麻豆传媒

In the steadily growing yet competitive body wash market, personal care brands need to remain focused on emerging and evolving consumer attitudes. These trends and preferences impact everything from ingredient selection to product labelling and can help inform the strategic choices made by product formulators, marketers and procurement teams alike.

Considering the number of possible routes that a personal care business can take to position their body wash products effectively, it鈥檚 advantageous to consider consumer trends alongside formulation strategies.

For example, personal care manufacturers can leverage increased consumer interest in skin health and wellness as an impetus to create more innovative body wash products, which can help gain market share. Or formulators can speak to consumers鈥� increased awareness around environmental concerns by altering ingredients to improve product sustainability 鈥� and marketers will need to understand exactly which claims can be made on its label.

Consumers鈥� rising expectations for body washes

The rising global interest in health and self-care is the main driving force behind consumers鈥� rising expectations for body washes (Cognitive Market Research, 2023). Personal care consumers want products that help boost their physical and mental wellness (Global Cosmetic Industry, 2023) and brands have responded by crafting products tailored for several different concerns.

1. Skincare benefits
More consumers seek body washes that tout additional skincare benefits, such as helping clear acne, soothing eczema or removing body pigmentation (Beauty Independent, December 2023).

2. Aromatherapy
Pleasant-smelling personal care products aim to boost a sense of well-being through stress relief, such as using body washes infused with essential oils and floral scents (Fortune Business Insights, 2023).

3. Non-toxic & bio-based ingredients
Some ingredients deter consumers because of their perceived potential health impacts while others attract consumers for their health or environmental benefits. This may cause consumers to lean towards body washes and other personal care products with non-toxic ingredients and transparent product labels (Fortune Business Insights, 2023). From 2023 to 2026, personal care consumers are expected to become more aware of bio-based product options, partly based on increased awareness around sustainability (Fact.MR, 2022).

4. Younger-looking skin
Consumers want products that make their skin look and feel younger (Cosmetics Business, December 2023). Both older and younger personal care consumers are interested in this type of product as long as it has proven evidence-based results. (Cosmetics Business, January 2024).

Corresponding formulation challenges 鈥� and strategies for overcoming them

Research and development (R&D) teams face numerous challenges when formulating body washes that meet or exceed consumer expectations, including complex regulatory environments and navigating around ingredients that consumers prefer to avoid.

Regulations vary between regions, making it difficult for international personal care companies to create single formulations that comply with global standards. For example, US law doesn鈥檛 require cosmetic products and ingredients, besides colour additives, to be FDA-approved before going to market. (FDA, 2023; FDA, 2022). On the other hand, the EU requires approval for colour additives, sunscreen active ingredients and preservatives. There are also more than 1700 ingredients banned from usage in cosmetic products sold in the EU (Personal Care Products Council; European Commission).

Furthermore, worldwide personal care consumers try to avoid ingredients they perceive as dangerous to their health and wellness, such as:

1. Formaldehyde or 1,4 dioxane: Many shoppers avoid formaldehyde or 1,4 dioxane largely due to the fear of skin irritation or allergies. However, it can be an effective preservative in body washes (Fortune Business Insights, 2023; Shell Insights and Foresight Factory, February 2023).
2. Ethylenediaminetetraacetic acid (EDTA): Consumers avoid EDTA because it鈥檚 associated with health risks including reproductive toxicity. However, it can help prevent degradation and improve foaming properties (Biocosmetics: technological advances and future outlook, 2021).
3. Sulfates and parabens: Consumers avoid sulfates and parabens because they鈥檙e perceived as dangerous, with a fear of health risks like cancer, endocrine disruption and chemical buildup. However, parabens can help with preservation, and sulfates are cost-effective surfactant ingredients that help give body washes their ability to lather. (Shell Insights and Foresight Factory, February 2023).
4. Oleos: Personal care consumers may choose to stay away from oleos such as palm oil due to environmental and ethical concerns. However, it can help with removing dirt and oil from the skin, as well as help with moisturisation (Shell Insights and Foresight Factory, February 2023; World Wildlife Fund).
5. Alcohols: Often misunderstood, alcohols are a useful body wash ingredient due to high volatility and solubility; however, some consumers avoid alcohol out of concern of dry skin or skin irritation (Shell Insights and Foresight Factory, February 2023; L鈥橭r茅al).

There are several options body wash manufacturers have to balance formulation challenges against consumer expectations to help develop and position products in the marketplace.

1. Certifications to provide credibility and differentiation

Third-party certifications can help consumers feel better about using products with certain ingredients. Depending on the certifying organisation, this step can provide valuable transparency and trust around health, safety, sustainability or other values. Certifications especially relevant to body wash may include:

• EPA Safer Choice Program: Denotes non-toxic, more environmentally safe ingredients (US).
• EU Ecolabel and DID Listing: Signals high environmental standards compliance, guides R&D teams towards more sustainable product development (EU).
• Kosher Certification: Abides by religious laws for ingredient selection and processing methods (global).
• OECD Guidelines for Biodegradability: Encourages the development of readily biodegradable products (multiple countries).

2. High-performing bio-based ingredients

The global bio-based surfactants market, which includes homecare, personal care and cosmetic products, is expected to grow from $14.3 billion in 2023 to $26.2 billion by the end of 2033 (Fact.MR, 2022). Utilising bio-based ingredients in body wash products gives consumers the sustainability they want while prioritising other demands like high-quality performance, additional skincare benefits and certified-safe ingredients.

3. Shell Chemicals solutions: Shell NEODOL庐 and Shell NEODENE庐

Bio-based Shell NEODOL alcohol properties are well suited for personal care products like body wash. Its unique chemical composition is a lightly branched structure that offers foaming power, ease of formulating, product stability and emollient properties. Bio-based Shell NEODENE alpha olefins have a highly linear structure that鈥檚 also beneficial for intermediates use in personal care products like body wash.

Sulfates based on Shell NEODOL product grades can substitute for oleo analogues in personal care products such as body wash. Their low critical micelle concentration means they are as effective as oleo grades at reducing interfacial tension (skin/water) providing effective cleansing.

An example formulation below provides a high-performing body wash experience.

Example prototype body wash formulation