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Article: Diapers: Trouble in babyland gets response.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- June 24, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Kimberly-Clark Corp. is making the latest move in an increasingly competitive U.S. diaper and training pants market as it begins this week shipping what it bills as a major improvement to Huggies Supreme diapers.
The Huggies Supreme relaunch, coming less than six months after Procter & Gamble Co. relaunched its Pampers Premium lineup as Pampers Baby Stages of Development, marks a step-up in new-product activity after what many retail executives describe as a multiyear lull.
During that lull, private-label brands chipped away at the market, primarily stealing share from P&G. Private label for full-year 2001 held a 17.8% share, up nearly 2 points from ...