Scent, moisturization determine bath product purchases

When buying bath and shower products, shoppers tend to choose products based mainly on scent and moisturization, according to a Mintel survey. Furthermore, men are increasingly opting for body wash in lieu of bar soap.

According to SymphonyIRI Group data, sales of body wash rose about 7% at food, drug and mass (excluding Walmart) for the 52 weeks ended Nov. 27. Taking the top spot, according to the data: Axe body wash for men.

According to Mintel, men between 18 and 34 years of age reported the highest usage of body wash at 58%, compared with 50% of those ages 35 to 54 years and 42% of those who are 55 years and older.

With the growing trend of body wash among both men and women, it isn’t surprising that sales of scrubbers and massagers also are on the rise, and that growth is expected to continue, climbing by 63% through 2015, according to Mintel.

The article above is part of the DSN Category Review Series. For the complete Bath Buy-In, including extensive charts, data and more analysis, click here.