Bath Additive Trends & Insights: Gen Z

Written by Lebermuth | Mar 11, 2022

According to Mintel, the U.S. Soap, Bath, and Shower products market is estimated to exceed $9.0 billion in 2020 retail sales, an increase of 39.9% from 2019.

Source: Mintel Soap, Bath and Shower Products, US, February 2021

Conscious consumers

Often dubbed “Generation Green,” Gen Z are eco and socially-conscious consumers who place an emphasis on sustainable and ethical products and practices. They
strongly believe in a brand’s social responsibility and its environmental impact.

Eco-ethical claims will continue to increase in soap, bath, and shower product launches, as resources become limited, and Gen Z continues to expect them.

Gen Z purchasing attitudes and behaviors

Percentage of responders who said that it is "extremely" or "very" important that companies implement programs to improve the environment.

Bath additives usage

Showers are traditionally more convenient than baths because of individuals’ busy schedules. According to Mintel’s 2020 research, 31% of adults agree they only take baths when they need to relax, while 20% do not take baths. However, as mentioned, the pandemic changed consumers’ behavior and consumers are bathing more to relax. Consumers of all genders and ages add a variety of bath additives such as bath bombs as well as bath salts and soaks to create a relaxing bath experience.

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Sources: Mintel

https://www.lovebeautyandplanet.com/us/en/body/products/beloved-bath-bombs.html
https://www.lushusa.com/bath/bath-bombs/tobys-magic-cow/9999905923.html
https://edinamag.com/edina-teen-entrepreneurs-launch-bath-bomb-business-da-bomb
https://www.wonderlandmagazine.com/2021/11/18/stranger-things-merci-handy/
https://www.revolutionbeauty.us/i-heart-revolution-x-fruity-pebbles-bath-crystals/13209819.html
https://www.thecureist.com/

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