Worth a nibble? Wellness brands are biting into the snackable skin care trend

By Jo Allen | Published: 8-Feb-2023

A growing appetite for on-the-go snacks with functional benefits is unwrapping opportunities in beauty

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Beverages with benefits may be booming, but supplement brands are now sinking their teeth into another trend – beauty snacks.

It is a niche that Holland & Barrett, the UK’s leading retailer of vitamins, minerals and herbal supplements, is expecting to grow further in 2023 as consumers increasingly seek tasty and nutritional foods to fuel their on-the-go lifestyles.

Functional snacks are a growing source of innovation among supplement brands and Rachel Chatterton, Head of Food and Drink Development at Holland & Barrett, says that the types of snacks being launched are diversifying to target a range of needs from hunger-busters like fruit and nut bars to hedonistic treats such as chocolate – all while claiming to benefit the skin or support other health and wellness needs.

“Our customers are increasingly expecting more from their snacks – being filling while on the go is simply no longer enough,” says Chatterton.

“Snacks that add extra value and have additional benefits such as supporting immunity, gut health or even providing a daily collagen dose are becoming more popular.

“We strongly predict this space will grow due to our customers’ ever diverse schedules which means snacking happens throughout the day and night,” Chatterton explains, noting how customers are increasingly interested in ‘hacks to health’.

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