with 45 percent of men owning a hair
clipper. For trimmers the market penetration is higher, at 65 percent. “Even
men who don’t have beards have
trimmers for sideburns,” he says.
;e challenge is to get grocery retailers to stock the more premium
items. Yde notes that some chains want
more of the $14.99 items than the new
stainless steel Lithium Ion Groomer that
retails for about $60.
According to IRI, a Chicago-based market research ;rm, for the 52 weeks ended Nov. 1, multi-outlet sales for grooming supplies totaled nearly
$330.4 million, up 0.9 percent compared to the same
period the previous year. In supermarkets, sales totaled
nearly $34.4 million, up six percent. In multi-outlet stores
the average price per unit was $7.17, and in supermarkets the
average price per unit was $5.85.
Grocery consumers are looking for value, says Tim Stapleton,
president of U.S. sales for Big Time Products, based in Rome, Ga.
“;e consumer doesn’t want the least value items,” he says. “A great
price with low quality is not really the answer to consumers’ needs.”
Big Time recently launched So; Scrub Premium Fit gloves,
which have anti-microbial protection and are designed to be tougher and thicker than typical reusable latex gloves. ;e gloves are available in blue and have a slender ;t.
Stapleton notes that supermarkets are using a “better, best” merchandising strategy because shoppers, mostly women, want one-stop
shopping and they also want high-quality products. “If they buy
something and they don’t like it, they are going to tell people on social
media,” he says.
Cleaning product sales remain steady. According to IRI, sales of sponges
totaled more than $421.1 million in multi-outlet stores, up more than
two percent. In supermarkets, sales of sponges totaled more than $153.5
million, up 0.9 percent. Sales of mops and brooms were up 1.7 percent in
multi-outlet stores, surpassing $2 billion, and in supermarkets mop and
broom sales were up 1.6 percent, to more than $488.5 million.
Consumers are looking for assortment, says Michael Silverman, se-
nior vice president of marketing for Butler Home Products, based in
Marlborough, Mass. “Not all consumers have one way to clean and
they want the product that they want,” he says. “Our expanded assort-
ments allow for that.”
Butler has several new products. ;e Dawn Wiping Sponge is a
larger format cellulose sponge designed for cleaning countertops
and tables. ;e Clorox Spin Dry Mop and Bucket system is an all-in-
one solution for mopping. In the lint category, Butler is expanding
the Belle Vie lint roller line with spring patterns, and in the pet cat-
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