Competitive Landscape
Procter & Gamble Sustains Lead through Portfolio Depth and Innovation
Menstrual care in Georgia remains highly concentrated, with The Procter & Gamble Co maintaining a clear lead, holding a 41% share in 2025, followed by Essity with 20%, and Torunskie Zaklady Materialow Opatrunkowych at 14%. Between 2020 and 2025, Procter & Gamble’s share increased from 40% to 41%, while Essity's share grew from 18% to 20%.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Georgia 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 Georgia, 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 Georgia 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 Georgia?
- Which are the leading brands in Menstrual Care in Georgia?
- How are products distributed in Menstrual Care in Georgia?
- 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 Georgia - Category analysis
Key Data Insights
Carefree Elevates Value with Premium Innovation
Carefree Elevates Value with Premium Innovation
Towels Maintains Dominance as Consumers Demand Advanced Protection
Carefree Responds to Clean-Wellness Demand
Manufacturers Elevate Towel Formats to Meet Premium Expectations
Younger Consumers Accelerate Tampon Growth through Lifestyle Shifts
Retailers Compete on Price as Shoppers Prioritise Promotions over Brand Loyalty
Procter & Gamble Sustains Lead through Portfolio Depth and Innovation
Pharmacies Boost Sales with Trust and Active Discounting
Tissue and Hygiene in Georgia - Industry Overview
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Key Data Insights
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Carefree Expands Clean-Label Pantyliners, Catering to Health-Focused Demand
Pampers and Huggies Drive Multi-Pack Expansion to Address Price Sensitivity
Premiumisation and Health Awareness Shape Outlook
Eco-Friendly Sourcing and Transparency Give Players a Competitive Edge
Procter & Gamble Leverages Trusted Hygiene Brands to Extend Its Lead
Pharmacies Cement Trust by Combining Discounts and Digital Reach
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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