Seeking Beauty Through Nutrition: Opportunities in Oral Beauty Products

Content

• Overview
• Catalyst
• Summary
  • Table of figures
  • Table of tables
• 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
  • Dove's 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 girl's 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 Danone's 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: Dove's 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 Danone's 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