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What’s Next for Cosmeceuticals and Nutricosmetics?

By: Eleni Grammenou, Euromonitor International
Posted: April 6, 2009, from the April 2009 issue of GCI Magazine.

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The general trend shows that the American consumer is becoming more adventurous with tastes and textures and is becoming more open to trying out new products that claim to promote beauty. Mars Snackfood US, a division of food manufacturer Mars US, tapped into this market with Dove Beautiful and Vitalize chocolate bars, with both products claiming to stave off the early signs of aging.

Americans have typically shown great interest in supplementing their diets with products that claim to help lower cholesterol and boost immunity, and are now open to opting for products that claim to improve the skin and enhance overall beauty.

Antiaging Alluring to Graying Demographic

Markets for both cosmeceuticals and nutricosmetics are driven by the increasing consumer obsession with maintaining a youthful appearance and aging gracefully. With a growin aging population, especially in the developed markets of Europe and the U.S., demand is forecast to increase substantially.

In line with this underlying drive, cosmetic surgery has been growing in popularity among both men and women. However, this popularity is expected to wane during the current global economic downturn, and it is predicted that these consumers will turn to less intrusive and less costly alternatives such as cosmeceuticals to achieve the desired results. Concurrently, women looking for beauty products that complement a natural lifestyle are expected to drive demand for nutricosmetic products.

Sentiments Toward Nutricosmetics

Many women, along with their use of a range of beauty products, claim to take vitamin supplements. These consumers typically buy some type of nutriceutical food product on a regular basis, and thus represent the main target consumer for nutricosmetic and cosmeceutical products.