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THE BIG READ | How new tampon brands are challenging the Tampax empire

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Tampax has evolved over the decades and now offers many new products, including menstrual cups, but it’s facing serious competition from new rivals. (Photo: Gallo Images/Alamy)
Tampax has evolved over the decades and now offers many new products, including menstrual cups, but it’s facing serious competition from new rivals. (Photo: Gallo Images/Alamy)

The Queen of Tampons, one of several nicknames, is a jubilant woman named Melissa Suk. Five years on the throne as the associate brand director of Tampax, Melissa holds court at the head office of the multinational consumer goods giant Procter & Gamble (P&G) in Cincinnati, Ohio.

From there, she oversees an empire spanning 70 countries; filling bathroom cupboards in cities, towns and villages across the globe. When it comes to tampons, Tampax is the undisputed overlord, with a 29% global market share (P&G’s nearest rival in the sector, Johnson & Johnson, still has less than 20%).

In 2019, more than 4,5 billion boxes of Tampax were bought worldwide. And yet, somehow, there are still corners of the earth untouched by Tampax. If your potential territory is all of the world’s pre-menopausal women, there is always opportunity for further conquest.

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