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Silky Smooth

By: Nancy Jeffries
Posted: November 7, 2006, from the November 2006 issue of GCI Magazine.

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Beraca Ingredients’ recent launch of an açai oil-based ingredient also supports the trend of natural ingredients with benefit. Rain Forest RF4410 is, according to the company, an excellent source of essential fatty acids—linoleic acid, Omega-6 and Omaga-10—and is combined easily in body butters, among other products.

Continued consumer interest in moisturizing benefits, advances in technology and new sources of natural ingredients ensure a silky and smooth future for the bath and body market.

Growth of the Market

The bath and body category has extended its reach from clean and practical to the skin care treatment arena. According to Euromonitor, value sales of bath and shower products grew by 1% in 2005 after four years of declines. Despite the maturity of the sector, manufacturers were able to grow sales through new product development. A Euromonitor report states: “In bath and shower products, manufacturers have faced intense pricing pressure from rival brands, and heightened competition has been apparent between retail distribution channels struggling to remain competitive with discount sellers.” Bath products now offer many value-added benefits, fortifying existing brand lines and generating consumer interest and demand. In addition, according to Euromonitor, value-added products command higher prices than traditional products, driving some value sales growth. The global market in 2005 for bath and shower products was more than $23 billion. This figure includes body wash, shower gel, bar soap, liquid soap, bath additives and talcum powder. High levels of product innovation and increased product segmentation by gender and age are expected to continue to increase, and value sales are forecast to grow by 17% throughout the 2005–2010 period, notes Euromonitor.