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Seeking Beauty through Nutrition: Opportunities in Oral Beauty Products Product Image

Seeking Beauty through Nutrition: Opportunities in Oral Beauty Products

  • Published: May 2009
  • 87 pages
  • Datamonitor

The advancement of functional foods and the benefits which they can deliver has meant that the line between diet and beauty is increasingly blurred. Ingestible products claiming to have a positive effect on personal appearance have been rolled out with the intention of providing consumers with a convenient way of improving facets of their appearance, a market that this report seeks to analyse.
- Detailed insights and analysis documenting the drivers and inhibitors of oral beauty products

- Analysis documenting the relative importance consumers place on appearance and data sizing the nutricosmetics market

- Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this segment

- Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia.
Females feel under more social pressure than males to look good. Males are less concerned with personal appearance and they are less likely to consume a beauty product because they feel forced to. The idea that masculinity involves a disregard for appearance is however outdated READ MORE >

Overview
Catalyst
Summary

THE FUTURE DECODED
INTRODUCTION: Oral beauty products are an emergent part of the food and beverage market but are subject to a number of drivers and inhibitors
Oral beauty products comprise of foods, beverages and supplements
Oral beauty revolves around the concept of beauty from within
Strong market drivers and inhibitors paint a confusing picture of the potential for the oral beauty product market
TREND: Societal pressures are making consumers more appearance conscious
A significant proportion of consumers believe that appearance is becoming more important
Consumers largely view physical attractiveness as a key to opportunity and success in life
Consumers are reluctant to accept themselves as beautiful and are making attempts to rectify this
Consumers are responding to pressure by spending longer on improving their personal appearance
Doves Campaign for Real Beauty has been a huge success because it understands the reality for women
Some role models have attempted to ease the pressure on consumers by downplaying the importance of beauty perfection
Friends, family and professional associations all have more influence than celebrities on a young girls idea of beauty
Key takeouts and implications: young consumers and females feel most pressured to look good, but many consumers are content with their age and personal appearance
TREND: The market value of nutricosmetics has grown throughout the decade
Nutricosmetics can be broken down into beauty foods, drinks and supplements
Key takeouts and implications: oral beauty products are burgeoning because they are new but there are signs that growth is limited
INSIGHT: Consumer skepticism means that oral beauty products are not universally accepted
There is a general acceptance that diet and appearance are related
Interest levels in beauty foods and beverages are high, but most consumers are not actively buying such products
Some foods have negative effects on personal appearance
The failure of Danones Essensis proves that products need to create lasting appeal
Older consumers in particular doubt the credibility of oral beauty products
Consumer research suggests that there is a larger desire for beauty foods than beauty supplements
Distribution is also a problem for industry players
Regulation is a tricky issue and can undermine faith in oral beauty products
Key takeouts and implications: consumers understand that diet and appearance are linked but require more convincing that oral beauty products can have the kind of effects that they require
INSIGHT: Product formulations are improving, thus making oral beauty products more attractive
Nutricosmetics are increasingly coming in food and beverage form
Oral beauty supplements remain an emerging concept, but the benefits offered by such products are becoming more specific
Some products promise to make consumers more beautiful by burning fat
Vitamins and minerals have been linked to skincare improvement
There are a number of ingredient trends which are relevant to nutricosmetic products
Key takeouts and implications: a number of ingredients can make oral beauty products more effective and attractive to consumers
INSIGHT: Beauty requirements vary by age, gender and geography
Females are currently more interested in oral beauty products than males
Looking back, the 2005 Dove survey shows that body weight and body shape are the biggest issues for females
Consumers are increasingly interested in products which are customized to their specific needs
Beauty products specifically formulated and positioned for men are sparse
There is more interest in nutricosmetics in Asia and Europe than in the US
Functional waters are showing the most potential in the US nutricosmetics market
Key takeouts and implications: understanding what different consumer groups want is crucial in increasing the number of people interested in the concept of nutricosmetics
INSIGHT: Younger consumers are severely overlooked in terms of product positioning
Younger consumers are spending more on purchasing beauty products
Key takeouts and implications: younger consumers are an audience which could drive sales of nutricosmetics in the long term
ACTION POINTS
ACTION: Formulate products which appeal to core consumer groups on an individual level
Women are the main consumer group in terms of consumption but men are largely untapped
Adopt a tiered approach to branding in order to meet demand for both natural and technologically advanced ingredients
Product specialization makes them more trustworthy
Position products as healthy aging because anti-aging is seen as increasingly patronizing
Do not exclude consumer groups when market entry is so vital
Understand ethnicity differences to formulate a strategy for different consumer groups
ACTION: Ensure that your distribution strategy maximizes product potential
Recession is not the ideal time to launch unfamiliar products which command price premiums
Go through expert channels; pharmacies are good because consumers trust them
Do not fall into the trap of offering products at discount pricing
Allow word of mouth marketing to increase product reputation
When critical mass is reached, go for wider distribution channels until supermarkets are viable
ACTION: Encourage consumption by communicating benefits clearly
Consumers will be more responsive if they are educated about products and consumption
Seek endorsement from respected professional associations rather than just
Ensure products meet regulatory standards and advertise them on this basis
Align with the personal care trend to improve product image
Do this by making daily dosing easier and more convenient

APPENDIX
Definitions
Methodology
Further reading
Datamonitor reports
Academic sources
Web resources
Ask the analyst
Datamonitor consulting
Disclaimer

