The $4.05 billion bath and shower category in the United States has certainly changed over the years. Technology, fashion and consumer demand have all played a part in the category's remodel, increasing product variety and functionality more than ever. Bathing is no longer just a necessary method to get clean but is a personal experience, as the influx of aromatherapy, emollient, moisturizing, combination and at-home spa products can attest to.
These changes are most notable in the mass sector because "liquid soaps and body washes claiming moisturizing, emollient or aromatherapy benefits were primarily limited to premium and specialty brands ... however, 2000 and the years thereafter saw a growing number of mass market manufacturers also entering the fray with their own value-added offerings," states Euromonitor in its report "Cosmetics and Toiletries in the United States," published last July.
Such natural additives as aloe vera, vitamin E, tea tree oil and other vitamins and botanicals have increasingly found their way into soaps as well in an effort to reach consumers looking for multifunctional products.
This "masstige" phenomenon, as well as manufacturers' strategy of targeting specific demographic groups (specific age, gender and ethnicity) in the bath and shower market, has certainly brought about increased product variety and affordability to the more-informed-than-ever consumers who are constantly seeking--in the words of "U.S. Market for Bath and Shower Products," published by Packaged Facts in November 2005--"hygiene, convenience, aesthetic …
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