Japan to see high growth in beauty supplements thanks to rising male interest

Beauty supplements are used to improve, enhance and offer support to any kind of deficiency through a combination of vitamins, minerals, and other bio-active ingredients which help to enhance one’s external outlook and appearance.

According to Persistence market research, a rising interest from men for their appearance is also expected to support the market growth of beauty supplements by 2020.

However, international players be warned that there is less awareness among the consumer regarding its availability, usage and consumption, high prices of these products and less inclination of  consumers in emerging regions.

Expectation and effectiveness​

In fact, Datamonitor Consumer says that as the beauty from within segment evolves, cosmetic manufacturers are now focused on researching solutions to better meet consumer expectations and convince of a supplement's effectiveness. 

The market researcher found that 41% of the respondents aged 18-34 felt such claims on supplements somewhat or completely trustworthy.

Therefore, younger consumers would be more receptive to new launches in this sector, if the brands are able to find ways to attract them.

"Primarily, it is the result: scientific formulations presented to discerning young consumers in a clear way are ke​y," says researcher, Aleksandrina Yotova.

What consumers really value in beauty supplements..​

Yotova says an example of a company adopting a strategy like this is UK based 'Works With Water Nutraceuticals' which reformulated products; 'Works with Water Help: Clear Skin' and also changed its' packaging to show clearer ingredient information.

The market analyst adds that a pleasant taste also plays an important role in beauty supplements and currently there are many products on the market that offer indulgent tastes, creating a competition in offering interesting flavors.

In fact, having secured a strong following of Chinese consumers in the UK, the supplement supplier was selected to sponsor the fifth series of TV show China's Next Top Model.

The deal will see the show's contestants incorporate the brand's products, Help: clear skin and Help: clear skin MEN into their daily routines.

Both products contain PravENAC, which is rich in Lactoferrin, a bioactive milk protein that 'Works with Water' founder, Jules Birch says has been proven to reduce acne by reducing the sebum as well as inflammation and repairing damaged skin cells.