Eleni Grammenou, industry analyst for OTC Healthcare told CosmeticsDesign-Europe that, "The market for nutraceuticals in the UK is heavily regulated and introducing new products into the market is getting much harder" "Greater sophistication in this market is expected to take place, but new product launches with new ingredients will be challenged and we are unlikely to see products such as vitamin and dietary supplements (VDS) promoting skin whitening in Japan," she said. However, despite the lack of innovation in the UK market, VDS combinations targeting beauty are said to be quickly gaining momentum from consumers. They are seeking alternatives to the anti-aging products currently gaining negative press from the media. The backlash against anti-ageing creams is acting as a natural catalyst for the growth of nutraceutical products with many of the cosmetic and VDS companies 'leveraging the emerging consumer need by introducing VDS combinations that aim to improve skin complexion, nail health and even skin whitening'. Despite the increased amount of products on the market the trend is relatively new, with consumers still unsure about the adverse effects of taking supplements. Grammenou said, "Consumers can be skeptical about these products whether they work or not and concerns over the use of multivitamins which can have adverse effects on health. Indeed, most consumers would prefer a topical application rather an ingested solution". "Low consumer awareness, limited product availability and recent negative media casting doubts over the benefits of VDS is hindering the UK beauty supplement market," she added. This would not seem to be the case in the Japanese market, which is the leading country for the nutraceutical trend. The market is more developed for this segment of cosmetic products, with a more sophisticated legislative system- allowing for more product development. Likewise Japanese consumers are said to be more demanding and fickle, getting bored easily, with products 'and always on the quest for the next thing'. This allows for more elaborate and extensive product innovation.