Stealing beauty

With many consumers desperate to maintain or rejuvenate their appearance, it is hardly surprising that the cosmeceuticals market is under the spotlight. Be it lotions and potions, popping pills or eating the latest beauty food, there is no denying that this is a profitable, all be it niche, market.

Food Manufacture was keen to establish exactly where beauty foods stand in the eyes of the consumers and the results of our latest survey speak for themselves.

Over a third of consumers (34%) are keen to try beauty foods and 12% prefer them to beauty supplements. But external application beauty products are still flavour of the month, with 39% of consumers preferring them to beauty foods. Still, this is not too much of a blow considering that the beauty foods market is in its infancy.

One area processors definitely need to work on is proving to consumers that beauty foods are worth paying extra for. "While recognising potential benefit claims associated with these products, consumers are still reluctant to make an absolute financial sacrifice to pay for them," said Brendan Russell, senior research executive at Harris Interactive, which compiled the research. "But encouragingly, for manufacturers there is a sizeable chunk [16%] who 'may' pay a premium, though the claim and perceived benefits would need to be clear and convincing to get people to initially part with their cash."

While it isn't stretching the imagination too far to envisage women being intrigued by, say a yoghurt such as Danone's Essensis that promises to benefit the appearance of their skin, it is harder to picture men being as enthralled. But it seems it isn't just the fairer sex who are keen to get in on the action. "Interestingly, an almost equal proportion of males versus females have tried and liked beauty foods - a salute to the rise of the metro-sexual," says Russell.

Another deciding factor on whether or not consumers were fans of beauty foods was where they lived. Russell noted that: "Regionally Londoners are the most converted and least likely to reject the concepts of foods that improve appearance.' FM

This national poll was conducted online by Harris Interactive on July 19-24, among 1,892 adults aged over 16 years in Britain. For more information, contact Brendan Russell. brussell@harrisinteractive.com 0208 263 5382

Which statement best reflects your usage and views on eating beauty foods?

I have tried beauty foods and

liked them 10%

I have tried beauty foods and

didn't like them 3%

I have not tried beauty foods,

but would like to 24%

I have not tried beauty foods

and don't have any desire to 63%

Which of the following statements best applies to you?

I would be prepared to pay a

premium price for beauty foods 1%

I may be prepared to pay a

premium price for beauty foods 16%

I would not pay a premium price

for beauty foods 72%

Not sure 11%

Now thinking about beauty supplements, such as pills or tablets, that claim to improve your appearance. Compared to beauty foods, which of the following statements best applies to you?

I would rather buy beauty foods

than beauty supplements 12%

I would rather buy beauty

supplements than beauty foods 9%

I would buy both beauty foods

and beauty supplements 10%

I would not buy either 56%

Not sure 13%

And thinking now to external application beauty products, for example moisturising cream, which statement below best applies to you?

I would rather buy beauty foods

than external application beauty

products 6%

I would rather buy external

application beauty products than

beauty foods 39%

I would buy both external

application beauty products and

beauty foods 15%

I would not buy either 30%

Not sure 10%