HiE 2018: BioCell Collagen featured as stand-alone ingredient in new supplement
28 Nov 2018 --- BioCell Collagen will feature as the stand-alone ingredient in a new dietary supplement from manufacturer NOW for joint, skin and connective tissue health. The collagen, a naturally occurring matrix of hydrolyzed type II collagen, chondroitin sulfate and hyaluronic acid ingredient, is the flagship product of BioCell Technology. NutritionInsight speaks to the company on the floor of Health Ingredients Europe (HiE) show, currently live in the German city of Frankfurt, on the importance of scientific substantiation for collagen products and the consumer demands behind this.
BioCell collagen stands out from other collagen offerings because it is substantiated with human trials, Douglas Jones, Sales and Marketing Manager at BioCell Technology tells NutritionInsight from the HiE showfloor.
In a study of 80 people, it was confirmed safe and effective and, compared to a placebo group, significantly improved joint comfort and mobility. The results corroborated an earlier trial which found that it helped joint comfort by as much as 40 percent. One last study found that daily ingestion of BioCell Collagen for 12 weeks led to a 13 percent reduction in wrinkles and a 76 percent reduction in dryness and skin scaling.
“There is a growing trend among ingredientcompanies to invest more in their research. This trend is driven by consumers, as consumers are looking for transparency. They want to know what they are buying. At the end of the day, we have to do what consumers want. Especially in such a competitive space,” says Jones.
The supplement is said to target not only joint health but also skin health and connective tissues.
“When you study ingredients in the body, we often look at things in isolation. But the skin is our largest organ with the joints and tendons linking everything together. Collagen is common across the body, and by taking the supplements you get the benefits in the joints but also in the skin. Everything is interconnected. This is one interesting thing to watch for the future,” says Jones.
Indeed, it may not only be aging consumers feeling cautious about their joint health who are searching for collagen nowadays. Instead, the high rate of supplement use among “millennials” is also driving the growth of the market, and the added benefits of skin health could potentially attract new users.
The joint health market has been diversifying and moving beyond encompassing just seniors for some time. Innova Market Insights data highlights that mobility is one of the top concerns for UK and US consumers, while products featuring mobility claims accounted for almost 17 percent of all supplements tracked globally between 2013 and 2017.
BioCell Collagen has previously been highlighted as appealing to the Asian market, as collagen in this region has long been established as a beauty-from-within ingredient, as well as one applicable to joint health. However, Asian consumers are increasingly savvy and demanding high-quality collagen that’s backed up by scientific substantiation.
By Laxmi Haigh and Elizabeth Green
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