Consumers are increasingly looking for transparency and simplicity with their Skincare products. Emerging natural, food-based ingredients are a perfect match and are on the rise as a trend in the Skincare space.
Understanding Consumer Interest
Natural food-based ingredients—including watermelon, pineapple, and avocado—are helping to satisfy an unmet need, while still providing the necessary benefits consumers want. Each of these ingredients in particular shows an increase in consumer interest, with discussion growing steadily over the last year.
Consumer discussions over time, Skincare ecosystem, ingredients (US Data)
These ingredients in particular also align with emerging benefits, such as anti-inflammatory. Though still small in discussion and product presence, anti-inflammatory is swiftly gaining traction with consumers and this is creating a white space opportunity in the market.
Features in Skincare ecosystem, comparing products in market vs. consumer discussions (US & UK Data, Mar. 2017 – Feb. 2019)
In addition to aligning with emerging benefits, ingredients such as pineapple, are also a way to differentiate with more established Skincare players like vitamin C.
Ingredients in Skincare ecosystem, comparing products in market vs. consumer discussions (US & UK Data, Mar. 2017 – Feb. 2019)
Looking at the Market Landscape
Many brands are now catching up with this movement, launching products featuring these burgeoning ingredients. We see a rise in market presence in the premium space at Sephora, which is likely to subsequently trickle into mass. From our experience at Signals Analytics, this is a common development pattern for emerging opportunities in Skincare, as trends tend to start in premium products and then filter into mass channel products.
Leading brands leveraging watermelon – premium brands stand out (US & UK Data, Mar. 2017 – Feb. 2019)
Boutique, clean beauty brands like Glow Recipe are swiftly taking advantage of this opportunity, continuing to add products centered around these ingredients to their lineup, including the Watermelon Glow Ultra-Fine Mist and Pineapple-C Bright Serum, which were both launched in early 2019. Not only does Glow Recipe incorporate the ingredients into their products, but they also heavily position the item around the ingredient, building a story that even visually resonates with consumers.
Other brands that do not align fully with the clean beauty movement, but still cater to a younger demographic, like Glossier, also offer products that contain avocado oil and even blueberry extract. This is a much smaller ingredient opportunity than the others, but still one to watch.
Overall, Signals Analytics sees the ‘food for face’ movement as holding strong. Emergent ingredients such as watermelon, pineapple, and avocado, are expanding in popularity among consumers, as well as occupying more shelf space. At the same time, new ingredient opportunities continue to surface in the dynamic Skincare sector, showing plenty of possibility for innovative ingredients and clever product alignment.
Written by Courtney Olsen
CPG/F&B Business Consultant at Signals Analytics
Courtney has an extensive background in market analysis and advertising. At Signals Analytics, she works across various industries, including Infant Nutrition, Skin Care and Cosmetics.
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