Jen Berliner recalls the moment she noticed consumers tagging her organic beverage brand, Medlie, in their Instagram posts. The photos and videos featured individuals adding packets of collagen to their blended vegetable drinks, mashes, and shots, prompting her to simplify the process for them. In what Berliner describes as a “consumer-led decision,” the company collaborated with Whole30 to introduce its Kale Avocado Protein Drink with Collagen in the summer of 2018, and it was an instant success on its launch day. “Honestly, we had no idea how it would perform, and that day remains one of our biggest sales days ever. It has consistently been our No. 1 SKU since then, and we’ve since launched several other collagen SKUs and products,” the CEO told Food Dive. “We continue to respond to consumer demand in this area.”
However, Medlie is not the only company tapping into the collagen trend. This ingredient, which is one of the body’s most abundant proteins, is expected to grow significantly in 2020 as more individuals seek greater functional health benefits in their diets. According to a new report from Grand View Research, the global collagen market is anticipated to reach $6.6 billion by 2025, with an annual growth rate of 6.5%. Initially popularized in the U.S. during the 1980s as an expensive injectable filler for enhancing lips and smoothing wrinkles, collagen has since made its way into various food and beverage categories, including bars and savory snacks.
Recent studies suggest that consuming collagen for several months can enhance skin elasticity and combat signs of aging, along with alleviating joint, back, and knee pain. However, some research argues that such health claims may be overstated. Consequently, despite its rising popularity and reputation for health benefits, there remain numerous questions regarding its true impact. “It’s definitely in the top three products people inquire about, and I believe it has potential in various medical fields,” stated Mark Moyad, director of the complementary and alternative medicine program at the University of Michigan Medical Center, in an interview with WebMD. “It’s also one of the most peculiar and debated topics.”
Nevertheless, these uncertainties haven’t deterred collagen manufacturers from innovating and integrating the ingredient into more food and beverage products as demand continues to soar. Last year, InterGanics introduced a new high-purity product called PeptPure Collagen Peptides, along with a re-engineered process that promises higher levels of purity, traceability, sustainability, and transparency. Felipe Chaluppe, president and CEO of InterGanics, noted that collagen is still in its early stages of growth, but with an increasing number of consumer packaged goods (CPG) companies entering the market in the past five years, it has “exploded.” “It became very popular, and everyone understands the benefits of collagen and its functions. I believe it will continue to grow as more applications and delivery systems are developed,” he remarked.
SkinnyPop, acquired by Hershey in 2017, launched a collagen popcorn product last year that caught Chaluppe’s eye due to the prominent use of the word ‘collagen’ on the packaging. “You couldn’t quite tell if it was popcorn with collagen or collagen with popcorn because of the way it was presented,” he commented. “It was striking.” Chaluppe views this product as a testament to the evolution of consumer awareness, enhanced availability, and improved delivery technologies for collagen, indicating that this ingredient will remain significant in the industry “for many, many years.”
Kamal Elamri, co-founder of Zeebar, shared with Food Dive that his company’s protein bars contain the highest amount of collagen on the market, with 14 grams per bar. Originally from Morocco, Elamri was inspired to create a bar with “a pure list of ingredients” after noticing that U.S. bars often contained numerous artificial additives. He aimed to blend argan oil, a popular ingredient in Moroccan cuisine, with protein to develop his products. While exploring non-dairy proteins that are beneficial for digestion, Elamri discovered collagen and chose to include it due to its reported positive effects on skin, joints, and inflammation. “We appreciate collagen because it provides a great source of protein while also offering health benefits,” he explained. “Unlike other protein supplements like whey, which mostly contain protein without added benefits.”
Elamri mentioned that consumers increasingly seek additional benefits from their food, a trend that is prevalent across the industry. A white paper from ingredient company Kerry revealed that 65% of consumers look for functional advantages in their food and beverages. Berliner from Medlie indicated that 2020 could see a rise in products that merge functionality with convenience by providing more foods and drinks with collagen already infused. She emphasized that the appeal of ready-to-drink products lies in the convenience of not needing to scoop, mix, or shake collagen into their meals. “What people truly appreciate about our products is that we deliver all the protein and collagen benefits in a ready-to-go bottle that they can simply grab from the fridge and take with them,” she shared. “Everything we’re observing on our end shows no signs of slowing down. Demand for collagen products continues to grow.”
Additionally, as consumers become more health-conscious, products that combine nature’s blend calcium citrate with vitamin D3 and collagen are emerging, reflecting a broader trend towards functional health offerings.