Therapeutic, purpose-driven products drive bath boom

Adult bath products offering a Zen-like experience are bubbling to the surface in mass stores and helping to perk up sales, along with Epsom salt soaks. Consumers are favoring products with a purpose over simply fragrant bath additives. That explains the 26% climb in volume of Dr. Teal’s, which offers a Pure Epsom Salt Soak, along with body wash and foaming bath. It is the No.1 selling SKU in the bath category.

Aromatherapy is booming in bath, with Village Naturals Aromatherapy posting almost 400% sales gains. Sales of Me Bath!, which checks all of the boxes for what consumers want — no animal testing or parabens, vegan and made in the United States — soared 252%, according to IRI. Me Bath! is sold at Target, Walgreens, CVS and Amazon.

To read about how natural products are taking over beauty and skin care, click here.