BAR SOAPS (CHART)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

Bar soaps

1 1 Dove $226.9 2.8 15.7 16.1

2 2 Dial 189.5 17.4 13.1 11.8

3 3 Zest 130.8 12.1 9.1 8.5

4 4 Lever 2000 119.5 13.2 8.3 7.7

5 5 Ivory 100.4 0.2 7.0 7.3

6 6 Caress 85.3 -0.6 5.9 6.3

7 7 Irish Spring 82.1 5.6 5.7 5.7

8 8 Coast 64.4 -4.8 4.5 4.9

9 15 Oil of Olay 57.5 123.3 4.0 1.9

10 9 Safeguard 57.0 1.6 4.0 4.1

Total bar soaps 1,441.4 5.1 100.0 100.0

Dollars are in millions for 52 weeks ended Aug. 13, 1994.

Oil of Olay's strong debut in bar form gave Procter & Gamble Co. needed good news, as the soap giant's Ivory and Coast struggled. Lever 2000, Unilever's new star, continued to gain share, though strong ads and an anti-bacterial push buoyed Dial Corp.'s cornerstone brand.

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