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
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
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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
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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
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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
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APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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