Half of Asian consumers prioritise inner beauty in F&B choices

43% of Asian consumers are highly inclined to buy products endorsed by social media influencers.

Fifty percent of Asian consumers are highly concerned about how their diet impacts their appearance, driving them to seek healthy food and drink options to enhance inner beauty.

According to GlobalData, this heightened concern is creating innovation opportunities in the industry.

Meenakshi Haran, consumer lead analyst at GlobalData, underscored the influence of social media and celebrities on consumer behavior. 

About 43% of Asian consumers are highly likely to purchase products endorsed by social media influencers, as per GlobalData's recent survey.

“The desire to maintain or enhance appearances is a primary driver behind the “beauty from within” trend that seeks to improve appearance from the inside-out and is evident across a wide demographic, resulting in industry players catering to all genders and age groups,” she said.

Haran added that the prominence of social media is encouraging consumers to embrace trending ingredients like superfoods designed to enhance appearances from within.

Tim Hill, key account director for Southeast Asia at GlobalData, also noted the growing acceptance of beauty-enhancing ingredients in food and beverages.

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“As many as 58% of Asian respondents admit to having positive health perceptions of collagen and botanical extracts,” he said.

Hill said this trend is exemplified by major beauty brands like Shiseido, which recently launched its inner beauty brand, Shiseido Beauty Wellness, offering products aimed at nurturing both outer and inner beauty.

“The business of appearance is significant in Asia-Pacific, with the region being the largest global market for cosmetics and toiletries, suggesting the scope of expansion for products that improve external appearances alone,” he noted.

Hill also pointed out the vast market potential in the Asia-Pacific region, urging brands to innovate in line with consumer preferences for inner and outer beauty alignment.