Opportunities in Skin Health

By Maryellen Molyneaux, Contributing Editor

Skinthe largest individual organ in the human bodyhas many physiological responsibilities, including acting as the bodys first line of defense against harmful environmental factors, protecting other internal organs and providing the sense of touch.  There are also many psychologically related expectations we have of our skinwomen, especially, want it to look clean, clear, healthy, radiant and youthful. In 2008, consumers spent $8.4 billion on natural and/or organic personal-care products. However, consumers have become more concerned with maintaining their overall health and are increasingly aware that beauty comes from the inside out. This presents an opportunity for manufacturers of food and beverage products to boost sales via the addition of functional, skin-health ingredients. 

Data from The Natural Marketing Institute (NMI), Harleysville, PA, confirms that women are significantly more likely than men to be concerned about the outward affects of aging. More than one-quarter of women indicate their biggest fears about aging include wrinkles and/or dry skin, compared to 10% of men. Women are also significantly more likely than men to indicate that they are always looking for the next Fountain of Youth. Almost all consumers, 9 out of 10, believe that how they take care of their body on the inside can have an affect on how they look on the outside. Six in 10 consumers, and significantly more women than men, indicate that they eat nutritious foods to help improve their appearance.

Although many consumers indicate they are interested in food and beverage products that promote healthy skin, very few actually know which ingredients improve skin health. For example, less than one-quarter of consumers associate antioxidants with skin health, despite the majority indicating that theyve heard of, or are aware of, the term antioxidants. This disconnect represents an opportunity for marketers of healthy-skin products and ingredients to educate consumers about specific benefits.

One way to educate is through product labeling. The majority of consumers indicate they wish all foods had some type of labeling showing all the ways they would benefit my health. Some 15% of consumers indicate they would be more likely to purchase a food or beverage product if the label indicated it would improve skin texture and regenerate aging cells. Women are significantly more likely than men to indicate this, as are consumers between the ages of 30 to 64. Among other key ingredients, the antioxidants in superfruits are effective in maintaining healthy, younger-looking skin, as they fight free radicals that damage skin. Consumers show an emerging awareness of superfruits, with nearly 4 in 10 consumers, and significantly more women than men, indicating they would like to get more superfruits in their diet.

Maryellen Molyneaux, president of The Natural Marketing Institute, began her career in health and wellness in 1970. Her range of expertise includes retail and corporate management, international consulting, new product development, consumer packaged goods marketing and market research management. For more information, visit nmisolutions.com.

Steve French, managing partner, The Natural Marketing Institute, will present "The Hottest Consumer Trends for the New Decade" at SupplySide West, Oct. 19-23, 2010, at The Venetian & Sands Expo, Las Vegas.