Embracing the concept of ‘skin nutrition’ offers opportunities for nutraceutical brands to meet growing consumer demand for holistic, ingestible beauty, say industry analysts.
Skin health-related claims in global food, drink, and vitamins, minerals, and supplements (VMS) product launches have increased by 23% in the past five years, Mintel figures show.
The blurring of the boundaries between nutrition and skincare highlights growing recognition of the link between skin health and general wellbeing – a trend that nutraceutical brands can capitalise on.
Products targeting the gut-skin axis, for example, could be used to cater to increasing demand for “pro-longevity” solutions among gen Xers and older millennials, as well as growing appetite for holistic skincare from Asian consumers, according to Mintel.
Diet is also known to play a critical role in various common skin disorders. Research shows how nutrition affects the management of conditions like acne and eczema, while multiple studies have demonstrated how essential nutrients can benefit and restore the structural and functional integrity of impaired skin.
The market for products incorporating principles of skin nutrition – which emphasises addressing skin problems at the cellular level, using essential nutrients to nurture this huge organ from within – is growing.
Almost three-quarters (74%) of US personal care buyers view their skin health as being a reflection of overall wellbeing, while more than eight in 10 (84%) US functional drink consumers drink products with beauty-enhancing claims at least weekly, Mintel statistics show.
Ingestible skin health products offer a time-saving alternative to multistep routines. Brands can capitalise on the demand for efficient skincare solutions that reflect holistic health.
“Embracing skin nutrition promotes wellbeing and vitality, presenting a lucrative opportunity for brands to provide innovative, convenient, and sustainable solutions that align with evolving consumer preferences for holistic skin health,” wrote Michelle Teodoro, global food science analyst at Mintel.
Rising interest in biological ageing, particularly among gen Xers and older millennials, highlights “a significant opportunity” for ingestible skin health products, according to Mintel.
Consumers are increasingly seeking “pro-longevity” solutions beyond traditional topical products, turning to food, drink, and VMS products with science-backed anti-ageing ingredients.
Recent patent filings suggest that mushrooms and botanicals, and collagen production promoters, such as vitamin C, hold a promising future in this area. Highlighting ingredients that regulate skin ageing at the genetic and cellular level, such as probiotics and nicotine mononucleotide (NMN), can position brands at the forefront of this growing market.
Asia represents another promising market: Chinese and Thai consumers are increasingly adopting a holistic health approach to skincare, while in Japan, 37% of consumers seek beauty-related food and health information, Mintel figures show.
South Korea leads the way for global patent grants related to food, drink, and supplements with beauty benefits, at 47%, followed by Japan (26%), China (7%), the US (3%), and France (3%).
Emerging research has indicated the influence of intestinal microbiota homeostasis on skin health, demonstrating the existence of a gut-skin axis. This suggests opportunities for probiotic interventions to improve skin health, as microbiome-friendly skincare grows in popularity.
Probiotics can be used to manage skin diseases in many ways, including by decreasing oxidative stress and suppressing inflammatory responses.
What’s more, this is an area brimming with untapped opportunity: although probiotics are primarily known for their role in gut and digestive health, consumers are still connecting the dots with skin health. However, VMS NPD with probiotic claims remains stagnant, according to Mintel.
“More innovation in probiotics, and even noting which probiotic strains are used, can boost the appeal of products and help grow an underused claim,” wrote beauty and personal care analyst Georgia Stafford.
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