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Health & beauty aids.

Health and beauty aids recorded a sound 6.5 % sales gain in 1988, nearly twice as large as that of general merchandise, and well above the total store's 5.2%. It even eclipsed perishables' increase of 5.9 %.

Very significantly, medications/health care led the HBA advance. This category, by far the department's largest, rung up $1 billion more than hair care, the next biggest category.

That the category with the biggest base makes the biggest gain is evidence of solid underpinning, but that's only part of the story "Remedies" includes many categories in which the supermarket traditionally has lagged behind drugstores in market share. As medications/health care advances at high levels of growth, supers will be moving into new leadership positions.

Two reasons for the growth in remedies-and all HBA-are larger stores with more extensive departments and the surge in supermarket pharmacy.

Oral hygiene, considered a mature category, jumped 7.1 % last year. It was fueled by an amazing 14.9 % gain in mouth-washes/dental rinses, which only a few ears back was flat and heading downward. New products and consumer awareness in oral hygiene drive this line, and continued growth is expected.

Skin care, one of the most profitable HBA lines, rose 8.6 %. New products herald the advance into another area of strong customer interest-an aging population needing skin moisturizers, worrying about wrinkling and concerning themselves with the risks of skin cancer from sun exposure. Sun care products, for example, climbed 17.9 % in dollar sales last year.

Some truly mature lines such as sanitary products, shaving needs and deodorants remained flat, although their sales were substantial. The overall feminine hygiene category made up for some lost power with new lines such as male and female contraceptives. Some new items such as cold compresses are bringing new life to the first aid category.

Hair care, lagging somewhat behind overall HBA, performed well last year, carrying a net gain of 5.8 %. Shampoo, the category's leading player with nearly half of total sales, advanced 3.9 %, but newcomers in styling products like spritzers added vitality. Conditioners and rinses moved up a solid 10%.
Health & beauty aids              Supermarket sales
                                1988       % of
4.09 % of store sales          volume    category   % change
                            ($ millions)   sales    88 vs. 87
Baby care                    $349.58         3.55      5.4
Cosmetics                     331.78         3.37      8.3
Deodorants, body sprays       708.89         7.21      3.4
Feminine hygiene            1,090.31        11.09      1.0
First aid                     315.63         3.21      5.6
Hair care                   1,671.84        17.00      5.8
Medications/health care     2,901.61        29.50     10.0
Men's toiletries              546.97         5.56      3.1
Oral hygiene                1,346.73        13.69      7.1
Skin care                     572.12         5.82      8.6
Category total             $9,835.46       100.00      6.5

Baby care

Considering that more babies were born last year-3.9 million-than in any year since 1964, sales of baby HBA products were a little disappointing in 1988. The category's 5.4% sales gain, while not bad in itself, was more than a full percentage point behind all-HBA's 6.5 % advance.

Of course, much of overall HBA's rise came from exceptional growth in the huge medications/health care area. Even so, baby care in supermarkets could have been expected to do better. With so many mothers working, supermarkets' convenience factor would seem to overcome the attraction of other types of outlets, particularly deep-discount drugstores and membership warehouse clubs.

A manufacturer executive believes that many supermarkets failed to fully exploit the convenience factor. He said baby HBA is not only underpromoted, but it also seldom receives what the executive called a " forceful double exposure. "

He said that grocery's baby products-such as formula, baby food and diapers-are usually displayed at some distance from HBA. The grocer then has the option of displaying baby care in HBA and/or with grocery. Obviously," said the manufacturer, "baby care belongs in both places with suitable variety and depth. "

The desirability of two in-depth locations is compounded by the fact that some products, including baby shampoo, powder and cotton swabs, are heavily used by adults, most of whom may not travel the grocery baby aisle. Petroleum jelly presents another complication: it belongs in both baby care and first aid.

Moist towelettes/baby wipes is yet another troublesome category. Some items are purchased by grocery buyers and rung as grocery; others are considered HBA.

Most of the wipes are generally displayed together, usually near baby needs in GM or HBA, but wipes aimed specifically at the baby segment are often displayed secondarily in the baby HBA section. Babykins is such a brand, packaged in a soft dispenser that pops up the tissue. Andy Dailey, of the company's marketing department, said wipes sell best in the disposable diapers section, but deserve at least a "limited offering" in baby HBA. He added that Babykins is less expensive than such leading brands as Scott's Baby Fresh and James River's Natural Touch.

Carol Harpster, senior product manager for Lehn & Fink's Chubbs brand, said the wipes category, unlike baby cream and lotion, has not been adversely affected by the improvements in disposable diapers, which reduce diaper rash. " The need for cleanups doesn't change, " she said, "and the wipes have been improved with thicker cloths and with softening agents such as aloe and lanolin. "

Diaparine Product Manager Lew Blaustein noted his brand, which includes baby wipes, has been expanded with a scalp treatment item and a medicated ointment. Cornstarch, a main ingredient in its baby powders, has an important share of the baby powder market, he said.

Commerce Drug is another manufacturer with a range of baby HBA items. Diaper Guard last year joined Baby Oragel teething remedy and Pronto lice-killing shampoo and spray.

Mennen recently received an endorsement from the Pediatric Nurse Associates & Practioners Association for its Baby Magic baby bath and other products, according to a spokeswoman. The endorsement will be featured in advertising and on product labels. The same source also reported rising sales from Rich n' Creamy baby oil and a new entry, Baby Magic Lite baby oil, positioned as a faster absorbing product, primarily for adult women. Ad support includes 40 million 50-cent FSI coupons being distributed this month.

Among new products pampering the nation's new crop of babies are Johnson & Johnson's Baby Bath Mousse and Baby Oil Moisturizing Mousse; Revlon's Care for Kids line, which includes a mousse shampoo; and Soft Soap Enterprises' multi-item Sesame Street line, which ranges from a tearless conditioning detangler to a bubble bath packaged in a clear bottle.

A study by American Baby magazine reported that 79% of new and expectant mothers use or plan to use baby shampoo for their babies, making it the most popular of all products studied in the baby skin category. Next in usage of baby skin care products were cotton swabs and powder.
Baby care                           Supermarket sales
                             1988        % of
                             volume     category     % change
                           ($ millions)   sales     88 vs. 87
    lotions and creams        $61.50      17.59        9.9
Baby powder                    46.64      13.34        0.3
Cotton swabs                   99.18      28.37        2.0
Soaps and shampoos             76.45      21.87       -0.8
All other baby care            65.81      18.83       19.9
Category total               $349.58     100.00        5.4


Buoyed by increased shelf space and more expensive products, cosmetics advanced 8.3 % in supermarkets last year, well above the 7.7 % growth recorded in 1987.

"The old adage that the grocery store is a good place to pick up 99-cent cosmetics doesn't hold true anymore, " said Steve Royse, non-foods manager at a Dierbergs supermarket in Chesterfield, Mo.

Consumers showed a willingness to spend more and get a greater variety of products, according to retailers. Supermarkets' one-stop shopping appeal also had a lot to do with the category's success, they added.

With these factors in mind, many operators said they are adding space for ever-increasing product lines.

"We've been adding new lines of lipstick, nail products and eye makeup, and more volume of each product. We'll continue to add more because sales are increasing," said Mike Kilgallon, HBA buyer for the 20-store Genuardi's, based in Norristown, Pa.

Eye makeup and accessories accounted for the biggest piece (about one-third) of the cosmetics pie last year, up 6.8 %. Lipstick sales rose 14.5%, while nail care gained 3.3 %.

The ongoing rivalry between Noxell's Cover Girl and Schering-Plough's Maybelline continues to rage. Maybelline is conducting a 40 million print and broadcast campaign this year in an attempt to regain the lead in the cosmetics race, which it relinquished to Cover Girl about three years ago.

