Collagen has quickly change into a cornerstone of the well being and wellness business, Elizabeth Thundow, VP of administration consulting at market analysis firm Kline & Co. stated throughout a presentation at Vitafoods Europe final month.
“Over the previous decade, it has moved far past its origins in magnificence and joint well being to change into a extremely specialised and numerous class.
“And to take care of a premium place, ingredient suppliers should specialize and differentiate.”
Collagen’s evolution
The collagen market has undergone vital evolution within the final 10 years, Thundow defined. Hydrolyzed collagen, now extra generally known as collagen peptides, was the unique catalyst for the ingredient’s recognition in magnificence, joint well being and sports activities vitamin.
Collagen peptides are lengthy collagen molecules lower into smaller chains for enhanced bioavailability and absorption, and are derived from varied animal sources like bovine (cow), porcine (pig) and marine (fish).
Peptides stay essentially the most dominant type of collagen available on the market, Thundow famous, with firms like Gelita, PB Leiner and Rousselot working within the area.
“Whereas initially generic, premium suppliers are actually specializing in peptides for particular well being indications,” she stated. “They continue to be the most important class available in the market and are the amount driver.”
Nonetheless, different varieties of collagen are rising in recognition. Sort I collagen, which comes from bovine and marine sources, is used topically for pores and skin well being and wound therapeutic, however sort II collagen is gaining momentum to be used in dietary supplements.
It is available in native/undenatured kind from avian or marine sources and is utilized in joint well being functions, produced by suppliers comparable to Bioiberica and Lonza. Its hydrolyzed kind is avian-derived and produced by firms together with Biocell Collagen and dianafood.
“Collagen peptides are the most important class available in the market, nevertheless, they’re not quick rising. A number of the worth available in the market and development is being pushed by undenatured sort II collagen which I believe is all the way down to the analysis and science concerned,” Thundow stated.
Moreover, different sources have just lately entered the market, comparable to eggshell collagen and plant analogs (vegan collagen) which replicate collagen’s amino acid profile.
There’s additionally biomimetic collagen which is produced by way of precision fermentation. This type is shortly gaining traction, Thundow famous, with a lot of the expansion pushed by biotech corporations in China.
Market development drivers
The market’s “explosive” development can been underpinned by a number of components Thundow stated, referencing focused well being advantages and powerful alignment with key market tendencies comparable to longevity, an getting old society, health-conscious customers, a powerful scientific proof base, and format versatility like each ingestible and topical functions.
“Longevity is all over the place immediately, it’s change into such a giant subject particularly over the previous yr,” she stated.
“Final yr we had been speaking about wholesome getting old, lively getting old and staying properly as we become older, however now, longevity has actually taken heart stage.
“It has captured not solely the business’s creativeness, but in addition the buyer’s, and collagen is taking part in a distinguished function in that dialog.”
Nonetheless, up till just lately, the market was seeing double-digit development, which has just lately slowed to round 7% in response to Kline & Co. information, one thing that Thundow attributes to a slowing of scientific analysis.
“Within the early 2020s, we noticed a peak within the variety of scientific trials mentioning collagen, significantly over a three-year span, however curiously, that quantity has declined prior to now couple of years, which has been a stunning development.
“I believe a part of the rationale for the decline is that many are actually counting on previous analysis somewhat than persevering with to put money into new research, and that’s considerably regarding.
“There’s nonetheless room for enchancment, each within the high quality of trials and in how properly they’re underpinned by good science.”
That stated, rising analysis round collagen peptides and undenatured sort II collagen is now exploring indications past the standard concentrate on joint and pores and skin well being, Thundow famous.
“We’re now seeing research exploring the advantages of particular peptides for metabolic well being, cognitive operate, and periodontal well being, and so whereas the amount of analysis could have dipped, the range of subjects being explored is changing into more and more compelling.”
That is presenting a tangible alternative for suppliers to specialise in deliberate well being areas, she stated.
“For ingredient suppliers, the chance lies in sustaining a premium place by way of specialization, providing differentiated, high-quality, science-backed substances with very particular well being claims, and making a transfer away from generic collagen positioning.”
Shopper interpretations
Shoppers are clearly recognizing and interesting with the advantages of collagen, Thundow defined. That is evidenced by the rising recognition of entire meals variations of the ingredient, comparable to bone broth.
However regardless of excessive shopper curiosity in collagen, confusion and skepticism nonetheless current vital challenges to the business.
“Many customers wrestle to grasp collagen’s varied advantages and query its bioavailability and efficacy, and nonetheless we see that almost all shopper discussions deal with collagen generically,” she stated.
“As many as 95% of manufacturers fail to say the precise sort used, which reveals a significant communication hole from manufacturers.”
Going ahead, the important thing impediment to beat will likely be clear messaging and bettering shopper schooling going ahead.
“That is essential to beat confusion,” Thundow stated. “Alternatives exist for clear messaging round supply, sort, and performance of collagen to construct shopper belief and speed up class development.”
Some manufacturers are beginning to use synergistic merchandise and formulations to speak and maximize the affect and understanding of collagen.
Spanish dairy model Puleva has launched its calcium-fortified drink with added collagen, positioning it for improved mobility and joint well being.
“This product is all about supporting joint well being, and it actually stood out to me as a wise innovation,” stated Thundow. “It simply made sense—we already affiliate milk and dairy with bone and joint assist, so including collagen to the combo looks like a pure step.
“For me, innovation in product codecs is all about assembly buyer wants—it’s about delivering actual advantages with robust attraction, whereas additionally guaranteeing clear dosing and transparency.”
One other notable inclusion might be seen within the latest collaboration between bubble tea excessive avenue model Heytea and marine collagen model Vida Glow, which partnered to launch ‘Ocean’s Glow’, a ‘beauty-boosting’ tea.
“There are some attention-grabbing private care functions rising and what’s significantly notable about this innovation is the demographic they’re focusing on,” stated Thundow.
“In contrast to conventional collagen merchandise aimed on the active-aging market, this has been clearly designed for a youthful viewers like these of their 20s and 30s, and it’s an intentional transfer to encourage a lot youthful customers to include collagen into their routines.
“They’re positioning this as a way of life product for Gen Z and even Gen Alpha, utilizing acquainted, fashionable codecs like bubble tea to attraction to that market.”
