Rousselot pegs collagen peptides as “hero ingredient” for wide-ranging uses
12 Jul 2022 --- The collagen space is proliferating, with a growing presence in global F&B and supplement launches. Amid increasing consumer demands, industry is observing challenges surrounding the way in which the ingredient may be marketed with questionable claims.
Ahead of a webinar by Rousselot, NutritionInsight speaks to Caroline Brochard-Garnier, the company’s director of communications and public relations, on the impact of technology on the space, as well as shifting market interests.
“Convenience, novelty and efficacy are the key factors driving interest in collagen supplements for today’s consumers, while formulation flexibility is top of mind for nutrition brands. Combining functional benefits with formulation flexibility, high-quality collagen peptides offer effectiveness that leaves producers free to pursue an unlimited array of innovative product formats,” she explains.
The company upcycles the nutrient-rich raw materials into high-quality, clean label functional solutions.Fun formats for each demographic
Interest in collagen peptides comes in a wide array of formats, including nutraceutical gummies, functional foods and beverages, gels or shots, as well as traditional supplement capsules, Brochard-Garnier adds.
“Producers can also appeal to more adventurous shoppers by ‘mixing and matching’ traditional inclusions with trending ingredients. Combining ‘classics’ like whey protein, for example, with porcine collagen can help brands stand out in an increasingly crowded market.”
In the short-term, she notes that consumers emerging from COVID-19 lockdowns are searching for formats offering on-the-go convenience, such as drinkable yogurts, functional smoothies, juices and cereals.
“For older shoppers, ease of swallowing is a key concern, as is pill fatigue. Here, nutraceutical gummies offer a fun and functional option that can even deliver a higher dose of the active collagen ingredient than traditional supplement capsules.”
Growing market segments
According to Innova Market Insights, collagen launches are expanding across the globe, led by the Australasia segment. Market share and growth are strongest for supplements and where F&B is concerned, sports nutrition products and soft drinks are leading categories. Growth is strongest in desserts and bakery.
In 2021, growth was particularly noticeable in Australasia and Middle East/Africa. Launch numbers in 2021 nearly tripled in the Middle East and quadrupled in Africa compared to launch numbers in 2020, corresponding to regional launch growth of 71.5% (CAGR, 2019-2021), Innova Market Research notes.
Brochard-Garnier explains that collagen found its start as a functional ingredient in the nutricosmetics sector, especially in Japan. “Over the last decade or so however, we’ve seen collagen become a mainstay of a wide range of categories, from sports nutrition to joint health and mobility support and most recently active nutrition solutions.”
She observes that active lifestyle products are starting to adopt similar positioning strategies to high-performance sports nutrition solutions, particularly when they feature a “high protein” or “protein enriched” claim.
“These shifts demonstrate just how adaptable collagen peptides are as an ingredient – helping to make benefits previously reserved for one specific consumer demographic available to a wider audience.”Consumers around the world value collage for the benefits it offers for skin beauty, as well as bone, joint and muscle strength.
Embracing trends
According to Brochard-Garnier, a key factor in collagen’s popularity is increasing marketing from celebrities and beauty influencers, promoting collagen-based supplements, functional foods and beverages, touting benefits for hair and skin beauty.
“While official figures are hard to nail down, social media is undoubtedly a major demand driver for collagen-based products,” she comments. “Recent research found that collagen was one of the fastest-growing health ingredients on Instagram in 2020, with posts using the hashtag #collagen growing by 29% in that year alone.”
“The pace has not slowed since, as consumers embrace the trend for ‘ingestible skincare’ and ‘beauty from within’. Influencer marketing and promotion on social media has been especially effective in helping Gen Z and Millennial shoppers discover the benefits of collagen in a beauty and wellness context.”
Questionable claims
While the benefits and application potential of collagen are “virtually limitless” due to the ingredients’ versatility and ease of use, industry is also trying to grapple with “potential challenges surrounding sourcing and affordability”, Brochard-Garnier explains.
“As a result, we see more accessible collagen forms, such as that of porcine origin, becoming the ingredient of choice for brands hoping to appeal to a wide audience.”
Additionally, collagen’s success has created a situation where the ingredient’s name is being used as a buzzword, with a lot of products misusing the word collagen, she adds.
Certain collagen products are marketed as “vegan”, which may be confusing for consumers, as current research reveals “true vegan collagen is yet to be developed”, Brochard-Garnier explains. Nonetheless, companies are highlighting plant-based alternatives for collagen can be “identical” to the human amino acid profile.
The webinar “Move with the times: the ultimate mobility solution with collagen” will be live on July 13 at 4 pm CET and available on-demand.
By Andria Kades
