CONSUMER ATTITUDES, PREFERENCES AND MARKET TRENDS IN NUTRICOSMETICS: A QUANTITATIVE STUDY

Abstract

Nutricosmetics represent an innovative category of products that combine the principles of nutrition and cosmetology with the aim of improving appearance and health through internal care. Their main function is to promote cellular regeneration, protect against oxidative stress, and prevent aging. The aim of this research is to analyze consumers’ attitudes, perceptions, and preferences regarding nutricosmetics, as well as to identify the key trends shaping the consumption of this product category. The study is based on a quantitative approach conducted through an online survey with 50 respondents aged 18 to 55. Data were collected using a structured questionnaire consisting of demographic questions, questions related to cosmetic habits, awareness and use of nutricosmetics, and Likert-scale items for measuring attitudes. The questionnaire was distributed via social media and email, while the data were processed using MS Excel and Google Forms/SPSS analytics, analyzing frequencies, percentages, and correlations among key variables. The results indicate that nutricosmetics are becoming increasingly popular among consumers, especially women aged 25 to 45. The most preferred ingredients are collagen (62%), hyaluronic acid (45%), and biotin (53%). The highest level of trust is expressed toward products with scientifically proven efficacy, natural composition, and clean-label formulations. Social media emerged as an important source of information and an influential factor in purchasing behavior, highlighting the role of digital trends and influencer marketing in shaping consumer habits. Although numerous benefits are perceived, respondents also demonstrate awareness of potential risks associated with improper use, emphasizing the need for professional consultation. Nutricosmetics are a rapidly growing market segment that fits well with modern wellness and holistic beauty trends. Brands that provide effective, innovative, natural, and transparent products have the highest potential for success, as consumers increasingly look for a complete, lifestyle-aligned experience rather than just a single product.