Menstrual care delivered strong retail volume growth of 3% in 2025 to reach 2.6 billion units, while retail value surged by 7% to MYR1069 million. Despite a challenging economy, menstrual care in Malaysia grew ahead of many regional markets in Asia Pacific. Local performance is supported by government policies, such as the Sumbangan Asas Rahmah (SARA) programme, also known as MyKasih. Eligible consumers can redeem menstrual care products across modern and general trade outlets. The monthly a

Menstrual care in 2025 continued to deliver value growth, reaching a retail value of PLN1.6 billion, up 7% year-on-year, while retail volume increased more modestly by 3% to 4.5 billion units. This performance signals a transition from the previous period of inflation-led expansion to more stable, structurally-driven demand, as pricing pressures ease and usage patterns began to normalise. While the overall volume of the Polish menstrual care market stabilised, the return to positive growth after

Menstrual care in Ecuador demonstrated a moderate performance in 2025, as retail current value reached USD67.8 million, representing a 6% increase over the preceding year. Consumer behaviour is indicating a preference for value and essential protection rather than premium features, with heightened price sensitivity and the expansion of private label influencing the sector’s performance.

Menstrual care in 2025 in Myanmar was defined by the acute impact of economic instability, where inflation and currency devaluation drove a sharp rise in period poverty and shape consumer purchasing behaviour. The retail volume for menstrual care rose to 833 million units, marking growth of 3% compared to the previous year, yet this expansion is modest when compared to the double-digit retail value increase of 9% in local currency terms. This disparity between value and volume underscores the in

In 2025, menstrual care in Turkey recorded a robust performance, with retail volume sales reaching 2,790 million units, representing a 3% increase on 2024. The robust performance comes in the context of persistent macroeconomic challenges, notably a high, if slowing, inflation rate of 35% in 2025 and taxation, which continue to constrain household budgets and reinforce the position of affordability as the critical driver of demand. Retail current value sales surged by 39% in 2025 to reach TRY15,

Menstrual care in 2025 saw stabilisation in volume, with the overall volume at 615 million units, reflecting marginal growth of 0.1% over the previous year. This outcome was shaped primarily by the implementation of the government's menstrual dignity programme, which began distributing free menstrual products, including menstrual cups, to low-income students through schools and public health centres starting in April 2025. The phased rollout of this initiative marked a significant policy shift a

Menstrual care experienced robust growth in 2025, with retail volume reaching 149 million units, representing a 3% increase from the previous year. Retail value sales rose to GEL 7.1 million, up 7% and outpacing both regional and global average value growth rates, despite a relatively flat total population of 3.7 million in 2025. Consumer expenditure in Georgia also rose sharply in 2025, reaching GEL84.1 billion, with increasing incomes and economic confidence supporting premiumisation in menst

Menstrual care in 2025 faced a distinct shift in Estonia as persistent inflation and the standard VAT increase from 22% to 24% on 1 July intensified consumer focus on price per use, especially for everyday essentials like sanitary pads. This environment resulted in a marginal decline in retail volume to 136 million units, although current value sales rose by 3% to EUR19.2 million due to higher unit prices. Compared to the broader regional context, in which Eastern Europe continued to experience

After a sharp contraction in 2024, menstrual care in Argentina posted a notable rebound in 2025, both in terms of volume and value. The improvement was underpinned by the partial recovery of disposable income, itself driven by a return to GDP growth and a deceleration in inflation, which supported renewed consumer engagement in the category.

Menstrual care in Saudi Arabia in 2025 maintained a steady trajectory, remaining in the 1.7 billion ballpark, but growing in retail volume from 1,701 million units in 2024 to 1,727 million units in 2025, representing a 2% increase. This performance, while positive, was more moderate than the growth seen in earlier years and reflects the maturity of the category as well as a stabilisation following several years of accelerated expansion. Retail value sales, however, rose more sharply, increasing

The menstrual care market in South Korea showed rather healthy growth in 2025, with retail value rising by 6% to KRW702.8 billion in current terms. This increase reflects the growing influence of premium offerings and higher-priced product innovations. Disposable period pants was the best-performing category, recording a 35% growth in current value to KRW90.3 billion.

Menstrual care registered steady value growth in 2025, shaped by rising consumer expectations for comfort, ease of use, and greater personal relevance. The market’s retail value reached JPY105 billion in 2025, reflecting a 3% increase on the previous year, even as retail volume declined by 2% to 6.3 billion units. This performance highlights a notable premiumisation effect, where consumers increasingly prioritise gentler, low-irritant materials and functional comfort. Retail volume sales decline

Menstrual care in Cameroon experienced notable growth in 2025, with retail volume increasing by 6% to reach 445 million units and retail value rising by 8% to XAF35.6 billion, reflecting a robust performance relative to the broader Middle East and Africa region. Towels represented the largest area, accounting for the vast majority of retail volume at 443 million units in 2025, driven by their affordability and wide availability. This growth is primarily underpinned by the aggressive entry of loc

Menstrual care in 2025 demonstrated moderate growth in current value and a stable increase in retail volume, against a backdrop of subdued price escalation and heightened price sensitivity. Retail volume rose by 2% to reach 136 million units, while retail value expanded by 4% to EUR18.6 million, reflecting a slowing of price growth compared to previous years. This performance is shaped by an environment where consumer expenditure increased to EUR36.9 billion and the total population reached 2.1

Menstrual care in 2025 showed moderate growth in the Dominican Republic, with retail volumes reaching 538 million units and retail value sales DOP3,580 million. This reflects retail volume growth of 3% and value growth of 4% in current terms. The pace of value growth tempered compared to previous years and aligned with the broader regional trend of stabilising price increases, as affordability pressures and government interventions reshape the landscape. At the same time, the country's total pop

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