Abstract
Overview
Introduction
The growth in consumers' desire for health and beauty is interlinked; both are strongly associated with food and supplement consumption. People - especially middle-aged female consumers, but a wider selection of the population as a whole as well - want products that will actively maximize their attractiveness.
Scope
- Quantitative data covering oral beauty product spending between 2000 and 2010, broken down by country and category.
- Analysis of core oral beauty consumer groups broken down by age, gender and attitudes.
- Survey-based insights into consumers' attitudes towards their body image, and how this shapes consumption behavior.
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report.
Report Highlights
Sales of oral beauty supplements to consumers accelerated at a phenomenal rate between 2000 and 2005 at an average annual growth rate (CAGR) of 17.0% across Europe and the US. Future growth will remain strong at a CAGR of 9.0% to 2010 as more consumers become convinced of the benefits of seeking beauty through nutrition.
French consumers spend the most per head on oral beauty supplements due to a traditionally stronger acceptance of the 'beauty from within concept' in France. The US is the next most important marketplace, driven by consumers' increasing willingness to supplement poor dietary habits and find quick fix health solutions.
Targeting the market opportunity presented by beauty for nutrition is not easy, but carries substantial rewards for companies that can manage it effectively. The most important issues for companies to overcome are skepticism about the benefits of these products and the integration of oral beauty products into consumer lifestyles.
Reasons to Purchase
- Obtain exclusive data concerning value consumption of oral beauty supplements over time.
- Understand how beauty concerns affect consumers' changing consumption behavior.
- Improve your marketing strategy by catering to the fastest-growing opportunities and consumer groups.
Table of Contents
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- METHODOLOGY
- TABLE OF CONTENTS
- ANALYSIS
- TREND: Health and diet are increasingly linked to physical attractiveness
- Women consider a broad range of factors, well beyond personal care products, to affect appearance
- Diet is increasingly perceived to affect looks
- TREND: Consumers are supplementing diets to maintain and enhance their looks
- Oral beauty supplementation is growing fast
- Spending varies significantly by country
- INSIGHT: Affluent aging women are the key Seeking Beauty Through nutrition
- Affluent aging females are a growing demographic
- Older consumers possess greater levels of disposable income
- Older consumers increasingly desire youthfulness
- Senior consumers view themselves as being younger
- 35 to 64 year olds are strongly concerned with anti-aging
- Older consumers are most concerned by nutrition and the keenest to supplement diets
- Female Seniors consume more vitamin and mineral supplements than any other group
- INSIGHT: Younger women are a secondary market
- Ever-younger women are concerned by aging
- Many young women are unhappy with the condition of their skin
- Insight: Men are an under-targeted growth potential
- Men have increasingly open-minded attitudes towards personal care, as a result of vanity and necessity
- INSIGHT: Consumers have trust issues with functional beauty claims
- Consumer confusion over efficacy of beauty supplements remains
- Encouragingly consumers are open minded and receptive to the idea of achieving beauty through nutrition
- Consumers' desire for credibility means they trust products with specific benefits
- INSIGHT: Consumers are seeking professional results from anti-aging personal care
- Conclusions
- ACTIONS
- Develop food, drinks and supplements that offer beauty benefits for consumers
- Tailor product format and benefits to the relevant positioning and category
- "Better-for-you" categories represent a major opportunity
- Ensure food and drink new product development contains specific skin-healthy ingredients
- Look to innovative cross-category offerings to determine future trends
- Demystify oral beauty by promoting it as part of everyday skin nutrition
- Give consumers proper information on the benefits of beauty from within
- Use the Internet to develop new 'online communities' to inform consumers
- Provide simplicity in your communications and the shopping experience for consumers
- Use credibility and specificity to overcome consumers' natural skepticism
- Engage respected expert opinion to boost product credibility
- Offer specific results, not all-rounder benefits
- Extend marketing efforts beyond affluent middle-aged women
- Target the core group of affluent Mid-lifer and Senior women
- Promote preventative nutrition to Young Adult and Early Mid-lifer women
- Focus on specific needs when promoting oral beauty products to men
- Generate a buzz around oral beauty products
- Provide rewards as part of a tailored viral strategy
- Don't forget that functionality is key
- Focus on selling lifestyle benefits and making you feel good today
- Provide lifestyle beauty food and drinks that taste great
- Apply the same health positioning to beauty supplements
- APPENDIX
- Supplementary data
- Definitions
- Extended methodology
- Further reading
- Ask the analyst
- List of Tables
- Table 1: Oral beauty supplements consumer spending in Europe and the US (US$m), 2000-2010
- Table 2: Female age groups as a percentage of the total female population by country (% total female population) 2000-2010
- Table 3: Although many consumers have trust issues regarding oral beauty supplementation, many can be tempted to try it and are seeking better beauty solutions
- Table 4: Oral beauty supplements consumer spending in France, by category (US$m), 2000-2010
- Table 5: Oral beauty supplements consumer spending in Germany, by category (US$m), 2000-2010
- Table 6: Oral beauty supplements consumer spending in Italy, by category (US$m), 2000-2010
- Table 7: Oral beauty supplements consumer spending in the Netherlands, by category (US$m), 2000-2010
- Table 8: Oral beauty supplements consumer spending in Spain, by category (US$m), 2000-2010
- Table 9: Oral beauty supplements consumer spending in Sweden, by category (US$m), 2000-2010
- Table 10: Oral beauty supplements consumer spending in the UK, by category (US$m), 2000-2010
- Table 11: Oral beauty supplements consumer spending in the rest of Europe, by category (US$m), 2000-2010
- Table 12: Oral beauty supplements consumer spending in Europe, by category (US$m), 2000-2010
- Table 13: Oral beauty supplements consumer spending in the US, by category (US$m), 2000-2010
- Table 14: Oral beauty supplements consumer spending in Europe and the US, by category (US$m), 2000-2010
- Table 15: Definitions of terms
- List of Figures
- Figure 1: French and US consumers are most amenable to oral beauty supplementation
- Figure 2: Fear of aging' is strongest among 35 to 64 year olds who perceive appearance as important and are least happy with their age
- Figure 3: Implied over- or under-consumption of vitamin and mineral supplements by age and gender shows that female Seniors are more likely to supplement diets
- Figure 4: A large proportion of consumers lack trust in the claims made by personal care and food & drink companies
- Figure 5: The proportion of oral beauty supplements that offer specific body-part benefits are growing in both Europe and the US as consumers seek more credible and efficacious products
- Figure 6: Kaiku yogurt adds skin and hair benefits to a healthy yogurt-based drink
- Figure 7: Confectionery categories may help make beauty products more palatable and convenient
- Figure 8: Oenobiol's Hydrapulp offers innovative benefits that blurs the boundary between supplementation and cosmetic surgery
- Figure 9: Dole Foods has launched a website dedicated to the diet/beauty crossover
- Figure 10: Murad's product range provides specific targeted benefits
- Figure 11: Nourkrin hair growth supplement is targeted at men as well as women
- Figure 12: Functional products can also have an immediate well-being positioning
