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What’s Next for Bath and Body Care?

By: Carrie Lennard, Euromonitor International
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.

page 3 of 3

Anti-cellulite products are proving more successful in emerging regions where they are still a relative novelty. Latin America and the Middle East/Africa are still seeing strong performances, with 18% and 12% value growth, respectively, in 2009. Despite this, scepticism in key markets such as the U.S. and the U.K. is harming sales of firming/anti-cellulite products overall.

Outlook: Mass Market Will Continue to Drive Sales

The market will continue to be driven by mass and masstige launches. Premium-priced bath and body care products are set to continue to see subdued global growth rates, caused primarily by continued reductions in consumer spending. Although the global economy is showing signs of recovery, consumers will continue to be attracted by budget products. As a result, the premium bath and shower segment is set to add just $175 million in absolute global growth 2009–2014. Absolute growth in bath and shower 2009–2014 ($3.7 billion) will be less than half that seen 2004–2009 ($6.5 billion), just as absolute growth in body skin care products will be greatly reduced. Because of this, manufacturers will have to work harder than ever to convince consumers not to simply buy the cheapest products available. Strong innovation and USPs will be the key to maintaining value growth.

Carrie Lennard is a research analyst at Euromonitor International.