Consumers are increasingly selecting food and drinks that support their physical appearance and reduce the effects of aging.
“Eat Pretty” was one of Innova Market Insights Top Trends for 2020, but interest continues to grow for 2021 and beyond. That’s because the “Beauty from Within” concept is taking on a whole new meaning and the food and beverage market continues to see a growing number of launches bordering on the cosmeceutical.
Consumers are increasingly selecting food and drinks that support their physical appearance and reduce the effects of aging. These products focus on beauty-enhancing ingredients for the benefit of the body, nails, hair, and skin. A new generation of products has emerged and they combine elements from the functional foods, dietary supplements and cosmetics industries. These remain largely focused on supplements, although there also are food and beverage platforms involving soft drinks, snacks and sports nutrition.
Collagen to the Rescue
Collagen remains a key ingredient and it features in more than one-quarter of supplement launches with a skin health positioning. Meanwhile, ongoing research and new product development have created a more sophisticated and diverse product. Some products use a more direct beauty positioning, while others tend to rely more on rising consumer understanding.
A daily dose of collagen to plump lines and stop sagging sounds a little too good to be true, so is there any evidence in the claims?
‘The collagen peptides in these drinks are reportedly digested into smaller molecules and then absorbed in our gut. They’ve been shown to appear one hour after ingestion in the bloodstream,’ says London-based consultant dermatologist, Dr. Justine Kluk. ‘Investigations have demonstrated that these absorbed peptides can reach the skin and may be retained in the tissue for up to two weeks,’ she adds. So far, so promising.
