Beauty on a Spoon: How Food and Drink Are Now Nourishing Your Glow

Last year, one in five consumers worldwide deliberately purchased F&B products aimed at enhancing their physical appearance (Innova Trends Survey 2025). The primary focus areas are facial skin, hair health, and body skin. Beauty claims in F&B and supplements have grown by 16% annually between 2020 and 2024, with Western Europe and North America each holding a 28% market share. Africa (+40% CAGR) and the Middle East (+31%) are also showing remarkable growth potential.

While supplements remain the dominant category (accounting for 80% of new product launches), new areas of growth are emerging: spreads (+38%), ready meals & side dishes (+38%), and hot beverages (+34%). Products with a specific focus on skin health are witnessing an 11% average global growth, offering high innovation potential particularly in ready meals, bakery, and clinical nutrition.

Generation Z and Millennials are the driving forces behind this trend. 27% and 25% of them, respectively, already consume functional products for skin health on a regular basis. Young women aged 18–24 increasingly prioritise their physical appearance as a primary health goal – a clear signal for the industry to adapt and innovate.

Consumers are especially drawn to functional ingredients with a direct impact on skin health and appearance: Vitamin C (named by 43% of respondents). Vitamin E, collagen, and B-complex vitamins. There is growing integration of these ingredients into soft drinks, nuts & seeds, and water. Soft drinks with vitamin C and beauty claims have achieved a 15% CAGR globally.

At ANUGA 2025, the Beauty from Within trend will feature prominently across numerous trend and innovation formats. Whether through keynote presentations or product showcases, the "Glow Trend" will be in the spotlight throughout the event.