Collagen has rapidly become a cornerstone of the health and wellness industry, Elizabeth Thundow, VP of management consulting at market research company Kline & Co. said during a presentation at Vitafoods Europe last month.
“Over the past decade, it has moved far beyond its origins in beauty and joint health to become a highly specialized and diverse category.
“And to maintain a premium position, ingredient suppliers must specialize and differentiate.”
Collagen’s evolution
The collagen market has undergone significant evolution in the last 10 years, Thundow explained. Hydrolyzed collagen, now more commonly referred to as collagen peptides, was the original catalyst for the ingredient’s popularity in beauty, joint health and sports nutrition.
Collagen peptides are long collagen molecules cut into smaller chains for enhanced bioavailability and absorption, and are derived from various animal sources like bovine (cow), porcine (pig) and marine (fish).
Peptides remain the most dominant form of collagen on the market, Thundow noted, with companies like Gelita, PB Leiner and Rousselot operating in the space.
“While initially generic, premium suppliers are now specializing in peptides for specific health indications,” she said. “They remain the largest category in the market and are the volume driver.”
However, other types of collagen are emerging in popularity. Type I collagen, which comes from bovine and marine sources, is used topically for skin health and wound healing, but type II collagen is gaining momentum for use in supplements.
It comes in native/undenatured form from avian or marine sources and is used in joint health applications, produced by suppliers such as Bioiberica and Lonza. Its hydrolyzed form is avian-derived and produced by companies including Biocell Collagen and dianafood.
“Collagen peptides are the largest category in the market, however, they’re no longer fast growing. A lot of the value in the market and growth is being driven by undenatured type II collagen which I think is down to the research and science involved,” Thundow said.
Furthermore, alternative sources have recently entered the market, such as eggshell collagen and plant analogs (vegan collagen) which replicate collagen’s amino acid profile.
There is also biomimetic collagen which is produced via precision fermentation. This form is quickly gaining traction, Thundow noted, with much of the growth driven by biotech firms in China.
Market growth drivers
The market’s “explosive” growth can been underpinned by several factors Thundow said, referencing targeted health benefits and strong alignment with key market trends such as longevity, an aging society, health-conscious consumers, a strong scientific evidence base, and format versatility like both ingestible and topical applications.
“Longevity is everywhere today, it’s become such a big topic especially over the past year,” she said.
“Last year we were talking about healthy aging, active aging and staying well as we get older, but now, longevity has really taken center stage.
“It has captured not only the industry’s imagination, but also the consumer’s, and collagen is playing a prominent role in that conversation.”
However, up until recently, the market was seeing double-digit growth, which has recently slowed to around 7% according to Kline & Co. data, something that Thundow attributes to a slowing of scientific research.
“In the early 2020s, we saw a peak in the number of clinical trials mentioning collagen, particularly over a three-year span, but interestingly, that number has declined in the past couple of years, which has been a surprising trend.
“I think part of the reason for the decline is that many are now relying on past research rather than continuing to invest in new studies, and that’s somewhat concerning.
“There’s still room for improvement, both in the quality of trials and in how well they’re underpinned by good science.”
That said, emerging research around collagen peptides and undenatured type II collagen is now exploring indications beyond the traditional focus on joint and skin health, Thundow noted.
“We’re now seeing studies exploring the benefits of specific peptides for metabolic health, cognitive function, and periodontal health, and so while the volume of research may have dipped, the diversity of topics being explored is becoming increasingly compelling.”
This is presenting a tangible opportunity for suppliers to specialize in deliberate health areas, she said.
“For ingredient suppliers, the opportunity lies in maintaining a premium position through specialization, offering differentiated, high-quality, science-backed ingredients with very specific health claims, and making a move away from generic collagen positioning.”
Consumer interpretations
Consumers are clearly recognizing and engaging with the benefits of collagen, Thundow explained. This is evidenced by the growing popularity of whole food versions of the ingredient, such as bone broth.
But despite high consumer interest in collagen, confusion and skepticism still present significant challenges to the industry.
“Many consumers struggle to understand collagen’s various benefits and question its bioavailability and efficacy, and still we see that most consumer discussions treat collagen generically,” she said.
“As many as 95% of brands fail to mention the specific type used, which shows a major communication gap from brands.”
Going forward, the key obstacle to overcome will be clear messaging and improving consumer education going forward.
“This is crucial to overcome confusion,” Thundow said. “Opportunities exist for clear messaging around source, type, and function of collagen to build consumer trust and accelerate category growth.”
Some brands are starting to use synergistic products and formulations to communicate and maximize the impact and understanding of collagen.
Spanish dairy brand Puleva has launched its calcium-fortified drink with added collagen, positioning it for improved mobility and joint health.
“This product is all about supporting joint health, and it really stood out to me as a smart innovation,” said Thundow. “It just made sense—we already associate milk and dairy with bone and joint support, so adding collagen to the mix feels like a natural step.
“For me, innovation in product formats is all about meeting customer needs—it’s about delivering real benefits with strong appeal, while also ensuring clear dosing and transparency.”
Another notable inclusion can be seen in the recent collaboration between bubble tea high street brand Heytea and marine collagen brand Vida Glow, which partnered to launch ‘Ocean’s Glow’, a ‘beauty-boosting’ tea.
“There are some interesting personal care applications emerging and what’s particularly notable about this innovation is the demographic they’re targeting,” said Thundow.
“Unlike traditional collagen products aimed at the active-aging market, this has been clearly designed for a younger audience like those in their 20s and 30s, and it’s an intentional move to encourage much younger consumers to incorporate collagen into their routines.
“They’re positioning this as a lifestyle product for Gen Z and even Gen Alpha, using familiar, trendy formats like bubble tea to appeal to that market.”