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Articles by Anne-Marie Kennedy
Category expected to regain sales as U.S. economy improves.
Thanks in part to aggressive marketing and streamlined product lines from leading brands and retailers, consumers who curtailed their purchase cycles and refrained from testing new products during the recession are back and ready to spend.
The bad news is that data from Chicago-based SymphonyIRI Group indicates a 2.8 percent drop in dollar sales and a 3 percent drop in units sold for the total diaper category (which includes disposable diapers and disposable training pants) for the 52 weeks ended Feb. 20, 2011. SymphonyIRI’s data include supermarkets, mass merchandiser outlets but exclude Wal-Mart.