Thailand 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)
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Major Players
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Thailand Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in Thailand is estimated at USD 340 million in 2025.
- The market size is expected to grow to USD 420 million by 2032.
- Market to register a cagr of around 3.06% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 75%.
- Competition
- More than 5 companies are actively engaged in producing menstrual care in Thailand.
- Top 5 companies acquired around 95% of the market share.
- Elleair International (Thailand) Co. Ltd; Procter & Gamble Thailand Co. Ltd; Boots Retail (Thailand) Ltd; Unicharm Thailand Co. Ltd; Kao Industrial (Thailand) Co. Ltd etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 90% of the market.
Thailand Menstrual Care Market Outlook
Thailand menstrual care market will exhibit a stable growth, with an approximate market worth of USD 340 million in the year 2025 and an approximate value of USD 420 million at a forecasted period of 2026–2032 with a compound annual growth rate (CAGR) of about 3.06%. The growth trajectories in the markets will be maintained by raising the menstrual hygiene awareness, maintaining the price regulation systems by the Ministry of Commerce, and continuous educational programs by the governmental and non-governmental organizations. These targeted actions are ongoing to increase the accessibility and affordability of menstrual care products, especially of the lower demographic groups in terms of income.
Towels will have dominating positioning in product category, which will have almost 75% of the market share. Their long time popularity is due to their comfortable associations, familiarity with the end user and the fact that they are widely sold in retail outlets. At the same time, the pant-type and biodegradable variant designs are becoming more and more popular as the end-user pays more attention to more comfortable features and the environmental friendliness concerns. Despite the fact that tampon products are still facing cultural and health-related issues, reusable menstrual cups are receiving a slow adoption by green-conscious female end user, especially those that belong to the urban demographic groups.
The online retail channels have a huge 90% domination in the sales of menstrual care in Thailand. The hypermarket formats, local groceries, and convenience chains of 7-Eleven are still viewed as the essential infrastructure of the full product coverage, whereas the e-commerce networks are still developing gradually with the help of the incognito packaging regulations and the broadening of the product range. The concomitancy of the online and offline distribution channels provides balanced availability of the online and offline end-user populations.
In the future, the forces driving market development will be sustainability needs, trends in premiumisation and diversification of product portfolios. The existing brand players are expected to shift their strategy to environmental-friendly innovations and the incorporation of enhanced comfort features, whereas the new entrants in the market focus on the reusable solution development and the use of biodegradable materials. The given evolutionary trend represents a wider societal shift of Thailand towards health-conscious and environmentally friendly consumption models.
Thailand Menstrual Care Market Growth DriverRising Awareness and Government Support Fuel Market Expansion
Increased awareness on menstrual health and government supported education programs have been the key factors that form the basis of Thailand menstrual care market growth. According to the reports of the Ministry of Public Health, the percentage of Thailand educational establishments that have incorporated menstrual hygiene education within their health curriculum frameworks is considerable, which allowed the open discussion of the topic and lowered the level of stigma, associated with menstruation in society. Despite the fact that certain recent national percentages have not been publicly released, there are continued programmatic initiatives under the Office of the Basic Education Commission (OBEC) and UNICEF which assist in the systematic growth of menstrual hygiene awareness in the educational environment.
The policy of price control on menstrual products by the Ministry of Commerce which places menstrual items in the category of essential goods has enabled the continuity of affordability and constant supply of the products throughout Thailand. This regulatory framework, along with the rising female employment rates and the increasing level of education, helps to make the appearance of a greater demand of menstrual care products, which would fit the demographics of varying users, including adolescent girls and economically active women. The national policy frameworks as well as awareness campaigns emphasize the role of menstrual health as a social and public health issue in order to promote long-term market growth trends.
Thailand Menstrual Care Market ChallengeCultural Barriers and Limited Adoption of Tampons Hinder Market Growth
Despite the advancement in the development of awareness, the cultural taboos and lack of knowledge still limit the use of tampons and reusable menstrual products in Thailand. UNICEF research evidence indicates that a high percentage of teenage girls do not receive adequate menstrual health education and a significant number of them are learning by informal means as a result of the family transmission process. This gap in information adds to the low adoption of innovative or reusable product alternatives and continues to promote the perception of the safety profiles.
Health issues especially fears of toxic shock syndrome discourage the further use of tampon products. According to reports by World Health Organization, these issues exist in the developing Asian economies but specific national statistics like the one mentioned 45% are not available. Such behavioral and perceptual obstacles limit the diversification of products portfolios and regulate the speed of category penetration, and especially in conservative and rural geographies where the preference to traditional products is completely established.
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Thailand Menstrual Care Market TrendSustainability and Green Innovations Reshape Product Preferences
The consciousness towards the environment is essentially reshaping the menstrual care market in Thailand, and with the support of the governments substantive commitment to waste minimization and sustainable consumption as provided under the ASEAN Framework. According to the Ministry of Natural Resources and Environment, Thailand produces about 28 million tonnes of waste materials per year with single-use plastic materials constituting a huge compositional percentage.
