Eating Your Way to Beauty
With health, well-being and the transparency of claims made for functional foods being increasingly scrutinized and regulated, so-called beauty enhancing products are enjoying their own growth spurt.
The latest report from Mintel Beauty Innovation declares that more people are attempting to improve their appearance through the food and drink they consume. According to the company's senior beauty analyst, "global food and drink product launches with a 'beauty enhancing' claim increased by a staggering 306 percent from 2005 to 2008" with "one in five US women between the ages of 18 and 25 interested in trying beauty functional beverages."
Amongst the 300 new launches so far this year are dried fruit snacks containing mangoes, pineapples, papaya and cranberries coated with collagen from Japanese manufacturer Kracie Foods. Complexon Tea from Australia claims to help "revitalize each cell of the body within, and is a positive step towards achieving beautiful luminous skin and a fabulous complexion."
To put their findings into perspective, Mintel also points out that "overall global food and drink product launches have only seen a 35 percent increase during the same timeframe. This data speaks to the impact 'beauty foods' are having on the market."
No mention was made in the study's publicity material, however, of any non-beauty related contributions to the diet such as salt, sugar or fat. For some, it seems to be more about appearance than health or weight.
Discussion Questions: What's driving the surge in food and drink launches featuring beauty-enhancing claims? Is it a healthy long-term trend or a shorter-term fad? How would you rate the overall opportunity for beauty-enhancing beverages and foods?
[Author's commentary] Creams, pills, potions, now food and drink. What lengths won't we go to to make us feel beautiful? What a wonderful opportunity, Mintel points out, for more manufacturers and retailers to become modern day snake oil salesmen.