Germ Fear Spurs Economic Rebound

In a down economy it can be easy to dismiss certain luxuries in favor of having a little extra money for necessities. However for one lotion manufacturer a fear of germs has meant bigger business in the current economic climate.

According to Columbus Business First, “Sales of anti-bacterial soaps and sanitizers have surged at Bath & Body Works amid consumers’ flu fears.” Yes this concern was present in the midst of the current money woes.

What Has This Meant for the Store?

Bath & Body Works CEO Diane Neal said at the company’s annual meeting with stock analysts last fall.“This is a very underdeveloped opportunity for us.” The Columbus Business First indicates the Columbus based company has plans to roll out new packaging for the anti-bacterial line.

Consumers are often interested in the product line because it overlaps existing scents in lotion and body sprays and gels. The sale of anti-bacterial hand gels account for 15% of all sales for the company.

In many ways these germ fighting products have helped move the company into positive territory over the past several months.

The Columbus Business First reported, “Concerns about seasonal and H1N1 flu viruses have fueled the anti-bacterial product demand. Sales from such products had more than doubled as of October from a year earlier. Limited Brands (owner of Bath & Body Works) said … Bath & Body Works posted revenue of $1.4 billion through the first nine months of its fiscal 2010, which ends Jan. 31.”

To help you understand the emphasis on these anti-bacterial products the Columbus Business First states, “The chain’s anti-bacterial category includes gel, foaming and moisturizing soaps, plus gel and foaming hand sanitizers, including one of its hot sellers of the past year – 1-ounce PocketBac hand sanitizer bottles. It also is adding two products in a small-size foam soap and a hand spray sanitizer. The germ-fighting line comes in more than 30 fragrances.”

The Only One’s to Profit?

Bath & Body Works saw a significant boost in sales, but they weren’t the only ones. “According to New York-based market researcher Nielsen Co., sales of hand sanitizers at food, drug and mass merchandise stores were up 51 percent to $213.4 million as of Nov. 28, while unit sales were up 67 percent to 100.1 million,” said Columbus Business First.

Finding Meaning in the Facts

No matter how you look at it the truth is fear is a great motivator. When humans become fearful of germs they will find motivation to part with cash in order to have some assurance they will be able to arrest the transmission of harmful bacteria.

Because there is a fear of disease the same motivation prompts a change in habit and attitude. Many stores began wiping down cart handles and others began installing service stations where customers could clean their own cart using provided anti-bacterial wipes.

The motivation for retailers was to provide a sense of protection for their customers. In turn the customers responded with an increased willingness to shop in these stores.

As fears become more visible you can expect to see business owners responding with products that are considered valuable to those who experience the fear.

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