Bath and shower shows even greater potential

NEW YORK--Virtually unknown at the start of the 1990s, body washes and shower gels have developed into one of the hottest beauty care categories available in drug stores today.

With mass market sales of shower gels increasing 6.5% last year to $379.2 million, industry sources estimate that one in every four consumers uses such products on a regular basis.

Yet, despite that considerable user base, manufacturers see even greater potential for the category with expectations that the rate of use could hit the one-in-two level the products have in Europe.

"The shower ...