Collagen was not one of many complement elements with smaller gross sales positive factors in 2022. It stays a monster success particularly within the mainstream channel. Collagen gross sales grew 56% in 2021 to $241 million within the mainstream U.S. dietary supplements market, per SPINS (Chicago). And in 2022, they grew an additional 28% to $309 million.Scott Dicker, senior market insights analyst at SPINS, says it’s “a outstanding story of progress.” He continues: “I’ve predicted that collagen would begin to degree off up to now few years.” Now, he says, “I’m going to again away from predicting the decline till I see one thing in that information. I believe collagen goes to maintain going up for some time.”Collagen’s success is because of the truth that its key markets—skincare and haircare—stay comparatively unshakable. “Hair, pores and skin, and nails is a class that appears to be nearly recession-proof,” Dicker says. “You’re going to be keen to spend on some hair, pores and skin, and nail products.”He factors out that “it simply takes one or two manufacturers to do properly and then the entire ingredient turns into a development.” Indeed, though the variety of manufacturers promoting collagen has elevated exponentially, lots of the market’s leaders are the manufacturers that helped launch the class.One of these manufacturers is Vital Proteins. Tracey Warner Halama, CEO of Vital Proteins, says, “Despite varied financial headwinds and elevated competitors, Vital Proteins has maintained management within the collagen class.” The firm remains to be seeing double-digit progress. “Since becoming a member of Vital Proteins, the collagen class has expanded quickly as curiosity in collagen has grown and grow to be extra mainstream,” Halama provides. “In 2015, there have been 5 manufacturers promoting collagen supplementation; as of right now, there are over 200.”Consumers wish to purchase collagen products, however how properly do they perceive them?“Even although many may say the market is saturated, there’s a deep want to coach shoppers to differentiate the standard and results-proven products from each other,” says Ideneth Vega, senior vp of gross sales and advertising for dietary supplements firm Zurvita. In November 2022, Zurvita launched its first magnificence product, a collagen complement referred to as Zundora. “To perceive the necessity for collagen—not simply for vainness or magnificence however for general well being—the shortage of schooling and factual data within the market is a niche that can should be addressed. Few firms really care about educating shoppers on the info, the truth of their formulation, and the place their product stands.”Clinically confirmed elements are a differentiator. Zundora is formulated with Gelita’s (Eberbach, Germany) branded Verisol collagen ingredient, which Vega calls “confirmed and time-tested.” The product contains one other branded ingredient, too—Lycored’s (Branchburg, NJ) Lumenato carotenoid mix—plus resveratrol, inexperienced tea, and different extracts.Collagen can develop its viewers if stakeholders reinforce the message that its advantages are greater than pores and skin deep. The proven fact that collagen helps joint and bone well being and associated areas like sports activities vitamin means collagen has untapped potential in markets the place it isn’t already a significant participant.“I believe collagen is on this actually good place as an ingredient the place it may be promoted in so many alternative areas, for so many alternative well being focuses—all of that are trending, all of which appear to be longstanding,” says Dicker.Vital Proteins additionally believes that “we’ve got to take the thriller out of collagen,” Halama says. “It’s crucial we educate shoppers that collagen is for everybody—not simply ladies centered on wellness—and that your complete physique can profit from it.”“We want to bolster the science behind collagen,” she continues. “One-third of the protein within the human physique is collagen, and by the point you’re 30, collagen manufacturing can decline 1% per 12 months.” For this cause, she says, “Collagen peptides supplementation is for everyone at each life stage.”Shoppers right now are as prone to run throughout a collagen complement within the magnificence aisle as they’re within the basic health-and-wellness aisle. “Cross-merchandising” helps seize shoppers who don’t store the wonder aisle however who could discover collagen within the dietary supplements and wellness aisle, Dicker says. The similar goes for prospects who stick with the cosmetics shelf and don’t go to the wellness aisle.There’s nonetheless work to be carried out to make collagen a much bigger identify in general well being. Brands are engaged on it. For occasion, in 2023, Vital Proteins launched a brand new client consciousness marketing campaign referred to as “For Everybody with a Body” so as “to shift the main focus to collagen’s advantages for different elements of the physique, together with joint and bone well being,” Halama says.She continues, “We can attain a extra mass viewers with the message that collagen supplementation is for everybody. Our marketing campaign additionally