust volume and current value growthin 2025, yet the category continues to contend with deep-seated challenges in terms of affordability and access. Retail volumes reached 735 million units, marking an 11% increase over 2024, while retail values climbed 17% to BDT7,720 million. This sharp uptick in both value and volume sales was driven by intensified awareness campaigns and government-backed initiatives that propelled up the user base of women and g

Menstrual care in Ireland delivered steady value growth in 2025, supported by rising consumer awareness, economic stability and a robust shift towards premium and sustainable products. Retail value reached EUR49.7 million, increasing by 2% in current terms from the previous year, while retail volume rose 1% to 395 million units. This performance is consistent with Western European trends, in which consumers are increasingly seeking wellness-orientated and eco-friendly solutions, although Ireland

In 2025, menstrual care in Tunisia reached 601 million units, up 2%, while retail value surged by 11% to TND225 million, driven by heightened prices and constrained household budgets. Sanitary towels, the largest category, grew only 1% to 430 million units, reflecting stagnant core demand. Tunisia’s demographic backdrop remains a fundamental driver of market potential and constraints. In 2025, Tunisia’s population of 12.2 million and limited growth in women of reproductive age constrained volume

Menstrual care in Bosnia and Herzegovina recorded a contraction in volume in 2025, with retail sales declining by 2% to 160 million units, while value grows by 5% to BAM44.8 million, reflecting continued inflationary pressure and a move toward higher unit prices. This contrasts with the wider regional trend in Eastern Europe, where many categories are stabilising post-pandemic, but here, ongoing economic constraints and a shrinking population have led to a dampened outlook. The population falls

In 2025, menstrual care in Laos continued stable growth, with retail volume reaching 180 million units, representing a 3% increase over the previous year. This performance aligns with steady value gains, reflecting a context of economic stabilisation but ongoing currency weakness and rising cost pressures such as household electricity rates, which increased by over 91% from January to July 2025. Despite these pressures, retail value sales rose by 12% to LAK498 billion, signalling a combination

Menstrual care in Uganda in 2025 demonstrated robust growth, outpacing the previous year with a retail volume of 120 million units and a retail value of UGX46,709 million. The expansion in demand is underpinned by increased awareness and education about menstrual health, driven by campaigns and media exposure, alongside rising disposable incomes as more women join the workforce, contributing to shifting consumer behaviour and higher product uptake.

In 2025, menstrual care in Uzbekistan experienced robust growth in both retail volume and value, driven by a unique demographic profile and evolving consumer preferences. Retail volume reached 1.2 billion units, representing a 3% increase, while retail value climbed 14% to UZS2,447 billion. This growth outpaced the region, underpinned by Uzbekistan’s young population— those under 30 years old make up around 60% of the population, with the total population reaching 37 million and the female popul