Happi Staff01.19.21
The year-long pandemic has consumers focused on their health and wellness, and they're searching Google to learn more about immunity, natural remedies and ingestible beauty. As a result, supplements and vitamins experienced steady growth in search volume during 2020, according to Spate, a data research company founded by two ex-Googlers who mine data to spot new patterns in consumer behavior.
For example, for the 12 months ended November 2020, searches for collagen products rose 11.9% to more than 226,000 searches. For the same period, searches for hyaluronic acid supplements soared more than 38% to 21,600 searches. Among the hair and skin concerns searched alongside supplements, hair growth and acne top the list. However, dry skin and psoriasis were searched less often during the period.
When searching for supplements to tackle certain concerns, diet and nutrition concerns represent the largest volume but beauty concerns related to skin and hair are the fourth most popular.
For example, for the 12 months ended November 2020, searches for collagen products rose 11.9% to more than 226,000 searches. For the same period, searches for hyaluronic acid supplements soared more than 38% to 21,600 searches. Among the hair and skin concerns searched alongside supplements, hair growth and acne top the list. However, dry skin and psoriasis were searched less often during the period.
When searching for supplements to tackle certain concerns, diet and nutrition concerns represent the largest volume but beauty concerns related to skin and hair are the fourth most popular.
After a close look at the data, Spate concludes consumers are turning to ingestibles to reach their goals — from health to beauty and wellness. With a focus on natural ingredients and playful formats, there’s strong room for innovation here. The past year has generated awareness and interest for supplements, and this demand is expected to continue growing during the next year. As consumers become more knowledgeable and informed on ingredients that can help them reach their goals, demand for ingestibles will continue to grow. Spate suggests beauty brands should expand into the beauty supplement as consumers continue to show interest in taking care of their hair and skin.
To learn more and download the report, click here.
To learn more and download the report, click here.