Multifunctional collagens captivate consumers with bioactive healthy aging benefits

25 Jul 2024 --- Consumer appetite for collagen initiated an average annual growth of 17% in related supplements from July 2018 to June 2023, Innova Market Insights data suggests. We catch up with PB Leiner, BioCell Technology and Gelita, who provide more in-depth perspectives on collagen’s influence on healthy aging, beauty, clean label trends and bioactive functionalities.

“Scientific research in the field of collagen (type I and III, hydrolyzed and oral intake) is ever-evolving due to emerging health challenges, public health concerns and scientific advancements,” Yingying Wu, global product manager, health and nutrition at PB Leiner, tells Nutrition Insight.

“Over the past four decades, scientific evidence has supported the major health benefits associated with collagen including skin health, joint health, bone health, weight management and as a support for physical and sporting activities.”

The company’s Solugel collagen peptides are clinically proven to support beauty enhancement, bone and joint health, satiety in weight management and overall physical and mental well-being.

Matrices and versatility
According to Wu, consumer knowledge of collagen supplements has intensified and while beauty benefits remain a well-known reason for taking them, consumers also associate collagen with different health benefits.

Forty-four percent of global consumers say a clean label product classification is important when choosing what foods and drinks to buy, and 53% of global consumers say they actively seek out products they deem clean label. Fifty percent of global consumers say they are willing to pay more for food and beverage products with clean labels.

“The clean label trend is significantly influencing consumer decision-making. An increasing number of consumers are familiar with the concept, and notably, 50% are willing to pay more for food and beverage products that adhere to clean label principles,” explains Wu.Collagen formulations are branching out to meet a wider variety of health benefits than they did before such as beauty.

“Approximately 42% of consumers actively investigate the ethical and environmental aspects of the supplements they intend to purchase. More than one-half of consumers believe that nutritional supplements can be improved by using ethical and environmentally friendly ingredients,” Wu explains.

Douglas Jones, global sales and marketing manager at Biocell Technology, notes that the company’s BioCell Collagen is the original multifunctional collagen on the market, and when it was launched in the 1990s, it was covered by multiple patents.   

“BioCell Collagen is not isolated or purified collagen protein, it is a naturally-occurring matrix of hydrolyzed collagen type II peptides, chondroitin sulfate and hyaluronic acid. This unique matrix is not a blend of individual ingredients,” he details.

“Most collagens are type I and are derived from either bovine, porcine or marine sources.  BioCell Collagen is sourced exclusively from the cartilage in the chicken sternal. It is the only part of the chicken that is used.”

According to Jones, various studies, including seven human clinical trials, support its safety, functional efficacy and bioavailability. “Multifunctional ingredients are sought-after by-product formulators because they offer a complex solution to health conditions like skin and joint health with a single ingredient rather than having to blend multiple ingredients to make a final formula,” Jones explains.

BioCell Collagen offers consumers a clinically proven solution without needing multiple products or complex formulations.

Vitamin and mineral content
Cindy De Keyser, global business intelligence manager at PB Leiner, tells us collagen peptides are a sought-after health ingredient, captivating consumers worldwide. With growing clinical evidence supporting their health benefits, Solugel collagen peptides stand out as a natural and sustainable product.

“When purchasing supplements, three-quarters of consumers actively research scientific data supporting health claims. They tend to seek supplements with a high vitamin and mineral content, which are natural and supported by clinical evidence. This trend is reflected in the health claims added to new product launches with collagen in the market,” says De Keyser.

“The versatility of collagen peptides lies in their heat and pH stability, which allows high-dose usage without affecting final recipes and makes it an ideal ingredient for multiple applications.”

Collagen peptides can be used in dissolved or flavored powder supplements, tablets and capsules. In addition to convenient, traditional formats, these peptides are often formulated into gummies, ready-to-eat powder or jelly sticks. It can also easily be incorporated into functional collagen beverages, collagen protein bars or collagen-enriched cookies.

According to Gelita, the market for beauty supplements, particularly for hair, skin and nails, is expected to reach a value of US$6.35 billion by 2028. This segment responds to consumer interest with a CAGR of 10.3% over 2021–2028. 

Oliver Wolf, marketing EMEIA at Gelita, says: “Growing demand for collagen peptides in key segments is driven by several factors. Strong scientific evidence supporting the efficacy of collagen peptides has significantly increased consumer confidence, with well-informed and educated shoppers seeking products with proven health benefits.”

Analysts forecast the global market for sports nutrition supplements to be worth approximately US$19.45 billion by 2029, growing at a CAGR of 10.5% from 2022 to 2029. These segments represent the major applications for collagen peptides, in line with key trends in the nutraceutical industry.

“Active lifestyles coupled with an aging population are also fuelling this demand, as people look for effective ways to maintain health and vitality. Success stories of athletes benefiting from the supportive properties of Bioactive Collagen Peptides (BCP) have increased their appeal,” Wolf explains.

Valuable proteins and amino acidsConsumers are taking more of an interest in sustainably produced collagens.
Innova Market Insights data suggests that healthy aging is essential to 61% of global consumers, with more than half of the surveyed people noting an interest in collagen ingredients. Type II collagen is mainly used in joint health supplements, while skin health products launched with type II collagen have grown by 8% in the last five years.

“Collagen is in high demand as it’s a versatile ingredient with numerous health benefits. As the most abundant protein in the human body, collagen acts as a critical scaffold providing structural support to various tissues,” says Wolf.

“As an ingredient, collagen is, in general, inherently multifunctional, as it comprises essential protein and amino acids. However, when broken down into collagen peptides and technologically processed into BCP, it can stimulate the body’s own collagen production.” 

Gelita has developed a portfolio of highly specialized BCPs with scientifically proven benefits, each designed to target skin, joints, bones, ligaments, tendons and muscles to improve their health and functionality. The supplement is trendy in the sports nutrition and beauty-from-within sectors.

Wolf notes: “By combining specific BCPs such as those for ligaments and tendons with those for joints, products can target the entire musculoskeletal system. Collagen peptides play a vital role in maintaining mobility, healthy skin and strong bones, making them invaluable in promoting longevity and quality of life.”

Combinations with collagen
De Keyser notes that collagen easily combines with other types of collagen, such as type I, II and III and other ingredients, such as vitamin C, hyaluronic acid, glucosamine and chondroitin. Powder remains the most popular format in supplement launches, while gummies and jellies are still growing. Preferences are similar across various regions of the world.

“Collagen supplementation favors powder and shots for type I and III collagen due to their excellent physical properties, including good organoleptic qualities, dissolution and heat stability. For type II collagen, the traditional formats like capsules and tablets are more popular, primarily due to lower recommended daily dosages,” De Keyser explains.

“Meanwhile, gels, although considered niche, are gaining traction in the collagen supplements segment, with one in three gel supplements worldwide featuring collagen.”

In contrast, the supplement industry should consider alternative delivery formats to combat pill fatigue among consumers. De Keyser notes: “A technological breakthrough that enables health ingredients to be seamlessly integrated into other categories such as food and beverage could offer immense potential.”

Wolf notes that specific collagen peptides are popular because they address specific health and beauty concerns, unlike generic collagens, which have vague benefits such as general wellness or protein delivery. 

“Our approach to collagen formulation involves specific, gentle processes designed to produce precise BCP tailored to each target area. We use advanced manufacturing techniques to ensure the integrity and functionality of our specific collagen peptides, focusing on delivering optimal benefits for skin, joints, bones, ligaments, tendons and muscles.” 

By Inga de Jong