collagen is No It is one of the supplement ingredients with the least sales growth in 2022. Monster success continues, especially on mainstream channels. According to SPINS (Chicago), collagen sales will grow by 56% in 2021, bringing him to $241 million in the mainstream U.S. supplement market. And in 2022, he grew another 28% to $309 million.
Scott Dicker, Senior Market Insights Analyst at SPINS, said it’s an “amazing growth story.” He continues: “I predicted that collagen would start to plateau over the past few years. Now he says: I think collagen will continue to rise for a while.”
Collagen’s success is due to the fact that its main markets, skin care and hair care, are relatively unshakable. “Hair, skin, and nails are categories that seem to be largely immune to recession,” Dicker says.
“It takes just one or two brands to do well, and all the ingredients are trending,” he points out. In fact, the number of brands selling collagen has grown exponentially, but many of the market leaders are the brands that helped launch the category.
One of those brands is Vital Proteins. “Despite various economic headwinds and increasing competition, Vital Proteins has maintained leadership in the collagen category,” said Tracey Warner Halama, CEO of Vital Proteins. ing. “Since joining Vital Proteins, interest in collagen has grown and the collagen category has expanded rapidly as it has become more mainstream.” As of today, there are over 200.”
Consumers want to buy collagen products, but how well do they understand them?
“Many people may say the market is saturated, but we need to educate consumers to distinguish products with proven quality and results from each other,” said Zurvita, a sales and marketing agency for supplement company Zurvita. “In November 2022, Zurvita launched its first beauty product, a collagen supplement called Zundora,” said Ideneth Vega, senior vice president of marketing. “The lack of education and factual information in the marketplace is a gap that needs to be addressed to understand the need for collagen for overall health, not just vanity and beauty. The reality is that few companies really care about educating consumers about product positioning.”
Clinically proven ingredients are a differentiator. Zundora formulates her Verisol collagen ingredient in her Gelita (Eberbach, Germany) brand, which Vega calls “proven and proven.” This product also contains another branded ingredient, Lycored’s (Branchburg, NJ) Lumenato carotenoid blend, as well as resveratrol, green tea, and other extracts.
Collagen can expand its audience if stakeholders reinforce the message that collagen’s benefits are more than superficial. The fact that it supports the field means it has untapped potential in a market where collagen is not yet a major player.
“I think collagen is in a very good place as an ingredient that can promote in so many different areas.
Vital Proteins also believes that “the collagen mystery must be solved.” “It’s important to educate consumers that collagen is for everyone, not just wellness-conscious women, and that the entire body can benefit.”
“We need to strengthen the science behind collagen,” she continues. For this reason, she said, “Collagen peptide supplementation is for everyone at every life stage.
Today’s shopper is just as likely to come across collagen supplements in the beauty aisle as they are in the general health and wellness aisle. Instead, it helps you win over consumers who might find collagen in supplements and wellness corners, Dicker says.
There is still work to be done to make collagen a bigger name in overall health. For example, in 2023 Vital Proteins will launch a new consumer awareness campaign called “For Everyone with a Body” to “shift the focus to the benefits of collagen for other parts of the body, including joint and bone health.” It has started.
she continues. Our campaigns feature people of different body types, races and genders to show that collagen really is essential health for everyone. ”
The needle is moving slowly. “As the leader in this category, we are constantly monitoring trends. “The more individuals learn about how collagen peptides can support their hair, skin, nails, bones, and joints, the more diverse the target audience becomes.” Collagen supplementation, which has been used by women in the past, has become more gender agnostic.
Hair care shoppers are learning more about collagen, too. “Hair ‘skinning’ is here,” says Sam Archer, Nutrafol’s vice president of product marketing and innovation. “More than ever, people are focusing more on optimizing their hair health than just styling it, and there is a growing interest in hair and wellness products such as collagen peptides.”
“Unlike other collagen products on the market that take a general approach to muscle, joint, hair, skin and nail health, Nutrafol’s collagen infusion was specifically formulated to treat hair more comprehensively. “Naturally active ingredients utilize advanced biotechnology to boost collagen levels that decline with age. An essential ingredient for hair and scalp health: protecting collagen, strengthening hair fibers, and working from within.” We only focus on replenishing the collagen levels of
Nutrafol teaches customers what collagen alone can and cannot do for hair. “Collagen peptides can replenish collagen in the body,” explains Archer. Can not This is a common misconception and a major focus of how to educate consumers. As the body’s natural collagen production begins to decline with age and hair becomes weaker, Collagen Infusion’s Marine Collagen Peptides can help replenish the collagen lost with age. “Collagen peptides alone cannot grow hair, so Collagen Infusion provides additional support to hair growth supplements for those who need it.” Launched for… Archer calls Collagen Infusion one of Nutrafol’s best-selling targeted boosters.
The distribution system will also be important in increasing the viewership of Collagen.
“Powder-based collagen products like our best-selling flagship Collagen Peptides will continue to dominate the category, but we expect additional formats to continue to grow in popularity,” said Halama of Vital Proteins. I’m here. “As people continue to travel, Stick He gravitates toward packs, bars, and gummies so his wellness on-the-go routine doesn’t have to be compromised.”
Consumers also want to include collagen in their daily diet.
Zurvita, on the other hand, Zundora supplements are collagen gels. Vega says, “You can enjoy it as it is, but if you drink it chilled, it has a refreshing taste. Add it to Greek yogurt and enjoy it as a low-calorie, beauty-enhancing breakfast or snack.” And best of all, our customers mix it with our flagship nutritional energy botanical drink, Zeal for Life, to create mocktails and cocktails for dinner parties and meetings. I have.”
“At the end of the day, people want to incorporate products into their daily lives, create habits by using them, and create memorable experiences that help us all stick with them to see the results that sell. thinking about.”
Can collagen reach new heights in 2023? Time will tell. As Vega puts it, “Price and quality are everywhere, and to have a sustainable, growing brand that not only stands out, but is not a pop-and-drop collagen product, you have to put it to the test of longevity, retention.” Marketing of the promise it delivers and educational about the body’s processes of collagen breakdown and production. The more targeted, genuine and honest the brand is with the consumer, the more successful the product will be better.”
Dicker agrees. “There are a lot of really good brands in the collagen business right now, so we will be looking for the next innovation to see how brands further their sustainability and animal welfare claims. We think it will drive a level of innovation, but overall we predict this ingredient will have a strong outlook going into 2023.”
