From beauty gummies to collagen powders, there’s no denying that the supplement category is experiencing an exciting surge in growth and creativitya.
Once the domain of health food stores or supermarkets, today supplements can be found at retailers of all kinds, including prestige and luxury department stores, beauty specialty, and even salons and spas. No wonder: 90% of U.S. female beauty consumers currently take a daily vitamin and/or mineral for general health purposes.
Increasingly, consumers are seeking an inside-out option to enhance their beauty routine, flocking to brands for products that promise to help promote glowing skin, strengthen hair and nails, support weight goals, aid digestion, and contribute to overall well-being. To understand consumers’ supplement habits and expectations, as well as what constitutes the perfect supplement, The Benchmarking Company surveyed more than 3,000 female-identifying people from the United States to ascertain their point of view.
Why They Take Supplements
While anti-aging usually dominates when it comes to a beauty routine, hair and nail health are the top reasons surveyed consumers currently reach for a vitamin or other supplement. Other concerns she’s currently addressing with supplements are enumerated in T-1.