Consuming beauty: the nutricosmetics market

Report
- Consuming beauty: the nutricosmetics market
- 11/11/2009
- Ana Terzi and Sheila Wan


Health drinks are common in the West, beauty drinks less so Creative Commons, dia (2008) ©

Scope
The desire for premium, wholesome food has encouraged high-end grocery stores to diversify their offerings to include beauty products, thus catering to consumers seeking a total wellbeing experience.

American food retailer Whole Foods observed that consumers who shopped at their stores for natural and organic groceries tended to transplant this health-seeking mindset to parallel categories. As a result, health and beauty categories have started to merge with food in a more prominent way, creating a hybrid category dubbed “nutricosmetics”.

Although nutricosmetics has been positioned as premium in selected markets, industry analysts agree that the category has the potential to become mainstream, particularly in emerging markets where consumers are looking for new ways to spend their growing incomes.

A Datamonitor report titled Seeking Beauty through Nutrition: Opportunities in Oral Beauty Products (1) surveyed the US and certain BRIC countries. Although it was found that 66% of US consumers agree with the statement “I am conscious of the link between diet and appearance,” a substantially larger percentage agreed in Brazil (79%), Russia (88%) and India (85%) - indicating that the concept may have greater traction in emerging markets where nutricosmetics is still a burgeoning field.

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Industry	Advertising & branding Food & drink Health & beauty
Location	China Japan Singapore Thailand
Keywords	Hyperawareness of health Natural Mindset Beauty Drink Kanebo Foods Collagen Local L'Oreal Nestle Shiseido Coca-Cola

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