Nutritional Outlook

Nutritional Outlook, September 2013

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global marketing Beauty Foods and Beverages Dairy and drinks will drive beauty more mainstream. By Innova Market InsIghts T he market for skincare and beauty products remains dominated by products for topical application, but there is a growing market for supplements and, more recently, foods and beverages. Despite considerable publicity and relatively high levels of new product activity in some countries, it is still only Japan where the beauty foods and 28 magenta cyan yellow black drinks market has developed to any extent, but the beginnings of a move out of the specialist arena, and more into the mainstream, are now becoming increasingly evident. Te Japanese skin health market is highly developed, with a range of products led by soft drinks, yogurts, and fermented milks; a range of ingredients including plant extracts, vitamins, carotenoids, collagen, co-enzyme Q10, ceramides, and hyaluronic acid; and a range of sub-sectors, such as skin moisture, skin smoothness, skin elasticity, and skin whitening. Elsewhere, the market is still in its infancy, and the dairy sector's apparently major step forward—the 2007 launch of mainstream skin care yogurts and health drinks under Danone's Essensis brand in Europe—ended in failure with withdrawal less than 2 years later. Innova Market Insights has recorded ongoing new product activity for the use of Aloe vera in yogurts in Europe, but activity has tended to be without specifc beauty positioning, relying instead on traditional consumer awareness of aloe's benefts. Swiss dairy company Emmi has had an Aloe vera variant in its yogurt range for many years, available in a number of countries, and it is currently described as Aloe Vera Sensitive Yogurt. Previous allusions to beauty and skin health are now largely skirted around in the wake of the new EU health claims legislation. Albert Heijn, for example, introduced its All Natural Beauty plain yogurt with muesli on the Belgian market in March 2013, but this again focused on the naturalness of the product, rather than the use of any specifc ingredients. Te soft drinks market has probably seen more activity than the dairy sector, particularly outside of Japan, but Innova Market Insights research indicates that the market remains much more fragmented, with athe use of a greater range of products and ingredients. In the United States, there are growing numbers of soft drinks, particularly juice-based lines, ofering a range of varieties with diferent active ingredients targeted at specifc health concerns. Beauty options are increasingly featuring here. Ingredients used in the U.S. beauty drinks market have mainly been vitamins, minerals, and botanical extracts from fruits and other plants, most of which have a high-antioxidant positioning. Rising Beverages, for example, markets a range of supplements and supplement drinks, including its Activate range, where vitamins and nutrients are kept in a cap on top of the drink and combined by the consumer opening the product immediately prior to consumption. Te range includes Activate Beauty Exotic Berry with vitamins, tea polyphenols, EGCG (epigallocatechin gallate) and açai extract. SEPTEMBER 2013 ■ NUTRITIONAL OUTLOOK ES315776_NO1309_028.pgs 09.04.2013 04:20 UBM

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