Innovation insight agency Buzzback talked to UK and US consumers, prior to the lockdown, to understand which ingredients offer the biggest opportunities for brands in healthcare, wellness and skin care.
In such a fast-growing industry it is hard to stand out. In order to really catch the eye of the consumer, brands need to anticipate the market’s needs and offer unique alternatives to those “already seen” products.
To help companies become industry pioneers, Buzzback asked consumers about how they live their lives, not just what they already buy. More than half of those interviewed say that they have heard of or are open to try products with new elements. Buzzback identified the ‘trendiest’ ingredients based on how open consumers would be to use products that include a certain substance. Here is the top 5 in the US:
- 1. Curcumin
- 2. Omega-3
- 3. Probiotics
- 4. Ashwagandha
- 5. Protein
And for the UK:
- 1. Omega-3
- 2. Turmeric
- 3. Probiotics
- 4. Rhodiola
- 5. Prebiotics
Omega-3 and Probiotics make the top 5 in both the UK and US; while elements such as Turmeric and Rhiodiola, popular in the UK, are replaced by Curcumin and Ashwagandha in the US.
While only 1/3 of consumers have a complete understanding of each ingredient, they are still keen on trying them and are particularly seeking out specific benefits for issues they experience. Interestingly 65% are looking for stress relief remedies, with pain, anxiety and depression management being some of the main concerns. Around half of consumers would like to see some personal care benefits from the use of a new product, for example skin improvement or whiter teeth.
From the ingredients listed above, probiotic supplements are already popular among consumers, with 31% of them purchasing products with this ingredient.
The research also shows that social media is the main source of information about trendy ingredients with 46% of consumers using this channel to read and learn about the topic. Family and friends’ recommendations are taken into account by 38% of consumers, while 30% turn to online information, TV commercials or in-store displays.
Carol Fitzgerald, CEO and Founder at Buzzback, said: “Consumer centricity is paramount if you want to succeed in such a competitive market. Brands need to focus on why people would like to buy and use a certain product by understanding their emotions, their worries and their needs. By identifying these elements, companies can truly innovate in the right direction and deliver value to their customers.”
