Sales of oral beauty supplements accelerated between 2000 and 2006 at an average annual growth rate of 17.0% across Europe. In contrast the UK market is a virgin market, but has good growth potential. In comparison to the size of the beauty market, the beauty supplement market is still undeveloped. As the population's median age increases, this market will expand as more consumers become convinced of the benefits of seeking beauty from nutrients and become aware of the products’ efficacy.