Why collagen faces scrutiny and how suppliers build consumer trust

Collagen innovation is evolving rapidly, along with consumer questions about the efficacy of these products. Various collagen types and peptides are mentioned on product labels, leaving consumers to navigate a complex field of ingredients that may raise distrust. 

Nutrition Insight speaks with BioCell Technology, Bioiberica, Gelita, and Lonza Capsugel to discuss the reasons behind consumer scrutiny of collagen supplements and how they ensure their products meet expectations and high regulatory standards.

We previously spoke with these companies about their clinically backed collagen supplements for multi-benefit joint and skin health. They are driving new solutions through low-dose, multi-benefit, and consumer-friendly formats, like gummies or multifunctional blends, catering to diverse health goals.

Bioiberica and BioCell Technology emphasize circularity and upcycling of animal by-products, while Gelita explores net-zero goals and non-animal collagen alternatives.

Meanwhile, Innova Market Insights data indicates that over half of global consumers are paying attention to collagen in their diets. The majority of these consumers prefer collagen supplements in on-the-go or powder formats, which opens the door to further format innovation for busy consumers. Collagen ingredients in supplement launches grew 6% annually from 2021 to 2025.

Informed consumers rising

Adam Ishaq, general manager at BioCell Technology, explains that many collagen products are increasingly scrutinized because they lack clinical validation or consistent composition. “Scrutiny of collagen supplements is increasing due to growing consumer awareness around product quality, scientific evidence, labeling accuracy, and manufacturing standards.”

This lack makes consumers and health care professionals expect higher transparency and proven efficacy. However, Ishaq says BioCell Collagen can meet their expectations through clinically studied efficacy, standardized composition, and strict quality controls. 

“Its safety, bioavailability, and benefits for skin and joint health are supported by human clinical research. It is manufactured under established quality standards to ensure purity, consistency, and label accuracy. This commitment to scientific validation and quality assurance helps build consumer trust and confidence.”

Oliver Wolf, in charge of global product promotion at Gelita, echoes Ishaq, saying that informed consumers are increasing compared to a few years ago.

“They understand that collagen peptides are not all the same, and they actively look for products that are backed by solid scientific evidence and a clear mechanism of action.”

Collagen faces rising scrutiny over types, vegan claims, and efficacy, leading suppliers to push clinical validation and certifications.“For us, that means maintaining close collaboration with our customers and continuously monitoring market expectations. We bring together expertise in R&D, nutrition science, regulatory affairs, and application development to translate scientific knowledge into market-ready solutions,” he states.

Consumer misunderstanding

Mónica Gómez Navarro, marketing manager of Branded Ingredients at Bioiberica, believes several reasons drive consumer suspicion of collagen, with misunderstanding being a major driver.

“Take vegan collagen products, for example, in our recent survey of industry professionals, 49% of respondents said they are familiar with vegan products. But while claiming to be ‘plant-based collagen,’ they don’t actually contain the ingredient at all.” 

“Instead, they might feature collagen-boosting ingredients, like plant-derived amino acids, which have been suggested to help enhance the body’s own collagen production rather than supplementing collagen directly,” she notes. “This misleading terminology adds to market confusion, as true collagen is inherently animal-based.”

Tackling regulations for greater trust

Gómez Navarro also points out that stricter regulatory requirements and quality assurance concerns add to the complexity of the issue. According to Bioiberica’s survey, industry professionals view a lack of regulations as a hurdle, with 19% believing there are too many.

“There is also a rising expectation from consumers for brands to follow tight regulations when it comes to collagen supplement development, with 63% saying that legal compliance matters,” she adds. 

“While quality certifications are well-established in other categories, like the omega-3 and probiotics markets, this is not yet the case in the collagen field. The Collagen Stewardship Alliance is helping to change that and set a new standard in collagen innovation with its NutraStrong Collagen Verified program.”

The program is the first independent certification system evaluating and verifying collagen ingredients and products based on identity, source, safety, and quality. Gómez Navarro says that this can help companies uphold the highest standards and ensure consumers receive what is claimed on the label. 

Bioiberica says it is the first to earn NutraStrong verification for native type II collagen.“Bioiberica recently became the first company to receive NutraStrong Collagen Verification for our native (undenatured) type II collagen, Collavant n2, which is clinically shown to support joint health at just 40 mg/day.”

“The certificate affirms the ingredient’s composition, traceable sourcing, manufacturing quality, and scientifically backed benefits, giving supplement brands a powerful point of differentiation in a crowded marketplace,” she shares.

Differentiating collagen

Hanna Charron, associate director of Global Product Management at Lonza Capsugel, points out that there are over 20 different types of collagen, and each of them is linked to various benefits. This has increased market complexity, and for many consumers, this can add to their confusion. 

“Research shows that nearly one-third (31.6%) of non-collagen consumers agree that they don’t know enough about collagen products, describing the market as confusing and lacking a clear explanation. This uncertainty is a top reason for avoiding collagen altogether.”

“Even among existing collagen users, more than half are unaware of the different types of collagen available on the market,” she adds. “This combination of confusion and skepticism is driving greater scrutiny of collagen supplements. To stay one step ahead, brands must address these concerns with transparency, education, and robust scientific validation.”

Charron advises that brands can help consumers better understand the types of collagen, which are commonly associated with joint health, for instance.

“Type II collagen is one of the primary collagen types found in cartilage and is widely studied for joint health applications. Two main structural forms are available — undenatured and hydrolyzed.” 

“Hydrolyzed collagen is broken down or denatured into smaller molecules called peptides, while ‘undenatured’ or ‘native’ type II collagen is a form of collagen that retains its native, triple-helix structure. This collagen works through a unique mechanism of action that triggers the immune system to help support the body’s natural cartilage repair process and promotes the building of new cartilage,” she explains. 

For brands seeking to create trusted, science-backed products, Charron spotlights Lonza Capsugel’s UC-II undenatured type II collagen, which offers joint comfort, mobility, and flexibility benefits, supported by over 20 years of research.