Gelita Looks to the Rise of Collagen in Customized Nutrition

05 Aug 2015 --- Clear, understandable and scientifically proven health benefits are driving the supplements and nutritionals market to date. Especially joint health, beauty from within and protein fortification leads the consumer agenda, claims Oliver Wolf at gelatin and collagen peptide supplier Gelita. Collagen is on the rise in new products, with Innova Market Insights reporting a +51% growth reported in new US supplements containing collagen as an ingredient (2014 vs. 2013). Globally, an annual growth rate of +56% has been reported in supplements containing collagen from 2010-2014.

“Collagen peptides can contribute to these three topics in a very effective way. They can easily be incorporated into nutritional supplements and functional food products, no matter if it will be a liquid, solid or powder application. Being a natural protein with a neutral odor and taste, they provide excellent solubility, dissolve to deliver clear solutions and don’t interact with other ingredients,” he notes.

Examples are FORTIGEL for joint cartilage recovery, VERISOL for beauty from within and PEPTIPLUS for protein enrichment, with regard to body toning or fighting the onset of sarcopenia.

For Wolf, an emerging trend to watch is fortified gummies for adults. “This highly accepted delivery form is an excellent vehicle to convey healthy ingredients directly into the body. Adults appreciate this palatable alternative due to its taste, mouthfeel and ease of consumption – particularly if consumers have difficulties in swallowing,” he notes. With its long-standing technical expertise, Gelita has been a key partner in the fortified gummy market, since the beginning. Bioactive collagen peptides like FORTIGEL or VERISOL, can easily be incorporated into gummy applications with proven joint health or beauty benefits. Regular equipment can be used and the peptides can easily be added to both new and existing formulations.

These trends come as demands become more and more individual in the industry. Wolf stresses that one-fits-all product concepts in the Health & Nutrition (H&N)  market are being replaced by target group specific products. One way of differentiation is age. People have different concerns and different needs in different ages. The demands of younger people are not the same as those of of silver agers.

“Younger people might primarily look after the shape of their body and their performance. When becoming older, aspects like healthy joints and bones, reducing wrinkles or the prevention of sarcopenia are rising in their attention. The H&N industry have to keep this in mind and must provide the appropriate products for every age,” he notes. 

Collagen peptides offer an excellent range of individual health aspects, providing product developers with the perfect tool kit to serve all these needs with specific personalized products. Other important aspects are age-related changing taste profiles and swallow issues which need to be taken into consideration and are decisive factors for a product success.

Another trend driving new product development at large, including nutrition, is clean label products. This can mean an advantage for collagen peptides and gelatin, claims Wolf, as product developers and marketing managers alike keep a watchful eye on the ingredients they use for new products. 

“Collagen peptides and gelatine are pure natural proteins derived from natural raw materials, they are foodstuff themselves, have no E-Number and do not cause any allergic reactions. Therefore their multi-faceted properties are a perfect fit for many food, pharmaceuticals, supplements, technical or even medical products. Besides this, they are the ideal solutions for clean label products,” he adds.

Another key aspect impacting development is regulation, with Wolf admitting that the European Food Safety Authority’s (EFSA) tough assessment of health claims has impacted the European nutritionals market. “Food and health & nutrition developers are asking for health claims that they can use for their final products,” he says. 

“However, to apply for an ESFA health claim is a challenging and expensive exercise, as the highest standard of clinical studies are necessary. Also the past years have shown that many claims have been rejected, which gives a relatively high amount of uncertainty of success. This has definitely led to reductions in research activities,” he concludes.

By Robin Wyers