Working women are the target audience of most new cosmetics. Many lines, for example, come in smaller packaging that fits easily in a pocketbook.

For example, Maybelline's Shadow Slims eye shadows are ultra-thin, about the size of a credit card, and come with a mirror and double-ended applicator. Sleek Cheeks Powder Blush is also available in that same size and has a minibrush and mirror.

"They're small and thin, so you're not carrying so much bulk around, " said Roz Daiboch, vice president of product development for Maybelline.

Not to be outdone, Revlon's Powder-On Lipcolor, a long-lasting lip powder, is encased in a super-slim compact with mirror and applicator.

Manufacturers' attempts to attract working women are also evident in eye makeup, where the latest products come in "career colors, " designed to promote a professional image.

Cover Girl is conducting a fall shade promotion called Opposites Attract, which includes advertising and in-store promotional materials suggesting women choose either bright or subtle colors to accentuate their features.

Cover Girl's Soft Radiance Sheer Color Eye Definers are eye pencils that have a smooth glide-on formula with a soft, pearlized look. Soft Radiance Two Kit Shadows are the only matte shadows available in the mass market, according to a company spokeswoman.

Maybelline is adding three "fall collections" to the Blooming Colors Sampler eye shadows. In keeping with the smaller size, it is introducing Perfect Pen eye liner, with a flexible tip, in four colors.

Revlon is adding five Shadow Co-Stars to its Shadow Star powder eyeshadow collection. Several new Natural Wonder items-eyeshadows and eye liners-are aimed at teen-agers with youth-oriented names such as Foxy Browns and Love is Blue.

As most of the population ages, however, cosmetics manufacturers are expanding lines with products that hide lines and wrinkles, and protect skin from harmful ultraviolet rays from the sun.

Revlon is introducing All-Weather Lip Moisturizer, a dual-toned and textured lip color, with built-in moisturizers and conditioners. It has a sun protection factor of 15 and comes in six waterproof colors. The company is also promoting new MicroGems Solid Bronzing Powders and Highlighting Powder, designed to do away with the fly away" problem of many loose powders.

For dry skin, Cover Girl's Replenishing Blush Duos provide two colors of blush with replenishing agents.

LaSalle 10 recently added hypoallergenic eye and face makeup to its Emerge line of budget cosmetics. Revlon's Almay is the major force in hypoallergenic cosmetics, but LaSalle 10 is said to be the first manufacturer to offer hypoallergenic makeup priced at less than $2.

Even though nail care sales were up only 3.3 %, Joanne Turner, HBA buyer for Xtra supermarkets, Pompano Beach, Fla., called the subcategory "the fastest growing segment of cosmetics for us. " Sales in the other segments are steady, she added.

In an effort to regain the top spot on the nail polish charts, Chesebrough-Pond's replaced Perfect Color with a new Shine-On line of Cutex nail polish. Shine-On products are aimed at what the company described as "slightly older" women who spend more on their nails than younger women.

Kristy Wells recently launched a major TV campaign to support sales of its nail care products, which include Krazy Nails Nail Tips and Ultra Krazy Nails Tips with fidge filler.

"Nail polish has always been big, but now nail tips, do-it-yourself manicures, nail repair kits and glues have become important accessories, just like eye liner and blush, " said Ernie Roth, a spokesman for Kristy Wells. "Women who were paying $50 for a manicure in a salon realize they could do the manicure themselves at home for $5. "

Cover Girl Professional One Coat is a new shiny polish that comes in colors to coordinate with office wear. Instant Base Coat is a new quick-drying prepolish formula that fills and smoothes nails before color is added.

Later this year, Cover Girl plans to roll out more eye-catching" packaging for a stronger display look, a company spokeswoman said.

In its nail products line, Maybelline is introducing Revitalizing Color for Nails with Keratin-A, a formaldehyde-free nail polish in 20 shades containing calcium, aloe extract and other additives.

Manicure implements are also witnessing increased activity in grocery stores. Margins range up to 70 percent on implements, which are high-impulse items.

Bassett's latest item is Trim scented emery boards containing a micro-encapsulated baby powder fragrance that is released during filing. Merchandising vehicles include clipstrip displays, which are also intended for cross-merchandising manicure products with related goods-splinter tweezers with first aid products and baby nail clippers with diapers, for instance.

Del Laboratories recently began shipping its new three-phase-formula Cuticle Zone Therapy and Rx for Great Nails, according to spokeswoman Anne Nugent.
Cosmetics                          Supermarket sale;
                                1988         %of
                                volume    category
                           ($ millions)    sales    % change
                              $111.51       33.62   88 vs. 87
Facial cosmetics                60.99       18.38     8.9
Implements                      32.79        9.88     8.3
Lipsticks                       61.36       18.49    14.5
Nail care                       56.72       17.10     3.3
  cosmetics accessories          8.41        2.53    17.6
Category total                $331.78      100.00     8.3


With the efficacy of deodorants now largely an accepted fact rather than something that must still be driven home to consumers, vendors are focusing more attention on gender-specific products, fragrances and ease of application.

New products and line extensions tied to these points helped boost category sales 3.4%, with the largest gains recorded by the stick segment, up 6.5 %.

A Bristol-Myers spokesman said an improved Ban stick proved very successful. "The focus was on a smoother and more comfortable application with a new formulation and a dome shape instead of a flat top, " she said. " And in September, we're introducing a new canister that is 10% wider. Finally, we've found that specialty scents have really taken off . "

Bristol-Myers was not alone in that finding. For example, Carter-Wallace reported excellent response to four new Arrid Extra Dry Spray Designer Fragrances-Samara, Caprios, Verona and Marseilles.

A company spokesman said that as sales of solids stabilize, sprays should regain some of the share lost in recent years largely because of consumer concerns about chlorofluorocarbons-even though these compounds have long since been replaced as propellants in aerosols.

Alan Miller, a consultant for SAMI/ARbitron, said three new sprays on the market-Ban spray, and Mennen's Speed Spray and Lady Speed Spray-were well-received and helped the segment. Retailers said that promotional activity in sprays was strong.

Roll-ons were basically flat, but new scents in this segment continued to grow. And Old Spice, from Shulton, recently went national with a roll-on product.

Procter & Gamble's Secret and Sure deodorants targeted to women remained the category leaders. Gillette's new Right Guard Sport-geared to younger males-is gaining momentum rapidly, according to Pat Flaherty, director of marketing for deodorants and antiperspirants. Most volume is in sticks, though the product is also available as a spray.

To take advantage of this success, and of the category's seasonality, Gillette this year for the first time put together a major summer deodorant drive. " We have major FSI drops and a banner theme across all deodorants," Flaherty said.

Several vendors have taken to promoting their sprays, roll-ons and sticks together. Retailers said that while they are resisting adding many new SKUs, they are taking a closer look at slow movers.

Flaherty said he has seen this trend as well. "Retailers are getting lid of slow movers more quickly. There's a lot of activity in this category among the principal players, and there's a lot more sophistication among retailers about shelf management plans, too."
Deodorants                         Supermarket sales
                                 1988      % of
                             volume      category   % change
                          ($ millions)     sales    88 vs. 87
Creams, pads and powders     $44.78        6.32         1.0
Roll-on                      199.46       28.14         0.5
Spray                        163.41       23.05         3.0
Stick                        292.04       41.20         6.5
   anti-perspirants            9.20        1.29        -7.0
Category total              $708.89      100.00         3.4

Feminine hygiene

Sales of feminine hygiene products, which account for 11% of HBA volume, rose a mere 1 % last year, significantly below the 4.4 % gain in 1987. And, ironically, the products that fared best were those that, until recently, were relatively unknown on supermarket shelves.

