The ingestible inside-out beauty concept is seeing different successes in different parts of the world based on different applications.

For example, in food and drink formats, Asia leads in product launch activity over Europe and North America.

However, in supplements, Europe and North America trump Asia in product launches.

This data is gleaned from Mintel, which has been tracking nutricosmetic product launches around the world since 2007.

North America in 2008 saw a boom in food and drink rpoducts containing beauty-enhancing claims, but this activity trailed off significantly in 2009. Meanwhile, in 2009 Asia saw a doubling of new product launches in this sector.

Supplement beauty product launches in Europe are about half off the 2007 high. North America, meanwhile, has moved ahead of Asia, though 2009 dropped off, likely because of the Great Recession.

Anti-ageing is far and away the top claim used on products, and this continues to grow. Antioxidant claims continue to grow as second-most used claim. Anti-cellulite claims have fallen off.