Accumulating Health

Tied with gut/digestive health, skin/hair/nail health was the fourth most-cited reason for taking food/dietary supplements among adults in the EU (17%), according to an IPSOS survey conducted between March and April this year among 13,200 adults in 14 EU member states. Only maintaining overall health (52%), maintaining the immune system (45%), and energy (29%) ranked higher.

While the supplement user for skin, hair, and nails tends to skew toward younger females, overall, the health and beauty category represents a major global platform with significant interest among all types of consumers, including men.

There’s great upside for brands and product innovators. The recognition that wellness issues are interrelated means that more people believe they can moderate the effects of aging, and control their health and appearance—at least to a degree—through diet and lifestyle. With a continued focus on healthy aging, product solutions that support consumers achieve their goals will continue to offer value, oftentimes even at premium price points.

Ultimately, whether it’s recovering from a long workout, getting proper sleep, managing stress of modern living, or making better food choices, many consumers understand that health is dependent on an accumulation of factors. Safety, efficacy, and benefits consumers can actually see and feel are all-important.

At the same time, according to Kline & Company, “One of the more unique trends in 2021 was the rise of sustainability-focused products, particularly evident in hair care. Brands and retailers alike will continue to make efforts to expand messaging on climate commitments, sustainable sourcing, responsible packaging, and environmental giving.”

Still, consumers are rightfully skeptical of environmental and social claims given the amount of greenwashing that persists. Transparency is a long-term investment in building trust with customers.

With all the chaos that’s encircled our planet in recent years, we hope this edition of Beauty Inside & Out offers insight you can leverage to help build a healthier world.

We always appreciate feedback and content ideas, so drop us a note any time. For now, happy reading …

Sean Moloughney, Editor
smoloughney@rodmanmedia.com