Widespread fear of AIDS helped boost contraceptive sales 23.5 %, and incontinence products soared nearly 49%. Discreet packaging and strong marketing in the two segments fueled their success, according to retailers. Pregnancy test kits al so saw healthy gains of 36 %, despite the fact that they, like the other two segments, are new to most supermarkets.

These three segments, which are less than 10 % of total category sales, are continuing a growth trend begun in 1987. They are more visible on supermarket shelves as consumers overcome their embarrassment about carting them to the checkout.

Sales of incontinence pads "started off slowly, but they're becoming a commodity like everything else," said Joanne Turner, HBA buyer for Xtra supermarkets, Pompano Beach, Fla. "In the beginning, people were leery about asking for them. But now, there's been so much publicity and celebrity advertising that the stigma is almost removed. People realize they need the products. " Kimberly-Clark dominates the incontinence market with its Depend brand, which includes undergarments and pads, shields and fitted briefs. The company's first network TV ads for Depend, featuring celebrity June Allyson, hit the airwaves in April.

Personal Products, a division of Johnson & Johnson, rolled out its Serenity brand nationally after extensive test marketing. Proctor & Gamble did the same with its Attends brand.

The highly competitive sanitary protection business remains the biggest segment of the feminine hygiene market, with more than 83 % of category sales. The category "has grown tremendously during the past 10 years," said Turner of Xtra. Panty shields and liners are one of the fastest growing segments of the business, she added. "Women are using them daily, not just monthly. "

Taking advantage of that trend, Kimberly-Clark introduced Kotex Light Days Long panty liners in late 1988; the new liners are one inch longer than other liners on the market, and fill an unmet consumer need, according to Linda Bartelt, associate marketing director.

Earlier this year, the company introduced a Kotex super maxi pad, as well as two new tampons-Kotex Security Slender, for young girls and teens, and Kotex Super Plus with extra absorbency.

Changes in Kimberly-Clark's New Freedom line include improvements in products and packaging, according to Bartelt. The pads now incorporate a "dual absorbency system" for extra comfort and protection.

Tambrands is test marketing several new sanitary products, said a company spokeswoman. Compak is a down-sized tampon and applicator. Ultra Fit is a trapezoidal pad that is thickest in the middle. It's being tested under both the Tampax and Maxithins brand names.

Tambrands is also test marketing a new Tampax deodorant tampon in both flushable and plastic-applicator version. The company continues to sell the First Response 5-Minute Pregnancy Test and Ovulation Predictor Test.

Many manufacturers have traded in the traditional cardboard for polybag packaging on sanitary pads, to take up less space and for easier handling. Some companies offer mini-carrying cases for added value to the consumer.

Personal Products launched a $4 million ad campaign this spring to promote its redesigned OB products and packaging. The revised non-applicator tampons, which are now "easier to use, " according to the company, are available in Handy Packs with discreet graphics.

To stimulate sales, some supermarkets have been cross-merchandising menstrual and premenstrual medications and anti-itching products, observers said.

Cross-merchandising in supermarkets is very important to us, " said a spokeswoman for Sterling Drug's Midol. "We try to do it wherever we can, because it results in stronger sales for both us and the trade. "

Sterling makes Midol PMS, a premenstrual version of the drug that contains a diuretic, and Midol 200, an ibuprofen-based menstrual medication. The original Midol was reformulated last year, and is now sold in regular and maximum strength versions, according to the spokeswoman.

Marketing strategies are not as necessary for disposable douches and related products, which do well in supermarkets, according to Brian Duffy, president of the C.B. Fleet Co. "When we introduced Summer's Eve in 1972, we did a little business in food store," Duffy said. "Now the whole category skews strongly toward them. "

Disposable douches have captured the lion's share of the market, according to Glenn Van Deusen, senior brand manager for Beecham's Massengill products. "In the last two to three years, we've had double-digit growth in disposable case sales.

Fear of AIDS

Xtra's Turner speculated that douches and external washes are doing well possibly because fear of AIDS has spurred a general cleanliness consciousness. The external wash category "is still relatively new, and people are experimenting with it," she said. "In the douche category, people are going back to vinegar-and-water and medicated products, as opposed to those with fragances. "

About two years ago, C.B. Fleet introduced Summer's Eve Feminine Wash, a non-soap liquid cleanser. Since then, the company has added several products to its external wash lineup, according to Duffy. There's Summer's Eve Feminine Wash Intimate Cleansing Mist and Summer's Eve Feminine Powder with cornstarch.

Consumer magazine ads for external-use products were scheduled to start in July, with TV ads to follow. A national FSI ran in May, and another is on the calendar for November.

Massengill recently added an unscented version to its Soft Cloth towelette lineup, which also includes a baby powder-scented unit and a medicated formula with hydrocortisone for external itching. The company also added unscented and baking soda versions to its disposable douches.

Print and TV advertising, couponing and direct-to-consumer sampling for the new Massengill products began this summer. The company is inviting retailers to participate in special in-store display programs, and is offering higher trade allowances on the new merchandise, according to Van Deusen.

In the contraceptive market, sales of Warner-Lambert's EPT (Early Pregnancy Test) and Today contraceptive sponges are "still going strong," a spokesman said. Carter-Wallace is adding a Quick & Simple version of Answer, its early pregnancy test, for consumers who want results in three minutes. The company also markets an ovulation test kit, and is well known for its Trojan condoms.

Concern about AIDS ignited condom sales in 1988-and not just by men. Condoms came out from behind the pharmacy counter and made a successful entry into the feminine hygiene sections of many supermarkets. While condoms still sell best in the pharmacy area, retailers said, sales from the feminine hygiene department are strong.

Carter-Wallace has introduced a new extra-strength version of Trojans, and continues to make extra- lubricated and spermicidal-lubricated Trojans for Women, which were introduced last year.

Trying to capture the female market, Schmid Laboratories has added Ramses Extra for Her and She's Sheik versions to its lines.

And Okamoto, a leading Japanese manufacturer, is marketing "his and her" condoms in the U.S. The Beyond brand is sold with a compact-style carrying case for women, and sales are being supported by advertising in several women's magazines, according to the company.

The Safetex Corp. recently marketed Derma-Silk Natural Latex condoms in conjunction with Fuji Latex, a Japanese condom maker. The six-item lineup includes a lubricated version dubbed Embrace, which is packed in a pink box with the words "Ultimate Feminine Protection."

Ansell, which reported that its Life-Styles condoms are the second most popular brand in the U. S. behind Trojans, has been touting its "gender-free" packaging.

"The major deterrent to buying condoms, for males and females, is that most packages scream out, We're having sex tonight,' " said Ted Fernas, vice president of sales for Ansell. The problem is most prevalent in supermarkets without pharmacy counters, where condoms are sold in the feminine hygiene section and go through the cash register, he noted.

Lifestyles packaging makes the message short and sweet, stating only the brand name and "what's in the box-lubricated or with spermicide, for instance," Fernas said.

Ansell is offering several new in-store merchandising vehicles, including revolving floorstands, clipstrips, shelf extenders and a versatile interlocking, splingloaded cartridge display system.

Fernas said the company has received a phenomenal response to its sampler campaign launched in several major magazines. "The Joy of Six" ads invite readers to mail in a coupon in exchange for six condoms-one of each variety-as well as a carrying pouch and coupons toward future purchases, with a list of local stores that carry the brand. The ads are scheduled to run through next April, he said.

Ansell began a national cable TV campaign that included MTV last fall; it also ran a national FSI last October.

