Due to the ongoing COVID-19 pandemic, consumers have shifted to a new area of beauty that is concentrated on health and wellness, reports Kline & Co. “Beauty from Within” — or hair, skin, and nail supplements — is growing at a rapid, double-digit pace.
Wellness supplements that offer wide-ranging benefits, including better sleep, enhanced mental wellness and beauty, and relief from stress and anxiety are popular among consumers. Products with sustainable, vegan, organic, clean, and eco-friendly claims remain top of mind, and this is expected to continue in the following years as marketers center innovation around natural ingredients.
The beauty nutrition market is comprised of a wide range of competitors, from supplement manufacturers to food, beverage, and beauty players, mushrooming into all retail outlets. What started in specialty stores like Ulta and Sephora has been mainstreamed into food/grocery stores, drugstores, mass merchandisers, and department stores. The e-commerce channel registered unprecedented sales gains due to the rising popularity of personalized nutrition offerings, coupled with strong promotion on social media.
What are consumers’ favorite product forms? What ingredients are in high demand? What are the latest launches from leading brands like Nature’s Bounty and Olly, as well as emerging ones like SugarBearHair? How do retailers like Walmart, Walgreens, CVS Health, Target, Whole Foods, and Kroger respond to this rapidly growing segment?
This special report from Kline highlights:
- Growth drivers and key trends
- Leading brands and private-label activity
- Hot ingredients and popular product forms
- Retail breakdown and future view of the segment