Supplement trends diversify across generations as Lonza flags collagen growth

18 Jun 2020 --- Functional supplements are attracting busy consumers across generational age groups, who all seek to live healthier and stress-free lives despite differing priorities. Lonza is tapping into this demand with a range of ready-to-market solutions, including UC-II undenatured type II collagen, which can address the needs of a growing consumer base seeking to maintain joint health. This will be spotlighted in next week’s webinar from the biotechnology company, which will also reveal how demands for responsibly-sourced products extend from joint and cognitive health products to probiotics and beauty-from-within offerings.

“Joint health and mobility are a big area in which consumers are turning to collagen. Around the world, demand of our UC-II ingredient is growing strong as the population ages and the efficacy of glucosamine [the most popular ingredient use for joint issues] is being put into question by new research,” Juliana Erickson, Global Marketing Manager for Consumer Health and Nutrition at Lonza, tells NutritionInsight. 

She notes that at the moment, the company’s key focus is on rapid relief of joint discomfort. “Consumers looking at entering the category mostly have joint pain issues, which they want to be resolved quickly. Functional food and beverages are a great application for UC-II undenatured type II collagen. Notably, the functional beverage market has increased by 32 percent over the last five years.”

According to Innova Market Insights, F&B launches featuring collagen are on the rise, which has seen average annual growth of 27 percent since 2015. Supplements continue to be the top market category, with a whopping 35 percent of 2019 launches featuring collagen. Sports Nutrition is also on the rise, while Meat, Fish & Eggs has seen a drop. However, Cereals is the fastest growing market category, followed by Dairy and Sports Nutrition. 

The growth in the market and increased demand for UC-II in new versatile applications is now leading Lonza to explore its benefits in food and beverages. In April, Erickson also discussed how the collagen sector has been affected by COVID-19. 

Two in five UK consumers say that it is easier to achieve the recommended intake of nutrients with supplements than with food, notes Innova Market Insights.Targeting different generations
The upcoming webinar will also explore new ingredient combinations and responsibly made dosage form technologies. Additionally, the top trends spanning the supplement industry will be investigated. Busy lifestyles are leading to lifestyle changes as people seek to enhance their health. According to Innova Market Insights, more than a fifth of UK consumers say they experience stress more than once a day. 

Supplements are an easy way to address these concerns by increasing nutrient intake. Two in five UK consumers say that it is easier to achieve the recommended intake of nutrients with supplements than with food, notes the market researcher.

However, health needs and preferences differ by generation, with Millennials prioritizing balancing body and mind. Key concerns for them are immune, skin and mood health. Meanwhile, Generation X has a strong focus on mental health while also keeping an eye on mobility. For Baby Boomers, healthy aging is top of mind with key concerns including sarcopenia, osteoporosis and retaining mental sharpness. 

Further variation is seen between regions. North America accounted for 44 percent of global supplement launches in 2019, with Europe making up 35 percent. Asia was home to 11 percent of launches, while Australasia, Latin America and MEA accounted for just 5 percent, 3 percent and 2 percent of launches, respectively. 

Consumer trends are also driving innovation in supplement dosage forms. Traditional tablets and capsules continue to be the preferred supplement dosage forms for EMEA consumers, but functional food and drinks are now in second and third place. Meanwhile, 7 percent of EMEA consumers prefer gummies. 

On June 24, Lonza will host a webinar further discussing how supplement users increasingly aspire to more sustainable, health-focused ideals, which extend across a range of emerging, on-demand consumer trends. Registration is currently open here.

By Katherine Durrell, with additional reporting by Kristiana Lalou