Essential oils now mainstream in wellness aisle

Mass market health buyers seeking to sniff out the latest niche opportunity in the vitamins, minerals and supplements aisle may need to look no further than the tip of their nose. Aromatherapy is becoming hot within mass now, as evidenced by the number of players who have entered the market. For example, EO Products recently announced a partnership between its Everyone line of personal care products and Target that brings Everyone Aromatherapy products to more than 1,500 Target locations.

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EO’s nationwide rollout will see the launch of eight scents in the wellness category.



And GuruNanda launched its own line of eight aromatherapy Essential Oil Blends in Walmart in April. “We’ve taken the guesswork out of aromatherapy with these blends that combine carefully selected ingredients to maximum effect,” said Puneet Nanda, president of Healthland, maker of GuruNanda products.



So why is aromatherapy so hot all of a sudden? “Aromatherapy is one of the fastest-growing trends in wellness today,” Scott Rudolph, CEO of Piping Rock Health Products, told Drug Store News. Piping Rock is one of the trailblazers in this newly optimized mass segment. “There are extremely strong upward trends in the essential oil marketplace — we are seeing over triple digits,” he said. “Aromatherapy has now become mainstream, and consumer awareness is growing. This segment is strongly influenced by family and friends, with word-of-mouth as a driving force.”