LITTLE FALLS, NJ, August 3, 2006 – The drive to slow the aging process and maintain an image of youthfulness and vitality without resorting to plastic surgery has inspired the beauty industry’s newest fusion product, the nutricosmetic. Linking the cosmetic and nutritional supplement markets, nutricosmetics are gaining ground globally as consumers are increasingly turning to products that stall the root causes of aging. Kline & Company's latest study examines the growing opportunities and the changing competitive landscape in this emerging industry that now totals nearly $1 billion and is expected to show double-digit growth through the next five years.
“Consumers are seeking a more holistic approach to beauty, and the dominant trend is to combat skin, hair, and nail damage from the inside and out,” says Carrie Mellage industry manager of the Consumer Products practice for Kline’s research division. “In Japan, there are specialty stores and department store counters devoted solely to the sale of beauty supplements from companies like Shiseido, and nutricosmetics are widely available in pharmacies in Western Europe. But in North America, the concept is just gaining ground with newer brands like Borba.”
“Acceptance is driven by baby boomers’ desire to look and feel younger,” she adds. “Many tend to pursue health and beauty products together.”
Nutricosmetics link nutrition with skin and body health, enhancing beauty from within using botanical actives, enzymes, proteins, or vitamins that offer antioxidant benefits. They are taken orally to help restore and strengthen the skin and body’s repair system, and they are often used together with high-performance topical treatments. Products that have captured this concept include Imedeen, the world’s first nutritional supplement for skin care and Inneov, a joint venture between L’Oreal and Nestle to develop nutritional supplements for skin and hair.
“In an emerging market, there is an opportunity to differentiate on the basis of technology and performance. With a huge untapped market in the United States, the nutricosmetics industry offers a number of opportunities for companies looking to break into this market,” says Susan Babinsky, senior vice president and head of Kline's Consumer Products Consulting Practice. “Competition is guaranteed to increase, and companies should try to gain an early advantage and position themselves as a market leader in North America to gain the best competitive advantage.”
One company that has an early lead doing so is Intelligent Nutrients, founded by Hoechst Rechelbacher, also the founder of the breakthrough Aveda business, now owned by Estee Lauder.
“Rechelbacher is a real visionary and was on the mark with Aveda,” notes Babinsky. “He clearly sees this same huge development potential in nutricosmetics.”
In order to capitalize on opportunities in this emerging sector, marketers of beauty and pharmaceutical products alike will need to understand the industry dynamics. Kline’s study, NUTRICOSMETICS 2006: JAPAN, UNITED STATES, AND WESTERN EUROPE will include a comprehensive analysis of the nutricosmetics industry including an overview of key trends and market drivers, an examination of regulatory issues, and reliable brand and category data including the top twenty brands marketing nutricosmetics.
For more information, go to www.klinegroup.com/reports/y627.asp or contact Carrie Mellage at +1-973-435-3412. Those based in Europe should contact Pilar Pardo at +32 2 776 0737.
Established in 1959, Kline & Company (www.klinegroup.com) is an international management consulting and market research firm serving the consumer products, specialty chemicals, life sciences, and petroleum and energy industries.
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