Here's what they don't trust: Sugar, calories, and artificial colors and flavors, which could be why they're less willing to chug a beauty beverage (let alone nosh on "beauty" chocolates or cookies). Even if these products are low in calories and sugar, the "dark green" consumer—who is looking for products that support overall health and wellness—may still perceive them as unhealthy.

Delicious Living readers turn to supplements and nutrition for everything from preventing disease to increasing energy. And through direct conversations with our readers, we've found that these consumers do think nutrients can impact their appearance. "I believe with 100 percent certainty that eating greens, whether in salad form or in a powdered supplement, has absolutely improved the way I look and feel. I used to get breakouts regularly and when I eat greens, it not only eliminates bacteria but also makes my skin radiant," one reader told us.

When asked for specific examples, other readers also focused on the key nutrients found in real, whole foods and supplements. They also associated consuming nutricosmetics with the overall concept of a healthy, well-rounded lifestyle, which is in agreement with findings from Delicious Living's Personal Care Report that stated "dark green" consumers are more willing to switch brands if they perceive a higher quality, more wholesome ingredients or greater value for themselves and their families.

To capture these consumers, try these three marketing tips.

 

  1. Skip bold marketing claims. Instead, manufacturers should focus on ingredients consumers are familiar with and those with the most scientific research to support them.
  2. Favor efficacy of dose over creative delivery systems. More and more consumers are becoming aware that it's not just about which ingredients a product contains, but also how much.
  3. Offer a pill: no sugar, no calories, only nutrients. Sixty percent of natural products consumers were most receptive to softgels/capsules and a cream/lotion, followed by 21 percent, who preferred the tablet form. Ready-to-drink shots and beverages came last, with only 6 percent of dark green consumers wanting to give them a try.