In the run-up to the event, Katrina speaks to FoodBev about developments in the Asian beauty and functional foods market and the most exciting anti-ageing trends.
Katrina Diamonon: Datamonitor Consumer carried out research between April and June 2013 in 24 countries globally, including Australia, China, India, Indonesia, Japan, Singapore and South Korea. The survey explored a range of attitudes and behaviours with respect to anti-ageing functional foods, including the appeal of appearance-enhancing food and drinks, perceived trustworthiness of functional food and beverage products and interest in anti-ageing benefits across a range of personal care categories.
Diamonon: While anti-ageing food and drinks have traditionally focused on benefits such as the reduction of fine lines and wrinkles, and improvement in skin elasticity, products are branching out into more niche areas that target other causes and outcomes of ageing.
One anti-ageing segment that garnered a significant degree of attention this year was anti-ageing haircare, which targets thinning, greying and weakening hair.
These products offer consumers a more holistic anti-ageing beauty routine that supplements their efforts to maintain a healthy appearance as they age.
Another trend which is still in its infancy is the notion of ‘suncare nutrition’, which involves consuming food and drinks that safeguard against the sun, as an alternative to topical application. Such products address growing recognition of the importance of suncare, and tap into concerns about sun-related premature ageing.
Diamonon: There are certainly geographical differences in consumer sentiment and behaviour with respect to anti-ageing products and claims, which is often a reflection of the maturity of the anti-ageing beauty segment in that particular market.
Australian and Japanese consumers demonstrate the most scepticism with respect to anti-ageing claims made by beauty brands. While these are two of the more developed markets in the Asia-Pacific region, these consumers have likely been exposed to as many dubious products as credible ones, which can subsequently foster a degree of cynicism with respect to such offerings.
In contrast, consumers from India and Indonesia, where anti-ageing products are still in their relative infancy, are most likely to trust such claims.
Diamonon: There is certainly a ‘healthy halo’ associated with natural formulations; they are perceived as more nutritious, safer and better for the planet. This sentiment also extends to the personal care sector, with the vast majority of Asia-Pacific consumers in agreement that health and beauty products formulated with natural ingredients are better for them.
Natural formulations are a particularly important feature for beauty food and drinks, which are based on the concept of ‘beauty from within’. Given that such products are consumed rather than applied, the purity of the formulation (and absence of synthetic ingredients) becomes all the more influential.
Diamonon: While anti-ageing foods and drinks primarily target women over the age of 40, products are increasingly being geared towards younger women in their 20s and 30s as they gravitate towards preventative measures.
While ‘beauty foods’ targeting men are currently limited, the growth of the male grooming market in the personal care sector suggests that male-targeted food and drinks promoting anti-ageing benefits may soon proliferate.
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