By 2011, the beauty food and drinks market is expected to be worth an estimated $6.6bn, with a strong growth rate of 4.8% predicted until 2016. The functional food and ingredient market has become well established across multiple health platforms from heart health, joint health, and mood management to sports performance. As a natural progression, the ability of foods to deliver benefits on their appearance was inevitable. The main appeal of these beauty foods, beverages and dietary supplements is their role as natural anti-aging treatments, influencing the processes which cause wrinkles, a loss of skin tone and elasticity. As aging consumers become more aware of the visual damage of their skin there is an inevitable draw to the anti-aging/beauty market. Anti-aging and beautifying products that target the physiological processes of aging will become a likely purchase for this consumer demographic. In order to formulate and develop specific marketing claims for such products, a thorough understanding of the biology behind the process of skin aging is required.
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