Why The Beauty Food Fad Is Finished

摘要

In our 2007 annual trend analysis we said :ha: following Danone's debut of Essensis yogurt in Europe that year, 2008 would be the year that would test whether the skin and beauty concept could succeed. The test is now complete - and it's clear that for the dairy industry, skin and beauty can for now be seen as ultra-niche with limited growth opportunities. In defence of our choice of beauty as a trend, we noted at the time that it was "...very, very unlikely to become mass market and the size of the market will never rival that for digestive health. It will be a niche but a big one, and certainly one big enough for well-marketed, lifestyle brands to earn good profits". It's a smaller niche than we thought and the second part of that prediction has still to be tested.