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Industry: Email Alert RSS FeedTop 50 GM brands ranked by 2003 dollar sales
Drug Store News, May 17, 2004
Top 50 GM brands ranked by 2003 dollar sales ([dagger])
Brand Sales * % change
Duracell alkaline batteries $164.3 -6.2%
Kodak Max Flash disposable 91.5 -12.5
camera
Energizer Max alkaline 72.7 -6.1
batteries
Scunci hair accessories 67.6 10.4
Polaroid 600 instant film 63.8 -16.0
Kodak Gold conventional 63.0 -26.5
film
GE light bulbs 52.2 -3.9
Kodak Advantix conventional 49.9 -20.3
film
Duracell all other 47.7 -7.4
batteries
Fuji QuickSnap Flash 44.9 38.0
disposable camera
Kodak Max HQ disposable 43.2 10.8
camera
Scotch household tape 40.5 15.4
Kodak Fun Saver disposable 39.8 55.5
camera
Duracell Ultra alkaline 38.1 -16.1
batteries
Energizer all other 38.1 -11.5
batteries
Kodak Gold Max conventional 35.8 -26.8
film
Kodak Max conventional film 32.5 26.7
Goody hair accessories 26.5 -1.9
L'eggs Sheer Energy 22.8 -14.1
pantyhose
Kodak disposable camera 19.1 50,181.8
Energizer E2 Lithium 17.9 85.8
Pilot pens 17.8 -5.7
Cosmopolitan hair 15.9 -8.6
accessories
Sony V blank video tapes 15.0 -13.9
No Nonsense pantyhose 14.7 -16.4
Kiwi shoe polish $14.7 -0.8%
Scunci Salon hair 14.3 4.2
accessories
Brita water filters 14.2 1.9
Fuji Super HQ conventional 14.0 -39.0
film
Fuji Spectra Xtra 14.0 37.8
conventional film
Bic lighters 13.7 12.2
Kodak Max Zoom conventional 13.1 -12.7
film
L'eggs Silken Mist 12.7 -9.0
pantyhose
L'eggswear socks 12.0 -1.9
Krazy Glue 11.4 0.7
Scunci No Damage hair 11.4 2.9
accessories
Crayola crayons 11.3 -8.4
Crayola markers 11.1 -2.7
Conair hair accessories 11.1 57.7
Maxell GX Silver blank 10.6 -17.8
video tapes
Sanford Sharpie markers 10.0 21.4
Swiffer Wet Jet cleaning 9.7 56.5
tools
Energizer E2 Titanium 9.6 -16.2
alkaline batteries
Duracell EasyTab Zinc 9.6 30.0
hearing-aid batteries
Maxcell Blank CD R 9.5 20.5
Bicycle playing cards 9.1 3.8
TDK Revue blank video tapes 9.0 -10.0
SteriLite household/kitchen 8.8 15.9
containers
Energizer Zinc kit 8.5 2.7
hearing-aid batteries
Paper Mate pens 8.3 -27.0
Brand Comment
Duracell alkaline batteries Private label, value-priced multipacks
have taken a toll on overall category
sales--the category leader
notwithstanding.
Kodak Max Flash disposable New generation of more specialized,
camera situational-use disposable cameras has
cannibalized sales of category leaders
like Kodak Max.
Energizer Max alkaline Rechargeables and batteries for high-
batteries drain electronic devices--not to mention
value packs--have eroded sales for most
premium brands.
Scunci hair accessories Driving innovation into commonplace
items like brushes, combs, barrettes
and hairbands, L&N's Scunci brand
continues to produce.
Polaroid 600 instant film Given the changing photo business, only
instant gratification could explain why
Polaroid is the top-selling film in drug
stores.
Kodak Gold conventional Steady conversion to digital and a re-
film staged Kodak Max film line dragged down
Kodak Gold sales.
GE light bulbs Another measure of chain drug's con-
venience factor--General Electric
accounted for roughly half of $100
million worth of light bulb sales
in 2003.
Kodak Advantix conventional Loyal APS users have kept the Advantix
film brand relevant, even if switch to
digital is driving double-digit
decreases.
Duracell all other Even with the blackout in the Northeast,
batteries battery sales in 2003 fell 6 percent,
affecting both top brands.
Fuji QuickSnap Flash Fuji did a great deal of research to
disposable camera ensure that the QuickSnap would appeal
to consumers--apparently it's working.
Kodak Max HQ disposable Consumers are responding to "sharpest
camera pictures" promise and flash-on-demand
functions.
Scotch household tape Upbeat, colorful "Mad About Plaid"
marketing campaign and packaging
adjustments breathe new life into
75-year-old brand.
Kodak Fun Saver disposable At about half the price of premium
camera one-time-use cameras, clearly the Fun
Saver's strong value proposition is
going a long way with shoppers.
Duracell Ultra alkaline Still a major front-end contributor--
batteries No. 13 overall at some $382.5 million--
alkaline sales were down almost
$20 million ...
