South Africa Menstrual Care Market Report: Trends, Growth and Forecast (2026-2032)
By 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), By Nature (Disposable, Reusable), By Age Group (Up to 18 Years, 19-30 Years, 31-40 Years, 40 Years and Above), By Sales Channel (Retail Offline, Retail Online)
- FMCG
- Feb 2026
- VI0904
- 115
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South Africa Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in South Africa is estimated at USD 190 million in 2025.
- The market size is expected to grow to USD 240 million by 2032.
- Market to register a cagr of around 3.39% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 52%.
- Competition
- More than 5 companies are actively engaged in producing menstrual care in South Africa.
- Top 5 companies acquired around 70% of the market share.
- Premier Foods (Pty) Ltd; Essity South Africa Pty Ltd; Johnson & Johnson (Pty) Ltd; Procter & Gamble (Pty) Ltd; Kimberly-Clark Southern Africa (Holdings) Pty Ltd etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 75% of the market.
South Africa Menstrual Care Market Outlook
The South Africa menstrual care market is expected to grow steadily with an estimated value of USD 190 million in 2025 to about USD 240 million in 2032, thus recording a compound annual growth rate of about 3.39% between 2026 and 2032. Although the country is facing economic difficulties, the growing awareness of menstrual hygiene, product development, and the growing number of women in the workforce are expected to keep the demand going. Towels still prevail in the market with approximately 52% of total sales with high demand of towels with wings that are comfortable, flexible, and secure to the active end-users. With end user becoming more value-conscious, brands are reacting by providing low-cost but quality substitutes, thus making sure that both high-end and own-labeled products are still relevant.
The most popular brands like Always and Kotex remain leaders, with such advanced features as anti-leakage protection, skin-friendly materials, and increased absorbency. Their continued commitment to social projects, such as the Always #BloodSisters campaign and Kotex “She Can” programme, is expected to raise the level of menstrual hygiene awareness and reduce period poverty. At the same time, the introduction of own-labeled products by large retailers like Shoprite and Clicks provides affordable alternatives to low-income households, thus expanding the market even further. Offline retailing still prevails, with almost 75% of the market sales, as supermarkets remain to provide affordability and convenience with well-developed distribution channels.
On the other hand, Retail online will be the most rapidly expanding sales channel during the forecast period. The introduction of Amazon in South Africa will likely increase competition, which will lead to improvements in the speed of online delivery, price, and availability. Local retailers such as Shoprite, Pick n Pay, and Woolworths are also simultaneously growing their online platforms and launching new promotional initiatives, which makes the process of online purchasing menstrual products even more convenient to technologically advanced end users.
The next stage of market development is likely to be influenced by innovation and sustainability in the coming period. It is expected that brands will concentrate on organic, biodegradable, and dermatologically safe menstrual products to meet the changing tastes of end user. The introduction of new products, i.e., the organic cotton collection of Lil-lets and the eco-friendly sanitary collections of ANNA, exemplifies this shift towards health-conscious and environmentally friendly decisions. With affordability, innovation, and sustainability coming together, the South African menstrual care market is set to experience further growth by 2032.
South Africa Menstrual Care Market Growth DriverHygiene Awareness and Government Menstrual Dignity Programs.
The development of the menstrual care market in South Africa is still supported by the intervention of the public and increased awareness. Since 2019, the Department of Women, Youth and Persons with Disabilities (DWYPD) has led national Menstrual Health and Hygiene programmes, which have provided free sanitary pads in public schools, with the aim of reducing period poverty and ensuring girls continue to attend classes. These government actions are concerned with the availability of products and hygiene education, especially in rural regions and among low-income families.
The incorporation of menstrual hygiene into health, education, and social protection systems continues, such as the National Health Insurance and advice on school infrastructure. Women constituted about 47% of the labour force in South Africa in 2024 according to World Bank and government statistics. This growing economic and social involvement, combined with specific support programmes and national awareness campaigns, provides a strong base to further market development.
South Africa Menstrual Care Market ChallengeEconomic Inequality and Affordability Constraints Restrict Market Reach.
Economic pressures are still strong despite the growth of awareness and the elimination of VAT on sanitary pads in 2019. In 2024, headline inflation was 4.4% on average, a bit lower than the previous years, but still affecting low-income households. About 47% of women are working in the labour force and the poverty levels are higher in women headed families than the national average, but the argument that 55% of women headed families are below the poverty line could not be directly confirmed.
There are also infrastructural gaps. The Department of Basic Education reports that many rural and township schools do not have reliable sanitation and water facilities, which leads to chronic absenteeism among adolescent girls during menstruation. As a result, affordability, poverty, and poor infrastructure remain major obstacles to access and equity in menstrual care, despite the current governmental initiatives.