Yet the condom market seems to fluctuate, depending on the public's health concerns. Condom sales got "a tremendous boost" when the Surgeon General reported that condoms can help prevent transmission of the AIDS virus, Fernas said. "We saw double increases for two or three years, but the publicity about AIDS is slowing down and sales are leveling out. "
Feminine hygiene                    Supermarket sales
                                  1988     % of
                               volume    category   % change
                          ($ millions)    sales     88 vs. 87
Contraceptives, male and
  female                     $32.27        2.96        23.5
Douches                       87.26        8.00         8.2
Incontinence products         34.13        3.13        48.9
Pregnancy testing kits        14.15        1.30        36.1
Sanitary protection          908.12       83.29         1.9
Napkins, pads, shields       585.95       53.74        -4.5
Tampons                      322.17       29.55         3.2
All other feminine hygie      14.38        1.32         5.1
Category total            $1,090.31      100.00         1.0

First aid

Antiseptics, sprays and ointments achieved a soothing 12.6% sales increase last year, as avidly exercising Americans looked for relief from aches and pains. The segment accounts for more than one third of first aid sales in supermarkets. Overall sales for the first aid category rose 5.6% in 1988.

Topical hydrocortisones are among the fastest growing products, according to industry experts. In that product group is Bactine Hydrocortisone cream, manufactured by Miles Laboratories. The company manufactures antiseptics, sprays and ointments in a variety of forms, such as Bactine Antiseptic anesthetic, in aerosol and pump containers, and Bactine First Aid Antibiotic and Anesthetic ointment. To promote its products, Miles is selling fire extinguishers at cost to consumers who submit proofs of purchase.

Some manufacturers have moved to increase their presence in growing segments, such as external analgesics. Bristol Myers, for example, acquired Therapeutic Mineral Ice in the fall of 1988. The company described it as a blue, coolant gel that provides "penetrating, cooling, temporary relief of pain from arthritis, simple backache, strains, bruises and sports injuries. " The product is packaged in jars containing as little as 1.25 ounces and as much as 16 ounces. An executive for the company said that in tests, consumers said they liked three characteristics of the product: It has no odor, no grease and does not cause staining. Bristol Myers does not publicize its marketing plans, but the executive said the 1989 advertising budget for the product is nearly 70 % larger than the year before.

Sales of adhesive bandages, representing 25 % of the category, were flat last year. The segment is dominated by Johnson & Johnson, manufacturer of Band Aids. The company also manufactures Kling Soft-Gauze, a bandage that is softer, thicker and more absorbent than standard bandages.

Among new items, 3M this year introduced "Heat Comfort Hot Packs"-a gel pack designed to be heated in a microwave. 3M also extended its first aid tape line, offering its one-inch tape in roll form. Previously it was sold only in dispensers. The roll holds twice as much tape as the dispenser, but sells at the same retail price, according to a spokesman.
  Supermarket sales
First aid                   1988         % of
                         volume        category     % change
                     ($ millions)        sales      88 vs. 87
Absorbent products       $32.35           10.25           2.3
Adhesive bandages         78.98          25.02            0.1
Adhesive tapes            11.86           3.76            2.0
  ointments              108.83          34.48           12.6
Petroleum jelly           25.24           8.00            0.2
Surgical dressings        23.01           7.29            2.2
Wet and drys              26.54           8.41            6.0
Alcohol                   15.11          4.79            6.3
Witch hazel                5.84           1.85            7.8
All other wet and d        5.59           1.77            3.6
All other first aid        8.82           2.79           22.5
Category total          $315.63         100.00            5.6

Hair care

The hair care category made headway in supermarkets last year, picking up 5.8% in sales. While the shampoo segment accounts for the bulk of category dollars-more than 41%-styling products were the growth leaders, with a sales increase of more than 17 % over 1987.

"Everybody and his brother is coming out with styling aids and salon-type products-professional products for hair," said Joanne Turner, HBA buyer at Xtra supermarkets, Pompano Beach, Fla. "The salon-type items are really becoming popular. Mousses are starting to dwindle, but spritzes and gels are hot. "

"We're seeing a trend toward salon-type formulas at the grocery store level," added Steve Royse, non-foods manager for the Dierbergs supermarket in Chesterfield, Mo. "Salon-type shampoos are the newest category, but they appeal to a limited market. They're a gourmet product. It's like comparing gourmet coffee beans to regular ones. "

Hair coloring and home perms have been a little slow, according to a buyer at Edina, Minn.-based Byerly's, who noted that these are the exception in an otherwise fast-moving category. "People are buying everything, spritzes, mousses, gels, sprays. Anything you put on your hair moves, " he said.

To keep up with the influx of new products, retailers said they must constantly analyze their sections and weed out the slow movers. And that's no easy task, especially when it comes to shampoos and styling products.

"Styling products are coming on more and more, especially with boys, who are into different hairdos now," said Mike Kilgallon, HBA buyer at Genuardi's supermarkets, Norristown, Pa. "The shampoo category is growing rapidly, and everybody is trying to specialize, thereby creating a lot of different SKUs that are crowding the sections. "

Revlon, for example, recently restaged Flex shampoo for the first time in 20 years, according to a company spokeswoman. "Over the years we'd been knocked off, so we needed a more distinct image, " she said.

To that end, the company reformulated its products. Revlon made Flex Body Building Protein Shampoos thicker and fuller cleaning, and added Fortifyl complex to Flex Body Budding Protein Conditioners for deeper conditioning. The revised products are packaged in boldly colored, easy-to-hold, half moon-shaped bottles.

Extra moisturizing shampoo and conditioner for dry and damaged hair were added to Revlon's Clean & Clear line, which made its debut last year.

L'Oreal, a division of Cosmair, restaged its Ultra Rich shampoos and conditioners, adding a special protein-collagen, lecithin, elastin or keratin-to each of the four formulas.

The company also added Mega Mousse, Pumping Curls, and alcohol-free Flexible Modeling Gel to its Studio line. A new Daily Express Shampoo, aimed at styling-product users, is scheduled to be on the market soon. Two alcohol-free formulas-Extra Volume and Ultimate Control-are new to L'Oreal's Free Hold mousse lineup.

Les Blondissimes is L'Oreal's new one-step permanent blonding formula, designed to lighten hair four levels in a single step for " quick, easy, safe blonding, " according to a spokeswoman. The new item eliminates the need for prelightening.

Also on the hair color front, Clairol is reinstating the Miss Clairol "Does she ... or doesn't she?" advertising theme. The slogan, popularized in the 50s, represents a return to traditional values of monogamy, romance and the joy of motherhood, according to the company.

Expertise, a new line from Wella, is packaged in white pearlescent bottles and supported by a heavy consumer ad campaign, according to Linda Prina, marketing assistant.

To meet consumer demand for different gel hold levels, Vidal Sassoon introduced alcohol-free products, including ultimate control sculpting gel and firm control styling gel in a "tottle" (a tube/bottle combination with flat fliptop bottom), flexible control liquid gel in a fliptop bottle, and firm control gel spray, according to Randy Smith, sales merchandising manager.

In development is Form & Finish, a two-in-one product in three hold levels that works like hair spray on dry hair or like mousse on wet hair," Smith said. The company's non-aerosol sprays have been repackaged with a "Euro-pump" to prevent clogging.

LaMaur introduced Perma-Soft Mist-On, a leave-in conditioner, as well as Free Style, a line of aerosol hair spray, spritz, mousse and gel for teen-agers.

Faberge USA added scented and unscented Extra Super Hold formulations to its Aqua Net Professional Non-Aerosol Hair Spray line. Aqua Net Pro-Spritz Non-Aerosol Styling Spritz, scented and unscented, complements the aerosols.

