Dial antibacterial soap generated sales of $100.4 mil., a 14.6% increase in the third quarter, the company reported Oct. 20. Through nine months, Dial soap sales increased 13.3% to $294.5 mil. Dial liquid, bar and body wash represent about 26.2% of overall sales.

Bar soap unit sales are up 17% for the 13-week period (ended Sept. 27), Dial Corp. Chairman and CEO Malcolm Jozoff reported, citing data from Chicago-based Information Resources, Inc. During a securities analysts conference call Oct. 20, Jozoff said Dial liquid soap consumption rose 8%, and Dial body wash sales more than doubled.

Dial brand sales have grown 14% year-to-date and consumer uptake of the antibacterial products "continue to outpace the category," Jozoff continued. The brand's volume growth was 13% more than total category growth for the past 13 weeks and up 11% compared to 7% for the category for the 52-week period, the Dial exec reported.

The company continues to attribute growth to its "power brand" strategy; Dial sells its bar, liquid and body wash products for the same price. "The result is a more efficient promotion of the brand, as only one trade ad and price point are required to promote the products," Jozoff explained. "This strategy also facilitates consumer merchandising by promoting switching between products," he added.

The firm's second quarter introduction of Dial Spring Water bar "has far exceeded the company's expectations," with the soap achieving a 1.2% volume share of the high-impact fragrance category in its first quarter on the market, Jozoff said.

Dial continued its efforts to boost advertising on the antibacterial soap in the third quarter. The firm has spent as much on its marketing efforts year-to-date as it did in 1996 and 1997 combined, Jozoff told analysts. The Dial brand ad budget totaled $15 mil. through the first half.

Consolidated sales for the quarter rose 15% to $383.9 mil. Net income was up 19% to $26.7 mil. Through nine months, consolidated sales increased 9% to $1.1 bil., and net income grew 23% to $75.2 mil.

Dial Brand Sales Up 14.6% To $100.4 Mil. In Third Quarter

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