Consumers have become increasingly aware of the link between good skin health and overall health and well-being. As a result, multifunctional health claims on food and drink products will highly appeal to consumers. This is because many consumers associate such claims with maximum efficacy, convenience, and value for money. All of these product attributes are particularly crucial during a time of financial uncertainty and busy, fast-paced lifestyles.
In terms of storytelling, hydration and self-care are two equally significant messages brands should be promoting when addressing skin health. In addition, brands must highlight the link between inner wellness and outer beauty. In doing so, brands should avoid perpetuating existing stereotypes around beauty and enhancing the pressure on consumers to look good.
The Impact of Financial Uncertainty
Consumers acknowledge the link between skin health and overall well-being. However, a significant proportion of consumers are not overly satisfied with their skin health. FMCG Gurus’ consumer insights reveal that 21% of global consumers are not satisfied with their skin health.
Our findings suggest that the current climate of economic uncertainty has caused consumers to cut down on products they deem non-essential. Many consumers have likely reduced spending in the personal care industry. This means consumers may have sought out cheaper personal care products, reducing their brand loyalty. In addition, many consumers will have either stopped or reduced spending in spas and salons. These behaviors are likely to cause stress for consumers on their physical appearance, due to having to cut down on self-care endeavors.
Equally, many consumers have taken a holistic approach to their skin health. This means that consumers do not solely associate skincare with physical attractiveness. Instead, many perceive skin issues, such as blemishes, with other health issues. For example, FMCG Gurus’ market research demonstrates that 37% of consumers looked to get more sleep to address their skin health. Additionally, 46% of consumers exercised more to address their skin health. This demonstrates a greater awareness of the impact of certain lifestyle habits on various areas of health.
A significant proportion of consumers have adopted a proactive and holistic approach to their health and wellness. Due to this, many consumers like active ingredient claims on food and drink products related to skin health. However, brands must look to validate these claims. This will ensure trust and transparency. In addition, the skincare industry must educate consumers on safe and healthy personal care routines.
On a global scale, consumers find skincare claims most appealing in the nutritional supplement and bottled water sectors. For example, FMCG Gurus’ market research shows that 37% of consumers like to see skin health claims on nutritional supplements. This appeal of nutritional supplements is because of the association with higher dosages of ingredients and therefore, maximum efficacy. Also, skincare claims in the bottled water sector are highly appealing to consumers. This is due to the connection between hydration and skin health.
Problems & Actions
Consumers experience various problems with their skin health. One of the most common symptoms consumers suffer from is dry skin. For instance, FMCG Gurus’ consumer insights reveal that 35% of consumers suffer from dry skin. Consumers associate this condition with many factors. This includes time scarcity, poor lifestyle habits, and financial uncertainty. Our findings suggest that consumers feel their busy lifestyles are impacting certain areas of health. This could mean many are struggling to relax and unwind. Furthermore, sleep health is being impacted by financial worries and poor lifestyle habits, such as using technology before bed.
To combat these problems, consumers are turning toward hydration. For example, FMCG Gurus’ consumer insights reveal that 62% of consumers have drank more water over the last year to address their skin health. This highlights more of a back-to-basics approach to skincare. While this could be reflective of the growing trend of naturalness, this may also mirror consumers’ financial stresses. With rising prices, many consumers may feel that spending in the skincare market is less essential. As a result, brands must ensure they provide promotional offerings to align with today’s recessionary climate.