Natural, therapeutic help boost bath

After years of lukewarm growth, the bath category is heating up. While it may not return to the go-go years of the 1990s when retailers created specialty shops within their stores, the sales spike helps offset soft fragrance sales.

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Sales of bath products, according to IRI for the 52-week period ended Nov. 1, 2015, in mass outlets, rose 5.3% to $165 million. Scrubbers and massager sales were up almost 2%, and liquid body wash was up 5%.



Four major trends are emerging in the category: the growth of therapeutic items, rising demand for natural lines, more interest in licensed kids’ items and products fusing skin and bath.



The fact that Dr. Teal’s is the No. 1 seller in overall bath is a testament to the power of therapeutic choices. These products are especially important to drug chains where the healthcare image and presence of the pharmacist results in higher sales than other outlets, buyers said. Drug commands about 15% of bath category sales, which could be stretched further with the demand for therapeutic bath.



A drive for more natural ingredients propelled sales of The Honest Co. The brand, which is limited to a handful of mass doors produced growth of 145% for the tracked period. Village Naturals also benefitted from consumer interest in “good for you” bath ingredients as its sales jumped 23%. Ecotools saw a 53% spike in sales as consumers moved to environmentally friendly accessories, too.



Kids’ bath products got a jolt in the arm from the popularity of licensed characters, especially the rebirth of the Teenage Mutant Ninja Turtles, which achieved sales gains of 91% in bath.



The bath also is doing double duty as evidenced by the rapid acceptance of Beiersdorf’s Nivea Shower Body Lotion. Used in the shower, the product also acts as a body moisturizer.



The next big sales spurt could come from a “retro” trend bringing back aromatherapy. “We are seeing demand for oils and other products like that,” said Diana Dolling-Ross, executive director at NYCO Chemists, which operates drug stores in Brooklyn and Long Island.