Consumers can’t get enough of collagen.
If it says collagen on it, then you can bet that it will fly off the shelf and right into the baskets or collagen-obsessed customers.
This obsession has driven the market for global collagen to $9.9 billion (EUR8.7 billion) with an impressive CAGR projected of 11.3% in the next five year (Grand View Research).
What is collagen? Why is it popular and how do manufacturers capitalize on this craze for collagen?
What is collagen
Collagen is found in skin, muscles, bones and other connective tissues. Collagen is found in the skin, muscles and bones. It can also be found in tendons, ligaments and other connective tissue. Also, it’s found in blood vessels, organs and intestinal lining.
It is a protein that makes up about 30% of total proteins in the human body.
Why is collagen such a popular product?
Around the age 25, collagen production starts to decrease by approximately 1 percent, and the existing collagen within the body begins breaking down faster.
After menopause, women in particular see a marked reduction in the production of collagen.
The signs of ageing can be accelerated by this reduction, such as wrinkles and sagging, hair loss, nails that are weakened, and muscle mass. This can affect bone density, and slow wound healing.
This has led to a rapid increase in the interest of food, beverage, and supplement products that replace lost collagen.
Tastewise’s research on food and drink data found that the number of social posts mentioning the word “collagen” has increased by 7% in just the past 12 months.
Over 5,998 recipes, such as smoothies or energy bites, contained direct references to the collagen. Over 100,000 posts on social media showed consumers making collagen-enhanced foods and drinks at home.
Collagen is now being added to a variety of food and drink products. These include cereal bars, smoothies and coffee, as well as yoghurts, ice-creams and yogurts. (Ridofranz/Image: Getty/Ridofranz)
Which collagen products are consumers looking for?
The consumer appetite for collagen-infused food and beverages is enormous (pun intended! The demand for food and beverages infused with collagen is huge. Certain products and flavors are more popular.
As well as chocolate and vanilla, other fruity and refreshing alternatives are also gaining in popularity.
Matcha, the new favourite flavour, is growing by 15 percent per year, and has a market worth of $4.3 billion, according to Grand View Research. The CAGR for this segment of the global tea market is 7.9%.
Sales of collagen-infused products, such as drinks and snacks, have been rising rapidly.
What is the latest in innovation?
The collagen trend has been embraced by manufacturers, who have launched a variety of new products in all industries. Rice Up’s Collagen Soft Cookies, NoWay’s Collagen Frozen dessert range and Jade & Joy’s Vegan Collagen Chocolate Bars are just a few of the many products that have been launched to cater for this trend.
The service industry is now also embracing the trend of collagen, as 1.24% restaurants around the world offer collagen-based products.
Innovation is not likely to end with the Tastewise figures proving that consumers are looking for more.
Tastewise spokesperson: “All channels, including social media and menus show an upward trend for collagen engagement between March 2023 and March 2025.” The consumer’s taste preferences have changed. From vanilla matcha lattes to Skittles, they are more open to sensory-rich, fun formats.
What products might be the next to receive collagen-infused treatments?
The top 5 opportunities for collagen investment
- Collagen kefir: Combining collagen with probiotics enhances glycine absorbtion
- Collagen nut butter: Joint health is targeted in an indulgent, creamy format
- Collagen olive oil Helps recovery after exercise by enhancing glutamine absorption
- Arginine collagen: Combining collagen and amino acid arginine for circulation support
- Collagen kimchi: Fusion food for fermented food enthusiasts
Source: Tastewise
Tastewise says that collagen is not just a trendy product. It’s an evolving category, which has expanded into emotional wellbeing, fun flavours and multifunctional support for health. The smartest brands don’t simply follow it. “They’re not just following it. They are shaping it.”