With the trend toward healthy eating, brands like Growing Healthy and the organic Earth's Best have reaped big benefits. The Growing Healthy line of all-natural frozen baby food expanded its distribution nationwide and gained control of the No. 7 spot in the category.
BABY BOTTLES & NIPPLES
Product innovation and design are still driving sales in the $178 million category. Johnson & Johnson stymied the competition with the introduction of its new Baby Healthflow bottle; the product captured a 5.4% share and sent Munchkin plummeting to No. 6.
With the innovative Diaper Genie diaper disposal and disinfectant system, Mondial Industries managed to capture 5.9% of market share this year to win the No. 6 spot. Safety 1st, manufacturer of crib lights and bath seats, moved up the ladder from No. 5 to the No. 3 spot.
Shopping for price seems to be the consumer's prerogative in this category. Low price contenders such as private labels are nipping at the tail of powder leader Johnson & Johnson, shaving more than 3 points from its market share. Private labels gained 1.2 share points.
Johnson & Johnson was knocked off its throne as king of baby oil, falling to every national brand's most frightening nightmare-the private label. And premium private label Good Sense managed to increase its sales by a whopping 127.6%, earning a No. 6 slot.
Pfizer's Consumer Healthcare division's Desitin continues to lead the category, seeing 3.8% sales growth for a 42.8% market share. Pfizer also pushed its new Daily Care, its lower priced alternative in the category. The product's sales grew a tremendous 618.2% to win the No. 5 spot.
BABY BATH PRODUCTS
Last year Suave introduced its new Baby Care line and won the No. 3 spot in a category dominated by market leader Baby Magic, with 61.8% share. But Baby Magic's lead slipped by 2 share points. In its advertising, Suave has positioned itself as the low price alternative.