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Nutricosmetics - Ingestible Beauty Products - UK - July 2009

The UK’s nutricosmetics market is worth an estimated £191 million in 2009. This immature market has experienced rapid growth, albeit it from a small value base.

This report examines the impact of a growing understanding of a healthy diet. As women increasingly make the link between how food can affect the appearance of hair, eyes, skin and nails etc, they come to look for food-type ingredients in the beauty care products that they buy and use or (far less common) look for foods with beauty benefits. What is evident is that the line between the food and beauty categories is increasingly blurring and almost three in ten women have used or would consider using nutricosmetics.

Whilst the crossover between food and beauty is increasingly apparent, like vitamins and mineral supplements, a growing understanding of the impact of a good diet on outward appearance is a strength as well as a weakness for the market with six in ten non-users favouring a healthy diet over nutricosmetics.

There has been no doubt that the recession that started in 2008 is impacting on consumer confidence and money worries. As an immature market, nutricosmetics lack the daily essential nature of other sectors such as shampoos and conditioners and may struggle to win consumer spend over other, more essential purchase items. This report examines the impact of changes to women’s beauty spend as a result of the recession and looks at how to turn threats to the market into opportunities.

Key themes

  • The impact of regulatory changes on product claims and innovation.

  • Taking the niche market, mainstream.

  • Contextualise nutricosmetics within the wider food, drinks, healthcare and beauty industry.

  • Tackling a lack of awareness of the market in order to drive growth opportunities.

  • The importance of format and flavour in attracting (and maintaining) new users.

  • Understanding what motivates consumers to use nutricosmetics and develop products that meet these demands.

  • Identify potential consumer targets that will help to generate growth within the market.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Learning direct?
              • The in-your-face approach
                • Insight
                  • Beauty treats
                    • Nutricosmetics go on trial
                      • Insight
                      • Market in Brief

                        • Small fish in a big sea
                          • Legislation restrictions
                            • Ignorance and cynicism
                              • The need for education and awareness
                                • Body insecurities drive hunger for new products
                                  • Positive platform for future growth
                                  • Internal Market Environment

                                    • Key points
                                      • Body insecurities
                                        • Figure 1: Beauty problems and concerns, September 2007
                                      • Attitudes towards appearance
                                        • Figure 2: Trends in attitudes towards personal appearance – women, 2004-08
                                      • Vitamins and supplements users most interested in appearance
                                        • Figure 3: Attitudes towards personal appearance, by use of supplements – women, 2008
                                      • The connection between diet and appearance
                                        • Figure 4: Trends in attitudes towards cosmetic innovation and products – women, 2004-08
                                        • Figure 5: Attitudes towards personal appearance, by use of supplements – women, 2008
                                      • Lifestyle statements
                                        • Figure 6: Trends in attitudes towards sports and exercise – women, 2004-08
                                    • Broader Market Environment

                                      • Key points
                                        • Demographic details
                                          • Figure 7: Structure of the UK population, by age and gender, 2004, 2009 and 2014
                                        • Household income
                                          • Figure 8: Household income trends, 2004-08
                                        • Priority spend
                                          • Figure 9: UK attitudes towards self-treats and shopping, 2004-08
                                        • Regulation
                                          • European Nutrition and Health Claims Regulation
                                            • Novel Foods Regulation
                                            • Competitive Context

                                              • Key points
                                                • Nutricosmetics in context
                                                  • Figure 10: Nutricosmetics in context, 2004-09
                                                • Instant culture
                                                  • Ignorance
                                                  • Strengths and Weaknesses

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Great growth for niche market
                                                            • Figure 11: Indexed growth of nutricosmetics product launches, UK, 2004-09
                                                          • Innovation by category
                                                            • Figure 12: Innovation in nutricosmetics, by sub-category, 2008
                                                          • Ingredients for success
                                                            • Leading product claims of nutricosmetics
                                                              • Figure 13: Leading beauty claims amongst UK launches of nutricosmetics, 2004-09
                                                              • Figure 14: Leading product claims amongst UK launches of nutricosmetics, 2007-09
                                                            • Growing popularity of dosage skincare
                                                              • The future format of nutricosmetics
                                                              • Estimated Market Size, Segmentation and Distribution

                                                                • Key points
                                                                  • Estimated market worth
                                                                    • Supplements to dominate value sales
                                                                      • Specialist stores to dominate distribution
                                                                      • Companies and Products

                                                                          • Brand map
                                                                            • Figure 15: Brand map of UK nutricosmetics market, July 2009
                                                                          • Specialist nutricosmetics companies
                                                                            • Ferrosan
                                                                              • Inside Out Beauty Ltd
                                                                                • Lifes2good
                                                                                  • Vitabiotics
                                                                                    • Works with Water Nutraceuticals
                                                                                      • What next?
                                                                                        • Brand extensions
                                                                                          • Coty
                                                                                            • Danone
                                                                                              • L’Oréal/Nestlé
                                                                                                • Nude Skincare
                                                                                                  • Procter & Gamble
                                                                                                    • What next?
                                                                                                      • Own-label
                                                                                                        • Boots
                                                                                                          • Holland & Barrett
                                                                                                            • Yves Rocher
                                                                                                              • What next?
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Advertising spend in decline
                                                                                                                    • Figure 16: Topline spend on nutricosmetics, 2005-09
                                                                                                                  • Healthcare dominates adspend
                                                                                                                    • Figure 17: Above-the-line spend on nutricosmetics, by category, 2005-09
                                                                                                                  • Adspend is behind the times
                                                                                                                    • Figure 18: Average spend on above-the-line promotion of nutricosmetics, by month, calculated from January 2005-January 2009
                                                                                                                • Consumer Use of Nutricosmetics

