Tackling cynicism is vital for high beauty supplement sales

The market research firm estimates that total UK sales of beauty supplements have catapulted from an estimated €23m five years ago to €53m in 2007, thanks to an expanded sales distribution network and greater consumer familiarity. Growth is expected to continue with Mintel predicting 14 per cent annual, which would take the market's total value to €90m by 2012. However, to ensure high rates of future growth, nutricosmetics companies have to convert the cynics. Mintel says that only three in ten people would consider using beauty supplements. Breaking the mental barrier will require an information offensive and more beauty supplement trials, according to the market research company. Mintel argues that increasing the distribution of product samples would be a successful strategy because its research indicates that four in five beauty supplement users would buy again. Another means of persuading the uninitiated into the fold is lumping health and beauty benefits together. This is the conclusion that Mintel reached after its research suggested that three quarters of people would buy sun care beauty supplements to protect themselves from the sun. With regards to the target market for beauty supplements, the under-25s are at the top of Mintel's list because they are the main consumers of convenience goods and services. It is likely that this age group would therefore be interested in beauty supplements since they are easy to consume and promise health and cosmetic benefits. The market research company therefore warns companies of the importance of keeping barriers to purchase low. Beauty supplements form a segment of the growing "beauty from within" trend, which has spread from the Far East and picked up some major players including L'Oreal and Coca-Cola on the way. The UK still has some way to go before its beauty supplement market becomes as large as Japan's, which is currently estimated to be worth over €500m, according to market researchers Euromonitor.