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.
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
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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