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Beauty foods grow threefold, says Mintel

By Lorraine Heller , 11-Sep-2009

Global food and drink products claiming to enhance beauty increased threefold over the past three years indicating a market ready to take off, said Mintel.

According to the market analyst, the growth in ‘beauty foods’ by far exceeds that of regular food and drink products. Between 2005 and 2008, introductions of beauty-enhancing products increased 306 percent, compared to the 35 percent increase registered for the overall food and drink industry.

“This data speaks to the impact 'beauty foods' are having on the market. In addition, already in 2009, nearly 300 food and drink product launches with a 'beauty enhancing' claim have been launched, surpassing the total number launched in all of 2008,” said the analyst.

Mintel also noted that women in the US between the ages of 18 and 25 are interested in trying beauty functional beverages.

“These numbers really point to an opportunity within this new segment in the beauty industry,"said Taya Tomasello, senior beauty analyst at Mintel.

Skin, hair and nails

Beauty foods generally address three areas: Skin, hair and nails. Benefits include: (for skin) repair and prevention; sun protection; firmness; pigmentation; whitening; and slimming; (for hair) retention and growth; restoration; nourishment; and volumizing; (for nails) strengthening.

This increased consumer interest in the concept of beauty from within is contributing to the category becoming more clearly defined as an independent marketing platform for certain ingredients and products.

According to market research company Kline Group, the category was worth around $1.5bn in 2007, and expected to grow to $2.5bn by 2012. Overall, the global market for nutricosmetics grew over 10 percent in 2007.

Inspiration from Japan

Kline estimates the US holds only 3 percent of the global nutricosmetics – or beauty from within – market. Europe and Japan currently take the lead, accounting for 55 and 41 percent of sales respectively.

Looking to the Japanese market for inspiration, new product introductions highlighted by Mintel fruit snacks consisting of dried mangoes, pineapples, papaya and cranberries coated with collagen.

Launched by Japan-based Kracie Foods, the product “targets women in their 20s to 40s who are conscious of their skin health,” said Mintel.

Another new beauty product launched in Australia is Tea Tonic's Complexon Tea that claims to help "revitalize each cell of the body within, and is a positive step towards achieving beautiful luminous skin and a fabulous complexion."

Next week, Mintel will be showcasing what it calls “the latest innovative beauty products” at the cosmetics show HBA Expo in New York.

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