Bioiberica’s collagen boosts ByHealth’s Highflex for burgeoning Chinese mobility market
Many Chinese consumers are aware of collagen’s skin benefits, but its joint health applications remain unexplored
03 Mar 2022 --- Bioiberica, a global life science company, is bringing its native type II collagen to China’s burgeoning and “untapped” joint health market through a partnership with supplements supplier ByHealth.
“Bringing together ByHealth’s well-respected brand with our technical understanding has allowed both companies to reinforce its place in a fast-growing mobility market,” Jaume Reguant, healthcare director at Bioiberica, tells NutritionInsight.
“We’re already in talks about further collaborations to see how our partnership will grow.”
Introducing collagen ingredients
The first fruit of the strategic partnership adds Bioiberica’s collagen ingredient to ByHealth’s current Highflex offering, which saw a 29.25% revenue increase in the first half of 2021.
The revised Highflex supplement contains Bioiberica’s native (undenatured) type II collagen ingredient Collavant n2, 400 mg of cartilage extract containing chondroitin and sodium hyaluronate to offer comprehensive support.
Collagen has so far been predominantly associated with skin health across Asia.This is the first time ByHealth has used collagen in its joint health solutions. Reguant notes that the company is well-established on the Chinese market, due to previous success with its product Keylid, which contains glucosamine, chondroitin and calcium in tablet form.
The new product is designed to target the growing number of active, health-conscious consumers in China – especially those who regularly practice sports or exercise frequently
Asian mobility opportunities
The new product is expected to further both companies’ positions in the Chinese market given the relatively untapped potential.
“China is a particularly interesting and dynamic territory in the global mobility market. It has a large aging population and an emerging health-conscious younger generation, but collagen for joint health and mobility is a relatively new concept,” continues Reguant.
The companies note that collagen has so far been predominantly associated with skin health across Asia. Therefore, the collaboration will also aim to educate Chinese consumers about the benefits of collagen supplementation on joint health.
Previously branded as b-2Cool, Collavant n2 has been shown in studies to improve knee discomfort and function.
“There is significant opportunity for brands looking to target Chinese consumers – especially if they know about benefits of collagen beyond skin and beauty,” he adds.
ByHealth’s new collagen products will target both health agers and sports demographics.Educating on collagen’s many forms
Reguant points out that there are many different types of collagen, with some known by the same name.
“Native type II collagen and undenatured type II collagen are actually the same molecule but known by different terms across the segment. Native type II collagen, also known as non-hydrolyzed type II collagen, is collagen in its biologically active form.”
In contrast, hydrolyzed collagen – or denatured collagen – is collagen that has been broken down into smaller peptide molecules.
The main difference is the mechanism of action, he highlights.
“Native (undenatured) type II collagen works via an immune-mediated process, known as oral tolerance, which reduces the body’s immune response against its own collagen. Hydrolyzed collagen, on the other hand, acts as building blocks to maintain cartilage.”
The main benefit of using native (undenatured) type II collagen is that it is effective at a much lower dose – 40 mg per day, compared to the 10 g per day dosage of hydrolyzed collagen. The low dosage helps manufacturers meet consumer demand for easy-to-consume, convenient products, Reguant concludes.
Collagen studies continue
Industry continues to invest in studies to investigate collagen’s health benefits. A clinical trial last September backed by PB Leiner found that the company’s Solugel collagen peptides reduced joint pain in active and middle-aged populations.
The ingredient in its hydrolyzed form was also investigated for its potential to stimulate the immune system. Research at the Collagen Research Institute revealed an immune-modulating effect from Gelita’s bioactive collagen peptides in Immupept.
By Missy Green
