According to Mintel, supermarkets hold 40% of the laundry-detergent category, but sales at "other" venues, including club stores and mass merchandisers, went up 6% between 2005 and 2010, to 55%. "The category for us has always been a challenge because they're offering bundle sizing and very large packaging at an ultra-competitive price," said an executive at Hiller's, which competes by selling locally produced brands.

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