Bioiberica rebrands healthcare portfolio to reflect “constant innovation” in changing mobility market

05 Jul 2021 --- Bioiberica is rebranding its healthcare ingredients portfolio to appeal to the rapidly growing base of consumers seeking holistic mobility products. The rebrand includes newly designed and renamed products covering a range of collagen and joint health-boosting ingredients, which the company says communicates its commitment to evolving scientific research.

Speaking to NutritionInsight, Bioiberica’s healthcare director Jaume Reguant says the rebrand marks the start of long-term development through which the company can help customers adapt to a constantly changing market. 

“This is just the first step in developing our healthcare portfolio. It’s the foundation for future progress and growth – establishing a strong brand architecture for our portfolio and greater consistency for the application of individual products.”

“Our initial move has been to refocus our mobility ingredients, but this is just the first step of many to offer a more comprehensive portfolio of solutions to our customers. We are constantly investing in our products, the science behind them, our understanding of the target market and how they should be positioned to help our customers grow their business,” says Reguant. 

A growth in holistic attitudes toward health ingredients and supplements has drawn an increasingly young consumer base to the joint and mobility market, says Bioiberica.Changing brands for a changing market 
The rebrand comprises the renaming of Bioiberica’s native (undenatured) type II collagen, as Collavant n2 (previously b-2Cool) and the addition of Tendaxion – a new brand for its tendon health ingredient. 

Additionally, the company’s  CSbioactive chondroitin sulfate will be rebranded to create a more consolidated portfolio of products for the mobility market. The Mobilee product, a patented hyaluronic acid matrix ingredient, is also having its logo updated to align with the portfolio rebrand. 

Reguant asserts that changing names and logos will represent the company’s commitment to constant adaptation and adoption of scientific advances and discoveries.

“On a fundamental level, the new brand strategy has been designed to solidify and communicate Bioiberica’s role in today’s healthcare market,” he says. “We want it to reflect our principle of constant innovation and help us stand out in a busy marketplace as we seek better healthcare solutions.”

Mobility in the spotlight
The rebrand comes during a time when the mobility and joint health segments are seeing an unprecedented boom in demand, with an ever-younger base of consumers seeking supplements and ingredients that can strengthen overall well-being and protect against aging. 

NutritionInsight recently discussed the expanding joint health market with a range of experts, including Bioiberica’s Reguant, about how the COVID-19 pandemic and resulting lockdown measures have helped spread concern and awareness

He emphasizes the importance of holistic attitudes toward healthcare – something driving younger generations toward mobility products once typically marketed toward senior consumers, as people search for help strengthening their overall health and defending against illness. The renaming of several of the company’s products is “just the beginning” of a long term rebrand.

“Consumers increasingly recognize that all aspects of health are interlinked and impact each other. One of the top reasons people seek to improve their mobility, for example, is to improve their lifestyle in general. This idea has been the basis for the restructure and reimagination of our portfolio.”

“Our updated brand image has been designed to better reflect the needs of a market which is more proactive, educated and varied than ever before. With a modern and fresh creative approach and a more accessible, identifiable and clearer brand architecture, our rebranded products reflect new market needs,” Reguant asserts. 

Gen X and Millennials join the joint health rush 
Reguant says that a number of market insights played a “significant role” in the company’s decision to rebrand. 

Innova Market Insights, for example, notes that bone and joint health claims have been increasingly applied in a variety of products, with a growth of 16 percent globally between 2015 and 2019. Some of the fastest-growing categories for bone and joint health claims include Baby & Toddlers and Sports Nutrition. 

Reguant notes this reflects a growth in the younger consumer base. 

“Historically, mobility has been a significant concern for the 65-plus population – and still is – but because people are recognizing the link between good mobility and overall wellness, it’s a growing area of interest to younger consumers too. In fact, almost a third of 25 to 34-year-olds say they plan to improve their bone and joint health in the next 12 months,” he says. 

“This shift has underpinned our decision to rebrand and re-establish our position within the healthcare market.”

By Louis Gore-Langton