Belgium Menstrual Care Market Report: Trends, Growth and Forecast (2026-2032)
Product Type (Pantyliners, Tampons (Applicator Tampons, Digital Tampons), Towels (Standard Towels (Standard Towels with Wings, Standard Towels Without Wings), Slim/Thin/Ultra-Thin Towels (Slim/Thin/Ultra-Thin Towels with Wings, Slim/Thin/Ultra-Thin Towels Without Wings)), Intimate Wipes, Menstrual Cups, Period Underwear), Nature (Disposable, Reusable), Age Group (Up to 18 Years, 19-30 Years, 31-40 Years, 40 Years and Above), Sales Channel (Retail Offline, Retail Online)
- FMCG
- Dec 2025
- VI0644
- 120
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Belgium Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in Belgium is estimated at USD 100 million.
- The market size is expected to grow to USD 110 million by 2032.
- Market to register a cagr of around 1.37% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 45%.
- Competition
- More than 10 companies are actively engaged in producing menstrual care in Belgium.
- Top 5 companies acquired around 80% of the market share.
- Carrefour Belgium SA/NV; Aldi NV/SA; GSA Healthcare Belgium SPRL; Procter & Gamble Benelux SA NV; Johnson & Johnson Consumer NV etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 85% of the market.
Belgium Menstrual Care Market Outlook
The Belgium menstrual care market was projected to be worth 100 million USD in 2025 but is expected to reach 110 million USD by 2032, with a CAGR of 1.37% during 2026-2032. Changing demographics will limit growth trajectory; ageing population will be decreasing the number of menstruating women, which will have an overall structural reduction in demand. Continued inflation and price sensitivity will inhibit demand for premium brands as well. Towels will continue to be the overall category leader, representing the majority at 45%, because they are cheaper, more comfortable, and reliable products for Belgium end users.
The main driver for product innovation in the forecast period will be sustainability. Reusable underwear and menstrual cups have started to draw attention as more sustainable options, but their high price limits access. Local and private label brands will work to decrease accessibility of natural and reusable products for budget but eco-conscious end users. Increased competition will lead manufacturers to further material development that is comfortable, absorbent, and safe for the environment, to maintain relevance for the brand.
Sales channel will continue to be dominated by retail offline, capturing 85% of total sales, with a wide presence of supermarkets, discounters, and health-focused retailers. But retail online also will post steady growth, driven by convenience, discreet purchasing, or access to specialized or organic offerings on websites like Medi-Market.be and Newpharma be.
Greater awareness of period poverty could also lead to increased government and nonprofit interventions. Possible policy measures and social awareness programs may mean that menstrual products are distributed free of charge in public institutions, thereby increasing access and equity and guaranteeing stable and long-term demand for the category.
Belgium Menstrual Care Market Growth DriverAgeing Demographics and Evolving end users Preferences Reshape Market Demand
Demographic ageing and shifting end-user preferences are driving structural changes in the menstrual care market of Belgium. The increasing share of older women has reduced the number of menstruating end users, which has directly impacted the sales in traditional categories like tampons and towels. According to Statbel, the population of Belgium aged 65 years and above grew by 21.5% between 2015 and 2024, narrowing the base for menstrual product consumption. Alongside that, price sensitivity has been increasingly heightened due to inflationary pressures, leading many end users toward affordable and value-for-money products.
Private label brands are using this trend, meanwhile, to position themselves as competitively priced options to the economic realities of end users. According to the World Bank, the inflation rate in Belgium in 2024 averaged 3.1%, which shows that affordability remains key to purchase decisions. Therefore, standard towels with wings are still leading in the market, being accessible and comfortable-two main reasons sustaining their popularity among Belgium end users.
Belgium Menstrual Care Market TrendPrivate Label Expansion and Natural Product Innovation Drive Market Dynamics
Private labels continue to disrupt the menstrual landscape in Belgium, as end users show increasing priority for value-for-money and sustainable choices. Major chains such as Colruyt and Kruidvat continue to develop their private label natural product offering to respond to the growing demand for more affordable and environmentally friendly menstrual options. As reported by the OECD, over 55% of Belgium households FMCG spending went to store brands in 2024. This illustrates well the rising importance of private labels, with natural formulations at a more accessible price point driving the success of products such as Boni Natural Care and Kruidvat 100% Cotton Towels.
At the same time, innovation in menstrual underwear and sustainable materials is gaining momentum. The EU Circular Economy Action Plan maintains substantial momentum in sustainability standards, which encourages manufacturers to invest in reusable or organic alternatives. This regulatory focus, coupled with end users' growing environmental awareness, accelerates the shift from traditional disposable products to sustainable menstrual hygiene solutions.
Belgium Menstrual Care Market OpportunityGovernment-Led Menstrual Equity and Public Sector Distribution Initiatives
Government-backed initiatives for menstrual equity are expected to create new opportunities in Belgium's menstrual care market. According to estimates by UNICEF Belgium, one in five women under 25 faces period poverty; for this reason, public policy discussions increasingly centre around menstrual product accessibility. The expansion of free product distribution in schools and community facilities has been debated in the Belgium Parliament, a signal of growing institutional commitment to addressing menstrual health inequality.
Furthermore, NGOs and public health agencies are reinforcing this movement through advocacy. The WHO recognizes menstrual hygiene access as a major public health concern that is closely related to education and gender equality. As awareness increases, future policies on supporting subsidies and public sector distribution could greatly improve access to menstrual care and boost demand for more affordable and sustainable products throughout Belgium.
Belgium Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
The segment that holds the largest share under Product Type is towels, at nearly 45% in the Belgium menstrual care market. Towels are still the most favored product among Belgium women due to their comfort, convenience, and wide product variety. end users increasingly favor slim and ultra-thin towels that allow discretion with a promise of protection, especially for active lifestyles. Organic and dermatologically tested variants have further cemented the segment's position, which appeals to skin sensitivity or eco-consciousness.