options folks with totally different physique varieties, races, and genders to display that collagen is really a wellness important for everyone.”The needle is slowly shifting. “As the chief within the class, we’re consistently monitoring trends. We’re persevering with to see collagen grow to be a foundational a part of wellness routines slightly than merely these centered round magnificence,” Halama says. “The extra that people learn the way collagen peptides can help hair, pores and skin, nails, bones, and joints, the extra diversified the goal demographic turns into. This shift has resulted in collagen supplementation, historically used primarily by females, changing into far more gender agnostic.”Haircare consumers are additionally studying extra about collagen. Last 12 months, hair-health model Nutrafol made a splash with its Collagen Infusion mix-in powder launch. “The ‘skinification’ of hair is right here,” says Sam Archer, Nutrafol’s vp of product advertising and innovation. “Now greater than ever, individuals are centered much less on hair styling alone and extra on optimizing their hair well being, with an elevated curiosity in hair wellness products corresponding to collagen peptides.”“Unlike different collagen products available on the market which take a basic method to muscle, joint, hair, pores and skin, and nail well being, Nutrafol’s Collagen Infusion was formulated particularly to handle hair extra comprehensively,” she continues. “The naturally efficacious elements leverage superior biotechnology to spice up collagen ranges that lower with age—focusing solely on the important components of hair and scalp well being: defending collagen, strengthening hair fibers, and replenishing collagen ranges from inside.”Nutrafol is instructing prospects about what collagen can and can’t do alone for hair. “Collagen peptides can replenish collagen inside our our bodies,” Archer explains. “However, collagen peptides can’t enhance hair progress by itself, which is a standard false impression and a main focus for how we’re educating shoppers.” As the physique’s natural collagen manufacturing begins declining with age, resulting in weakened hair, the marine collagen peptides in Collagen Infusion might help replenish collagen misplaced with age. But the product must be paired with Nutrafol’s hair-growth nutraceutical products. “As collagen peptides alone can’t develop hair, Collagen Infusion was launched to supply extra help to our hair-growth nutraceuticals for those that want it, and we’ve got seen that via our hair-wellness quiz or by selection of booster, our prospects are responding properly to this system,” says Archer, calling Collagen Infusion one among Nutrafol’s top-selling focused boosters.Delivery methods will even be essential in rising collagen’s viewers.“While powder-based collagen products, like our bestselling flagship Collagen Peptides, will proceed to dominate the class, we anticipate persevering with to see extra codecs develop in reputation,” says Vital Proteins’ Halama. “As folks proceed to journey, they’ll gravitate towards stick packs, bars, and gummies in order that they gained’t must compromise their wellness routine on the go.”Consumers additionally wish to embody collagen in each day meals. Nutrafol’s Collagen Infusion, for occasion, could be added to sizzling or chilly liquids like yogurt, soup, and smoothies.Meanwhile, at Zurvita, the Zundora complement is a collagen gel. Vega notes that “you may get pleasure from it by itself, however while you take it chilly it makes for a pleasant, refreshing deal with. You can add it to your Greek yogurt and take it as your breakfast or snack with low energy and magnificence advantages. But not solely that, we’re exhibiting prospects the best way to add it to their chocolate or vanilla protein. And, better of all, our prospects are mixing it with our flagship dietary power botanical drink, Zeal for Life, and making mocktails or cocktails for their dinner events and conferences.”“At the top of the day,” she concludes, “folks wish to incorporate products into their each day routines, make habits out of utilizing them, and create memorable experiences that may assist them stick with it to see the outcomes all of us promote.”Can collagen attain new heights in 2023? Time will inform. As Vega says, “Price and high quality are in all places, and to not simply stand out however to have a sustainable, rising model and not a pop-and-drop collagen product, it might want to stand the take a look at of longevity, retention of the promise it gives, and academic advertising on the physique’s strategy of collagen degradation and manufacturing. The extra focused, genuine, and trustworthy manufacturers are with shoppers, the higher the success of their product.”Dicker agrees. “There are numerous actually good manufacturers within the collagen enterprise proper now, so I might simply look for the following innovation and see how the manufacturers promote sustainability and animal-welfare claims. I believe that’s going to drive the following degree of innovation. But general, I predict the ingredient has a robust outlook for 2023.”
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