Beauty and wellness are overlapping consumer passions now more than ever. And many shoppers today are on the lookout for “more authentic and natural remedies,” as Laureen Schroeder of Bespoke Beauty Partners notes; which is exactly what’s driving growth in the $154m Epsom salt market, she tells Cosmetics Design.
Schroeder believes that Epsom salt is poised to become “a bath ritual for a new generation.”
Bath merchandise
It is a personal care product opportunity for store brands in particular, according to Schroeder. “Savvy shoppers,” she explains, “understand the value of store brands and see little difference between national brands and store brands in this category, except a better value for their hard earned dollar.”
Data indicates Epsom salt is a category store brands can own. “In the US, store brands currently own over 56% of the dollar share and [that figure is currently] growing [at] 17% versus last year,” according to Schroeder.
She points to Shoppers Drug Mart in Canada as a retailer that’s branding and merchandizing Epsom salt to good effect. “They carry a large selection of Epsom salts in their Life store brand and exclusive Bath Retreats brand,” she explains. And, “they dual merchandise the product successfully in both their specialty bath and first aid sections.”
Health benefits
Soaking in Epsom salt can increase magnesium and sulfate in the body, both of which have been shown to improve health. Schroeder attributes the observation that magnesium “is critical for healthy digestion, good bone density, proper nerve and muscle function and prenatal health,” to Dr. Taz Bhatia.
And she goes on to note that “sulfate is essential for many biological processes, [like] helping to flush toxins and helping form proteins in joints, brain tissue, and mucin proteins.”
Line extensions
At first blush the Epsom salt subcategory may seem quite limited. But as Schroeder points out, “retailers can create their own programs and extend into the future with complex fragrances, more exotic salts, and innovative packaging.”
Market research data, from Mintel, that Schroeder shared with Cosmetics Design has Epsom salt use at 11% “but with significant growth potential with the growing holistic health movement.” The way she sees it, “the future for the Epsom salts subcategory remains a growth opportunity. As more consumers try this ritual and realize the health benefits – they will become loyal users.”