Nutritional Outlook

Nutritional Outlook, June 2018

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■ NUTRITIONAL OUTLOOK 14 GLOBAL MARKETING JUNE 2018 N utricosmetics, also sometimes called "beauty foods," are meeting growing demands for convenient, proactive tools for looking youthful longer. T ese beauty prod- ucts combine elements of functional foods, dietary supplements, and cosmetics. T e majority of nutricosmetics in the market are nutritional supplements designed to sup- port the structure and function of the skin. Nutricosmetic ingredients include micro- nutrients such as vitamins with antioxidant properties, as well as omega-3 fatty acids, carotenoids, and f avonoids to protect the skin from damaging ultraviolet light. T ere are also products for hair and nail care, with more mainstream beverages starting to tout claims related to these areas. Worldwide Appeal Nutricosmetic sales are growing globally. While the more established market is in Asia, growth is actually stronger in North America and Western Europe, where aging popula- tions are looking to maintain health, includ- ing appearance, into later life. Nutricosmetics' share of the overall di- etary supplement market is still small. Ac- cording to Innova Market Insights data, just under 2% of global dietary supplement launches recorded in 2017 were specif cal- ly targeted at hair, skin, and/or nail health, up from 1% of product launches f ve years previously. In Asia, unsurprisingly, nutricos- metic launch activity is higher, accounting for nearly 3% of the region's supplement launches in 2017. T e United States was well below the global average, by compar- ison; just 1% of U.S. supplement launches targeted hair, skin, and/or nail health. Still, this percentage is an improvement over the 0.6% share that such supplement launches had in the U.S. in 2012. Brand Activity Imedeen was probably the f rst global nu- tricosmetic brand to come to market. T e brand was developed in the late 1980s in Scandinavia and is available globally today. T e company's range of skincare tablets was promoted as working from within to nourish the deep layer of skin "untouched by tradi- tional creams and lotions." One of the most recent entrants to the U.S. nutricosmetic market is direct marketer Avon, which launched its Espira range of health and wellness supplements in early 2018. T e line is segmented into Restore, Boost, and Glow sub-brands, with the Glow range focusing on hair, skin, and nail care and featuring key in- gredients such as antioxidants, biotin, vitamin C, and collagen peptides. T e Glow range in- cludes an AM Protect product for protecting skin and building healthier hair and nails, as well as a PM Restore product, a powdered mix to support better skin and nail quality in just 30 days. Many nutricosmetic launches focus their marketing on skin, hair, and nail health and avoid mentioning the term beauty specif - cally, perhaps in order to reduce the risk of challenges over claims. T ere are some prod- ucts, however, that do feature beauty in their names. One example is Viatal's Better Beauty supplement, which is launching this fall. Finally, there is ongoing interest in de- veloping more mainstream food and drink products with a beauty positioning, although Japan is the only part of the world where this is really an established part of the market. Beauty food and drink launches have been largely conf ned to the dairy and beverage categories. In the U.S., activity is highest in beverages. Oftentimes, these are soft drinks, particularly juice-based lines, that of er a range of active ingredients targeting a variety of health concerns, one of which is maintain- ing beauty and skin health. Beauty Ingredients In the U.S., ingredients used in beauty drinks have mainly been vitamins, minerals, and high-antioxidant botanical extracts. In the tea-based drinks market, products often pro- mote a high antioxidant content, but instead of making specif c beauty-related claims, these products rely on consumer awareness of the relationship between antioxidants and antiaging properties in areas such as skin, hair, and nail health. Plant-based waters and juice drinks have seen a high level of nutricosmetic activity, with launches such as Botanic Water's 100% Beauty Boom From pills to drinks, nutricosmetics are going mainstream. BY INNOVA MARKET INSIGHTS Espira AM Protect, launched by Avon in early 2018, promotes healthy hair, skin, and nails. Avon also offers a PM version of the product in stick pack form. PHOTO FROM AVON

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