The new report, which assessed health, habits and future wellness needs across 3,000 respondents from China, the UK and the US, found that consumers are increasingly interested in how feeling well translates into looking well.
The findings are among several consumer trends pointing to opportunities for beauty-from-within (BFW) supplement brands, particularly in hormonal health, longevity and multifunctional products.
Paula Simpson, innovation, product development, and branding consultant at Nutrabloom Consulting, told NutraIngredients that the results reflect a shift in how consumers view beauty and wellness.
“BFW is becoming bigger than beauty. The next wave is about looking good as a result of feeling well (not purely aesthetics),” she said, pointing to stress, sleep, hormone support, healthy aging, cellular health and the gut–skin connection.
Here are six takeaways from the research.
1. Hormonal health challenges are the norm
Of the respondents surveyed, a whopping 81% of consumers aged 18 to 30 reported at least one hormonal health challenge.
Acne and hair loss were top concerns for men and women across the surveyed countries, with most respondents favoring gender-specific supplement support.
Simpson said hormonal beauty is a major opportunity, particularly for products targeting stress-related hair changes, cycle-aware skin support, perimenopausal skin and hair, and hair density.
However, she cautioned against taking a one-size-fits-all approach to gender-specific products.
“Gender-specific should mean genuinely relevant, life stage or need-based support, not just pink versus blue branding,” she said.
2. Beauty isn’t a top health priority
Despite growing interest in beauty supplements, consumers ranked skin health sixth among health priorities, followed by gut health in seventh and hormonal health in eighth.
Mental health, sleep and energy took the top three spots.
For Simpson, this suggests that beauty brands may need to rethink how they position their products.
“Since sleep, mental health, stress and energy ranked highest, stand-alone beauty products may feel less essential,” she said.
Instead, she expects more multifunctional products that combine beauty with other health benefits.
Some examples include sleep and skin recovery, stress and hair or skin health, energy and healthy aging, gut health and glow, and strength or mobility paired with beauty longevity.
“We see this to some degree but I think this formulation trend will gain mainstream momentum,” Simpson said.
The survey also highlighted the importance of health technology for quality of life, particularly tools related to sleep, exercise and stress.
3. Anti-aging is giving way to aging well
Consumers seem more interested in aging healthily than in simply looking younger.
More than half of respondents in the UK and US said they wanted to age slowly and healthily, compared with 44% in China. This was the most appealing aging-related approach across all three countries.
The survey also found that 44% of respondents were taking dietary supplements to counteract natural aging.
But wrinkles and fine lines aren’t necessarily the biggest concern. Physical strength and mobility topped the list of age-related health concerns at 51%, followed by mental clarity and focus.
Sleep quality, aging in good health, longevity and managing stress were also among the top health goals.
“Anti-aging is evolving into aging well,” Simpson said. “Less focus on simply looking younger and more interest in energy, skin quality, hair vitality, strength, mobility and mental clarity across life stages.”
4. Cellular health is on consumers’ radar
Cellular health stood out, with 77% of respondents interested in supplements for cellular repair and regeneration.
Blood sugar balance followed at 75%, with microbiome homeostasis, or gut balance, at 72%.
When it comes to ingredients associated with cellular aging, omega-3 fatty acids, coenzyme Q10 (CoQ10) and niacin were well recognized across age groups ranging from consumers in their 20s to those in their 80s. Consumers also recognized stem cells in connection with cellular aging.
The results indicate consumer familiarity with some of the ingredients and concepts being discussed in the longevity space, although recognition and interest don’t necessarily reflect proven benefits.
For beauty-from-within brands, Simpson identified cellular health and the gut–skin connection as areas worth watching as the category moves beyond aesthetics.
5. Gummies, capsules and functional drinks appeal to younger consumers
For younger consumers, convenience matters. Among 18- to 30-year-olds, gummies, capsules and functional drinks were the preferred supplement formats, with product format and convenience playing an important role in purchasing preferences.
Simpson said the right delivery format depends on the product’s intended purpose.
Capsules may make more sense for higher-dose or clinically positioned formulas, while powders and drinks suit sleep, relaxation, hydration and energy routines.
Gummies, meanwhile, offer convenience and an easy entry point for consumers.
The format preferences are worth considering as brands develop products targeting more specific health concerns, particularly when ingredient doses and formulation requirements limit delivery options.
6. Cost is still the biggest barrier
While consumers may be willing to do more for their health, cost remains a sticking point.
When asked about the biggest barrier to improving their long-term health, 21% cited cost and accessibility, followed by habits and lifestyle (15%) and conflicting information (14%).
Health conditions accounted for 13% of responses, while 12% cited low motivation or energy, 11% limited knowledge or skills, 9% lack of time and 6% lack of support.
“Brands will need to make products feel worthwhile: Simple routines, clear doses, realistic timelines, transparent evidence and fewer unnecessary products,” she said.
She added that the sweet spot for beauty-from-within innovation will likely be products that are evidence-led, affordable, convenient and relevant to consumers’ life stages, with benefits tied to sleep, stress, energy, gut health or healthy aging.
