The personal care industry was worth over $460bn in 2010. But perhaps of greater interest to food and drinks manufacturers is the industry's ability to increase its value on an ongoing basis. This report examines crossover trends in ingredients, packaging and professional design to outline opportunities for food and drinks products to command a premium positioning.
In a recent evaluation of new product claims/tags, ‘upscale' was the most commonly occurring for new personal care products, whereas it is was the 13th most common for new food and drink products. The personal care industry is consistently employing methods to justify a premium positioning for its products.
The higher growth rate in the market value of the functional food market compared demonstrates the potential of creating products that offer extra benefits to consumers. Those botanical ingredients (fruits and plants) that are ‘rare' and have proven functionality through supporting clinical data are of special interest to the food and drink sector
The use of master developers in the personal care sector is more pervasive then the food industry. However, although there also appear to be more tie-ins and joint collaborations with designers and artists in the personal care sector, there is room for increased use of other artistic professionals within food and drink design and promotion.