The segment continues to benefit from innovation in absorbent technology and growing awareness of menstrual hygiene. Brands increasingly focus on sustainable methods of production by offering biodegradable or reusable alternatives to towels, appealing to environmentally responsible end users. These, combined with consistent retail visibility, ensure that towels remain dominant within menstrual care in Belgium.
By Sales Channel
- Retail Offline
- Retail Online
The segment with highest market share under sales channel is retail offline, holding a share of about 85%, in the sales channel of the menstrual care market in Belgium. Supermarkets, pharmacies, and hypermarkets remain the leading retail formats. This is because they offer the benefit of convenience for one-stop shopping and allow immediate access to the product for the end users. Frequent promotional campaigns and the growth of private-label menstrual products have also contributed to the momentum of offline channels, especially among budget-sensitive end users.
Despite the continued growth of online sales and subscription models, Belgium end users still favor buying menstrual care products in-store to better assess quality and directly access special offers. The physical in-store dominance of leading brands, further driven by easy comparisons among products and trusted advice from pharmacies, solidifies offline retail. This segment is expected to maintain its lead during the forecast period, aided further by sustained end users trust and increasing product variety across physical retail outlets.
List of Companies Covered in Belgium Menstrual Care Market
The companies listed below are highly influential in the Belgium menstrual care market, with a significant market share and a strong impact on industry developments.
- Carrefour Belgium SA/NV
- Aldi NV/SA
- GSA Healthcare Belgium SPRL
- Procter & Gamble Benelux SA NV
- Johnson & Johnson Consumer NV
- Etn Franz Colruyt NV
- Delhaize 'Le Lion' SA
- Essity AB
- Naty Sarl
- Bodywise (UK) Ltd
Market News & Updates
- Procter & Gamble Benelux, 2024-2025:
P&G's global product innovations continued to inform the Benelux assortment, with new formats and product updates appearing in 2024-2025
- Essity, 2021-2024:
Essity broadened its sustainable product family in Europe, including period pants and improved product variants, with activity visible in 2021-2024.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Belgium Menstrual Care Market Policies, Regulations, and Standards
4. Belgium Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Belgium Menstrual Care Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in USD Million
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product Type
5.2.1.1. Pantyliners- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.1. Applicator Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.2. Digital Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1. Standard Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.1. Standard Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.2. Standard Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2. Slim/Thin/Ultra-Thin Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.1. Slim/Thin/Ultra-Thin Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.2. Slim/Thin/Ultra-Thin Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Intimate Wipes- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Menstrual Cups- Market Insights and Forecast 2022-2032, USD Million
5.2.1.6. Period Underwear- Market Insights and Forecast 2022-2032, USD Million
5.2.2.By Nature
5.2.2.1. Disposable- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Reusable- Market Insights and Forecast 2022-2032, USD Million
5.2.3.By Age Group
5.2.3.1. Up to 18 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. 19-30 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.3. 31-40 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.4. 40 Years and Above- Market Insights and Forecast 2022-2032, USD Million
5.2.4.By Sales Channel
5.2.4.1. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.5.By Competitors
5.2.5.1. Competition Characteristics
5.2.5.2. Market Share & Analysis
6. Belgium Pantyliners Menstrual Care Market Statistics, 2022-2032
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in USD Million
6.2. Market Segmentation & Growth Outlook
6.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
6.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
6.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Belgium Tampons Menstrual Care Market Statistics, 2022-2032
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in USD Million
7.2. Market Segmentation & Growth Outlook
7.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
7.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
7.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
7.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Belgium Towels Menstrual Care Market Statistics, 2022-2032
8.1. Market Size & Growth Outlook
8.1.1.By Revenues in USD Million
8.2. Market Segmentation & Growth Outlook
8.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
8.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
8.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
8.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Belgium Intimate Wipes Market Statistics, 2022-2032
9.1. Market Size & Growth Outlook
9.1.1.By Revenues in USD Million
9.2. Market Segmentation & Growth Outlook
9.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
9.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
9.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Belgium Menstrual Cups Menstrual Care Market Statistics, 2022-2032
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in USD Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Belgium Period Underwear Menstrual Care Market Statistics, 2022-2032
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in USD Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
11.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
11.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Procter & Gamble Benelux SA NV
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. Johnson & Johnson Consumer NV
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. Etn Franz Colruyt NV
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. Delhaize 'Le Lion' SA
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. Essity AB
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. Carrefour Belgium SA/NV
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
12.1.7. Aldi NV/SA
12.1.7.1. Business Description
12.1.7.2. Product Portfolio
12.1.7.3. Collaborations & Alliances
12.1.7.4. Recent Developments
12.1.7.5. Financial Details
12.1.7.6. Others
12.1.8. GSA Healthcare Belgium SPRL
12.1.8.1. Business Description
12.1.8.2. Product Portfolio
12.1.8.3. Collaborations & Alliances
12.1.8.4. Recent Developments
12.1.8.5. Financial Details
12.1.8.6. Others
12.1.9. Naty Sarl
12.1.9.1. Business Description
12.1.9.2. Product Portfolio
12.1.9.3. Collaborations & Alliances
12.1.9.4. Recent Developments
12.1.9.5. Financial Details
12.1.9.6. Others
12.1.10. Bodywise (UK) Ltd
12.1.10.1.Business Description
12.1.10.2.Product Portfolio
12.1.10.3.Collaborations & Alliances
12.1.10.4.Recent Developments
12.1.10.5.Financial Details
12.1.10.6.Others
13. Disclaimer
| Segment | Sub-Segment |
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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