Personal massager business equals big opportunity, C&D chief says

C&D CEO also notes that competitor Lifestyles has been making significant distribution gains

PRINCETON, N.J. — Church & Dwight will be placing some significant heft behind its Trojan brand in the coming year with the launch of a line of full-sized personal massagers under the Trojan brand.

"This is a category of new white space for our Trojan brand to enter," James Craigie, C&D's executive chairman, CEO, interim president of domestic personal care division and member of executive committee, told analysts during a conference call Thursday. "It represents a major launch-and-growth opportunity because we estimate that the total vibrations category currently has up to $1 billion in retail sales with no clear branded leader," he said. "Our total Trojan vibrations business had a 35% increase in gross sales in the second quarter versus a year ago, and achieved a record quarterly share of over 61%, up 6 points versus a year ago."

Craigie affirmed that the company's market-leading Trojan condom business is faring well despite the slight loss of market share year-to-date. "Quite honestly, the competition's coming from the Ansell [Healthcare Products] company," he said. Ansell fields the Lifestyles brand of condoms and intimacy health products. "They've had some gains in distribution … that have cost a couple of tenths [of share] off us." With regard to Durex, recently acquired by Reckitt Benckiser, there's been no sign of any increased activity, he added.

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