According to a study conducted in 2020 by Public Services International (PSI), the top two brands of Menstrual Hygiene Management (MHM) Products in Ethiopia were Comfort (Chinese company, imported) and Eve (Chinese company, manufactured in Ethiopia).
These accounted for nearly 90% sales even with thirteen additional brands identified. The majority of the purchases took place in Addis Ababa and other major cities, leaving much of the rural areas bereft of this necessity.
Pricing back then was consistent around ETB 20/pack of 10 (US$ 0.87), but is pushing ETB 100/pack in 2022 following the rise in inflation and lack of foreign exchange.
The market size estimated in 2016 was worth US$ 21.7 million (230 million units) in 2016 and was growing at 15% volume CAGR with a potential to grow to 7- 9 billion pads or US$ 600 million market, if per capita consumption matches US/Europe/China as incomes increase.
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