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Shower gels score biggest dollar gains in 1992.

NEW YORK--Drug stores sales of bath sundries (excluding bar soaps) climbed to $88.9 million in 1992, up $8.1 million from the previous year, notes Towne-Oller & Associates, the New York City-based subsidiary of Information Resources Inc.

Liquid bubble baths continued to be the most popular product type accounting for 30.6% of dollar sales in the bath and shower category last year ($27.2 million), up by 5% from $25.9 million in 1991.

Shower gels showed the biggest gains. Sales of the products were up by $4.9 million to $18.4 million in 1992, a 36.3% rise over the previous year. Gels had a 20.7 share, up from 16.7% in 1991.

Sales of such miscellaneous bath and shower products as therapeutic additives rose 24% in 1992 to $14 million, up from $11.3 million.

Amid the overall improvement the performance of some bath and shower products sank. "Dry" bath oil spray volume fell the farthest, plunging 20% to $4.8 million in 1992, compared with $6.1 million the year earlier. (So-called dry oils are ones that are absorbed quickly through the skin.)

Bath softeners also suffered: volume declined to $600,000 from $700,000 in 1991. In addition, sales of dry bubble bath edged downward last year to $9.4 million from $9.7 million in 1991.

Changes were even more dramatic in terms of units. Shower gel sales soared to 4.1 million units in 1992, up 64% from 2.5 million units the year before.

Miscellaneous bath additives increased 31% to 2.3 million units last year. Bubble bath liquids were up 12% to 12.6 million units over the same period.

The top-selling SKU in drug stores in terms of units is ChesebroughPond's Inc.'s 15-ounce regular and vitamin E Vaseline Intensive Care bath beads. That is followed by Andrew Jergens Co.'s 1.75-ounce Actibath, bubbling therapeutic bath product.

In dollar sales a different therapeutic product is No. 1: 12-ounce, eight-pack Aveeno, a colloidal oatmeal soaking agent from the Rydelle Laboratories division of S.C. Johnson & Son Inc.

The No. 2 product in dollar volume is 8-ounce Rainbow bath gel from Los Angeles-based Neutrogena Corp.
Bath sundries dollar sales(*)
                                                      % dollar
                            Market    Dollar volume    change
Category                    share      (millions)     from 1991
Bubble baths, liquid         30.6%        $27.2          +5%
Shower gels                  20.7%        $18.4         +36%
Other bath additives         15.7%        $14.0         +24%
Bath oils, liquid            11.2%        $10.0          +2%
Bubbles baths, dry           10.6%         $9.4          -3%
Bath oils, dry                5.4%         $4.8         -20%
Other shower products         5.1%         $4.6         +14%
Bath softeners                0.7%         $0.6         -10%
* For the 12 months through December 1992 in drug stores.
Source: Towne-Oller & Associates (a subsidiary of Information
Resources Inc.).
Bath sundries unit sales(*)
                                                        % unit
                            Market    Unit volume       change
Category                    share      (millions)     from 1991
Bubble baths, liquid         40.8%         12.6          +12%
Bubble baths, dry            15.0%          4.6           +7%
Shower gels                  13.2%          4.1          +64%
Bath oils, dry               10.0%          3.1          -17%
Other bath additives          7.5%          2.3          +31%
Other shower products         6.4%          2.0           -7%
Bath oils, liquid             6.1%          1.9          -13%
Bath softeners                1.0%          0.3          -12%
* For the 12 months through December 1992 in drug stores.
Source: Towne-Oller & Associates (a subsidiary of Information
Resources Inc.).
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Publication:Chain Drug Review
Date:Mar 1, 1993
Words:556
Previous Article:Drug chains try out various approaches.
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