What is in this article?:
- Why natural products consumers are nutricosmeticsâ€™ biggest ally
- So what do natural products consumers trust?
If you’re not targeting the natural consumer, you’re missing out on a big market with devoted customers who can champion your inner beauty supplements.
If you're in the business of nutricosmetics, you know the industry well. In 2009, the global nutricosmetic market was $2.1 billion while the market in the U.S. was less than $1 billion, according to Frost & Sullivan and Nutrition Business Journal. But in order to grow, there's another market you should capture, especially in the United States, which was valued at $117 billion in 2010—the natural products market.
Research from Delicious Living magazine and New Hope Natural Media shows these influential shoppers are the ideal nutricosmetics demographic. Educated about health and wellness, "dark green" consumers are more likely to seek out targeted supplements (think skin, hair, or nails) and research a product before purchasing, therefore understanding how it works. This means they're less likely to rely exclusively on instant gratification from topical products and give nutricosmetics time before they expect results.
Once you've snagged these shoppers? Research shows they'll be more likely to share the info with a friend. Another boon: These health evangelists are willing to spend more for a quality product.
The problem is that nutricosmetics seldom appear in natural retail stores where these consumers shop. Instead, they're marketed primarily in aestheticians' offices, spas and recommended by plastic surgeons. Some brands have gone mainstream such as BORBA in Walgreens or VitaminWater Zero Glow, but only a small portion of natural consumers trust beauty beverage delivery, according to Delicious Living's Personal Care Report.