Progressive Grocer Product

Summer 2015

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NON-FOODS category average promotional activity, according to IRI. In beauty and personal care – in particular the hair care segment – notable innovation helped drive growth as Hair Conditioner increased 4.7% and Shampoo 3.9%. Despite many recessionary habits still lingering, including at-home beauty treatments instead of expensive salons and spas, Hair Coloring slipped slightly, down 0.6%. Shampoo/hair Conditioner • Herbal Essences Naked Collection ($34.6)— Shampoo, Hair Conditioner, Hair Styling Gel/Mousse • Garnier Fructis Damage Eraser ($32.9)—Shampoo, Hair Conditioner • PANTENE PRO-V Smooth ($30.1)—Shampoo, Hair Conditioner • Suave Professionals Natural Infusion ($27.9)—Hair Conditioner • Dove Advanced Hair Series ($21.1)—Shampoo, Hair Conditioner Source: IRI New Product Pacesetters; Year-One Sales, MULO, $ Millions Consumers continue to show a commitment to taking care of themselves, their kids and their pets. The pet care market is signifcant as pet owners commit to healthy and clean lifestyles for their furry and feathery friends. The cat/dog litter category saw dollar sales increase 4.8%, despite volume down 1.0%, according to IRI. Three cat litters are among the top 10 non-food launches, capitalizing on opportunities around bringing convenience, power and simplicity to one of life's less pleasant household chores. Like Nasacort, Tidy Cats Lightweight also commands a premium price. Again, the brand justifes the premium by keenly focusing in on key consumer needs and wants: it is half the weight of traditional litters, dust-free, easily scoopable, and it provides long-lasting odor protection. • ARM & HAMMER Clump & Seal ($103.5) • Tidy Cats with Glade ($81.4) • Tidy Cats LightWeight ($62.5) Source: IRI New Product Pacesetters; Year-One Sales, MULO, $ Millions merChandiSing matterS Non-foods was the only department in which the top- promoted products were fairly consistent with the overall breakdown of category share of promotions, according to Solon, Ohio-based ECRM Data Ad Comparisons analysis.

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