COOKING & STORAGE BAGS; GARBAGE BAGS; FACIAL TISSUE; DISPOSABLE DIAPERS; ADULT INCONTINENCE PRODUCTS (CHARTS)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

1 1 Ziploc 271.3 16.1 41.8 40.2

2 2 Glad-Lock 142.9 22.6 22.0 20.0

3 3 private label 124.7 7.3 19.2 20.0

4 4 Glad 45.4 -6.3 7.0 8.3

5 5 Reynolds 25.6 8.3 3.9 4.1

6 6 Baggies 19.7 -4.3 3.0 3.5

7 7 Sure-Seal 5.0 -59.3 0.8 2.1

8 12 Ziploc Snack Bags 3.8 551.2 0.6 0.1

9 8 generic 2.7 -13.2 0.4 0.5

10 9 Good Sense 2.7 -9.8 0.4 0.5

Total cooking & storage bags 649.6 11.7 100.0 100.0

Dollars are in millions for 52 weeks ended July 23, 1994. Dow Chemical Co. retains the lock on the cooking and storage bag market with its Ziploc brand. Supported by ads featuring "Fingerman," Zip-loc increased sales and share of its main line while branching out into clever extensions like perforated veggie bags and tiny-size Snack Bags.

1 1 private label 109.5 2.9 22.8 23.4

2 2 Glad 93.3 2.0 19.4 20.1

3 3 Hefty Cinch Sak 58.6 7.5 12.2 12.0

4 4 Glad Handle-Tie 43.2 13.7 9.0 8.4

5 5 Hefty 33.9 4.8 7.0 7.1

6 6 Glad Drawstring 32.6 9.7 6.8 6.5

7 7 Ruffies Color Scents 25.0 -9.5 5.2 6.1

8 10 Ruffies Sure Strength 11.9 54.5 2.5 1.7

9 8 Good Sense 9.6 -21.8 2.0 2.7

10 18 Hefty Basics 8.4 197.4 1.7 0.6

Total garbage bags 480.9 5.7 100.0 100.0

Dollars are in millions for 52 weeks ended July 23, 1994. Consumers respond to real product improvements: Witness First Brands Corp.'s Glad Handle-Tie and Drawstring, and Mobil Corp.'s Hefty Cinch Sak, which by making garbage chores easier helped stunt growth of private-label bags-though store brands stayed atop the heap.

1 1 Puffs 298.7 1.4 27.8 28.1

2 2 Kleenex 285.7 1.6 26.6 26.9

3 3 private label 124.7 1.1 11.6 11.8

4 7 Kleenex Ultra 86.3 38.7 8.0 5.9

5 6 Scotties 77.7 14.3 7.2 6.5

6 4 Kleenex Softique 66.2 -18.0 6.2 7.7

7 5 Kleenex Boutique 65.5 -3.8 6.1 6.5

8 8 Puffs Posh 20.7 15.1 1.9 1.7

9 9 Kleenex Casuals 11.7 -17.0 1.1 1.4

10 10 Soft 'N Gentle 10.1 24.7 0.9 0.8

Total facial tissue 1,073.6 2.6 100.0 100.0

Dollars are in millions for 52 weeks ended July 23, 1994. Kimberly-Clark Corp. blesses consumers for liking lotion-coated Kleenex Ultra. But the brand seemed to cannibalize sales of other Kleenex lines, particularly Softique and Casuals. Scott Paper's Scotties and Fort Howard Corp.'s Soft 'N Gentle appealed to bargain hunters.

1 1 Huggies 1077.6 4.0 29.6 28.6

2 2 Pampers 885.3 -9.5 24.3 27.0

3 3 private label 638.8 20.5 17.6 14.6

4 4 Luvs 455.5 -6.6 12.5 13.4

5 5 Pull-Ups 338.6 -12.7 9.3 10.7

6 6 Fitti 52.6 19.7 1.4 1.2

7 7 Cozies 39.1 3.9 1.1 1.0

8 8 Baby's Choice 31.2 0.7 0.9 0.9

9 9 Drypers 24.6 -11.9 0.7 0.8

10 53 Pampers Trainers 23.5 NA 0.6 0.0

Total disposable diapers 3,638.4 0.3 100.0 100.0

Dollars are in millions for 52 weeks ended July 23, 1994. Private-label diaper marketer Paragon Trade Brands continues to give category leader P&G fits; private-label sales rose 20% in the last year, while P&G's Pampers and Luvs continued to slide. Disposable training pants from Huggies and Pampers now have a 10% share.

1 1 Depend 161.4 11.2 44.1 45.5

2 3 private label 72.3 27.5 19.8 17.8

3 2 Serenity 64.8 3.9 17.7 19.5

4 5 Poise 30.5 210.0 8.3 3.1

5 4 Attends 27.6 -13.3 7.6 10.0

6 7 Entrust 2.5 -22.9 0.7 1.0

7 6 Suretys 2.1 -63.4 0.6 1.8

8 26 Prescription Plus 1.3 NA 0.3 0.0

9 8 Curity 1.0 -14.0 0.3 0.4

10 9 Sure Care 0.7 -23.3 0.2 0.3

Total adult incontinence prods 365.9 14.7 100.0 100.0

Dollars are in millions for 52 weeks ended July 23, 1994. Are private-label incontinence products beginning to have the same impact in this category as they've had in diapers? While private-label sales boomed, Kimberly-Clark's Depend and P&G's Attends did not match category growth; P&G is expanding the Attends line.

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