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Menstrual Care in Estonia

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    Report

  • 20 Pages
  • May 2025
  • Region: Estonia
  • Euromonitor International
  • ID: 5947492
Menstrual care sales in Estonia declined in volume terms but grew in value in 2024 due to a stable consumer base and rising taxes. Women are increasingly prioritising comfort and skin-friendly materials. Whilst organic cotton pads, biodegradable tampons, and reusable options like menstrual cups and period underwear are available in the market, they remain niche as consumers primarily focus on value.

The Menstrual Care in Estonia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Menstrual Care Including Intimate Wipes, Pantyliners, Tampons, Towels.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Menstrual Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Strong demand for slim/thin/ultra-thin towels with wings as they offer comfort, protection, and discretion
  • Procter & Gamble leads, offering widely available and trusted brands
  • Convenience, competitive pricing, and frequent promotions ensure supermarkets lead
PROSPECTS AND OPPORTUNITIES
  • Slight decline due to demographic changes and shifting consumer habits
  • Slow but steady e-commerce growth
  • Innovation will focus on comfort, eco-friendliness, and smart technology
CATEGORY DATA
  • Table 1 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 2 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 3 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 4 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 5 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 6 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
TISSUE AND HYGIENE IN ESTONIA
EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 7 Birth Rates 2019-2024
  • Table 8 Infant Population 2019-2024
  • Table 9 Female Population by Age 2019-2024
  • Table 10 Total Population by Age 2019-2024
  • Table 11 Households 2019-2024
  • Table 12 Forecast Infant Population 2024-2029
  • Table 13 Forecast Female Population by Age 2024-2029
  • Table 14 Forecast Total Population by Age 2024-2029
  • Table 15 Forecast Households 2024-2029
MARKET DATA
  • Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources