Unlock insights from The Collagen Industry Survey – articleUnlock insights from The Collagen Industry Survey – article

Do you find the collagen market confusing? You’re not alone. Bioiberica’s latest survey, involving over 100 professionals from across the nutrition industry, revealed that 51% of respondents also find it perplexing. One of the reasons for this is that collagen supplementation can offer benefits for multiple health areas, from skin and beauty to joint and bone health. But this comes with a lot of nuances, which can be tricky for consumers and industry professionals alike to get their head around. Indeed, 44% of the professionals surveyed said they were unsure about the best type of collagen for joint health specifically. What’s more, 49% of respondents said they are familiar with vegan collagen, despite collagen being exclusively animal-origin. This demonstrates that even professionals within the nutrition industry perceive non-animal-based solutions to be collagen—spotlighting this as an issue that requires more education, clarity and regulation. And the sooner the confusion is dispelled, the better—especially since 76% of our survey respondents agree that the collagen trend is here to stay.

This starts with brands understanding the difference between collagen compositions and how they can effectively use collagen ingredients to deliver optimal health benefits. To shed some light on the issue, Bioiberica’s Marketing Manager for Branded Ingredients, Monica Gomez Navarro, shares exclusive insights from the Collagen Industry Survey and outlines three key steps to succeed in this space.

Step 1: Choose evidence-based ingredients, tested in healthy individuals

The Collagen Industry Survey revealed that 77% of collagen professionals rate ‘science-backed ingredients’ as a highly important purchasing driver for consumers. This is no revelation, since to thrive in most nutritional supplement categories today, science needs to be a priority. Consumers are more informed than ever and want to know that the supplements they’re purchasing are going to effectively address their health concerns or goals. This makes quality, evidence-based products central to establishing trust and confidence in brands—and really, the only way forward if you want to make a big impact in your specific market.

In our survey, we found that collagen professionals agreed with this. In fact, 80% of the respondents said they believed that structure/function claims are important to consumers, and 79% agreed that ‘quality’ is valuable. But how can manufacturers make scientific substantiation a priority? It’s about ensuring that every element of the formulation is research-backed, and the health benefits of specific ingredients are communicated clearly on packaging. In other words, are the claims they are making true and clear to consumers? To make this easier, we recommend boldly featuring branded ingredients from trusted suppliers on product labels.

Manufacturers should also consider using ingredients that have been researched in healthy individuals, not just in disease states (although these studies are still important). Across the globe, we have noticed that regulatory bodies in the nutraceuticals space are asking for studies to be carried out on healthy subjects, so it’s becoming more important for ingredient suppliers to perform these types of clinical trials.  We’re keen to advance this type of research, so we set out to do exactly that in our latest clinical trial in the collagen space. In this new study, we investigated the effects of our native (undenatured) type II collagen ingredient, Collavant^® n2, in healthy individuals with no history of osteoarthritis or any other clinical joint condition—the first exploration of the ingredient in ‘everyday’ consumers.¹ We made the decision to concentrate on this consumer base to more closely align with our customers’ target audience: “ordinary” people who experience joint discomfort associated with exercise. Results showed that a daily dose of only 40mg Collavant^® n2 for six months significantly reduced joint discomfort, supported faster recovery from exercise and improved quality of life.¹ In fact, positive effects were observed after just three months supplementation. These promising results could be a gamechanger in the field of nutrition innovation, as the findings suggest the ingredient could contribute both to overall satisfaction and compliance with products featuring it.

Step 2: Once the scientific foundations have been built, dive deeper

One way to ‘step up’ and gain a competitive edge is with multi-ingredient formulations. ‘Combination’ products hold significant potential for several reasons: (1) they cater to demand for convenience, (2) they tap into the growing holistic health trend and (3) they allow for endless ingredient pairings, which is really exciting.

But achieving successful combinations requires ingredients that are compatible and complementary—and collagen professionals clearly agree. Our survey found that ‘compatibility with other ingredients’ ranks among the top considerations when choosing a hydrolysed or native (undenatured) collagen for joint health or mobility innovation. Thankfully, Collavant^® n2’s low dose (40 mg/day) means that it can be seamlessly blended with other ingredients, including vitamins, minerals and botanicals; opening doors to novel ingredient combinations. For example, one recent scientific study showed that Collavant^® n2 and Boswellia serrata, an anti-inflammatory herbal extract, can alleviate joint discomfort in just five days.²

Another promising avenue for differentiation is to address values like sustainability. According to our survey, only 28% of collagen professionals believed that sustainability is important to consumers, which is not reflected across the broader health and nutrition industry. This presents an opportunity to both educate industry professionals and collagen consumers on sustainability, and also embed eco-friendly values into product messaging to enhance brand visibility and appeal. The challenge is that animal-sourced ingredients, like collagen, can be viewed as less sustainable. However, at Bioiberica we counter this through ethical and eco-friendly practices—including responsible sourcing of raw materials, adopting renewable energy sources and minimizing waste where possible via our circular economy model.  

Step 3: Consider the consumer experience

Once brands have defined the health benefits and value their product aims to deliver, it’s time to think about format—and we don’t mean pills or capsules. Capturing the attention of younger consumers, especially, hinges on embracing innovative applications that go beyond traditional options. No longer satisfied with conventional supplement formats (like pills) alone, appetite is growing for more novel delivery forms, like gummies, snack bars, ready-to-drink shakes and sports drinks. However, some collagen ingredients come with complex formulation challenges, creating obstacles for innovation.

Take hydrolysed collagen as an example. This form of collagen is regularly used in joint health supplements, but it requires a large dosage—up to 10 g per day—to be effective. This can negatively impact texture and overall taste, and also means that hydrolysed collagen can be limited to powder formats, which may not be as appealing to all consumers. On the other hand, native type II collagen, like Collavant^® n2, is efficacious at only 40 mg/day and doesn’t have an unpleasant taste or smell. Its formulation flexibility means it can be incorporated into more consumer-preferred forms, like gummies or chewables and other novel formats. With Collavant^® n2 and our formulation expertise, we can help manufacturers push the boundaries of collagen format innovation and appeal to the diversifying base of collagen consumers.

Curious about the science-based benefits of Bioiberica’s native (undenatured) type II collagen, Collavant^® n2, and how the company is supporting cutting-edge joint health and mobility innovation? Learn more here: https://bioiberica.campaign.page/collavant-n2 

References:

1. Möller, I. et al. Efficacy and tolerability of native type-II collagen for joint health in healthy volunteers: a randomized double-blind placebo-controlled study. Osteoarthitis and cartilage. 32 (6), P769 (2024).

2. Jain et al. AflaB2^® and osteoarthritis: a multicentric, observational, post-marketing surveillance study in Indian patients suffering from knee osteoarthritis. Int J Res Orthop. 2021;7(1):110-115.