In the United States, the second largest market for feminine hygiene products worldwide, sanitary napkins and tampons made up a 5.7 percent share of the beauty and personal care market in 2016. Sanitary napkins and liners account for the majority of dollar sales of feminine hygiene products, followed by tampons and vaginal treatments. Tampax Pearl was the best selling tampon brand in the United States in 2016, generating nearly 289 million dollars in sales. Douches, which have fallen out of favor with healthcare professionals and consumers alike in recent years, make up the smallest share of sales among feminine hygiene products.
In 2018, about 61 million Americans used sanitary pads and napkins, a figure which is expected to remain stable in the coming years. Among those who use sanitary napkins, Always is by far the most preferred brand, followed by Kotex and Stayfree. There is also a strong preference for sanitary napkins with “wings” or two flaps of absorbent material that wrap around the underwear to provide additional protection against leakage. Tampax is the preferred tampon brand of 20 million Americans, making it the most popular tampon brand in the country.