                                                                                                                  • Key points
                                                                                                                    • Lack of awareness holding back the market
                                                                                                                      • Figure 19: Consumption of beauty products taken orally, April 2009
                                                                                                                    • Opportunity amongst open-minded
                                                                                                                      • User satisfaction
                                                                                                                        • Key points
                                                                                                                          • General ambition
                                                                                                                            • Figure 20: Reasons for trying or considering nutricosmetics, April 2009
                                                                                                                          • Nutricosmetics needs more body
                                                                                                                            • Convenience
                                                                                                                              • Repertoire of reasons to use beauty products
                                                                                                                                • Figure 21: Number of reasons for trying or considering nutricosmetics, April 2009
                                                                                                                            • Attitudes Towards Nutricosmetics

                                                                                                                              • Key points
                                                                                                                                • Ignorance is the biggest hurdle
                                                                                                                                  • Figure 22: Attitudes towards nutricosmetics, April 2009
                                                                                                                                • Category converters
                                                                                                                                  • Figure 23: Difference between the women who do not know enough about nutricosmetics and those who do, April 2009
                                                                                                                                • Lacking competitive edge
                                                                                                                                  • Consumer typologies
                                                                                                                                    • Figure 24: The nutricosmetics consumer typologies, April 2009
                                                                                                                                  • Need Education (50%)
                                                                                                                                    • Who are they?
                                                                                                                                      • The Cynics (46%)
                                                                                                                                        • Who are they?
                                                                                                                                          • The Positives (4%)
                                                                                                                                            • Who are they?
                                                                                                                                            • Appendix

                                                                                                                                                • ACORN
                                                                                                                                                  • Advertising data
                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                      • Figure 25: Trends in attitudes towards personal appearance – women, by demographics, 2008
                                                                                                                                                      • Figure 26: Trends in attitudes towards cosmetic innovation and products – women, by demographics, 2008
                                                                                                                                                      • Figure 27: Trends in attitudes towards sports and exercise – women, by demographics, 2008
                                                                                                                                                  • Appendix – Consumer Use of Nutricosmetics

                                                                                                                                                      • Figure 28: Consumption of nutricosmetics, April 2009
                                                                                                                                                      • Figure 29: Consumption of nutricosmetics, by demographics, April 2009
                                                                                                                                                  • Appendix – Reasons to Use Nutricosmetics

                                                                                                                                                      • Figure 30: Reasons for trying or considering nutricosmetics, by demographics, April 2009
                                                                                                                                                      • Figure 31: Reasons for trying or considering nutricosmetics, by demographics, April 2009
                                                                                                                                                    • Repertoire of reasons for using
                                                                                                                                                      • Figure 32: Consumption of beauty products taken orally, by number of reasons for trying or considering nutricosmetics, April 2009
                                                                                                                                                      • Figure 33: Number of reasons for trying or considering nutricosmetics, by demographics, April 2009
                                                                                                                                                      • Figure 34: Reasons for trying or considering nutricosmetics, by number of reasons for trying or considering nutricosmetics, April 2009
                                                                                                                                                      • Figure 35: Attitudes towards beauty products taken orally, by number of reasons for trying or considering nutricosmetics, April 2009
                                                                                                                                                  • Appendix – Attitudes Towards Nutricosmetics

                                                                                                                                                      • Figure 36: Attitudes towards nutricosmetics, by demographics, April 2009
                                                                                                                                                      • Figure 37: Attitudes towards nutricosmetics, by demographics, April 2009
                                                                                                                                                    • Attitudes towards nutricosmetics amongst users
                                                                                                                                                      • Figure 38: Attitudes towards nutricosmetics, April 2009
                                                                                                                                                    • Consumer typologies
                                                                                                                                                      • Figure 39: Consumption of nutricosmetics, by the nutricosmetics consumer typologies, April 2009
                                                                                                                                                      • Figure 40: Reasons for trying or considering nutricosmetics, by the nutricosmetics consumer typologies, April 2009
                                                                                                                                                      • Figure 41: Number of reasons for trying or considering nutricosmetics, by the nutricosmetics consumer typologies, April 2009
                                                                                                                                                      • Figure 42: Attitudes towards nutricosmetics, by the nutricosmetics consumer typologies, April 2009
                                                                                                                                                      • Figure 43: The nutricosmetics consumer typologies, by demographics, April 2009

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                  • Alliance Boots
                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                  • Beiersdorf UK Ltd
                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                  • CACI Limited
                                                                                                                                                  • Co-operative Group
                                                                                                                                                  • Coty UK Ltd
                                                                                                                                                  • Daily Express
                                                                                                                                                  • Daily Mail
                                                                                                                                                  • Daily Star (The)
                                                                                                                                                  • Danone UK Ltd
                                                                                                                                                  • Elizabeth Arden, Inc.
                                                                                                                                                  • GlaxoSmithKline Plc
                                                                                                                                                  • Harvey Nichols UK
                                                                                                                                                  • Holland & Barrett Retail Ltd
                                                                                                                                                  • J. Sainsbury
                                                                                                                                                  • L'Oréal (UK)
                                                                                                                                                  • Lidl (UK)
                                                                                                                                                  • Marks & Spencer
                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                  • Nivea
                                                                                                                                                  • Olay Company, Inc.
                                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                  • Tesco Plc
                                                                                                                                                  • The Sun
                                                                                                                                                  • Unilever Plc
                                                                                                                                                  • Waitrose
                                                                                                                                                  • Weider Nutrition Ltd
                                                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                                                  • Yves Rocher UK

                                                                                                                                                  Nutricosmetics - Ingestible Beauty Products - UK - July 2009

                                                                                                                                                  £1,995.00 (Excl.Tax)