Competitive Landscape
Libresse and Always Retain Leadership as Value Brands and Private Label Gain Ground
Menstrual care in Estonia remains highly concentrated in 2025, anchored by two leading players – Sanitex Estonia OÜ and Essity AB – which collectively accounted for more than 65% of overall value sales in 2025, with Sanitex Estonia OÜ holding 39% and Essity AB on 26%. Over the 2020-2025 period, Sanitex Estonia OÜ’s share declined from 44% to 39%, with this shift largely driven by intensified competition from private label, particularly Lidl Eesti OÜ, which expanded its share to reach 3% in 2025, as well as gradual gains from smaller players such as Delipap Oy.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Estonia 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 Estonia, 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 Estonia 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 Estonia?
- Which are the leading brands in Menstrual Care in Estonia?
- How are products distributed in Menstrual Care in Estonia?
- 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 Estonia - Category analysis
Key Data Insights
Large Economy Packs Popular as Price Sensitivity Rises
Large Economy Packs Popular as Price Sensitivity Rises
Pantyliners Lead in Volume Terms as Pads and Tampons See Diverging Trends
Naturella and O B Win Shoppers by Balancing Wellness and Value
Pantyliners to Extend Everyday Use as Wellness Drives Premiumisation
Mainstream Brands Blend Clean Wellness with Accessible Pricing
E-Commerce and Sustainability Reshape Discovery and Expectations
Libresse and Always Retain Leadership as Value Brands and Private Label Gain Ground
Supermarkets/Hypermarkets Dominate as Discounters and E-Commerce Accelerate Channel Shift
Online Platforms Attract Shoppers with Niche Offerings and Transparent Pricing
Discounters Attract Price-Led Shoppers as Health and Beauty Specialists Lose Ground
Tissue and Hygiene in Estonia - Industry Overview
Rimi Expands Affordable Tissue Range and Attracts Price-Conscious Shoppers
Key Data Insights
Rimi Expands Affordable Tissue Range and Attracts Price-Conscious Shoppers
Recycled Tissue with Ecolabel Certification Reshapes Everyday Choices
Pants-Style Hygiene Products Redefine Convenience for Active Lifestyles
Private Label Expands Affordable Bulk Packs as Value Drives Purchases
Convenience Formats and Home Delivery Reshape Daily Routines
Sustainable and Skin-Friendly Innovations Challenge Ultra-Cheap Basics
Private Label Gains Ground as Established Leaders Defend Share
Supermarkets Extend Lead with Strong Private Label and Promotions
Retail E-Commerce Gains Traction as Shoppers Prioritise Convenience
Discounters and E-Commerce Reshape Price and Convenience Dynamics
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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