Energizer all other ... And few SKUs were able to grow sales
batteries because of it.
Kodak Gold Max conventional Kodak re-staged its film lineup, putting
film "Gold" out to pasture to simplify its
presentation--this $35.8 million
represents sell-through of old stock.
Kodak Max conventional film Recapturing a lot of the momentum has
been the re-staged Kodak Max line
(read: "maximum versatility").
Goody hair accessories Continues to lose share to Scunci,
Conair and others that play up style
and play down price.
L'eggs Sheer Energy The pantyhose business may be down, but
pantyhose at about $160 million, it is far from
out in drug stores.
Kodak disposable camera New specialized disposable cameras like
Digital Plus and Water & Sport sell
for $2 to $4 more than the next-highest-
priced disposable.
Energizer E2 Lithium Thanks to growth of digital photo,
Energizer's E2 lithium battery was key
source of strength in weak year for
battery sales.
Pilot pens Gel-ink pens, comfort-grip and other
premiums have redefined what once was
a very commodity-based business.
Cosmopolitan hair Even the Cosmo name--which L&N licensed
accessories to sell hair accessories--is still no
match for Scunci.
Sony V blank video tapes With the rise of DVDs, not to mention
TiVo and other digital-on-demand TV
services, VHS slowly is going the way
of the Betamax.
No Nonsense pantyhose Again, despite a lack of growth in the
overall category, pantyhose delivers
important foot traffic for drug stores.
Kiwi shoe polish Another solid destination for drug
stores, given convenience factor, and
owns the business with almost 70 percent
of all dollars generated in drug.
Scunci Salon hair Basics like bobby pin multipacks drive
accessories additional growth dollars for Scunci
brand.
Brita water filters Growth has slowed in recent years, but
Brita filters are still a solid
business, even as bottled water
continues to grow.
Fuji Super HQ conventional As remaining rolls of Super HQ sell
film through, attrition should end ...
Fuji Spectra Xtra ... Of course, much of the slack has
conventional film been picked up by Fuji's Spectra Xtra.
Bic lighters At almost $1.5 billion last year,
cigarettes are still the No. 1 category
in drug, and "where there is smoke,
there is fire" ... literally.
Kodak Max Zoom conventional Same old story ... re-staged offerings,
film shift to digital takes their toll on
entire film category, down more than
$30 million in 2003.
L'eggs Silken Mist Certainly fashion plays a role--strappy
pantyhose sandals and pantyhose don't mix well.
L'eggswear socks For a sock to rank among the top 50
highest-volume GM brands, clearly the
brand resonates with women, drug's
core shopper.
Krazy Glue Multiple placements and multiple uses--
not the least of which is repairing
broken fingernails--mean a steady
stream of sales.
Scunci No Damage hair Again, simple solutions drive Scunci
accessories business--a line of elastics and
ponytail holders that promise not to
damage hair.
Crayola crayons As chains make bigger commitment to
toys, it is not surprising that old
standbys like crayons and coloring
books would take a hit ...
Crayola markers ... Still, between crayons and markers
alone, Crayola is strong a brand worth
more than $22 million in drug stores.
Conair hair accessories Premium brush/styling line helped add $4
million in incremental sales to Conair
brand, which owns the hair dryer
business in drug.
Maxell GX Silver blank In the age of DVD, premium blank video
video tapes tapes don't make a lot of sense--those
still clinging to VHS will tend to buy
tapes based on value.
Sanford Sharpie markers More colors, different tip sizes for
different uses continue to drive sharp
spikes in sales growth for Sharpie.
Swiffer Wet Jet cleaning No doubting the role promotion plays
tools here--unit growth was literally twice
as high as dollar growth, suggesting
most bought on deal.
Energizer E2 Titanium Not even Titanium could withstand the
alkaline batteries dent in sales experienced across the
entire alkaline business ...
Duracell EasyTab Zinc ... On the other hand, easier handling
hearing-aid batteries made the EasyTab a strong brand, which
should get stronger as America continues
to age.
Maxcell Blank CD R In terms of recordable media, the buzz
right now is blank CDs--another reason
the professional music industry
continues to suffer.
Bicycle playing cards Licensed offerings, such as Nascor and
Patriotic editions, have helped keep
things interesting for U.S. Playing
Card Co.
TDK Revue blank video tapes Same old story: DVD, TiVo, The Sopranos
on demand, etc. ...
SteriLite household/kitchen Clean designs and expanded distribution
containers have helped grow business in drug for
portfolio of household/kitchen storage
containers.
Energizer Zinc kit Demographics definitely play a role in
hearing-aid batteries the growth of hearing-aid batteries.
Paper Mate pens Rising competition from premium-
positioned gel pens has put the hit
on the old standby ballpoint business.
Source: Information Resources Inc. for the 52 weeks ended
Dec. 28, 2003.
* All sales in millions
([dagegr]) Excludes private label
COPYRIGHT 2004 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2008 Gale, Cengage Learning
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