Menards paper towel sales plunge as competitors out-price it
Menards has been in a long, hard struggle to find a niche that appeals to women, but this is changing as more men’s products and services come online.
This week, Menards announced that its new paper towels are now sold in grocery stores, online and at home.
Menards is hoping that the new strategy will lead to increased sales and more women purchasing its paper towels.
It’s the latest example of the company’s growing pains with the men’s market, and the fact that it hasn’t had the benefit of more women buying its paper towel is a problem that may continue to linger.
“The market is saturated,” said Andrew Wojcicki, Menard’s director of marketing.
“Our customers are increasingly demanding more from us.”
The company has long struggled to appeal to women with its products, and a report released by consumer research firm NPD Group last year found that Menards’ sales were stagnant for three years.
It had already lost more than a million of its male customers.
Menards made headlines this year after a report that the company had begun sending men to a rehab center for a variety of health problems including heart problems and high blood pressure.
In addition to its paper-based products, Menords is also getting ready to roll out a new line of men’s towels in the U.K. for the first time in history.
The new line, called Menards Paper Towels Plus, will be available in stores and online beginning next year, according to a release from Menards.
Menard will also begin selling men’s paper towels in grocery and pharmacy stores.
Menards has struggled with declining sales of its paper products in the past year and has been struggling to attract more women.
The company’s share price fell 25% in the last quarter of 2016.
“Our female customers have grown increasingly concerned about their health and well-being, so we wanted to make sure that we had the best products for them,” Wojcik said.
The Menards women’s paper towel line will be priced at $6.99 and will be sold at grocery stores in Menards markets across the U, Canada and U.S. Menands Paper Towel Plus will also be available at home and online in Menands stores.