“Untapped potential” in collagen market as consumer awareness grows
The global producer of collagen peptides and gelatin products tells NutraIngredients how the observed growth of the joint care market follows an apparent increased target demographic, paired with changing perceptions for the area.
With increasing scientific evidence supporting the claims that collagen peptides may prevent and alleviate joint pain, Yingying Wu, global product manager of health & nutrition at PB Leiner, emphasises the importance for manufacturers to realise their role in educating the public about these benefits.
“This is a market in full development - in 2021, the global value of this market was estimated to be in excess of €100 billion, and it is expected to grow with a compound annual growth rate of nearly 10% until 2027 (Frost & Sullivan 2021).
“At the same time, scientific research increasingly supports the expanding number of health benefits of collagen peptides. In that sense, there remains a lot of untapped potential,” specifies Wu.
A growing market
Dr. Reyhan Nergiz-Unal, health and nutrition science lead at PB Leiner, highlights an overall trend towards preventative and holistic nutrition “but the primary consumer base is also growing: beyond sports people, joint health is a concern for active adults worldwide.”
Research shows that 93% of those aged between 45 and 59 have concerns about joint and muscle pain (Euromonitor Global Health & Wellness Survey 2019-2021), and 1 in 4 consumers will fall into that age category by the turn of the century emphasising how this sizeable market will only continue to grow over the coming years, stresses Dr Nergiz-Unal
She notes a recent clinical trial whereby participants aged 45-59 were administered 10g daily of the Pb Leiner’s SOLUGEL collagen peptides. Following this, it was noted that there were significant reductions in pain and improvements in knee functionality.
Wu says the increasing evidence for the benefits of collagen peptides as an important opportunity for manufacturers and suppliers to educate the public on the observed health effects.
As the scientific backing for the area grows stronger, the market is becoming increasingly saturated whilst consumer expectations for products grow.
Wu highlights how PB Leiner continues to stand out in the face of these developing challenges.
“Our portfolio is diversified, with raw material ranging from beef, over porcine, to high quality fish collagen peptides. By the way, we are, to date, the only manufacturer who can provide collagen peptides from certified grass-fed cattle. This diversity is also reflected in the different collagen peptide grades we offer, as well as the formats we supply, such as powders and agglomerated variants.
“What probably makes us stand out the most, however, is the assistance in formulation which we provide. Not all collagen peptides are the same, and formulation can be tricky. Our customers very much appreciate how our experts guide them in this process, helping them to maximize the performance of their products,” she explains.
In the future, the team predicts a rise in the demand for food delivery formats for the collagen market, such as bars or drinks. Wu notes more ingredients are being incorporated into functional foods and beverages to meet the demand for convenience and consumers’ on-the-go lifestyles.
“We see that collagen peptides are gaining importance as a nutritional supplement supporting joint health, while the growth of other ingredients, such as chondroitin or glucosamine, for example, is stagnating,” she adds, highlighting the continued potential for the area (Innova Market Insights, 2021).