State of play
In a global sense, Asia is still revealed to be number one today according to Euromonitor, but a very clear movement to Europe, USA, South America and South Africa has become prevalent.
In Europe, the market researcher notes Germany as the fastest country in terms of growth, followed close behind by Italy and the Netherlands.
France is also said to be doing well as “generic vitamins and dietary supplements are sold throughout the majority of health food stores there, helping to create a larger acceptance of those products and encouraging customers to reach for them.”
Beverages have been highlighted as taking up the position of biggest trend within the sector specifically where active ingredients are integrated into products such as beauty shots or other ready to drink products or as a flavoured powder that you mix with water.
Earlier in the year, UK-based Water Nutraceuticals launched a soluble powder of praventin, found in the milk protein to be dissolved in water and other non-carbonated drinks to prevent acne and blemishes.
Other distinct areas
Three other distinct areas of trend were visible in the baby, teenage and growing with age sectors.
A growing science behind prebiotics and childhood eczema for the baby sector seen companies like Danone working on ingestible products to help with skin conditions, while the teenage consumer group drove demand for affordable hair, nail and acne products prompting Boots to launch its own product line covering all three areas.
Anti-cellulite, tanning and anti-wrinkle products were the third strongest as products came onto the market boasting strong wrinkle reduction claims, such as Dove spa from Unilever who are standing out in the growing in the age category.
Women are still said to be taking the lead in this area, but there is said to be an upcoming trend especially in Asia where successful men that take care of their looks are open to some of these products.