The nutricosmetics market has evolved spectacularly over the past fifteen years. The share of consumers using them rose from just 12% in 2010 to more than 60% in 2024, reflecting a fundamental change in habits: these products are now part of daily beauty and wellbeing routines.
To understand expectations, usage and perceptions behind this growth, SYRES ran a dedicated survey of its panel, with 10,700 respondents.
Who takes them
Most consumers are aged 40 to 59. Interest is growing among men: 80% of male non-users would like to try. Young adults show a marked preference for certain formats such as gummies, favoured by 20-39 year-olds looking for more playful, less medical products.
How they start, and how they choose
The large majority of users (69% to 82% depending on frequency of use) started taking nutricosmetics on their own initiative. Among those who researched online, 43% turned to social networks, underlining the growing role of these platforms in shaping opinions and purchase decisions.
A striking behaviour is the tendency to combine several courses at once: three on average per consumer. The practice is especially widespread among regular users (87%) compared with occasional users (58%), reflecting a more sophisticated, targeted approach in which people address several concerns in parallel.
Formats and motivations
Capsules dominate the market, used by 85% of women and 81% of men. Motivations vary by format but generally include skin and hair care, immune support and general health, with interesting nuances such as a preference for liquids when the goal is specifically skin care (53%).
Perceived efficacy
Perceived efficacy is remarkably high: 86% of consumers say they see a real improvement, rising to 91% among regular users versus 71% among occasional ones. This positive perception is confirmed by consumer test results, with purchase intent between 83% and 90% depending on the product tested.
What still holds people back
Despite the general enthusiasm, some concerns remain. Only 13% of users express worries about their consumption and 7% report having experienced side effects, but price remains decisive for nearly half (47%) of consumers, who look for a balance between quality, efficacy and affordability.
Room to grow
The market’s growth potential is considerable: 22% of respondents have never taken nutricosmetics, but 79% of them would like to try. That is a significant opportunity for players who can meet rising expectations of transparency, personalisation and proof of efficacy.
Originally published in French by SYRES France on 12 May 2026: read the original article.
Keep reading
