Shower gels score biggest dollar gains in 1992.
Liquid bubble baths continued to be the most popular product type accounting for 30.6% of dollar sales in the bath and shower category last year ($27.2 million), up by 5% from $25.9 million in 1991.
Shower gels showed the biggest gains. Sales of the products were up by $4.9 million to $18.4 million in 1992, a 36.3% rise over the previous year. Gels had a 20.7 share, up from 16.7% in 1991.
Sales of such miscellaneous bath and shower products as therapeutic additives rose 24% in 1992 to $14 million, up from $11.3 million.
Amid the overall improvement the performance of some bath and shower products sank. "Dry" bath oil spray volume fell the farthest, plunging 20% to $4.8 million in 1992, compared with $6.1 million the year earlier. (So-called dry oils are ones that are absorbed quickly through the skin.)
Bath softeners also suffered: volume declined to $600,000 from $700,000 in 1991. In addition, sales of dry bubble bath edged downward last year to $9.4 million from $9.7 million in 1991.
Changes were even more dramatic in terms of units. Shower gel sales soared to 4.1 million units in 1992, up 64% from 2.5 million units the year before.
Miscellaneous bath additives increased 31% to 2.3 million units last year. Bubble bath liquids were up 12% to 12.6 million units over the same period.
The top-selling SKU in drug stores in terms of units is ChesebroughPond's Inc.'s 15-ounce regular and vitamin E Vaseline Intensive Care bath beads. That is followed by Andrew Jergens Co.'s 1.75-ounce Actibath, bubbling therapeutic bath product.
In dollar sales a different therapeutic product is No. 1: 12-ounce, eight-pack Aveeno, a colloidal oatmeal soaking agent from the Rydelle Laboratories division of S.C. Johnson & Son Inc.
The No. 2 product in dollar volume is 8-ounce Rainbow bath gel from Los Angeles-based Neutrogena Corp.
Bath sundries dollar sales(*) % dollar Market Dollar volume change Category share (millions) from 1991 Bubble baths, liquid 30.6% $27.2 +5% Shower gels 20.7% $18.4 +36% Other bath additives 15.7% $14.0 +24% Bath oils, liquid 11.2% $10.0 +2% Bubbles baths, dry 10.6% $9.4 -3% Bath oils, dry 5.4% $4.8 -20% Other shower products 5.1% $4.6 +14% Bath softeners 0.7% $0.6 -10% * For the 12 months through December 1992 in drug stores. Source: Towne-Oller & Associates (a subsidiary of Information Resources Inc.). Bath sundries unit sales(*) % unit Market Unit volume change Category share (millions) from 1991 Bubble baths, liquid 40.8% 12.6 +12% Bubble baths, dry 15.0% 4.6 +7% Shower gels 13.2% 4.1 +64% Bath oils, dry 10.0% 3.1 -17% Other bath additives 7.5% 2.3 +31% Other shower products 6.4% 2.0 -7% Bath oils, liquid 6.1% 1.9 -13% Bath softeners 1.0% 0.3 -12% * For the 12 months through December 1992 in drug stores. Source: Towne-Oller & Associates (a subsidiary of Information Resources Inc.).