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U.S. Retailers Plan To Upgrade Quality Of Private-Label Toilet Paper

February 26, 2013: 12:00 AM EST
Leading retailers in the United States, including Kroger Co., Supervalu Inc., and Wal-Mart Stores, are planning to upgrade the quality of their store-brand toilet paper using a process that used to be almost exclusively used by Procter & Gamble, Kimberly-Clark, and other major manufacturers. Such a move is expected to help private labels grab a bigger share of the $8.8 billion toilet paper market in the United States. Since 2007, sales of private labels have increased three times faster than the overall toilet paper market to $1.5 billion in 2012, according to Euromonitor Inc. This helped store-branded toilet paper to grow its share of the market from 13.1 percent to 17.6 percent.
PAUL ZIOBRO, "Toilet-Paper Wars: Store Brands to Compete With Charmin, Cottonelle", Wall Street Journal, February 26, 2013, © Dow Jones & Company, Inc
Private Label
Marketing & Advertising
North America
United States of America
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Marketing & Advertising
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