List of Tables
Table 1: Consumer survey: the extent to which consumers agreed or disagreed with the statement "I feel under pressure to look good", in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 2: Consumer survey: the extent to which consumers agreed or disagreed with the statement "I feel under pressure to look good", in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country and gender, 2008
Table 3: Consumer survey: the extent to which consumers agree with the statement that physically attractive people have greater opportunities in life, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific
Table 4: Consumer survey: the extent to which consumers have spent more time on improving their personal appearance over the past six months, in 15 countries across Europe, the US, Brazil and Asia Pacific, by country, 2008
Table 5: Consumer survey: the extent to which consumers have spent more time on improving their personal appearance over the past six months, in 15 countries across Europe, the US, Brazil and Asia Pacific, by country and gender, 2008
Table 6: Consumer survey: the extent to which consumers agree or disagree with the statement "I like being the age I am", in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 7: Consumer survey: the extent to which consumers agree or disagree with the statement "I like being the age I am", in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country and gender, 2008
Table 8: Consumer survey: how credible endorsements for cosmetics or toiletries made by professional associations are according to consumers in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 9: Consumer survey: how credible endorsements for cosmetics or toiletries made by celebrities are according to consumers in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 10: Market value of oral beauty products in the US, Russia and Brazil ($ millions), by country, 2003-13
Table 11: Market value of oral beauty products in Europe ($ millions), by country, 2003-13
Table 12: Market value of oral beauty products in Asia Pacific ($ millions), by country, 2003-13
Table 13: Consumer survey: the extent to which consumers agree or disagree with the statement "I am conscious of the link between diet and appearance", in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 14: Consumer survey: the extent to which consumers agree or disagree with the statement "I am conscious of the link between diet and appearance", in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country and gender, 2008
Table 15: Consumer survey 2009: degree of consumer interest in food and beverage products that improve personal appearance, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific
Table 16: Consumer survey: how credible consumers consider supplements claiming beauty benefits when ingested are, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 17: Consumer survey: how credible consumers consider supplements claiming beauty benefits when ingested are, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country and gender, 2008
Table 18: Response to the question "Now thinking about beauty supplements, such as pills or tablets, that claim to improve your appearance. Compared to beauty foods, which of the following statements best applies to you?"
Table 19: Consumer survey: how appealing consumers find beauty foods, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country and gender, 2008
Table 20: Responses by girls aged 15-17 to a question asking them what aspects of themselves they would most like to change, by country, 2005
Table 21: Responses by women aged 18-64 to a question asking them what aspects of themselves they would most like to change, by country, 2005
Table 22: Consumer survey: the extent to which consumers chose beauty products customized to their specific needs in the past six months, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008
Table 23: Consumer survey: how appealing consumers find beauty foods, in 15 countries across Europe, the US, Russia, Brazil and Asia Pacific, by country, 2008

List of Figures
Figure 1: Oral beauty products comprise of foods, beverages and supplements
Figure 2: Boundaries are blurring between inner and outer beauty
Figure 3: Consumer skepticism is a key inhibitor for the beauty foods market going forwards
Figure 4: Younger consumers feel that they are under pressure to look good significantly more than older consumers
Figure 5: Doves Campaign for Real Beauty has sought to increase the self-esteem of women but has discovered that the vast majority of consumers are dissatisfied with their appearance
Figure 6: Consumer contentment with their age decreases as they approach mid-life, but increases again as they become Seniors
Figure 7: Consumers are price-conscious and brand-loyal when it comes to selecting personal care or beauty products
Figure 8: Consumers believe that celebrity endorsements hold far less credibility than those by professional associations
Figure 9: Oral beauty products are more popular in Japan than any other country by far
Figure 10: Growth rates in the market value of oral beauty products are relatively uniform across Europe
Figure 11: US consumers recognize a broad range of health benefits associated with specific food and beverages
Figure 12: The appeal of beauty foods and drinks is below that of other concepts such as authentic/original foods or having heritage information on product packaging
Figure 13: The age of consumers does not make much difference to how they view the link between diet and appearance, though 35-49 year olds are slightly more skeptical
Figure 14: Nestle will hope that Glowelle learns from the failings of Danones Essensis yogurt
Figure 15: The older consumers become, the more skeptical they are about oral beauty supplements
Figure 16: Beauty food product launches surged in 2007 on the crest of the Essensis wave but faded slightly in 2008
Figure 17: The number of beauty drinks launched has increased year on year, with a particularly large rise in 2008
Figure 18: There has been no clear growth pattern for oral beauty supplements in the period 2003-08
Figure 19: A plethora of nutricosmetics are claiming to include calorie-burning properties
Figure 20: Several flavorful beverages tout antioxidants for improved skincare, including juices, waters and teas
Figure 21: Oral beauty products contain a number of effective ingredients, including dragon fruit, aloe vera and collagen
Figure 22: Females are more interested than males in every country surveyed when it comes to beauty foods and drinks
Figure 23: Consumers in the BRIC countries were most likely to look for more customized beauty products in the past six months
Figure 24: The concept of beauty foods and drinks holds most appeal with Young Adults
Figure 25: Age complexity trends mean that young consumers are acting older, which extends to being interested in personal appearance at a younger age
Figure 26: Males feel better about buying beauty products if they evoke the imagery of masculinity
Figure 27: Using the best ingredients to elevate functionality involves resolving the crossroads between preferences for natural and technologically advanced ingredients
Figure 28: Many oral beauty products are suitable for consumers with specific dietary requirements such as vegetarians
Figure 29: Yogurt prices in France emphasize just how much of a price premium nutricosmetics command compared to appealing alternatives
Figure 30: Oral beauty products must be ready before they can reach critical mass and warrant supermarket distribution
Figure 31: The formula, benefits, ingredients and product ranges of the Borba Skin Balance Water portfolio is detailed on an official website
Figure 32: Getting endorsements from celebrities for nutricosmetics would not significantly influence the likelihood that consumers will purchase these products

Note: Product cover images may vary from those shown

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