Convenience, variety and price have kept the supermarket channel the preferred destination for soap purchases, where it remains the No. 1 nonfood category.
Sales in the channel topped $1.05 billion, growing by more than 4%. That's roughly half of the entire category sold through food-drug-mass, where sales reached $2.06 billion.
Two main factors spurred growth. One was sanitation, highlighted by the surge in sales of hand sanitizers. This subcategory is often merchandised in m