Body-wash sales grew 5% last year in those outlets while bar soap was up 1.4. But Neff points out that the numbers exclude Walmart, club and dollar
stores where there may be a higher bar-to-liquid ratio.
Overall, Neff writes, body wash is a hotly contested market with four companies -- Unilever, P&G, Colgate and Henkel - maintaining double-digit shares. In addition, Johnson & Johnson has a 7.4% dollar share; Beirsdorf (Nivea), 3.7%, and Alberto-Culver (St. Ives), 3%.