In the UK, 60% of adults who have taken beauty supplements in the last 12 months noticed a difference in their skin/hair/nails after taking beauty supplements. This means consumers who are buying into the category are seeing a return on their investment, which brands can promote in marketing campaigns, and suggests there is potential for significant growth in the category moving forward.
A significant threat to the category lies in the lack of trust in beauty supplements. Furthermore, consumers’ shift towards integrating whole foods into their diets instead of relying solely on beauty supplements presents another hurdle that brands must overcome.
However, crossovers with F&D and a focus on gut health present exciting growth opportunities in the category. By building trust through the development of innovative beauty supplements that deliver proven results (particularly with pre/pro/postbiotic ingredients, collagen-boosting broths and treat formats), brands can drive sales, diversify revenue streams and expand their market share.
The beauty supplement category has strong potential to be a staple in daily diets, driven by a rising interest in holistic and anti-ageing solutions.
Shiyan Zering, Beauty and Personal Care Analyst
This Report focuses on consumer attitudes towards and innovation in beauty supplements.
Mintel defines beauty supplements as those which predominantly claim to benefit external appearance when ingested, in particular:
Beauty supplements formats include pills/capsules, sprays, gummies, pre-mixed liquids, powders, gels and patches.
Additionally included in the scope of this Report is:
Excluded:
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