U.S. category takeovers

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P&G's Iams achieved leadership within three years of launch into mass retail in 2000-the brand had been established in specialty channels for decades.

P&G's Always took 10 years to overtake Kimberly-Clark Corp.'s Kotex in the 1980s and '90s.

K-C's Huggies took more than 15 years to overtake P&G's Pampers following its launch in the late 1970s.

P&G's Pert brand took leadership of the highly fragmented hair-care market in 1990 only three years after its restage as a shampoo-conditioner.

P&G's Pantene, a department-store brand that shifted to mass in 1991, took hair-care leadership three years later.
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