In the realm of edible beauty, patience and alignment with consumer beliefs are key. Brands must craft innovations that resonate with what consumers already trust, emphasising efficacy and lifestyle integration, to make ingredients and concepts the true ambassadors of 'beauty from within'.
Catherine Liu, Principal Analyst, Health and Wellbeing, China
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Executive Summary
- Key issues covered in this Report
- The market
- The consumer
- Graph 1: ways to beauty, 2023
- Graph 2: edible beauty usage occasions, 2023
- Graph 3: purchase considerations, 2023
- Graph 4: product preference on each function, 2023
- Graph 5: format preference, 2023
- Graph 6: ingredient perceptions, 2023
- Issues and insights
- What we think
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The market
- Market factors
- Graph 7: online* value sales of health food/dietary and nutritional supplements vs edible beauty**, Jan-Nov 2023
- Graph 8: online* average product price of Health Food/dietary and nutritional supplements vs edible beauty**, Jan-Nov 2023
- Marketing activities
- New product trends
- Graph 9: top 20 markets' share of global new product launches of food*, drink and dietary supplements with beauty benefits**, 2019-23
- Graph 10: share of selected claims related to beauty in food*, drink and dietary supplements, 2019-23
- Graph 11: share of selected claims related to beauty in food*, drink and dietary supplements, 2019-23
- Graph 12: share of selected ingredients in new food*, drink and dietary supplements with beauty benefits**, 2019-23
- Graph 13: share of formats in new food*, drink and dietary supplements with beauty benefits**, 2019-23
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The consumer
- Ways to beauty
- Graph 14: ways to beauty, 2023
- Graph 15: usage satisfaction rate (a) and future interest rate (b) of different ways to beauty (c), 2023
- Graph 16: future interest (a) in trying edible beauty products, by monthly personal income, 2023
- Graph 17: future interest (a) in trying edible beauty products, by generation, 2023
- Edible beauty usage occasions
- Graph 18: edible beauty usage occasions, 2023
- Graph 19: edible beauty usage occasions, by age, 2023
- Graph 20: percentage point difference between existing users and future tryers (a) in edible beauty usage occasions among each edible beauty product type, 2023
- Graph 21: percentage point difference (a) in the usage occasion of 'when menopausal symptoms begin to occur' between three types of edible beauty users and tryers, by gender and age, 2023
- Product preference on each function
- Graph 22: product preference on each function, 2023
- Graph 23: preference on eating food/drink/health supplement products with beauty benefits for scalp health improvement, by age, 2023
- Graph 24: product preference on functions – repertoire analysis per edible beauty product type, % of consumers, 2023
- Graph 25: most important (1st rank) self-improving area, 2023
- Graph 26: product preference on functions – repertoire analysis on 'use both', by most important (1st rank) self-improving area, 2023
- Purchase considerations
- Graph 27: purchase considerations, 2023
- Graph 28: purchase considerations, by age, 2023
- Graph 29: purchase considerations, by edible beauty product (a) existing users/lapsed users/ future tryers, 2023
- Graph 30: purchase considerations (from overseas brands), by edible beauty product (a) existing users/lapsed users/future tryers, 2023
- Format preference
- Graph 31: format preference, 2023
- Graph 32: format preference, by age, 2023
- Graph 33: percentage point difference between existing users and future tryers (a) in format preference for each edible beauty product type, 2023
- Graph 34: format preference calculated by percentage point difference to average response, by respondents who would like to achieve beauty benefits via eating food/drink/health supplement products with beauty benefits, 2023
- Ingredient perceptions
- Graph 35: ingredient perceptions, 2023
- Graph 36: effectiveness perception on edible beauty ingredients, by age, 2023
- Graph 37: effectiveness perception on edible beauty ingredients, by gender, 2023
- Graph 38: naturalness perception on edible beauty ingredients, total vs those who have taken but will not continue to take edible beauty products (a), 2023
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issues and insights
- Chinese nourishment ingredients could serve as synergists to support product efficacy
- Grapeseed's secondary value hitting brands to evolve grapeseed concept products
- Graph 39: online* value sales shares and YOY growth of selected ingredients in edible beauty**, Jan-Nov 2023
- Anti-ageing is promising to venture into 'ingest plus apply' product development
- Graph 40: signs of ageing, 2022
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Appendix – methodology and abbreviations
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