Competitive Landscape
Hasbah Kenya Maintains Lead Despite Eroding Market Share
Menstrual care in Kenya remained concentrated in 2025, with Hasbah Kenya maintaining its lead with a 33% retail value share. However, the category is now less focused than it used to be.
Procter & Gamble Partnership Secures Hasbah's Leading Position
Hasbah Kenya maintains its lead through its strategic role as the exclusive distributor of international brands such as Always - a relationship underpinned by its partnership with The Procter & Gamble Co. This enables the company to dominate the premium segment and ensure consistent nationwide product availability, supported by advanced logistics and wide-reaching distribution.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Kenya 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 Kenya, 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 Kenya 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 Kenya?
- Which are the leading brands in Menstrual Care in Kenya?
- How are products distributed in Menstrual Care in Kenya?
- 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 Kenya - Category analysis
Key Data Insights
Surging Demand Fuelled by Broader Access Pointsi Would Allude to the Trend Here
Surging Demand Fuelled by Broader Access Pointsi Would Allude to the Trend Here
Jumia Kenya Boosts Digital Access and Expands Consumer Reach
Hasbah Kenya Expands Inclusion with Tailored Product Innovation
Government and Ngo Programmes Expand Rural Access and Stimulate Demand
Towels to Remain Dominant Format through 2030
E-Commerce and Inclusive Campaigns Set To Reshape Brand Strategies and Consumer Engagement
Hasbah Kenya Maintains Lead Despite Eroding Market Share
Procter & Gamble Partnership Secures Hasbah's Leading Position
Small Local Grocers Lead Menstrual Care as E-Commerce Offers Convenience
Tissue and Hygiene in Kenya - Industry Overview
Softcare Expands Access through Affordable Pricing and Wide Distribution
Key Data Insights
Softcare Expands Access through Affordable Pricing and Wide Distribution
Tena Drives User-Centric Innovation for Convenient Adult Care
Digital Platforms Are Fuelling Accessibility and Convenience
E-Commerce and Digital Strategies Set to Unlock New Demand through Urban and Rural Access
Affordability and Sustainability Expected to Shape Future Product Preferences
Leading Players Strengthen Position through Innovation and Wide Access
Supermarkets Expand Reach by Leveraging Bulk Buying and Promotions
Digital Channels Show Steady but Moderate Expansion
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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