Competitive Landscape
Dominance of Incumbents Eroded as Quality Concerns Hit the Leading Brands
Menstrual care in China is fragmented, with the top three players together accounting for only a 20% retail value share in 2025. Fragmentation is only increasing, with the share of leading companies steadily declining between 2020 and 2025.
Pressure From Domestic Players Offering Innovation and Digital Marketing
Intensifying the pressure on the leaders in 2025 was growing competition from emerging domestic players, with brands such as Freemore and Nice Princess seeing significant share gains, with rapid growth driven by the launch of products that prioritise functionality and sustainability. These brands have introduced innovations such as probiotic-infused and cotton-based items, directly addressing evolving consumer needs for safety, comfort, and environmental responsibility.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in China 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 China, 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 China 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 China?
- Which are the leading brands in Menstrual Care in China?
- How are products distributed in Menstrual Care in China?
- 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 China - Category analysis
Key Data Insights
Consumers Trade up for Convenience and Comfort, with Period Pants Performing Well
Consumers Trade up for Convenience and Comfort, with Period Pants Performing Well
Nice Princess Contributes to Growth in Towels through Functional Innovation
Convenience Exemplified by Kit From Mianmian De Yang
E-Commerce Leaders Win Trust and Accelerate the Digital Shift
Quality, Health, and Creating Trust Will Be Important Moving Forward
Towels Will Maintain Its Dominance, but Disposable Period Pants Set to See the Most Dynamism
Omnichannel Integration and E-Commerce Partnerships to Redefine Competitive Advantage
Dominance of Incumbents Eroded as Quality Concerns Hit the Leading Brands
Pressure From Domestic Players Offering Innovation and Digital Marketing
Supermarkets and Hypermarkets Struggle to Defend Their Shares
Retail E-Commerce Takes the Lead as Fast Delivery Services Reshape Consumer Loyalty
Tissue and Hygiene in China - Industry Overview
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Key Data Insights
Botare Captures Value-Conscious Shoppers as Pricing Pressure Grows
Retail Tissue Maintains Its Lead, with Vinda Redefining Daily Usability
Acceleration of E-Commerce and Digital Retail
Retail E-Commerce Platforms to Extend Their Reach as Usage Penetration Climbs
Retail Tissue Expected to Sustain Its Lead, but Nappies/Diapers/Pants Will Face Challenges
Adult Incontinence to Accelerate as Regulatory Changes Drive Consolidation
Vinda and Hengan Respond to Digital Disruption with Brand Resilience
Freemore and Taotaoyangmian Capture Share through Digital Agility
Supermarkets Loses Ground as Online Channels Attract Value Seekers
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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