Nutricosmetics: A New Era of Innovation
The communication strategy of nutricosmetics brands often relies on three keywords: lived experience, science, and technology. Consuming beauty products rich in active ingredients offers many benefits for improving or enhancing appearance from within. Consumer behavior towards this market has seen significant growth over the past 15 years. In 2010 in France, 12% of consumers reported using such products. By 2024, more than 60% of the sample consumers reported using them.
Beauty, well-being, and good health are three interconnected principles important to consumers. A survey done by Syres on 10,300 people, composed mainly by women, shows that the majority of users are between 40 and 59 years old, purchasing nutraceutical products on their own initiative. 72% of consumers combine multiple solutions, where 80% consuming regularly.
However, doubts and concerns remain, particularly regarding side effects. In France, 47% of consumers are concerned about the price. Among those surveyed, 2,300 (22%) have never used nutricosmetics. Some refuse to try these products, concerned principally about side effects and/or having no specific need.
Consumers have numerous expectations and requirements: transparency on efficacy and composition, side effects (overdosing, drug interactions, smoking), vigilance and control by competent organizations, visible results and clear claims, compatibility of treatments, alerts and precautions for at-risk populations, support and advice from competent consumer services, affordable prices based on duration and quality, and personalized products.
Furthermore, adding anti-aging components to nutricosmetics is important, as they address the growing consumer desire for products that mitigate the signs of aging and promote youthful, radiant skin.
The Syres agency emphasized that nutricosmetics manufacturers must focus on the “3 B” for success: Beauty, Bien-être (=Wellness), and Benefits.
- Beauty: products must visibly improve the appearance of skin, hair and nails and eventually more than that.
- Wellness: products must also contribute to the general well-being of users, by being pleasant to consume and providing positive health effects.
- Benefits: products must offer measurable and proven benefits, backed up by scientific studies to earn consumers’ trust and meet their expectations.
