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Body Wash Exceeds The Soap Bar For The First Time

  • Ad Age, Monday, February 15, 2010 10:22 AM
Body wash outsold bar soap for the first time last year in food, drug and mass outlets tracked by Information Resources Inc., Jack Neff reports, defying skeptics who thought that the American male "was profoundly pouf-averse."

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%.

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