Christine Esposito, Associate Editor01.25.16
Delivering scent, softness and anti-static, the dryer sheet has been a staple of the laundry room for decades. The technology is also touted for other home and lifestyle hacks—think killing winter static in one’s hair, deodorizing the kitchen trashcan or quelling the sounds of squeaky sneakers.
According to IRI data for the 52 weeks ended Nov. 1, 2015, sales of fabric softener sheets sold at multi-outlets rose 2.17%, In this sector, Procter & Gamble is the leading seller by far, accounting for a significant share of this $679.4 million market, with sales of $433.7 million (up 3.74%).
P&G’s hero brand in the category is Bounce, which was first introduced to consumers in 1973. Today, the Bounce stable includes the sheets that started it all as well popular boosters; Bounce Dryer Bars, which were rolled out in 2014, have since been discontinued.
Individual sheet SKUs within the Bounce franchise have fared differently of late. For example, sales of Bounce rose 2.62% and Bounce 4-in-1 sales
According to IRI data for the 52 weeks ended Nov. 1, 2015, sales of fabric softener sheets sold at multi-outlets rose 2.17%, In this sector, Procter & Gamble is the leading seller by far, accounting for a significant share of this $679.4 million market, with sales of $433.7 million (up 3.74%).
P&G’s hero brand in the category is Bounce, which was first introduced to consumers in 1973. Today, the Bounce stable includes the sheets that started it all as well popular boosters; Bounce Dryer Bars, which were rolled out in 2014, have since been discontinued.
Individual sheet SKUs within the Bounce franchise have fared differently of late. For example, sales of Bounce rose 2.62% and Bounce 4-in-1 sales
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