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The Rebuilding of Bar Soap

By: Abby Penning
Posted: June 29, 2010, from the July 2010 issue of GCI Magazine.

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As the economy continues its climb back toward post-recession level, Howard and Devine note that some backslide to national brands will likely be inevitable. The maintaining a state of increased consumers interest—as well as increased innovation and satisfaction with FDM private label bar soap lines—is current goal for manufacturers.

“Providing innovative solutions that reach the shelf via price points that are enticing to the consumer is always a challenge, but you need to continue to be innovative in order to stay viable in the marketplace,” says Howard. “It's also important to look at innovation in terms of business processes—we’re always looking to improve in that regard and reduce any additional costs out of the supply chain that can then be passed along down to our customers and their consumers.”

That maintenance of a healthy, consumer-friendly business model is only benefiting bar soap at this point. “There is a healthy development across the board in bar soap these days,” says Howard. “That wasn’t the case three years ago, and now some of the larger brand owners are even beginning to investigate bar soap again.”

Rebuilt and Better

The trend of FDM stores innovating and promoting their own private label lines has also began to spill over into other industry segments.“More consumers deciding to spend more of their dollars in the FDM market segment also encourages FDM stores to increase their presence in other categories,” says Howard. Twincraft has FDM growth in other personal care products categories as well, notably lotions, hair products and even liquid soaps.

Because, when seeking out quality, consumers will take it wherever they can find it—proven by the increase in bar soap sales during the past few years. “People are willing to spend the money,” Devine says, “but you have to give them a product that works.”