Consumer Towards Health and Nutrition: Vitamins and Supplements Driving Beauty Innovation

Healthy behaviors and living and towards health are rapidly changing. As new trends information and emerge about various illnesses is shared via more channels than ever before, it is important for brands and companies to understand client’s habits and perceptions when it comes to their health.

With the survey´s results provide clients insight into every day or long-term health attitudes and behaviors in areas such as health nutrition, packaged food and consumer sports.

Vitamins and Supplements Driving Beauty Innovation

Rapidly changing large amounts of easily available information and health on nutrition and health is blurring the lines of what types of products consumers are using to manage their health. For example, consumers who before depends on traditional beauty products to manage their appearance are diverted at vitamins and supplements to encourage their appearance as part of their overall well-being.

As consumers are shifting their mind towards companies, healthcare and brands need to ensure that they are looking at their services and products with the same view. Therefore, it is important that companies and brands look beyond their emergence competitors and product categories as disruption within nutrition and health continues.

Consumers have rapidly looked at their appearance as an indicator of health. By the definition of health has been changing over the years, with more emphasis being placed on feeling “good”, getting enough sleep, mental well-being and 54% feels that beauty means looking healthy and 47% of global consumer believes that being healthy means having a healthy appearance.

Multivitamins, green tea extract and vitamin E are the mostly consumed vitamins and supplements for beauty and skin health purposes. Though some of these vitamins and supplements have been added in beauty and personal care products for many years, the format of how consumers are using it has been changed. These products not only include standard pills and capsules found within supplements categories and vitamins but also powders to add to oral sprays, ready-to-drink products and meals or shakes.

The planning that consumer are consuming vitamins and supplement is not the only thing that is changing, but how they get their information and make purchasing decisions is shifting as well. Many consumers still get information from traditional sources such as family/friends, doctors and pharmacists. However, many are looking at alternative information sources with global consumers depending on social media, healthcare related fitness trainers or coaches and websites to give them healthcare information and advice on which vitamins and supplements to consume.

Companies and Brands need to understand the overall information about health and nutrition for their consumers instead of focusing on their specific categories, as they need to be part of the wider lifestyle habits and choices consumers have when it comes to their health.

Consumers’ perspective of health

1. Feeling ‘good’
2. Eating a balanced diet
3. Drinking enough water
4. Mental wellbeing
5. Absence of disease
6. Low stress
7. Avoiding Alcohol
8. Maintaining Healthy Weight
9. Physical Strength

Consumers’ perspective of beauty

Being comfortable in your own skin

1. Looking presentable
2. Inner self confidence
3. Embracing yourself
4. Simplicity
5. Looking Healthy
6. Honesty
7. Hygiene/cleanliness
8. Embracing yourself

Consumers may realize that health isn’t about what foods they eat but also what supplements they take and what products they apply. That’s why food-related marketing terms like plant-derived, non-GMO, natural and organic are rapidly in-demand when it comes to skin health products. Women are considered as the main consumers in the skin health nutraceutical category.

It has been proven to reduce the appearance of fine lines and work from the inside-out to increase the elasticity and moisture of skin.

Similarly, supplement formulators are taking skin health into account when they’re developing products for other categories.

Regional Insights

Increasing prevalence of chronic diseases like Diabetes and Cancer, rising disposable income, rising digestive tract diseases, and growing consumer awareness about nutritional products is propelling the regional product demand. Increasing demand of a healthy diet to maintain fitness levels is also boosting the demand for health supplements and women’s beauty.

Start up countries like China, India, Japan, Singapore and Australia to educate and create awareness to women regarding nutrition is also boosting the growth of the Asia Pacific market.

Africa and Middle East is the fastest-growing segment over the forecast period. Increasing number of gyms, concerns related to lifestyle diseases and growing millennial population and is likely to boost the regional supplements market. Increasing focus of government regarding creating health awareness is to drive the dietary supplements market in the near future. For instance, in 2018, an initiative known as the National Happiness and Positivity program is introduced by government which goals to provide right information to public employees to help them building a work environment and adopt healthy habits that supports the best healthy lifestyle.

Key Companies that invest their savings in health related businesses…

Geographic expansions, increasing investments in R&D, collaborations with other industry players, product and flavor differentiation, mergers and acquisitions are among the key strategies adopted by the market players for meeting a competitive edge. In December 2018, Pfizer, Inc. signed an agreement with GlaxoSmithKline plc (GSK) to combine their consumer health business into a new joint business, with combined sales of about 12.7 USD billion. The joint business was expected to be pain relief, a category leader in respiratory, digestive health, skin health, vitamin and mineral supplements, therapeutic oral health. Some of the companies plays the main role in the women health & beauty supplements markets are:

• The Nature’s Bounty Co
• Herb life International of America Inc.
• GNC Holdings Inc.
• Garden of Life (Nestle)
• Bayer AG1
• Taisho Pharmaceutical Co. Ltd.
• Suntory Holdings Limited
• Pharmavite LLC
• Blackmores
• Swisse Wellness Pty. Ltd.
• Pfizer Inc.
• Fancl Corporation
• Asahi Group Holdings
• Grape King Bio Ltd.
• Usana Health Sciences
• By Health Co. Ltd
• Nu Skin Enterprises
• Revital Ltd.
• The Himalaya Drug Company
• Vita Life Sciences
• Standard Foods Corporation