GlobalData: Asian consumers increasingly concerned about diet's impact on appearance, creating opportunities for food and drink products with beautifying benefits; influence from social media, celebrity culture plays significant role in this trend

Sample article from our Food & Beverage

April 26, 2024 (press release) –

The sentiment “you are what you eat” is shared by image-conscious consumers, with 50% of Asian consumers agreeing they are very/extremely concerned about the impact of diet and health on their appearance+. As such, they seek healthy dietary options to enhance beauty from within. This is driving innovation opportunities for food and drinks with beautifying ingredients and benefits,  says  GlobalData, a leading data and analytics company.

Meenakshi Haran, Consumer Lead Analyst at GlobalData, comments: “The influence of social media and celebrity culture on the association between appearances and success in personal and professional lives is increasingly undeniable and a major factor causing consumers to be image conscious. This is evident from a recent GlobalData survey where 43% of Asian respondents alluded that they are very/quite likely to buy a product recommended by social media influencers*.”

“The desire to maintain or enhance appearances is a primary driver behind the “beauty from within” trend that seeks to improve appearance from the inside-out and is evident across a wide demographic, resulting in industry players catering to all genders and age groups. The prominence of social media is also encouraging consumers to be receptive to trending ingredients such as superfoods crafted specifically to improve appearances from inside.”

Tim Hill, Key Account Director, SE Asia, GlobalData, adds: “The growing popularity of the inner beauty concept demonstrates a greater propensity of willingness among consumers to try beauty ingredients in the food & drinks they consume. As many as 58% of Asian respondents admit to having positive health perceptions of collagen and botanical extracts #.”

Haran continues: “This consumer desire for inner beauty to reflect their appearance is prompting major beauty brands to focus on an integrated approach to their products. For instance, Shiseido recently unveiled its new inner beauty brand – Shiseido Beauty Wellness, which is claimed to offer products that not only rejuvenate the skin on the outside but also create a harmony of the mind, body, and skin that is unique and personalized for customers.”

Hill concludes: “The business of appearance is significant in Asia-Pacific, with the region being the largest global market for cosmetics & toiletries^, suggesting the scope of expansion for products that improve external appearances alone. This scenario signals potential growth opportunities for brands embracing innovations to align with consumer desire for beauty from within.”

+GlobalData 2023 Q2 Consumer Survey – Asia & Australasia, published in August 2023, 6,000 respondents

*GlobalData 2023 Q4 Consumer Survey – Asia & Australasia, published in December 2023, 6,000 respondents

#GlobalData 2023 Q1 Consumer Survey – Asia & Australasia, published in April 2023, 6000, respondents

^Opportunities in the Asia-Pacific Cosmetics and Toiletries Industry 2023, Published in May 2023

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