"They say our country's sanitary pads are that expensive. Maybe because of an oligopoly, I heard they're about 39% pricier than in other countries."
After President Lee Jae-myung's remarks, the price of sanitary pads emerged as a social issue. We fact-checked the basis for the figure the president pointed out, "domestic sanitary pads are about 39% more expensive than overseas," and how prices have actually moved in Korea.
◇ "39% more expensive than overseas," gaps in the underlying data
The figure "39% more expensive than overseas" mentioned by the president did not come from official government statistics but from a report released by a civic group in 2023. The report compared prices of 513 packs of sanitary pads in Korea with 69 packs in 11 countries, including the United States and Japan.
However, the survey has a key limitation in its comparison method. Domestic prices included both online and offline retail prices, while overseas prices were based only on online prices such as Amazon. As domestic data reflect offline prices, the level appears relatively higher, and as overseas data evaluate only the online lowest prices, critics say the comparison lacks fairness.
Manufacturers of sanitary pads also said, "Given differences in distribution structures and price levels by country, and the divergence between online and offline channels, simple price comparisons are not appropriate."
◇ Price increases are a fact… up to 25% higher in a year
On the other hand, it is clear that domestic sanitary pad prices have been steadily rising. The government surveys prices of major daily necessities at offline stores and discloses them to consumers.
According to the Korea Consumer Agency (KCA)'s comprehensive price information portal "Chappraisal" on the 5th, based on average sales prices at offline stores such as hypermarkets and company-run supermarkets, Yuhan-Kimberly's "White Super Absorbency, medium with wings (36-count)" rose 25%, from 10,506 won on Dec. 20, 2024, to 13,124 won on Dec. 19, 2025.
During the same period, "Good Feel Original Ultra Slim, medium with wings (36-count)" also rose from 12,817 won to 12,872 won.
The upward trend is also evident in statistics from the National Data Portal. As of the third quarter of 2025, the consumer price index for sanitary pads was 118.48, up 18% from 2020. That exceeds the overall consumer price index increase over the same period.
The medium- to long-term data show the same trend. According to Korea Consumer Agency (KCA) data obtained by ChosunBiz via the office of Rep. Park Sang-woong of the People Power Party on the Trade. Industry Energy. SMEs. and Startups Committee, Yuhan-Kimberly's "White Secret Hole, medium with wings (36-count)" rose from 9,923 won in 2020 to 10,160 won in 2023.
LG Unicharm's "Sofy Bodyfit Curved Fit, medium with wings (32-count)" surged 42% over the same period, from 8,043 won to 11,413 won.
◇ Oligopolistic structure behind the price rise… calls for complementary public intervention
Experts point to the oligopolistic structure of the domestic market as a main reason for rising sanitary pad prices. This aligns with President Lee's point that "a monopoly or oligopoly could be a cause of price increases." However, the prevailing view is that whether there has been abuse of market dominance can only be judged after the Korea Fair Trade Commission completes its investigation.
Currently, the top three companies—Yuhan-Kimberly, LG Unicharm, and KleanNara—account for more than 80% of the domestic sanitary pad market.
Because sanitary pads are essential goods, consumers find it hard to switch to substitutes even when prices rise. That is why price hikes can be relatively easier than for other consumer goods, analysts say. In addition, the increase in premium launches such as organic and eco-friendly products has pushed up the average sales price.
Experts say sanitary products should be viewed from a public-goods perspective, but caution against direct government price controls.
Lee Hong-ju, a professor of consumer economics at Sookmyung Women's University, said, "Comprehensive government price controls can cause market distortions and side effects, inviting controversy," but added, "Since sanitary pads are essential items that consumers find hard to postpone or forgo, a certain level of complementary public intervention is inevitable."
Lee said, "We should strengthen price monitoring, increase transparency in the price-setting process, and lower market entry barriers for small and startup corporations to promote competition," adding, "This can expand consumer choice and induce price stabilization effects."