From bone broth to nut butter, food brands are biting into skin health

By Jo Allen | Published: 25-Jan-2024

The grocery aisles will expand for beauty foods this year, as diets play a bigger role in consumers' skin care routines

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This article was originally published in the Cosmetics Business Supplements Trend Report.  Receive your copy here.

Whether it's nut butter that helps the skin glow, or ready-to-pour bone broth that aids healthy skin hair and nails, beauty foods will be on the rise this year, and grocery aisles will expand to meet rising consumer demand.

Emily Reed, Global Product Trend and Vision Manager at Holland & Barrett, says: “2024 will be the year that ‘edible skin care’ goes mainstream, and diets will play an even bigger role in our skin care routines as consumers focus on the evolution of ‘inside out beauty’ and the impact of what they consume has on their skin health.

“This holistic approach to skin care emphasises enriching the diet with foods and ingredients to get a healthy glow.”

Consumers are looking for more benefits in what they buy, whether that’s from a health, wellness or beauty perspective, and this is expected to cast a significant change in the food and grocery space in the coming years.

Hannah Cook, Head of Growth and Innovation at creative consultancy The Pull Agency, says: “Beauty has moved into wellness, and my prediction is that we’re now going to start seeing wellness move into food.

“We’ll be looking at the type of food we’re buying through multiple lenses: our lifestyle and wellness choices are going to bleed into food.”

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