Collagen’s role in the United States nutrition market continues to shift as consumers seek multifunctional products that address appearance, mobility and long-term wellness in a single format.
Speaking with NutraIngredients at SupplySide Global, Angie Rimel, marketing communications manager for North America at Gelita, outlined how category lines are blurring and why science-backed differentiation is becoming more important for brands navigating this broadened landscape.
Collagen’s expanding position in holistic wellness
“While collagen peptides have been popular in beauty for years, there is an understanding that these ingredients are more than skin deep...they are foundational for whole body vitality and performance,” Rimel said.
This broader framing is influencing how manufacturers position products across beauty-from-within, sports nutrition and healthy aging. According to Rimel, accelerated consumer interest in joint support and mobility has become a key driver behind this convergence.
“Today more than 50% of sports related injuries are due to tendon, ligament or joint issues,” she said. “At the same time, we’re seeing explosive growth in consumer interest around joint health, mobility and injury prevention not just for athletes but for anyone interested in an active lifestyle.”
Performance redefined across consumer segments
Rimel noted that performance is no longer being interpreted strictly through an athletic lens. Instead, it reflects a broader desire for energy, movement and resilience throughout daily life.
This evolution is creating opportunities for brands to target multiple goals in a single formulation, provided that claims are supported by clear scientific substantiation.
“Not all collagen peptides are created equal,” Rimel said. “In a market crowded with generic collagen claims, brands needs to stand out with science fact differentiation.”
Rising expectations for results-oriented products
Growing demand for multifunctional positioning also continues to influence purchasing behavior.
“Consumers are trying to get the most bang for their buck— they’re not just purchasing a solution, they’re investing in results,” Rimel said, adding that brands need to approach formulation strategy with precision to avoid overextension.
“Avoid the trap of being a one-size-fits-all solution, as that is where a lot of brands lose their edge,” she said.
As companies build portfolios that speak to appearance, mobility and long-term wellness, Rimel emphasized that targeted ingredient science remains essential for meeting elevated expectations.
Collagen is also emerging in additional wellness spaces as research continues to evolve.
“Beyond sports performance, the potential of collagen is just beginning to be tapped,” Rimel added.
