Vitamins drive nail care market

By Louise Prance

- Last updated on GMT

Related tags: Nail care, Manicure

Despite the nail care industry supposedly lacking innovation
recently, a popular trend has emerged for premium nail products
that incorporate vitamin and mineral properties - allowing for
decorative and healthy nails.

According to Mintel data, not only are many nail care manufacturers adding vitamins and minerals to varnish formulations, they are also segmenting these additions into remover products as well. Consumer demand for diversification in nail products has grown, with 68.9 per cent of women in the UK stating that it is important for them to look after their image and having stronger nails is one way to do it. However, it is premium nail products that more commonly contain these formulas, with the typical vitamins that are added being vitamins A, C, B5 and E - whilst the consumer are attracted to high-end packaging and stylish containers. Alongside vitamins, Mintel has forecast the rise of botanical and herbal ingredients with consumers feeling more confident about the benefits these ingredients bring to cosmetic products. Ingredients with hydrating qualities have topped the list, such as almond extracts, shea butter, seaweed and other plant extracts. Likewise, ingredients with desired anti-oxidant qualities, such as aloe vera and green and white tea were also highly present in nail products. High-end products that offer the healthy formulation option alongside salon style appearance are also thought to be key market drivers. There is an increased trend for manicures being done outside of the salon, with 46 per cent of American women primarily doing manicures from home. Indeed, many nail manufacturers are now tapping into this trend, with German based cosmetics company Art Deco launching both a French manicure and nude manicure nail care range for the summer season - capitalising on the growing need for 'natural' looking nails, with salon derived quality. With 29 per cent of women in the UK stating they find it important to keep up with the latest fashion trends, companies such as Art Deco are constantly changing their product lines to fall in line with 'seasonal' changes. Mintel has predicted that the trend for botanical and herbal ingredients in premium ranges will continue in the coming years. Likewise, manufacturers are also increasing developing nail care ranges for teenagers - due to the demographic being the main user of nail varnish products. Indeed, 83 per cent of American girls between 12 and 17 suggest they use nail varnish, as opposed to only 64 per cent of adult women. With manufacturers urged to create decorative and extravagant packaging concepts to further attract this age group. Manufacturers are also encouraged to stay ahead of competitors by creating multifunctional products that incorporate colours and trends from the fashion industry.

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