Body scanners allow the operator to see any concealed item about the traveler's person, no matter how well it is hidden.
Stepping through the body scanner is considerably quicker than being thoroughly patted down by a security guard, speeding up the security process massively and allowing people to get through to the departures lounge more quickly. More time spent in the departures lounge and less time queuing at security gives people more time to spend money on duty-free shopping, which is in the airport's commercial interest.
At a time when the war on terror is apparently unending, the aviation industry is under immense pressure to be seen to be doing everything possible to protect the public from the actions of terrorists. The invention and use of new technology is a vital means of appearing to stay abreast of the growing challenge.