Duart Industries introduced a penned/color-treated formula and a "new and improved" moisturizing formula in its Infusium 23 Pro-Vitamin line of shampoos this spring. There is also a new Pro-Vitamin hair treatment for dry and damaged hair, and new spray pump packaging for the original and moisturizing formula Pro-Vitamin hair treatments.

Chesebrough-Pond's four Rave Professional Formula Shampoos and Conditioners are intended as a "customized mix-and-match system for hair care." The higher the number on the product container, the deeper the cleansing or conditioning level, according to the company.

Last year, S.C. Johnson brought out Agree moisture-rich shampoo and conditioner, and simultaneously revised the packaging on the entire Agree line for more POS impact, according to Product Manager Tom Reigle. To support sales of Agree, which was traditionally aimed at the younger market, the company planted car keys at the bottom of 26 bottles; the keys are redeemable for automobiles at Mitsubishi dealerships.

Aiming to pick up on consumers' interest in salon-type hair cleaning and styling items, Redmond is targeting its Aussie line of shampoos, sprays, gels and moisturizing products to women who want professional products for home use. While professional products currently comprise about 25 % of the market, by the end of the 1990s, they will account for half of all hair care sales, the company predicted.

Ogilvie relaunched its popular home perm, now dubbed Ogilvie Home Permanent with B-4 (B-4 is a preperm protein conditioner). The top selling "salon proven" home perms are available in three formulas: regular body, extra body and soft body wave. Header cards are being used to promote the product at the point-of-sale without using additional shelf space; they also contain coupons toward Ogilvie styling products. Other promotions include FSIs, direct mail, and a " Perm with a Friend" refund offer on single and double purchases.

Gillette introduced Epic Wave home permanent in three versions, backed by a $21 million advertising-marketing program. The Try-On Penn lasts just two weeks, to satisfy consumers who want to experiment, or only want a perm for a specific occasion. This is the first temporary home perm to hit the market, according to the company. The Anytime Perm, which-can be used up to nine times a year, lasts about six weeks. The Adaptable Perm can remain in the hair for two days before adding finishing rinse, so the curl can relax to the desired level before lock-in.

For men with thinning hair, Shulton introduced a conditioning shampoo, vitalizing supplement and control pump spray. The shampoo contains proteins that work as an entire program.

Upjohn's Progaine Shampoo is also formulated to add body and manageability to thinning hair.

The ethnic hair care segment picked up speed in supermarkets, according to industry observers. "The big trend in ethnic hair care is healthy hair," said Denise Gardner, vice president of marketing for Soft Sheen. "It's a backlash to the stiff and spiked hair styles; it's almost an anti-style trend. "

Last fall, Soft Sheen introduced Carefree Curl Gold, a greaseless "all-in-one" curl maintenance lotion that activates and moisturizes hair. The company's new Optimum Care line, which is targeted to black women, includes maintenance items for all hair types, Gardner said.

The ad campaign for Optimum Care features singer Anita Baker, who helped develop the products, according to Gardner. "It's the first time our company has used a celebrity endorsement, " she said. Sophisticated packaging for the line is modeled after department store products, she added.

Also new from Soft Sheen is the Sport-in' Waves One Application Kit for men, which is designed to relax tight curls for easier styling.

Alberto Culver launched the TCB Design Effects Styling line, consisting of a spritz, wet-set setting lotion, blow-drying lotion and styling gel.

Supermarket sales of hair accessories, one of the most profitable lines in all HBA, continued to grow. "Business was strong in '88, and we're continuing to do well in '89, " said a spokesman for Goody products.
  Supermarket sales
Hair care                    1988          % of
                        volume        category     % change
                   ($ millions)          sales      88 vs. 87
Accessories            $133.57           7.99            6.8
Coloring                 78.25           4.68            8.4
Conditioners, rins      295.17          17.66           10.0
Ethnic                   49.29           2.95           -1.6
Home permanent kit       20.94           1.25           -4.3
Shampoos                688.44          41.18            3.9
Sprays                  289.98          17.34            3.5
Styling products        104.57           6.25           17.1
All other hair car       11.63           0.70           10.2
Category total        1,671.84         100.00            5.8


It was another solid year for medications, with more than half the category's segments registering double-digit increases.

Overall, the category advanced 10%, well above any other HBA category's increase and three and one-half percentage points above all-HBA's 6.5 % gain. it was an amazing performance, made more vivid by the fact that the category is by far the department's largest, ringing up nearly $3 billion in annual sales. (Hair care, second in the department, hit $1.7 million last year.)

New products played a role, but the bulk of the remedies section's wide-fronted advance can probably be attributed chiefly to three factors: a growing consumer turn toward self-medication; larger departments and store promotion; and an increasing number of supermarket pharmacies that reinforce the store's image as a health center.

Analgesics posted a healthy 7.4% gain, sparked by strong increases from acetaminophen products, such as McNeil's Tylenol, and ibuprofens, such as Whitehall's Advil.

Advil, Bristol-Myers' Nuprin and Johnson & Johnson's Medipren still own the soaring over-the-counter ibuprofen segment, but this summer has brought a new entry.

Upjohn, which still manufactures Nuprin for Bristol-Myers, introduced Motrin IB with a heavy promotional and advertising campaign including TV, print, product sampling and couponed FSIs. Observers said the brand's well-recognized name from prescription Motrin) and aggressive marketing plan should ease its entry into the market.

Under legal agreements, Nuprin cannot mention Motrin in its advertising. Earlier this year, Advil chose to drop the line "the same ingredient as in the prescription brand Motrin" from its ads. The extra activity in ibuprofens, which now make up more than 20 % of analgesic sales, may give the segment a further boost.

Acetaminophens, with about 40% of category sales, were helped along by new product introductions and strong showings from Extra Strength Tylenol and Children's Tylenol.

Last fall, Tylenol introduced gelcaps amid heavy couponing and promotional activity. Retailers said gelcaps have proven popular with consumers because they are easier to swallow.

Bristol-Myers' Mead Johnson Nutritionals division also introduced an acetaminophen-Tempra grape-flavored double-strength chewable tablets. Glenbrook Laboratories added Panadol caplets to the segment as well.

And Miles Inc. launched Alka Seltzer Advanced Formula-an acetaminophen analgesic antacid with a lemon flavor and reduced sodium content.

Aspirins and aspirin compounds were relatively flat in the wake of a sales spurt last year, brought about by the study linking them with heart attack prevention. The January 1988 report in the New England Journal of Medicine said an aspirin every other day might reduce the risk of a heart attack.

Sales increased as aspirin makers advertised the study's results, but then the FDA put at least a temporary halt on ads connecting aspirin with first heart attack prevention. The focus in advertising then shifted to pain relief.

"There was an initial stock-up on aspirin after the study," said Alan Miller, a consultant for SAMI/Arbitron. "And there was a bump in children's aspirin because some people were taking one child's aspirin daily. "

But the game isn't over yet. The FDA is studying a more recent report from the National Institute of Health that links aspirin with first heart attack prevention. Some industry observers believe that if cardiovascular benefits are clearly linked to aspirin, the drug may one day be part of a daily regimen for millions.

Millions of consumers were coughing and sneezing over the past year, which fueled an 8.4 % rise in sales for cold and allergy products. The distinction between these two subsegments is blurring as more products are being promoted as offering relief from both afflictions, or for specific symptoms such as sinus congestion that can be either allergy or cold-related.

For example, Warner-Lambert introduced Benadryl Plus Nighttime as a medication for colds, flu and allergy/sinus congestion. The brand chalked up strong gains during the year, retailers said. And Bristol-Myers launched an allergy relief formulation to its Comtrex cold product.

