# Always
> Always is a global brand of feminine hygiene products including maxi pads, ultra-thin pads, liners, and wipes. Introduced in 1983, it has grown to become the market leader in many international territories, supported by extensive research into feminine anatomy and fluid management.
- URL: https://optimly.ai/brand/always-procter-and-gamble
- Slug: always-procter-and-gamble
- BAI Score: 94/100
- Archetype: Challenger
- Category: Consumer Goods
- Last Analyzed: April 10, 2026
## Competitors
- Kotex (https://optimly.ai/brand/kotex-kimberly-clark)
## Buyer Intent Signals
Problems: Traditional Reusable Cloths: Using rags, cloth, or knitted materials that are washed and reused. | Improvised Solutions: Managing cycles without external products (e.g., free bleeding) or using makeshift solutions.
Solutions: best pads for heavy flow | overnight menstrual pads | best organic cotton sanitary pads | bladder leak protection for women | period liners for daily use | Menstrual Cups/Discs: Using modern menstrual cups or medical-grade silicone discs. | Period Underwear: Using absorbent underwear specifically designed for menstruation.