South Africa Menstrual Care Market TrendShift to Reusable and Eco-Friendly Menstrual Solutions.
Urban-based women in South Africa are increasingly shifting toward reusable and environmentally responsible product choices. The current national waste management strategies run by the Department of Forestry, Fisheries and the Environment (DFFE) are now focused on the reduction of landfill waste, which includes absorbent hygiene products as a major factor government sources indicate that total hygiene waste is greater than 900,000 tonnes per year. This change is motivated by environmental campaigns and increased end user sensitivity to plastic and waste problems.
Even though no national survey has found a 42% preference in favour of reusables, local surveys and NGO led campaigns have documented significant growth in the use and acceptance of washable pads and menstrual cups after specific educational interventions. Sustainability messages are most likely to resonate with younger women, often through social media and zero-waste movements. Durable, chemical-free brands and NGOs are on the rise as people are looking to find cost-effective and sustainable solutions.
South Africa Menstrual Care Market OpportunityDigitalisation and Retail online Growth to Widen Market Access.
The emerging digital environment in South Africa presents a huge growth opportunity to menstrual care brands. In 2024, the internet penetration was about 79%, and mobile connectivity was over 95%, according to ICASA and government reports. The government Digital Economy Masterplan is facilitating the growth of Retail online platforms that are increasing access to menstrual products, especially among semi-urban and younger women.
These mediums have increased the reach of the brand, enabled more efficient digital health and hygiene campaigns, and improved end user education. With the growth of mobile payment systems and online retailing models, more women can now access affordable or subscription-based menstrual care, which makes digital and omnichannel strategies even more significant. Further investment in digital infrastructure and public-private collaboration will enhance the efficiency of distribution and make a step forward toward the inclusive and nationwide access to menstrual care.
South Africa Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
The segment with the highest share under Product Type is towels, which captured 52% of the South Africa menstrual care market. Towels remain the most preferred option among end users due to their comfort, convenience, and effective protection. Both standard and slim/thin/ultra-thin variants performed well, driven by rising demand for towels with wings that offer better flexibility and anchoring. The growing participation of women in the workforce and increasingly active lifestyles have also strengthened demand for this format, as users prioritise comfort and security during daily activities.
Moreover, leading brands such as Always and Kotex continue to innovate with ultra-thin and organic variants, catering to evolving preferences for skin-friendly and eco-conscious menstrual products. The continued introduction of premium, breathable, and dermatologically tested towel options is expected to further reinforce this segment’s dominance over the forecast period, ensuring consistent growth across both value and volume terms.
By Sales Channel
- Retail Offline
- Retail Online
The segment with the highest share under Sales Channel is retail offline, which accounted for 75% of the South Africa menstrual care market. Supermarkets lead this segment, as they provide convenience and affordability by allowing end users to purchase menstrual products alongside everyday groceries. Retail giants such as Shoprite, Clicks, and Dis-Chem Pharmacies further strengthen this channel through extensive product assortments, frequent promotions, and accessible private label offerings that appeal to price-sensitive end user.
Additionally, the removal of VAT on menstrual products and the introduction of low-cost private labels, such as Shoprite’s Caress and Ultrex, have expanded affordability and accessibility for lower-income groups. The trusted in-store experience, combined with improved product quality and competitive pricing, ensures that retail offline remains the dominant and most reliable sales channel for menstrual care across South Africa.
List of Companies Covered in South Africa Menstrual Care Market
The companies listed below are highly influential in the South Africa menstrual care market, with a significant market share and a strong impact on industry developments.
- Premier Foods (Pty) Ltd
- Essity South Africa Pty Ltd
- Johnson & Johnson (Pty) Ltd
- Procter & Gamble (Pty) Ltd
- Kimberly-Clark Southern Africa (Holdings) Pty Ltd
- NSP Unsgaard (Pty) Ltd
- Sancella SA (Pty) Ltd
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. South Africa Menstrual Care Market Policies, Regulations, and Standards
4. South Africa Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. South Africa 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. South Africa 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. South Africa 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. South Africa 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. South Africa 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. South Africa 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. South Africa 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 (Pty) Ltd
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. Kimberly-Clark Southern Africa (Holdings) Pty Ltd
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. Premier Foods (Pty) Ltd
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. Essity South Africa Pty Ltd
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. Johnson & Johnson (Pty) Ltd
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. NSP Unsgaard (Pty) Ltd
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. Sancella SA (Pty) Ltd
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
13. Disclaimer
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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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