In a white paper just released by the firm, analysts note that product launches have seen success when they tap into the two key trends of increasing positive attitudes to people’s bodies, and providing full hygiene-maintenance properties.
“As times continue to become more and more hectic and stressful for a lot of people, consumers tend to search for products to increase the wellness and well being factor at home,” the firm notes.
Clean consumers
According to the analysts, consumers in Germany will continue to place an importance on this trend, and there is room for the category to further leverage this enthusiasm by bringing in naturals.
“Products to support these trends, especially in a natural way, are expected to show continuous positive development over the forecast period,” they confirm.
Analysts at fellow firm, Companies and Markets Research, confirm the trend is fueling personal care growth, noting it’s also feeding into beauty device sales.
“Personal care appliances are generally perceived as important personal grooming tools which make a positive contribution to the overall wellbeing of those who use them,” they note.
Key players
In 2013, Unilever pipped domestic giant Beiersdorf to the top spot in the bath and shower category with a 17% market share, following its merger with Sara Lee.
This can be attributed to the huge popularity of some key former Sara Lee ranges, such as Badedas and Duschdas, which remain very popular among German consumers, and drove the multinational into first place for sales.
For brands looking for further growth opportunities, the health and wellness trend looks set to continue to offer profitable avenues for personal care brands, and Euromonitor recommends the products offer specific functionality.
Those products which can offer such claims as relaxing, caring, sensitive-friendly, are likely to perform well in the period ahead.