Nutricosmetics is growing unstoppably in our country, backed by science, in response to the demand of increasingly well-informed consumers who are looking for an effective solution in their beauty routine, together with a natural composition and the added bonus of convenience.
We have the opinion of the doctor in biomedicine and founder of SKIN MOLECULE X, Sanja Zivanovic, who will answer the questions raised about trends and challenges of nutricosmetics.
According to the study "Consumer perception of food supplements" carried out by AINIA, 75% of consumers have incorporated food supplements into their diet in the last year. Achieving a healthy lifestyle has become one of the main objectives of consumers who, faced with a frenetic pace of life, rely on nutricosmetic supplements to improve their wellbeing.
We are also talking about a much more informed and therefore demanding consumer. Dr Sanja Zivanovic says that consumers now want to know more about what they consume: "Consumers are now much more informed about what they consume, so the decision-making process is determined by the problem they are looking to solve, they now pay more attention to a composition that addresses specific concerns: skin ageing, hair strengthening".
In this area, notable progress has been made in terms of consumption, diversity of presentations and ingredients, with the latter being the most important. Dr. Zivanovic adds that "in addition, practical formats and convenience are increasingly valued, in this aspect, drinkable nutricosmetics, also called "beauty drinks", a drinkable format, more effective and with a higher concentration of active ingredients, stand out".
The rise of nutricosmetics is not only due to a concern for the consumer's wellbeing, but is also accredited and certified by science and proven to be effective. By providing essential vitamins, minerals and antioxidants, it strengthens the skin, hair and nails, acting holistically and offering long-lasting benefits. Efficient absorption of these nutrients through ingestion promotes their distribution at the cellular level. In addition, nutricosmetics addresses the underlying causes of aesthetic problems, preventing them and repairing damaged tissues.
Looking at a positive scenario, what challenges does nutricosmetics face?
One of the main challenges facing the nutricosmetics market is consumer education regarding trust in a type of cosmetics that is drunk as opposed to traditional cosmetics.
Dr. Sanja explains: "The market is booming and the trends are favourable, however there is a pain point as we cannot forget that we are not talking about topical cosmetics, nutricosmetics are consumed".
Zivanovic stresses the importance of always communicating transparently, reminding us that it is the science behind the faster and longer lasting benefits than with traditional cosmetics. "It is important to clearly and precisely communicate the benefits of these products and how they can be effectively integrated into a personal care routine. Along with constant communication that it is science that supports the effectiveness of these products," says Dr. Zivanovic.
Another challenge facing nutricosmetics is the high expectations of its products. Consumers have much higher expectations of nutricosmetics than they do of topical cosmetics.
Dr. Sanja Zivanovic is clear about this: "In our case, we are working on this challenge, providing educational information continuously, being able to offer an effective product and offering it in the clearest possible way. Transparency is key in this case. In addition, regulation and quality assurance are critical issues to ensure consumer confidence in this constantly evolving sector".
The rise of nutricosmetics is based on science-backed efficacy, meeting the demand of informed consumers seeking effective solutions, natural compositions and convenience in their beauty routine.
The growing incorporation of dietary supplements reflects the quest for a healthy lifestyle amidst the hectic pace. Despite notable advances in consumption and diversity, nutricosmetics faces challenges, where transparency and effective communication are key to building trust in this ever-evolving sector.