J&J attributed the decline “largely to changes in consumer habits and fueled by misinformation around product safety and a constant barrage of litigation advertising.”
The consumer and medical goods giant, which makes everything from Tylenol lotions to Aveeno creams, has repeatedly denied the allegations.
The company said on Tuesday that it “remains confident in the safety of Johnson’s talcum baby powder.”
“Decades of scientific research by medical experts around the world support the safety of our product,” the company said in a statement to CNBC. “We will continue to vigorously defend the product, its safety and the unsubstantiated allegations against him and the company in the courtroom. “
Johnson’s Baby Powder accounts for about 0.5% of the company’s total US sales in its consumer unit, according to the company.
J&J relaunched its iconic namesake baby product line in 2018 to reverse the decline in J&J’s baby care unit. Although reliable for decades, the brand had fallen out of touch with consumers, namely millennial moms, who instead opted for cleaner natural products from trendy brands.
Last year, J&J recalled about 33,000 bottles of baby powder in the United States after the Food and Drug Administration said it found traces of asbestos, a known carcinogen, in a bottle purchased online.
J&J later said that it had retested its Johnson baby powder and had found no evidence of asbestos that caused the recall.