Improving Wellness Primes Home Spa Growth

With health issues impacting quality of lifestyles, consumers are boosting their home spa regimens.

As a growing number of consumers work to boost the quality of the meals they eat and are more focused on maintaining healthier, cleaner homes, the home spa category also remains an integral part of the overall effort of shoppers to improve their overall health and wellness.

Evidence for the seemingly unquenchable thirst for products that fall under the broad umbrella of home spa is the success of retailers such as Ulta Beauty and Harmon Face Values. Both specialty chains, which remain focused on offering consumers a host of products for skin care and hair care, have enjoyed strong sales success in recent years.

The success of these specialty stores has also served to inspire other retailers to expand their assortments of products positioned for women and men who are seeking personal care options.

For example, Target has put a new face on its selection of personal care products by not only expanding its assortment of liquids but also adding new collections of styling tools and hair care products. And recently, the retailer rolled out an updated men’s grooming section to 11 stores with plans to extend it to 80 locations by the end of the year. More than 600 products will be featured in the new men’s section.

This expanded focus on personal care for both women and men could provide expanded selling opportunities for those products such as facial cleaning tools that allow consumers a better user experience and an easier way to properly care for themselves.

One area of potential growth is connected products, said Thomas Nichols, president of Pretika Corporation, who noted that a larger number of connected personal care products were on display at the 2019 Consumer Electronics Show in Las Vegas this past January.

“Whether cloud-based or through connectivity with WiFi or Bluetooth, the connected products would allow for better user experience and user interface,” he said.

Bringing new technology into
the segment will serve to not only freshen product assortments and give suppliers and retailers alike new talking points, but it may also stir interest in products such as facial cleaners among new groups of consumers.

Going forward, the home spa category appears to be one that is primed for additional growth. A recent report from the Global Cosmetic Industry indicated that wellness as an industry is valued at $3.7 billion as issues such as lack of sleep, poor nutrition and stress are driving consumers to find solutions to improve their quality of life.

And competition at retail is also expected to keep products that fall under the umbrella of home spa growing as well. While the category killers such as Ulta and Harmon are expected to maintain their strong positions in the marketplace, growth of e-commerce sales of products pertaining to personal care are expected to have a major impact on the segment, experts said.

In addition, legacy department store chains such as Macy’s that
are looking to boost sales and create additional in-store experiences could look to overhaul their wellness and beauty assortments. This would provide increased competition among retailers and new opportunities for suppliers.