-
Interested in multiple reports? Save on all report bundle packages Find out more
-
View your report instantly when paying via credit card
-
Subscriptions are also available, giving you access to entire categories of reports across the year Discuss subscription packages
- /
- All Industries /
- Beauty and Personal Care /
- Intimate Hygiene /
- Canada Absorbent and Intimate Hygiene Market Report 2025
ReportsIntimate HygieneCanada
Reports - What's Included
- Interactive Databook
- Multiple Report Formats
- Access to Clients Portal
- Custom Presentation Tool
The Canadian absorbent hygiene and intimate care market is currently impacted by economic uncertainties, including cost of living and trade concerns, which are tightening household budgets. Despite these challenges, absorbent hygiene products remain essential, leading consumers to seek cost-effective solutions without compromising on these necessary purchases.
There’s a growing trend toward reusable products, although disposable options still dominate due to perceived convenience benefits and long-established habits. Reusable products are promoted as a sustainable alternative to disposable options. While they may have a higher upfront cost, they are positioned as a way to save consumers money over time.
The market is also witnessing a shift toward more environmentally friendly and inclusive products, with brands responding to these demands by innovating in packaging, product design and marketing strategies.
This report looks at the following areas:
- Market factors impacting the absorbent care and intimate hygiene market in Canada
- Past 12 month absorbent hygiene product usage
- Past 12 month intimate care product usage
- Shopping behaviours
- Important purchase considerations
- Attitudes and behaviours toward intimate care and absorbent hygiene
Consumers seek trustworthy, convenient products to address their intimate care needs. Deliver tailored solutions paired with educational support to enhance overall health.
Meghan Ross, Senior Research Analyst – Home & Beauty
Market Definitions
This Report includes internal and external products for sanitary protection and intimate hygiene needs, including the following products:
- intimate hygiene products, including douches, wipes, vaginal treatments and other intimate hygiene products (such as deodorants or vaginal anti-itch products)
- sanitary pads, including napkins and panty liners
- tampons, including plastic applicator, cardboard applicator and non-applicator tampons
- menstrual cups and discs
- reusable absorbent/leakproof underwear
Collapse All
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
The Market
- Market context
- Economic snapshot
- Market drivers
- Consumers are feeling the financial pinch
- Financial barriers limit access for some
- Graph 1: Consumer Price Index, 2020-25
- Affordability concerns exist even among higher income consumers
- Graph 2: ‘I use absorbent hygiene products longer than I should to cut down on cost, by household income, 2025
- Higher costs create affordability concerns
- The ‘Buy Canadian’ movement
- Meeting evolving needs of menopause
- Graph 3: population aged 0-14 and 65+, 1988-2068*
- Laws help improve access and reduce stigma
- Legislation presents partnership opportunities
CONSUMER INSIGHTS
- Consumer fast facts
- Menstrual status
- Needs evolve with age
- Graph 4: menstrual status, by age, 2025
- The majority of women have moderate to heavy flows
- Graph 5: typical period flow, 2025
- Absorbent hygiene product usage
- Disposable products are most commonly used
- Graph 6: sanitary protection/absorbent hygiene products used in the past 12 months, 2025
- Broader purposes extend users beyond those who menstruate
- Graph 7: sanitary protection/absorbent hygiene products used in the past 12 months, those who menstruate vs those who do not menstruate, 2025
- Absorbent product repertoire size declines with age
- Graph 8: average number of absorbent hygiene products used, among users of absorbent hygiene products by age, 2025
- Cultural beliefs inform absorbent hygiene format choice
- Graph 9: sanitary protection/absorbent hygiene products used in the past 12 months, Asian vs overall, 2025
- Inclusive packaging to appeal to Asian shoppers
- Reusables are a “premium” not everyone can afford
- Graph 10: reusable sanitary protection/absorbent hygiene products used in the past 12 months, by perceived financial status, 2025
- Position reusables as a long-term investment to avoid sticker shock
- Intimate hygiene product usage
- Products designed to enhance freshness are the most popular
- Graph 11: intimate hygiene products used in the past 12 months, 2025
- Intimate care products are growing in popularity among younger consumers
- Graph 12: intimate hygiene products used in the past 12 months, by age, 2025
- Intimate care products are growing in popularity among younger consumers
- Graph 13: average number of intimate hygiene products used, users of intimate hygiene products by age, 2025
- Focus on inclusive marketing
- Graph 14: intimate hygiene products used in the past 12 months, LGBTQ+ vs non-LGBTQ+, 2025
- Shopping behaviours
- Consumers aim to be prepared
- Consumers rely on various ways to cut costs
- A quarter of consumers have purchased through a subscription
- The convenience and anonymity of online subscription services appeal to Asian shoppers
- Graph 15: ‘I have purchased these products through an online subscription service (eg joni)’, Asian vs overall, 2025
- Shoppers are loyal, but open minded
- Top three purchase factors
- Shoppers seek convenience and comfort
- Graph 16: important purchase factors when shopping for absorbent and intimate hygiene products, 2025
- Packaging choices can improve convenience
- Challenging the need for discretion
- Shoppers are becoming more mindful of their purchases
- Natural ingredient claims leverage health and eco-friendly credentials
- Reassuring customers through additional testing
- Reassuring customers through transparency
- Versatility is valued by younger shoppers
- Product bundles offer versatility
- Affordability concerns shape priorities
- Full coverage pads offer opportunities for extended use messaging
Competitive strategies
- Launch activity and innovation
- Products designed with lifestages in mind
- Tween and teen pads fill a void
- Addressing perimenopausal symptoms
- Adjacent categories offer expanded options
- Tackling barriers with updated, mindful design features
- Marketing and advertising
- Leveraging of tracking technology declines with age
- Intimate health topics remain shrouded in stigma
- Distinguishing between genuine problems and manufactured issues
- Appreciation of our bodies as a way to normalize periods
- Normalization through education
- Athlete support reduces stigma
- Showcasing reliability through athletes
- Expanding skincare to intimate areas
- Period brands expand into adjacent categories
- Sexual wellness benefits
- Sustainability plays a role in purchase decisions
- Biodegradable options to reduce waste
- Selling ‘imperfect’ products to reduce waste
- Brands have the opportunity to support mental health
- Menopause and mental health
- Fighting menstrual inequity with a ‘Buy One, Give One’ program
- The Period Purse fights for menstrual equality
- Food bank donations go beyond edible items
APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Take a look at a sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£3,695 (Excl.Tax)
- Instant access when you pay by credit card
- Add multiple reports to your cart to receive a discount
Add to cart
Report Brochure Methodology Talk to a Reports Specialist
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
Popular Related Reports
£5,000 – £21,600
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
Find out more
£3,695
With over eight in 10 claiming to feel better about themselves when their hair is styled, the important link between self-care and haircare is already understood. Wellness is...
Find out more
£3,695
By incorporating wellness and self-care elements into personal care offerings, brands give men permission to expand their personal care routines beyond necessary hygiene steps. Products that promote overall...
Find out more
£495
Soap, Bath & Shower Products - Canada by Mintel Market Sizes provides you with annual year-end market size data, most recently updated in 2024. This market covers solid...
Find out more
£3,695
With 78% of Canadian consumers using natural or organic personal care products, these products are no longer niche. For the minority who have not yet tried natural/organic brands,...
Find out more
£3,695
With 86% of women applying some form of colour cosmetics, makeup use is widespread. While men represent a relatively small demographic in the category, shifts with younger men's...
Find out more
Trusted by global industry leaders
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
Search
My Cart
No products in the basket.
Loading...