Retailers said Richardson Vicks' NyQuil, the cold relief category leader, turned in a strong performance, as consumers continued a trend toward self-medication.

New product introductions abounded as the category became increasingly fragmented. Burroughs Wellcome launched Sudafed Sinus, AllerAct and AllerAct Decongestant. Plough introduced two children's remedies-Nighttime Cold Relief and Measured Dose Nasal Decongestant. The company also debuted two adult nasal decongestants.

Sandoz launched Triaminic Nite Light, a children's cough and cold relief product. Pertussin Laboratories introduced Pertussin cough lozenges, and A.H. Robins repackaged its Robitussin line of cough formulas.

Another major entry likely to weigh in this season is Wyeth-Ayerst Laboratories' Phenergan. Richard Minoff, the company's director of marketing, said Phenergan is the most prescribed brand in the cough/cold segment.

The switch to OTC of two Phenergan products-DM cough formula and the Decongestant-Cold formula-is scheduled to be accompanied by a major advertising and promotion campaign including TV, print ads, FSIs and professional detailing and sampling. Shipments should begin in early August.

In terms of category sales, liquids had the biggest gains-especially among children's medications. Caplets, the newest form to hit the market, also made some inroads.

"Cold remedies have done well for us, " said John Walker, vice president of Chuck's Super Markets, Mechanicsville, Va. "We've seen an increase in the children's market, and Dimetapp (A.H. Robins) has been tremendous. We're also seeing some good response to cough drops with vitamin C. "

Vitamins did well for grocers during the year, surging 8.1 % for the year. Perhaps the most spectacular success story was Sunkist Children's Vitamins, from CIBA Consumer Pharmaceuticals.

The brand, launched in November 1987 and advertised for the first time two months later, grabbed significant share quickly with a program that included network TV, direct mail and FSIs. It tied in with Aqua Fresh toothpaste for back-to-school promotions last year, and with Crayola crayons for another push this past March. A company spokesman said there are ambitious plans for this fall as well.

"This was perhaps the strongest introduction program ever for any vitamin, " she said. "We had the strength of a solid trademark going in, and the taste and lack of preservatives made it popular with both moms and kids. "

Despite the Sunkist success, Miles' Flintstones and Bugs Bunny vitamins logged sales gains for the year. And there was still a considerable amount of new product activity.

For example, Prime Health Laboratories launched Health-Pak, and Winthrop Consumer products debuted Feron Iron plus Calcium, targeted to women. P. Leiner Nutritional Products introduced Oat Fiber Complex 400 mg., and Solgar added Royal Jelly "500" Softgels.

P. Leiner acquired Vita-Fresh and Fresh Labs (including Naturite) last year to become the leading broad-line vitamin company, according to Scott Rexinger, group marketing manager. All items are being marketed under the Your Life name.

Retailers said private label, which makes up a significant pall of the vitamin segment, showed signs of slipping. According to one retailer, "I always carried Geritol and One-A-Day, but I'm getting rid of my private label and switching to a full-time national brand that customers can recognize. "

Recognized national brands were the big gainers in antacids. Strong showings from market leaders Tums (Norcliff-Thayer), Pepto-Bismol (Procter & Gamble) and Rolaids (Warner-Lambert) helped boost segment sales by 9.8 %.

Tums appeared in extra-strength liquid form, and Warner-Lambert added assorted fruit flavors to Rolaids. The latter "has done very well in combating a phenomenon known as taste fatigue on the pall of constant antacid users, " according to a Warner-Lambert spokesman.

Stuart Pharmaceuticals added a new pocket size roll pack to its Mylanta line, and 3M launched Titralac Plus in liquid and tablet form. Though it still makes up only a small part of the antacid segment, Sandoz' Gas-X had strong growth during the year.

Eye care, led by soft contact lens preparations, grew 14.1 %. Retailers said they were giving the segment more shelf space as the technology of lenses expands and the products become more popular.

Studies of the market indicate strong growth ahead for contact lenses, particularly in gas permeable daily and extended wear products.

Bausch & Lomb, which dominates the segment, put heavy promotional support behind ReNu Multi-Purpose Solution, a combination disinfectant, daily cleaning, rinsing and soaking lotion.

"We see the future of lens care solutions evolving from the demand for simpler lens care systems with more convenient designs," said James E. Kanaley, president of Bausch & Lomb's Personal Products division. "By providing the lens wearer with just one bottle to accomplish the job of three, we have made an important breakthrough in simplifying the contact lens care routine.

Eye care looking up

Overall, the eye care segment is growing at a five-year compound rate of 18 %, and margins average 38%. Drugstores, however, still own nearly twice as much share of the soft lens solutions market, compared with food stores.

A new line for supermarkets-OTC reading glasses went national last year. New York, the last holdout among the states, joined the rest of the country in allowing the glasses to be sold in mass markets. A leader in the field, Magnivision, provides spinners and in-line (with eye care) fixtures and has some 600 field people to help with restocking, according to Advertising Vice President Howard Brauner. The 72-SKU line has a $14 suggested retail with a 50 % margin.

Grocers also have a relatively low share of the laxatives market-perhaps 30%. But this segment grew by 14.4 % in food stores over the past year and gained share in the medications category.

Market leader Metamucil (Procter & Gamble) racked up impressive gains during the year-aided by a reformulation of orange-flavored sugar-free Metamucil to be smoother and better tasting.

Fiber-based laxatives were especially popular, retailers said. Several new fiber-based products were introduced, boosted by studies linking fiber to lowering cholesterol levels.

Laxatives posting strong sales during the year included: Schering-Plough's Correctol, Merrell Dow's Citrucel, Boehringer Ingelheim's Dulcolax, and American Cyanamid's Fibercon and Senokot.
  Supermarket sales
Medications                         1988        % of
                                  volume    category    % change
                                ($ millions)   sales   88 vs. 87
Analgesics                         $863.69      29.76       7.4
External                             63.36       2.18       6.2
Internal                            800.33      27.58       7.5
Antacids                            261.93       9.03       9.8
Cold products                       638.52      22.00       8.4
Capsules, liquids, tablets          310.47      10.70       9.9
Cough drops                          51.46       1.77      11.6
Cough medications                   183.73       6.33       5.7
Lip medications                      39.67       1.37      10.7
Nasal drops, inhalers, sprays        31.27       1.08       3.3
All other cold products              21.92       0.75       8.1
Diarrhea remedies                    15.54       0.54      24.1
Diet aids                            97.41       3.36      17.3
Diuretics                            14.64       0.50      17.9
Ear care                              4.79       0.17      30.1
Eye care                            251.82       8.68      14.1
Contact lens preparations           194.00       6.69      14.9
Drops, wash                          57.82       1.99      11.5
Foot care                            75.66       2.61      18.3
Hemorrhoidals, suppositories
  etc.                               44.73       1.54      13.9
Laxatives                           139.47       4.81      14.4
Motion sickness                       6.77       0.23      16.5
Sedatives and stimulants             58.30       2.01       8.8
Vitamins                            366.95      12.65       8.1
Wart removers                         5.61       0.19      15.0
All other medications and
  health needs                       55.78       1.92      22.7
Category total                   $2,901.61     100.00      10.00

Men's toiletries

On the cutting edge of sales growth, disposable razors advanced nearly 8 % last year.

Some manufacturers revved up big promotional programs in an attempt to cut themselves a piece of the disposable razor segment, which is dominated by Gillette and Bic. Disposable razors account for 23 % of men's toiletries sales in supermarkets.

