There has been a rise in NPD for beauty from within products according to Mintel, with antioxidant claims featuring on 42% of new launches in the period January-July 2014, and claims relating to skin, hair and nails featuring on 32% of new launches in the same time period; up 26% and 21% respectively compared to 2013.
Consumers are also showing an interest in appearance benefits, with 48% of people interested in trying vitamins/supplements which whiten teeth and 45% interested in trying vitamins/supplements which moisturise the skin from within.
“With the availability of brands such as Fountain at Boots, the most popular destination for beauty products (according to Mintel’s report Beauty Retailing – UK, January 2014), the market for beauty from within is likely to see growth,” says the market researcher.
According to Mintel, it may well be by targeting men that brands get the most success.
Although women show greater interest in appearance benefits, men also show high interest in some areas. Some 45% of men are interested in trying vitamins and supplements which whiten teeth, whilst 34% are interested in trying vitamins and supplements which reduce the appearance of wrinkles.
This suggests opportunities in the men’s market, particularly with the rise in value of the segment by 28% in the year ending June 2014.
As for the overall vitamins and supplements category, it is estimated to see a decline of 1% in 2014; but annual growth is predicted thereafter.
The category is predicted to grow by 15% in the best case scenario from £399 million (€511m) in 2014 to £459 million in 2019, or in the worst-case scenario by 5% to £419 million.
Mintel estimates that growth will be driven by demographic specific vitamins and supplements. In the year ending June 2014, the men’s and women’s segments have grown by 28% and 10% respectively, with vitamins for over-50s growing in value by 5%.