26 health management
good looks on the go
How busy lives are escalating the US beauty food and beverage market.
he growth spurt in vitamin waters to the American desire to do more with
may be just the beginning! American less by delivering on the superfruit’s high
consumers are daring to spend their antioxidant promise. In a single beverage —
dollars on bars, beverages, yoghurts Sibu’s Revitalize and Renew Liquid Dietary
and other foods designed to revitalize and renew Supplement — consumers received the
their beauty from within. The trend towards nutritional benefits of
beautifying foods and beverages in the US is • essential fatty acids, including the rare
in its infancy, but it borrows from a long and omega-7
successful Asian and European history. Recently, • phytosterols and polyphenols
US manufacturers have begun to leverage • amino acids
consumer trust in natural products to meet the • carotenoids
still expanding need for antiageing and beauty • vitamins
products. When marketing beautifying products • minerals.
to the natural foods consumer, though, US Needless to say, for consumers interested in
manufacturers would do well to remember that accomplishing as much as possible with a
Americans, in particular, want their nutrient-rich single swig, this multifunctional combination
functional foods to be a convenient addition to was particularly appealing.
their activity-packed lives.
Ingredients Leading the Way
What Beauty Foods Do In addition to sea buckthorn berries, other
The Beauty from Within market consists of US currently supplying only 3% of such antioxidant powerhouses such as açai and
products that provide targeted beautification products (Global Cosmetics Industry, April mangosteen are finding a place in beautifying
effects through the nutritional benefits of key 2009). However, American consumers functional foods and beverages. As well as
ingredients. Often called “nutricosmetics,” differ from their counterparts across the fruits, tomato-based products with lycopene
these products focus on three main areas: seas, and this difference provides a unique and betacarotene provide potent skincare
skin, hair and beauty. In each of these marketing opportunity. As acknowledged by benefits, as do antioxidant-rich teas and
segments, nutricosmetics go beyond research analysts such as Mintel, Japanese other tea-based beverages containing
cosmetic cover-ups to address the nutritional and European nutricosmetic products tend