The beauty supplement market is bifurcated by heavily engaged and disengaged users: nearly half of beauty supplement consumers have tried 4 or more supplement formats in the past 12 months. Meanwhile, consistent consumption fluctuates around just a fifth of all U.S. adults. To overcome this cap, brands can no longer rely on convincing current consumers to incorporate more supplements into their busy lives or convincing skeptics with marketing they’ve heard before.
Looking ahead, the market is expected to undergo a strategy shift as it experiences steady growth in line with the broader VMS market. Winning strategies will incorporate non-conventional formats and cross-category offerings that infuse beauty supplement propositions with indulgence, nutrition and emotional wellbeing. Multicultural adults, young adults 18-24, and adults 55+ are opportunity audiences to which brands can make themselves more relevant by moving away from holistic beauty benefits and catering towards specific goals such as collagen preservation, cellular health and hair density. Investment in clinical trials, among other science-backed communication that can lend credibility, will defend against results-driven consumer selectivity in the long run.
This report looks at the following areas:
- Market drivers and indicators of ingestible beauty solutions
- Ingestible beauty market strategies and innovations
- Consumer attitudes and behaviors towards ingestible beauty
- Consumer preferences for ingestible beauty formats
- Consumer physical and wellness benefits sought from ingestible beauty
- Consumer perceptions of select ingestible beauty ingredients
After flattened growth, brands can renovate formats to unlock new use cases and connect benefits to consumers' evolving beauty and wellness goals
Joan Li, Senior Analyst, Beauty and Personal Care
Market Definitions
Mintel defines “ingestible beauty” as solutions and products ingested – as opposed to applied topically – to improve one’s physical appearance. Ingestible beauty includes both beauty supplements and food and drinks consumed for beauty benefits, though beauty supplements are a significant focus in this Report.
Market Size, Market Forecast and Brands and Companies are excluded from this Report due to heavy overlap with the Vitamins, Minerals and Supplements market. Readers are encouraged to read Vitamins, Minerals and Supplements – US, 2024 for in-depth market analysis and adjacent consumer insights.
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- Definition
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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Consumer sentiment rebounds after a number of months on the slide
- Graph 1: consumer sentiment index, 2022-24
- Over 40% of consumers have seen their financial situations change for the better in the past year
- Graph 2: change in financial situation over the past 12 months, 2024
- Consumer uptake of beauty ingestibles sees a recent spike
- Graph 3: beauty supplement intake in the past three months by age*, 2021-24
- Consumer uptake of beauty ingestibles sees a recent spike
- Graph 4: beauty supplement intake in the past three months by age*, 2021-24
- Retail sales and forecast of vitamins, minerals and supplements indicate modest but sustained opportunities for growth
- Retail sales and forecast of vitamins, minerals and supplements at current prices
- Closures and innovations among key players point to changing market strategies
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Innovation and Marketing strategies
- New formats can create new usage occasions
- Further blur the line between food and beauty
- Connect beauty to resilience and longevity to connect to consumers 55+ and proactive health consumers
- Unlock more longevity opportunities with a Blue Zones approach
- Explore and build awareness of hero longevity ingredients
- Support weight management routines with nutrient-rich narratives
- Women's wellness and sexual health show no signs of slowing down
- Invest in scientific credibility for longterm growth
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The Ingestible Beauty Consumer
- Consumer fast facts
- Consumption of beauty supplements
- Many have tried to take an inside-out approach to beauty
- Graph 5: consumption of ingestible solutions, 2024
- Anticipate competition from healthcare supplements and beauty-boosting food and drinks
- Graph 6: Supplement consumption among beauty supplement users, 2024
- Compete for older consumers' health-oriented interests
- Graph 7: consumption of ingestible solutions by gender and age, 2024
- Capitalize on pre-existing holistic beauty interests among minority consumers
- Graph 8: consumption of ingestible solutions by race or ethnicity, 2024
- Preferred beauty supplement formats
- Over a third of beauty supplement consumers have used 4-6 different formats in the past year
- Early-to-middle adulthood is the sweet spot for experimentation with new formats
- Graph 9: repertoire of beauty supplement formats by age, 2024
- Tablets and gummies are the most accessible formats for entry
- Graph 10: beauty supplement formats by number of formats used, 2024
- Align with Millennial and Gen X women's preference for covenience
- Graph 11: preference for select beauty supplement formats among women by age, 2024
- Men drive interest in F&D formats
- Graph 12: preferred beauty supplement formats by age and gender, 2024
- Physical appearance goals
- Speak to broad interest in skin hydration and hair growth
- Graph 13: desired physical benefits from beauty supplements, 2024
- Beginner supplement consumers are most drawn to hair and nail claims
- Graph 14: Desired physical benefits from beauty supplements by number of supplements used, 2024
- Target consumers 55+ with healthy aging claims
- Graph 15: interest in anti-aging and skin firmness by age and gender, 2024
- Connect young men to proactive routines for full hair
- Graph 16: interest in hair growth/density beauty supplement claims
- Holistic beauty goals
- Beauty sleep is culturally ingrained and desirable
- Graph 17: Desired wellness benefits from taking beauty supplements, 2024
- Take advantage of overlapping holistic health goals
- Graph 18: wellness benefits sought by wellness benefits sought, 2024
- Consumers 55+ connect wellness and beauty to longevity, gut health and immunity
- Graph 19: interest in select wellness claims by age, 2024
- Incorporate ingestible beauty into young women's self-care and stress relief routines
- Graph 20: interest in ingestible stress relief by generation and gender, 2024
- Beauty supplement purchase factors
- Back appearance and health claims with ingredient communication
- Graph 21: beauty supplement purchase factors, 2024
- Take cues from other BPC categories by promoting ingredient origins
- Graph 22: ingredient-related beauty supplement purchase factors by age groups, 2024
- Animal-based vs vegan: both ingredient trends will ultimately be determined by efficacy
- Formulate for benefits and culinary treats
- Graph 23: select beauty supplement purchase factors by age group, 2024
- Ingestible beauty ingredient perceptions
- Heroicize ingredients to close the gap between positive perception and intent
- Graph 24: Perceptions of beauty supplement ingredients, 2024
- Some ingredients must overcome ambivalence and uncertainty about safety
- Graph 25: Perceptions of beauty supplement ingredients, 2024
- Encourage proactive collagen maintenance and preservation
- Graph 26: interest in collagen among women by age, 2024
- De-gender biotin and collagen to broaden relevance
- Graph 27: interest in select ingredients by gender, 2024
- Graph 28: perceptions of select beauty supplement ingredients among men, 2024
- Pair appearance-enhancing ingredients with protein for a rounded, nutritional narrative
- Attitudes and behaviors towards ingestible beauty
- Motivate interested consumers towards trial
- Graph 29: interest in trying beauty supplements by age group, 2024
- Content partnerships and influencer endorsements lend credibility
- Graph 30: online research of beauty supplements by race or ethnicity, 2024
- Uninterested consumers need to be convinced on efficacy, safety and value
- Graph 31: aspects of trust towards beauty supplements by interest, 2024
- Make the case for beauty-specific formulas and expertise
- Graph 32: select attitudes towards beauty supplements by interest, 2024
- Anticipate ingestible solutions to complement – not replace – topical routines
- Graph 33: attitudes towards ingestible vs topical beauty products by generation, 2024
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Appendix
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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