The skinny on the
US nutricosmetics market.
Christine Esposito • Associate Editor
AMERICANS, IT SEEMS, are inundated with messages to eat right, exercise regularly and maintain healthy habits, like avoiding tobacco. While obesity rates continue to soar,
more consumers say that they are latching on to trends such as
eating organic fruits and vegetables, being a“locavore” and some
are even exploring the raw food movement. And where their di-
ets may be lacking, US consumers seem to make up for it with
pills and capsules. According to a survey commissioned by the
Council for Responsible Nutrition (CRN), 69% of US adults take
dietary supplements, up from 66% in 2010, 65% in 2009 and 64%
Now mix in the strong demand for anti-aging skin care, and
that’s surely a recipe for success in the inner beauty products
But when it comes to ingestible products boasting beauty
benefits for hair and skin, the American appetite appears to be
lacking. In fact, the US nutricosmetics market has been on the
decline since 2006, according to Euromonitor International analyst Claire Moulin.
Don’t blame the housing bubble; economics alone aren’t responsible for this steady slide, according to Moulin.
“It is the general suspicions of the consumer too,” she told
HAPPI about the sector, which was valued at about $60 million last
year in the US, with the bulk of revenue stemming from supplements, rather than food and beverage-type products.
Consumers are suspicious because they often believe in instant results, and nutricosmetics, Moulin said, “seem too ‘
abstract.’ It takes longer to show results, which are then harder to
Clean Up in Aisle 12
Some high-profile brands, such as Borba, have media buzz, but a
quick check up of the beauty-related food and beverage launches
covered in past issues of HAPPI tells a less successful tale:
Dove Beautiful, a chocolate bar boasting skin care benefits,
has been pulled from store shelves. Frutels, an acne treatment
in the form of chocolate candy, looks to be out of business.
Nestlé’s Glowelle, a beauty drink that was sold in both ready-
made and powder form, is not on the market. Crystal Light no
longer sports “Skin Essentials” SKUs (although it does offer one
of the flavor profiles from the range, only without skin-related
language on the pack, according to a Kraft spokesperson). Clif
Bar no longer offers its skin-health slanted tea cake in the Luna
bar range. (But interestingly enough, a mini-sample size Luna
bar was packed in the June Birchbox).