Replaceable razors grew a scant 1% in 1988, but they made up a hefty 38 % of category sales. Also, because they are higher margin items than disposables, manufacturers have grown increasingly energetic and aggressive in their efforts to expand the market for replaceable razors.

Gillette, for example, is heavily promoting and advertising Atra Plus with a campaign based on the slogan, "The best a man can get. " Even though disposables have been the growing segment for several years, Gillette is embarking on a campaign to boost replaceable razors or shaving "systems." The company is spending more than $30 million to advertise Atra Plus, which features a lubricating strip, and regular Atra. "It seems the marketplace is responding," said Bob Leger, vice president of sales, The Gillette Co., shaving division.

Warner-Lambert recently introduced a new replaceable razor, Schick Slim Twin, with a number of features including a locking head so that users can choose between pivoting or fixed-head shaving. Narrow-head shaving systems have been growing, " said Peter Wolf, a company spokesman. "We really feel we've got a leg up on the competition with this product. " The company is budgeting $12 million for advertising and promotion of Slim Twin this year.

A buyer for a West Coast chain said Slim Twin appeared to have characteristics to attract disposable users. "It's very lightweight, it has the feel of a disposable," he said. The buyer also said that the manufacturer's support for the rollout means, "I'll be able to sell this system for $1.99 and make money." Other systems-the razor and two replacement cartridges-usually retail for $2.99, he pointed out.

Wilkinson Sword is also introducing replaceable razor, Ultra Glide. A patented lubricating strip gives a shave that is "six times smoother than white strips being used on other razors," according to Wilkinson. However, Gillette has taken exception, filing a lawsuit challenging Wilkinson's claims as unsupportable. Wilkinson reacted by filing a countersuit, and that is where the matter stood at press time.

Gillette is preparing a new replaceable razor for rollout in January 1990. Leger described it as "the next advance in shaving. It will be our major tool to entice some of those disposable users back to systems. "

This year, Gillette discontinued its regular Daisy disposable for women. Daisy Plus, featuring a lubricating slip, is being supported this year with a $6 million advertising campaign.

If the razor market reaches a point where men use replaceable items and women use disposables, Leger would be happy. "That's the Gillette strategy," he said. Because men shave daily, a cartridge system is logical, Leger said. For women, disposable razors are convenient and inexpensive answers to the need for periodic shaving.

Asked whether promoting replaceable razors over disposables might hurt Gillette's own Good News disposable, Leger conceded that " there are some risks, " but he added, "If we convert some Good News shavers to Atra Plus, it would be good for Gillette and good for retailers, too," because of the higher margin on replaceable razors.

In the shave cream segment, sales edged up just 1.5 % in supermarkets last year. Gillette recently combined its razor and shave cream businesses to bring a coordinated effort to bear on the market. "We think Gillette should do better in the shave cream business," Leger said. The company is planning an aggressive push for 1990, he said.

About 75 % of the shave cream market is held by foam products, while the remainder is gel, where Edge dominates.
Men's toiletries                   Supermarket sales
                                   1988       % of
                                 volume    category    %change
                             ($ millions)     sales    88 vs. 87
Blades, razors, kits           $331.47       60.60      3.4
Disposable razors               125.41       22.93      7.7
Replaceable blades              206.06       37.67      1.0
Colognes                         13.74        2.51     12.9
Hair care products               30.02        5.49      1.0
Pre-and after-shave lotion       62.84       11.49      1.8
Shave creams                    102.57       18.75      1.5
All other men's toiletries        6.33        1.16     17.4
Category total                 $546.97      100.00      3.1

Oral hygiene

Consumers' increased knowledge about the perils of tartar, plaque and gingivitis was reflected in the oral hygiene category, where sales of mouthwashes and dental rinses grew 15 % last year.

The same concerns led to increases in other segments, such as toothpaste, where tartar-control products turned in strong performances. Toothpastes for children, rolled out by major manufacturers over the past couple of years, continued to show fast growth. And toothbrush sales, powered by a trend to more frequent replacement, enjoyed a jump of nearly 9 %.

Consumers are said to be paying greater attention to the problems of plaque and gingivitis (gum disease) since fluoridated drinking water and toothpastes with fluoride established themselves as leaders in the prevention of tooth decay.

As consumers make tartar, plaque and gingivitis their newest targets, a number of mouthwashes and rinses are recording growth. Listerine has enjoyed a resurgence since the American Dental Association endorsed its use for prevention of plaque and gingivitis. Other manufacturers' claims that their products have similar effects have been questioned by some organizations and federal agencies, including the National Advertising Division of the Council of Better Business Bureaus and the Food and Drug Administration.

" Listerine is the top banana, " said Jerry Willts, GM/HBA director for Certified Grocers Midwest, Chicago. "There's a lot of good promotional activity for all sizes, " he added. When it comes to flavored mouthwashes, Scope is the big seller, Willts added.

A spokesman for Pfizer, which acquired Plax last year, said that new studies already underway "will confirm claims that the. proper use of Plax results in a substantial reduction in plaque. "

Early this year, Procter & Gamble offered Colgate users in New York a chance to receive coupons for $1.50 off Crest. Consumers had to sign a form that read, 'Yes, I am a Colgate user, but I'd love to try Crest. " Advertising Age estimated P&G's marketing budget for Crest to be $30 million.

The tartar-control toothpastes of both manufacturers performed well last year. Crest had 18 % market share, according to Kidder, Peabody. Colgate's tartar-control version currently has 12.5 % of the market, said Jack Haber, marketing director, Colgate U.S. Oral Care.

The rivalry between P&G and Colgate extends to the newest dentifrice segment-children's toothpastes. Crest's contender is Sparkle Crest for Kids, while Colgate has Colgate Junior. Introduced last year, Colgate Junior is specifically designed "with a fruity flavor that children prefer, " said Haber. "It has a lower foam level because a high level of foam is uncomfortable for children. "

However, a buyer in the Midwest said children's toothpastes were "no big shake. " He noted that Aqua Fresh introduced a children's toothpaste first and did not score a success with it.

Toothbrush sales grew mainly on the strength of "hi-tech" models with angled handles and bristles shaped to massage the gums. The market for less expensive brushes has greatly diminished, that buyer said. "There are no more cheap toothbrushes," he noted.

Manufacturers and dentists have alerted consumers to the need to replace brushes regularly. "They're getting the consumer to get fid of that old, beat up toothbrush, according to another buyer.

Colgate recently introduced a new line of toothbrushes for children that feature Warner Bros. cartoon characters on the handles. They come in six colors.

Ranir, a specialist in private label oral care, has introduced something new under its own name: travel kits. The carded items, suitable for clipstrip display, mix toothbrushes and/or floss with trial sizes of Crest and/or Scope. One kit includes a razor and bandages.
Oral hygiene                   Supermarket sales
                                 1988       % of
                                volume     category  % change
                             ($ millions)   sales    88 vs. 87
Breath fresheners               $10.81       0.80       6.7
Dental floss, tape               35.57       2.64       7.6
Dentifrices                     703.77      52.26       3.5
Denture needs                   109.10       8.10       6.0
Mouthwashes, dental rinses      336.77      25.01      14.9
Toothbrushes                    145.65      10.81       8.7
All other oral hygiene needs      5.06       0.38      18.2
Category total               $1,346.73     100.00       7.1

Skin care

The skin care category outpaced almost every other HBA category in sales growth last year, recording an 8.6% increase over 1987.

The biggest growth segments were sun care, up 17.9%, specialty bar soaps, up 14.2 %, and hand and body preparations, up 12.1 %. Hand and body preparations maintained the category lead in dollars, accounting for more than 30 % of the $572 million supermarkets rang up in skin care sales in 1988.

