The personal care category continues to grow and develop in offer and appeal. The ongoing tussle between brands and own label continues with the most innovative and agile propositions exciting interest. Once the sole preserve of large international brands, the sub-categories are now containing dynamic challenger brands battling the corporate giants.
Many of the trends that are seen in the food categories are crossing over into health and personal care, the division after all between what you put ‘in’ and ‘on’ yourself is a fine one. In many ways, the trends towards natural, single origin, functional, organic and clean ingredient declaration are driving the category.