Standard towels are expected to decline further over the forecast period, with companies de-investing in the products, and they will become scarcer on shelves. As such, the category will gradually disappear, driven by migration to adult incontinence, given that women use the bulk of standard towels with sensitive bladder (usually after pregnancy) as a substitute for light incontinence products.
Adult incontinence and sanitary protection directly compete, with older women suffering from sensitive bladders often reaching for sanitary protection. Part of this is given the social taboos associated with incontinence, making consumers feel more comfortable buying adult incontinence products.
Generation Z is more prone to switch to menstruation cups, having a growing interest in hygiene and sustainability. The use of menstruation cups increased in 2020-2021 as the lockdown, and more time spent at home, made it easier for women to try.
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Understand the latest market trends and future growth opportunities for the Menstrual Care industry in Greece 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 Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Menstrual Care research and analysis database.
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