When discussing the future of beauty food supplements and the growing trends for the beauty market overall, McKinsey recently reported that 37% of Gen Z prefer products that leverage personal data to personalise the consumer experience.
Consumers are increasingly looking for products that offer a more personalised approach to improving their health and wellness.
We’re taking our years of experience in food supplement manufacturing and combining it with research from McKinsey Insights and creative agency Studio BLUP’s Reset Generation report to discuss how you can tailor your beauty food supplement line, for a demanding Gen Z audience.
Before we dig in to some of the very interesting points raised in both reports, we should caveat that some figures cross-reference Millennials and Genz; however it doesn’t detract from the evidence stacking up that is pro-personalisation.
How do GenZ and millennials shop differently?
Ultimately, consumers want brands that are authentic and are seeking experiences tailored to them in everything that they purchase.
Across all areas of their lifestyle, millennials prioritise health and wellness more than other generations, followed by Gen X and Gen Z (McKinsey)
In both demographics the research has an overwhelming predisposition to personalisation: 75% would rather stand out than fit in, for fashion they don’t shop on the high street but 56% prefer market places such as Depop. Probably because 57% of them reported to be highly distrusting of ecommerce brands.
Conversely, in the supplements space McKinsey reported that established brands have the competitive edge due to trust .
Established brands have the competitive edge.
Known brands = trust, when it comes to beauty food supplements.
Good news for established beauty brands who are looking to either break into the lucrative market of beauty food supplements or even expand on a successfully established food supplement range.
For nutritional requirements, women’s health products as well as sleep or mood enhancers – consumers lean more towards trusting established brands when making their purchasing choices.
As savvy as consumers are now becoming, when it comes to what they put into and onto their bodies, there is comforting trust and reassurance in a brand they know.
Pairing that brand authority with a contact manufacturer who has a trusted and established reputation in nutraceutical formulations is a recipe for success. We carefully select and source high quality and branded ingredients from trusted sources, putting together tailored solutions that can help address your audience’s unique lifestyle needs.
How can you build Gen Z trust in your beauty food supplements range?
When making bold label claims it is important to remember that 85% of Gen Z prefer quality and value. Therefore visible information on brand quality and value will be key when selling a beauty supplement direct-to-consumer.
Building trust with a Gen Z audience involves creating content which is relatable (and shareable) across multiple platforms so consumers can interact directly with brands.
An influencer’s actual ability to influence is questionable, 80% of Gen Z don’t think celebs and influencers are an important factor and we’ve seen that take shape in 2023 with the de-influencing trend. However 60% are most likely to share content from brands who are tailored to their interests, reinforcing the Gen Z craving for individuality.
“The strength of your supply chain is essential to the strength of your label claims and the quality of your end product.”
Ultimately, demonstrating transparency while providing quality throughout the purchase journey will be key in earning loyalty from today’s digital savvy consumers in order for them to make informed decisions about how products work for them personally.
Overall, making the purchase process easy and transparent while building trust through content marketing allows brands selling personalised nutrition products like beauty food supplements, to charm a Gen Z audience.
But what gap can your beauty brand fit into?
There are definitely a variety of needs that are not being met with the current available range of food supplements from other direct-to-consumer brands.
According to McKinsey, Gen Z consumers view their health holistically. With 37% of surveyed consumers expressing a desire for additional products and services in both the sleep and mindfulness segments, most consumers want more support across all these wellness areas:
- Health
- Fitness
- Nutrition
- Appearance
- Mindfulness
- Sleep
So what food supplements can be used to compliment an established beauty brand?
Common ingredients found in beauty food supplement include vitamins B12, A, C, D and E, collagen, biotin, magnesium, antioxidants such as green tea and grape seed extract, herbal extracts such as ginseng, ashwagandha or lavender oil, omega-3 fatty acids from fish oil or flaxseed oil and probiotics. All are beneficial to include in your beauty food supplements range.
How can you personalise your beauty food supplements?
Formulas for beauty food supplements can be tailored to many different complex lists of ingredients, using only ingredients that match with specific dietary needs, body types, and skin type, to provide specific nutrients for optimal skin and hair health.
For example, combining collagen, vitamins and antioxidants in a slow release capsule for more effective absorption.
From capsules and powders to gummies and gels, a supplement can be created to cater for your consumer base’s individual needs.