The market researcher found that 41% of the respondents aged 18-34 felt such claims on supplements somewhat or completely trustworthy.
Therefore, younger consumers would be more receptive to new launches in this sector, if the brands are able to find ways to attract them.
Datamonitor Consumer researcher, Aleksandrina Yotova tells CosmeticsDesign-Europe.com that the question manufacturers need to ask themselves is what these consumers value in beauty supplements.
"Primarily, it is the result: scientific formulations presented to discerning young consumers in a clear way are key," she says.
Breakdown of what consumers really value in beauty supplements..
Yotova says an example of a company adopting a strategy like this is UK based 'Works With Water Nutraceuticals' which reformulated products; 'Works with Water Help: Clear Skin' and also changed its' packaging to show clearer ingredient information.
The market analyst adds that a pleasant taste also plays an important role in beauty supplements and currently there are many products on the market that offer indulgent tastes, creating a competition in offering interesting flavors.
She points to French company Laboratoire PYC, which has an anti-ageing nutritional supplement based on an “on-the-go” powdered concept – 3g orodispersible sticks (dissolving directly in the mouth).
"Along with the novel administration method, the supplement offers a “dessert” peach flavor and is claimed to have proven effectiveness with four active ingredients, to reaffirm our previous points," says Yotova.
Free from artificial
Datamonitor's research also found that consumers are actively looking for supplements that are free from everything artificial.
Hum Nutrition in the USA has responded to this with its dietary dupplement for hair, skin & nails that is tagged as “free from parabens, sulfates, phthalates, gluten, GMOs or artificial ingredients, suitable for vegetarians.”
Beauty supplements are also becoming increasingly tailor-made, especially in the Asian market. Taier Pharmaceutical in China, for example, has launched Fruit Polyphenol Whitening Tablets, a skin whitening supplement, based on polyphenol obtained from grape and blueberry.
With this launch, the company targets the country’s cult to brighten skin and promises a natural, therefore not harmful, solution. Illustrating this point in a different way is Purer Skin’s Bird’s Nest EGF Day & Night Beauty Jelly, launched in Singapore.