Study: Store brand incontinence supplies spike

Monday, December 31, 2001

CHICAGO - Product innovation and the absence of multiple brand-name competitors are spurring private label adult incontinence product growth, according to a study by Information Resources, Inc.

With 35.7% share, private label's combined channel growth of 18.8% far outpaced the combined channel growth of 5.5% for the total category.

Store brand adult incontinence products in mass merchandisers showed 29.4% growth (to $95.5 million with 42.1% share). Drug store outlets grew private label 12.1% (to $95.4 million with 37.9% share), and supermarkets grew private label 10.9% (to $31.1 million with 21% share).

IRI data shows a 10.6% spread between the average private label incontinence product at $8.47 per unit and the total category at $9.45 per unit. HME