Vitamin C and fruit ingredients prove popular in US skincare market

Vitamin C and ingredients derived from fruit are among the most in demand for US skincare consumers, says new research from market analyst Mintel. The findings show an increasing interest in natural formulations, as also seen in the UK market.

Mintel suggests this could be an opportunity for brands in the saturated market to appeal to consumers with “trusted and easily recognisable ingredients” as an alternative to chemicals or complicated formulas. The research indicated that consumers are most interested in “milder, more natural” formulations, along with products that shield the skin from the effects of pollution.

Interestingly, 44% of the consumers Mintel asked said they believed that hydration impacts the skin’s appearance more than using skincare products, and 36% said the same for diet. Stress was believed to be another contributing factor to dull or unhealthy looking skin by 38%, with a further 30% saying they seek out products with anti-stress claims.

Ingredients from food were found to be those consumers were most likely to be interested in using. 85% cited Vitamin C, 78% said fruit based ingredients, 78%, oatmeal and 76%, honey. 72% also said they were interested in probiotics.

“Consumers are embracing healthy, holistic living, and our research shows that these lifestyle changes are driving the facial skincare and anti-ageing market,” said Shannon Romanowski, Category Manager, Health, Household, Beauty and Personal Care at Mintel. “The link between diet and skin is evident, and as consumers increasingly associate their lifestyle with their skin’s appearance, product formulations with added food-based ingredients and vitamins stand out among the competition.”