The ethnic category is perhaps now undergoing the most seismic changes it has experienced in the past 20 years. The opportunity to better serve multicultural consumers has retailers brimming with excitement, but perplexed at the same time.
As more millennials start to have babies, retailers from coast to coast are targeting these new parents with an array of natural and technologically-advanced products, and a more “mom-friendly” baby care offering.
Oral care is exhibiting growth at mass, with dollar sales in most sub-categories showing somewhat of a bump or a marked upswing. But popular whiteners declined 5%, which buyers attributed to overloading of the category and less expensive choices that dragged down dollars.