Table of Contents
OVERVIEW
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
TABLES
- Table: 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: 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: 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: 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: 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: 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: 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: 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: 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: Market value of oral beauty products in the US, Russia and Brazil
($ millions), by country, 2003 - 13
- Table: Market value of oral beauty products in Europe ($ millions), by
country, 2003 - 13
- Table: Market value of oral beauty products in Asia Pacific ($ millions),
by country, 2003 - 13
- Table: 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: 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: 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: 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: 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: 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: 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: 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: 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: 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: Consumer survey: how appealing consumers find beauty foods, in 15
countries across Europe, the US, Russia, Brazil and Asia Pacific, by country,
2008
FIGURES
- Figure: Oral beauty products comprise of foods, beverages and supplements
- Figure: Boundaries are blurring between inner and outer beauty
- Figure: Consumer skepticism is a key inhibitor for the beauty foods market
going forwards
- Figure: Younger consumers feel that they are under pressure to look good
significantly more than older consumers
- Figure: 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: Consumer contentment with their age decreases as they approach
mid-life, but increases again as they become Seniors
- Figure: Consumers are price-conscious and brand-loyal when it comes to
selecting personal care or beauty products
- Figure: Consumers believe that celebrity endorsements hold far less
credibility than those by professional associations
- Figure: Oral beauty products are more popular in Japan than any other
country by far
- Figure: Growth rates in the market value of oral beauty products are
relatively uniform across Europe
- Figure: US consumers recognize a broad range of health benefits associated
with specific food and beverages
- Figure: 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: 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: Nestle will hope that Glowelle learns from the failings of
Danone' s Essensis yogurt
- Figure: The older consumers become, the more skeptical they are about oral
beauty supplements
- Figure: Beauty food product launches surged in 2007 on the crest of the
Essensis wave but faded slightly in 2008
- Figure: The number of beauty drinks launched has increased year on year,
with a particularly large rise in 2008
- Figure: There has been no clear growth pattern for oral beauty supplements
in the period 2003 - 08
- Figure: A plethora of nutricosmetics are claiming to include
calorie-burning properties
- Figure: Several flavorful beverages tout antioxidants for improved
skincare, including juices, waters and teas
- Figure: Oral beauty products contain a number of effective ingredients,
including dragon fruit, aloe vera and collagen
- Figure: Females are more interested than males in every country surveyed
when it comes to beauty foods and drinks
- Figure: Consumers in the BRIC countries were most likely to look for more
customized beauty products in the past six months
- Figure: The concept of beauty foods and drinks holds most appeal with
Young Adults
- Figure: Age complexity trends mean that young consumers are ' acting
older' , which extends to being interested in personal appearance at a younger
age
- Figure: Males feel better about buying beauty products if they evoke the
imagery of masculinity
- Figure: Using the best ingredients to elevate functionality involves
resolving the crossroads between preferences for natural and technologically
advanced ingredients
- Figure: Many oral beauty products are suitable for consumers with specific
dietary requirements such as vegetarians
- Figure: Yogurt prices in France emphasize just how much of a price premium
nutricosmetics command compared to appealing alternatives
- Figure: Oral beauty products must be ready before they can reach critical
mass and warrant supermarket distribution
- Figure: The formula, benefits, ingredients and product ranges of the Borba
Skin Balance Water portfolio is detailed on an official website
- Figure: Getting endorsements from celebrities for nutricosmetics would not
significantly influence the likelihood that consumers will purchase these
products
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