How the wellness movement is fueling nutricosmetics NPD

When one thinks of beauty supplements, it is no longer pills and capsules that spring to mind, but social media-friendly ‘skin foods’ and ‘beauty dusts’ that tap into our growing desire for wellness and balance

The wellness movement of recent years has heralded an uptick in nutricosmetics launch activity in key regions, resulting in a market for 'beauty positioned' dietary supplements worth over US$3bn globally in 2017 (Euromonitor International).

While India and Japan dominate nutricosmetics, according to the Global New Products Database (GNPD) from Mintel, the analyst also notes that between December 2012 and November 2017 the nutricosmetic markets in Germany, the UK, Brazil, the US and Vietnam also grew.

"In the US, supplements that support skin health benefits greatly appeal to consumers, especially younger ones," Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel, comments.

"Mintel research reveals that 80% of US adults aged 18- 34 have used or are interested in using vitamins, minerals or supplements that can protect their skin from sun damage, moisturise the skin from within and prevent acne breakouts."

In Germany, meanwhile, Kwek notes that the ageing population could offer opportunities for "anti-ageing products that support the concept of ageing gracefully".


Cooking for beauty

According to Euromonitor, nutricosmetics is an increasingly attractive option both for traditional vitamin and dietary supplements companies, as well as beauty brands.

"I expect to see more beauty brands launch products in the nutricosmetics space, particularly in the US and targeting . . .

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