Immunity, scientific-backing and new delivery formats reshape the collagen sector, experts say

05 May 2021 --- Delivery formats, scientific backing and immunity are bound to shape the collagen space, according to industry experts. NutritionInsight discusses the expanding scope and potential of collagen with Bioiberica, Gelita and Lonza.

Where and how the nutrition industry can capitalize on booming consumer awareness is also a point of interest, as well as rapidly advancing scientific technology to further the potential collagen has in wellness regimes. 

From gyms to mass markets 
Innova Market Insights reports that product launches featuring collagen are on the rise, seeing an average annual growth of 27 percent since 2015. 

Supplements continue to be the top market category, with 35 percent of 2019 launches featuring collagen.

Jaume Reguant, healthcare director at Bioiberica, explains that where collagen was once typically reserved for specific consumers with specific issues, R&D is discovering its benefits for  overall well-being. 

“It seems like everybody is talking about collagen – the ingredient has finally broken out of its niche with more consumers realizing its multifunctional and nutritious benefits across different health areas.”

Click to EnlargeDelivery innovation in collagen is key in bringing it to a wider market.Previously, notions of joint health and mobility centered around the aging population and managing conditions that tend to come with getting older, like osteoarthritis, he says. 

“Perhaps the only exception to this was athletes taking supplements to boost their performance. However, the growth of the ‘active nutrition’ category, built on a wider range of consumers turning to exercise to support their health, has fuelled a shift in consumer demographics interested in joint health, bringing mobility – and collagen – into the mainstream.”

Oliver Wolf, head of B2B marketing at Gelita, notes that “in the world of active and sports nutrition, in particular, collagen peptides have made the transition from gyms to major mass-market outlets.”

Delivery format developments 
A particularly important area of development for collagen is expanding the range of delivery formats, says Reguant. 

“Capsules and pills have long been a favorite for formulators, but the influx of younger consumers means there’s demand for a wider choice of delivery formats to suit different lifestyles.” 

“While powders might suit an athlete, functional foods tend to be more popular with mainstream consumers. Likewise, a beverage or gummy might be a quick and easy option for busy and active individuals.”

Similarly, Wolf notes that consumers are experiencing “pill fatigue” and are therefore looking for new supplement formats. 

“They don’t want another pill — they want an experience. Here, collagen peptides allow for a wide range of formulations, for example, powder, gel, gummies, concentrated shots, near-waters and bars, as well as inclusion in everyday foods such as yogurt.”

Backed by science
A key issue is the need to back health claims concerning collagen with scientific research. Click to EnlargeConsumer skepticism requires industry to provide solid scientific proof for collagen claims.

“People today are increasingly keen to understand how functional foods and supplements work. As a consequence, industry and consumers alike are demanding a higher level of scientific substantiation,” notes Wolf.

“It is essential that the functionality of the active ingredient is based on credible science and has been proven in high-quality clinical studies. Those ingredients that are proven effective and safe will have a higher priority with both formulators and consumers.”

Reguant notes that growing consumer skepticism over health claims meant that last year, the Collagen Stewardship Alliance called for more transparency and verification of science behind claims to protect consumers. 

“Innovation and NPD should therefore focus on providing scientific evidence regarding the efficacy and application of specific collagen types – especially those which are less well known. This will arm formulators with the information they need to develop products that consumers love,” he states. 

Innova Market Insights pegged “Transparency Triumphs” as a top trend for 2021, noting that six in ten consumers are interested in learning more about where their products come from. 

Click to EnlargeResearch revealed an immune modulating effect in Gelita's ImmupeptImmunity boom 
The fact that collagen peptides contribute to immune function is a relatively new discovery, states Wolf. 

“With Immupept, Gelita has introduced the first bioactive collagen peptides (BCP), optimized to support immune health. The possibilities are almost unlimited. As a result, there is increased diversity among the companies and brands promoting collagen-based products.”

Research collaboration with the Collagen Research Institute previously revealed an immune-modulating effect from the BCPs in Immupept, showing Immupept’s potential to regulate three key factors for an effective immune response: reduced inflammation, tissue damage and oxidative stress. 

Growing scope for creativity 
Lindsey Toth, associate director of product management nutrition at Lonza, says the involvement of major industry players has helped transform the collagen playing field. 

This was achieved by drawing attention to the impact collagen supplementation can have on hair and nail growth, decreased joint pain and skin. 

“Given the sought-after nature of these benefits, it has been an easy sell to get mainstream media onboard to fuel the fire further and turn collagen into the world’s latest ingredient darling.”

The future of the segment, however, may lie in generalizing the applications of collagen supplements.

“We expect to see the positioning of collagen products evolve to focus on overall well-being, rather than specific health benefits. While there might be a core focus on skin and beauty, mobility, or sports performance, new products are likely to have multiple, complementary health positionings,” says Reguant. 

“Of all the reasons why product development is such an interesting area, perhaps the most fascinating is the scope it offers for creativity. And when this creativity is carefully tailored, the results can be particularly successful among a variety of target groups,” concludes Wolf. 

By Louis Gore-Langton

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