International environmental agreements and conducive government arrangement of policies has led to consumer behavioral change to biodegradable and reusable menstrual products especially among the young demographic cohorts. Companies start to use organic substances and recyclable packaging options in their brands, and new business ventures advertise new environmentally friendly options. Sustainability is becoming one of the main factors that pre-define the consumer preference formation and is significantly changing the dynamics of the competitive environment.
Thailand Menstrual Care Market OpportunityDigitalisation and Reusable Solutions Offer Long-Term Growth Potential
Thailand menstrual care market has massive growth opportunities due to accelerated digitalisation. World Bank statistics affirm that the internet penetration has reached 68% in 2024 and this will help promote digital health education and increase online sales channel networks in the menstrual product sector. Digital advocacy campaigns and social media usage prove to create considerable effectiveness in awareness development, especially among younger consumer groups, which also facilitates sustainable consumption decisions.
According to the Office of the National Economic and Social Development Council, more than 60% of Thai end user consider the environmental impact in the framework of the purchasing decisions, which corresponds to the growing popularity of reusable menstrual items. Online shopping platforms and product delivery services under subscription allow a more accessible approach to affordable and eco-friendly products, increasing the inclusivity of the market. As part of the governmental strategic plans of a digital economy, the priorities of digitalisation and sustainability are placed to facilitate a progressive market growth during the forecast period.
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Thailand Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
Towels constitute the dominant segment within the product categorization of the Thailand Menstrual Care Market, commanding approximately 75% of total market share. Towels maintain category leadership attributable to their familiarity, operational convenience, and comprehensive product availability across both urban and rural geographic territories. Their comfort attributes, superior absorbency characteristics, and discreet design profiles establish them as the preferred choice among most end-user demographics, particularly adolescent and economically active female populations. The popularity of slim, ultra-thin, and winged variant configurations further reinforces this segment's dominance, as these products deliver enhanced comfort and leak protection functionality.
While towels sustain their position as the core category, complementary segments including pantyliners and tampons are experiencing gradual attention elevation. The rising interest in biodegradable and organic towel formulations underscores growing environmental consciousness and preference orientation toward sustainable hygiene alternatives. Furthermore, manufacturers are actively pursuing innovation through the integration of features such as odour control mechanisms and natural ingredient compositions, ensuring continued growth momentum and consumer trust consolidation within this segment.
By Sales Channel
- Retail Offline
- Retail Online
Retail offline channels maintain dominant positioning within the sales channel segmentation of the Thailand Menstrual Care Market, accounting for approximately 90% of total market sales volume. This commanding market share is attributable to the robust presence of hypermarket formats, supermarket operations, and convenience store networks, which ensure menstrual product accessibility for end-user populations across both urban and rural regional contexts. Brand entities benefit from the extensive product visibility and competitive pricing structures these retail outlets provide, stimulating both routine replenishment and impulse purchase behaviors.
Convenience store chains such as 7-Eleven fulfill a particularly vital function in driving category growth, offering immediate product availability and promoting menstrual care positioning as an everyday essential commodity. Retail offline channels additionally appeal to consumer segments demonstrating preference for in-person product evaluation and immediate purchase completion, thereby reinforcing their reliability and convenience value propositions. Despite the progressive expansion of online platform presence, retail offline distribution continues to function as the primary and most trusted distribution route for menstrual care products within the Thai market context.
List of Companies Covered in Thailand Menstrual Care Market
The companies listed below are highly influential in the Thailand menstrual care market, with a significant market share and a strong impact on industry developments.
- Elleair International (Thailand) Co. Ltd
- Procter & Gamble Thailand Co. Ltd
- Boots Retail (Thailand) Ltd
- Unicharm Thailand Co. Ltd
- Kao Industrial (Thailand) Co. Ltd
- Johnson & Johnson (Thailand) Ltd
Competitive Landscape
Thailand Menstrual Care Market remains highly competitive, with both domestic and international brands striving for market share through premiumisation, natural formulations, and design innovation. Established players continue expanding their product lines, while new entrants target niche segments by emphasizing sustainability and specialised offerings. Strategic partnerships and acquisitions further shape the industry, allowing brands to enhance resources and distribution. Modern trade channels dominate due to strong visibility and accessibility, though e-commerce is gaining momentum, particularly for premium and direct-to-consumer products. Drugstores and general trade outlets also retain importance in suburban and rural areas. Product innovation increasingly focuses on comfort, breathability, and natural ingredients to meet evolving end-user expectations.
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. Thailand Menstrual Care Market Policies, Regulations, and Standards
4. Thailand Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Thailand 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. Thailand 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. Thailand 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. Thailand 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. Thailand 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. Thailand 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. Thailand 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. Unicharm Thailand Co 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. Kao Industrial (Thailand) Co 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. Johnson & Johnson (Thailand) 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. Elleair International (Thailand) Co 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. Procter & Gamble Thailand Co 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. Boots Retail (Thailand) 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
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.
