MONTVALE, N.J. -- Several retailers, including A&P, based here, plan to extend their line of private-label bath products geared toward children, due to the success of their existing line of 2-in-1 "tearless" shampoos/conditioners. A line of body washes for kids will be unveiled in December.
With five flavors like apricot, banana, cherry almond, punch and watermelon, the 2-in-1 shampoos/conditioners were successfully rolled out to retailers such as A&P, Cincinnati-based Kroger, Ahold's Stop & Shop, Quincy, Mass., and Finast Friendly Markets, Maple Heights, Ohio, almost a year ago.
"The bath line has been such a trend, it only makes sense," said a source at A&P. "L'Oreal came out with the kids' line, and now everyone has tried to copy them."
Kathy Conrad, health and beauty care manager at a Finast Friendly Markets, Cleveland, said kid-friendly bath products are popular because it's a natural stepping stone. "Consumers buy baby products because of their gentleness, and then the next step is kids' products," she said. Conrad said the private-label shampoos are priced at $2.49, compared to L'Oreal's $2.99.
Royal Klein, director of private-label manufacturer Custom Health Care, a division of Lander Co., based in Englewood, N.J, said children's bath products are popular because of their novel and amusing aspect to kids, especially in the 8-to-12 age range. "Today's products are actually fun, in regards to graphics, flavors and packaging."
When the line is extended to kids' body washes, three stockkeeping units in punch, orange and berry flavors will be merchandised in supermarkets. They will be priced between $2.29 and $2.49.
The A&P source told SN that consumers try private-label products and find that the "quality isn't much different, or the quality is even better, than brand names."
Due to the tremendous growth of children's bath products over the past year, Klein said that the line could extend even further, such as a bubble bath line. Other HBC kids products include suncare items, over-the-counter cold remedies and vitamins.