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Nutricosmetics: A New Way to Beauty

By: Eleni Grammenou, Euromonitor International
Posted: September 5, 2008, from the September 2008 issue of GCI Magazine.

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Age-defying antioxidant ingredients have benefited from the advertising push for so-called superfruits—such as pomegranate, blueberries and goji berries, all carrying claims for health and beauty.

Women age 40 and above is the core target audience for nutricosmetic products because this particular group demonstrates a particular concern with health and wellness and, generally, view beauty as part of that concept. Women in their late 20s and early 30s are developing an interest in nutricosmetic products for environmental reasons in addition to cosmetic benefits. Nutricosmetic products and natural-based products have become somewhat intertwined in consumers’ minds. Nutricosmetic products are becoming increasingly popular with consumers concerned with green issues, as there is less waste associated with these products.

Surgical intervention horror stories and a surge in lengthy spa treatments and wellness tourism, too, are driving both the natural cosmetics and nutricosmetics markets.

Beauty in Dietary Supplements

Companies in the consumer health care market are also tapping into the inner beauty trend, and many established brands have introduced combination dietary supplements with claims that these help to improve skin, hair and nails—particularly favored by consumers who opt for natural beauty alternatives. Dietary supplements are also classed as nutricosmetics, as these are ingestible products.

Japan is one of the leaders in beauty supplements, as a subsector of the dietary supplements category, with beauty supplements accounting for 15% or $819 million of overall sales of dietary supplements. Demand for these products is also high in China, with beauty supplements commanding 13% or $558 million of all dietary supplement sales. In the U.S., dietary supplements for beauty commanded only 1%, just $100 million, of the total dietary supplement market. Demand is on the rise in certain European countries, such as Germany where these supplements hold an 11% or $115 million share of the total dietary supplements market.

Japan Leads Nutricosmetics Markets