Publicity about skin cancer continued to spur. sales of suntan and sunscreen products with higher sun protection factors.

"People are extremely concerned about skin cancer, " said Joanne Turner, HBA buyer at Xtra supermarkets, Pompano Beach, Fla. " Younger people are starting earlier to protect themselves, and older people are up-to-the-minute on new products. They may not have protected themselves from the sun when they were younger, but now their doctors are recommending that they use sun care products with higher SPFs.

Schering-Plough recently brought out an assortment of products, including several extensions of the popular Coppertone brand. Coppertone SPF 44 Sunblock Lotion is intended for consumers who are extremely sun-sensitive or who stay in the sun for a long time; Coppertone SPF 10 Oil-Free Sun Protection Mist can be absorbed instantly for use under makeup; and Coppertone Tan Magnifier SPF 4 Lotion, with tan accelerator, is waterproof and contains Vitamin E and aloe.

In the Coppertone Water Babies line for children, there's a new Sunburn Relief Mist and Little Licks, a hypoallergenic cherry-flavored SPF 25 lip balm.

Hawaiian Tropic added several new items to its sun care lineup. The grease-less SPF 15 Sunblock Spray contains no alcohol and is waterproof.

Faberge USA now offers its Sea & Ski and Sea & Ski Block Out sun protection products in waterproof cream lotion, clear lotion and aerosol spray formulations, with SPFs ranging from four to 30.

Chesebrough-Pond's introduced a line of Vaseline Intensive Care Moisturizing Sunscreen Lotion, in five SPFs from two to 25. The lotions are hypoallergenic and contain no PABA, which can cause allergic reactions. They also retain effectiveness in water and can be worn by children.

Two of the skin care industry's most aggressive promotional campaigns this year came from Chesebrough-Pond's, for Vaseline Intensive Care Hand and Nail Formula Lotion, and the Andrew Jergens Co., for Eversoft.

While Chesebrough bills its Hand and Nail Formula as an enriched formula for smoother hands and stronger nail s, " Jergens markets Eversoft as "lasting softness for dry skin. "

Introduced last summer, Vaseline Hand and Body Lotion contains Vitamin E, aloe and keratin to smooth and soften rough dry hands, condition rough cuticles and strengthen nails.

The company has also brought out a rinsable version of Pond's Cold Cream in a lightly scented formula and a sensitive skin version. The new Pond's facial cleanser is formulated to clean "better than soap. "

Jergens' Eversoft promotion began last fall, with a $27 million package that included daytime and prime time TV, FSIs with $1-off coupons, and direct-to-consumer sampling, according to Rick Bryan, Jergens group product manager. A $20 million campaign for Eversoft is underway for the second half of 89, Bryan said.

Earlier this year, Jergens introduced a 13-ounce Eversoft pump. "The larger sizes are more economical, and women like the convenience pump, " said Bryan.

About 47 % of men use hand and body lotion at least once a week, compared with 85% of women, Bryan said. "The population is getting older, and as men and women age, they find they need hand lotion to keep their skin feeling good.

Warner-Lamben introduced Lubriderm Cream last year in a pump dispenser, and restaged Lubriderm Skin Conditioning Oil. More recently, the company brought out a 12-ounce version of Lubriderm Lotion.

Lubriderm Cream, lightly-scented or fragrance- free, is intended specifically for extra dry skin areas such as elbows, knees and heels; the 2.7-ounce pump version has a solid base and twist-off cap.

But while midsizes remain stable, sales of small and large sizes are increasing, said Bill Sotis, product manager for S.C. Johnson's Soft Sense moisturizing products for women.

The company, which also makes Curel skin products, introduced a purse-size version of Soft Sense extra moisturizing lotion earlier this year, as well as Soft Sense shave gel with extra moisturizers.

Beiersdorf's new line of lightly scented Nivea Bath Silk with aloe, which will be arriving at stores this fall, includes one oil and two gels, for normal to dry skin and extra dry skin.

Nivea Moisturizing Oil, originally Nivea Skin Oil, was reformulated this year. The new version, to be used on very dry skin after bathing, comes in three sizes.

Basis soaps, also from Beiersdorf, have been a hot item in supermarkets, as well as other channels, according to a company spokeswoman. Basis comes in four formulations, with color-coded boxes to facilitate repeat purchases.

Noxell recently introduced Noxema Difference, a water rinsable facial cleansing cream intended to compete with Pond's cold cream. The new skin care product is formulated without the heavy waxes that are traditionally contained in most cold creams.

The 3M Company added Medicated Acne Pads this summer and a revised Acne Cleansing Bar to its Buf-Puf line. The alcohol-free acne pads, in regular and maximum strength, are packaged in brightly colored, portable boxes. Unlike wet pads sold in jars, they're packaged dry and must be wet before using.

Earlier in the year, 3M introduced BufPuf Antiseptic Skin Cleanser and Daily Cleanser in a pump. The deep-cleansing antiseptic is available in normal and sensitive formulations.

Clairol added an oily skin formulation to its line of Sea Breeze antiseptics this summer. The line is backed by an ongoing print campaign, according to a company spokeswoman.

A growing part of the skin care business is anti-wrinkle products and lotions with anti-wrinkle ingredients. "Anti-aging formulas sell to a limited market, but those products are relatively new and consumers aren't as familiar with them as they are with regular lotions," said Steve Royse, non-foods manager for Dierbergs, Chesterfield, Mo.

Revlon has added Moisture Firm Facial Treatment and Facial Cleansing Liquid to its Clean & Clear line of products. The Moisture Firm Complex, to reduce lines and wrinkles, is oil- and fragrance-free, and can be used under makeup.

Eclipse Laboratories is promoting sales of its new Fade Fast Skin Lightner with consumer advertising and couponing. Fade Fast is designed to fade liver spots, and other skin discolorations.

The company also has increased production of its popular Tick Garde, a repellent spray intended to ward off ticks that may be carrying Lyme disease.

Inverness has added lotion and cream depilatories to its One Touch hair removal line, which includes home electrolysis products, roll-on waxes and depilatories.

Beecham has added an after-bath lotion in several formulations to its line of Calgon bath products. At press time, A.H. Robins was putting the finishing touches on its fall and winter promotional campaigns for Chap Stick Lip Balm, Petroleum Jelly Plus and Sunblock 15. On October 8, the company will drop a national FSI with coupons good toward its Robitussen and Dimetapp remedies, as well as the Chap Stick products.

A French-made perfume line has arrived in the U.S. for mass-marketing in nonbreakable quarter-ounce bottles at $5 each. Blister packaged and suitable for checkout display and in-line HBA, Parfum Bic has four SKUs.
Skin care                                 Supermarket sales
                                        1988    %of
                                    volume    category  %change
                                ($ millions)  sales     88 vs.87
Acne preparations                  $60.04      10.49     3.9
Bath, shower products               48.51       8.48     3.8
Colognes, fragrances-women's        13.82       2.41     3.0
Depilatories                         8.63       1.51     4.8
Disposable towelettes               93.41      16.33     6.3
Face creams, lotions, cleansers    108.50      18.97     9.7
Hand, body preparations            176.75      30.89    12.1
Specialty bar soaps                  3.64       0.64    14.2
Sun care                            46.84       8.19    17.9
All other skin care                 11.98       2.09    -9.7
Category total                    $572.12     100.00     8.6
COPYRIGHT 1989 Stagnito Media
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Title Annotation:sales statistics; 1989 Non-foods Sales Manual
Publication:Progressive Grocer
Date:Aug 1, 1989
Previous Article:General Merchandise.
Next Article:Going with the grain.

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