The Collagen Supplement Market

The collagen supplement market’s value as of 2022 is 9.1 billion. And is expected to rise due it’s use in other markets outside supplements. For example cosmetics, food and beverage and more.

On the supplement side, the collagen market has many different buyer segments. More and more US adults are turning to collagen supplements to restore their youthful looks, strengthen their bones, and support their overall health. Plus, athletes are an emerging segment here since collagen may help prevent sports injuries and even assist with muscle building.

This guide is a complete breakdown of the global collagen supplement market.

Types of Collagen

The human body is home to 28 different types of collagen. But collagen supplements typically only contain collagen types I, II, and III.

These collagen types differ in their mechanisms of action as well as the type of supplements they commonly occur in. Keep reading below for a brief overview.

Collagen I

Collagen type I is a vital component of our bones. It helps make up ligaments, which are the connective tissue between bones. And it also helps tendons the fibrous substance that connects bones to muscles.

Collagen I is further present in the skin, teeth, and organs such as the heart and the lungs.

Collagen II

Collagen type II makes up one of the three types of cartilage: hyaline. Hyaline is a critical component of joints, allowing them to move smoothly. Articular cartilage is also made up of hyaline, and it helps protect joints.

This type of collagen is commonly used among people with bone and joint disorders since it is so critical for joint health.

Collagen III

Collagen type III primarily makes up reticular fibers. Reticular fibers live within the connective tissue of soft tissues. Soft tissues include organs like the liver and also bone marrow.

Often occurring together, Collagen I and II are also helpful for maintaining hydration and suppleness in the skin.

Collagen Market Segments

People have been using collagen for centuries. Traditional Asian cultures long ago recognized this ingredient’s usefulness against skin aging. And German researchers were uncovering collagen’s benefits for joint pain.

Food-makers have also been using collagen since at least the 1400s. It is the main component of gelatin, which helps give Jell-O, and gummy bears their signature jelly-like texture.

It was not until the early 1970s that people began using collagen for other purposes. Manufacturers put collagen into diet products to replace fats and sugars. During the workout craze of the 1980s, collagen was popular among high-protein dieters.

At the same time, the beauty world had started to recognize the usefulness of collagen protein in anti-aging products, and the medical world began to see collagen’s benefits for joint problems.

When it comes to supplements, three segments make up the collagen market:

• Specialty supplements
• Beauty supplements
• Sports nutrition supplements

Specialty Collagen Supplements

Specialty supplements are natural alternatives to prescription therapeutics. In other words, these supplements may help treat certain conditions and disorders. For example, research has shown that collagen may help with joint conditions.

One such condition is osteoarthritis. This chronic disease is among the top causes of disability in the world. According to the Centers for Disease Control (CDC), it affects over 32 million US adults to give you an overall size of the market.

A recent meta-analysis of collagen supplements for osteoarthritis studies found that collagen supplementation can:

• Significantly decrease joint stiffness
• Decrease functional limitation
• Significantly decreased scores on the Visual Analog Scale, a pain rating scale

The overall collagen market, which includes but is not limited to collagen supplements, categorizes specialty collagen supplements under the healthcare segment. Experts project this segment will make up nearly 50% of the overall market by 2028.

Collagen Beauty Supplements

Collagen beauty supplements sit under the larger umbrella of collagen products used for beauty purposes. This segment is the second-largest in the overall collagen market.

Interestingly, collagen beauty supplements are overtaking topical collagen applications. This is occurring because research shows that topical collagen does not stimulate collagen production in the skin.

When applied topically, collagen molecules are too large to get into the deeper layers of the skin. Collagen production occurs in these deeper layers. So, collagen products may moisturize your skin, but that is about it.

On the other hand, taking oral collagen supplements like a capsule or powder drink mix can effectively improve skin texture and reduce the appearance of wrinkles. There is emerging research that this is due to the increased production of collagen in the skin.

It is important to note that not all forms of collagen are best suited for beauty supplements. Hydrolyzed collagen is collagen that chemists have broken down into a simpler form. This type of collagen is more easily digestible and, therefore, exerts its effects faster.

Sports and Nutrition Collagen SupplementThe Sports and Nutrition Collagen Supplements Market

In terms of the overall collagen market, the food and beverage sector is growing the fastest. This rapid growth is primarily due to the rising popularity of nutritional collagen, including sports supplements.

An estimated 66% of athletes report using dietary supplements. They take them to reduce the risk of injury, improve performance, support muscle strength, and increase endurance.

Common products athletes use for these purposes are:

• Protein (41%)
• Pre-workout energy drinks (29%)
• Creatine (14%)
• Amino Acids (12%)
• Caffeine-containing multivitamins (6%)

Collagen protein powders fall under the first product category, while collagen amino acid supplements fall under the fourth. Athletes also turn to collagen-containing foods (e.g., energy bars) and beverages (e.g., sports drinks).

Athletes are not the only group that wants to use collagen for its nutrient profile. The increasing popularity of functional foods and beverages indicates that the general population would like to consume more collagen in their diets.

Nutritional and sports collagen products will continue to drive the growth of the collagen supplement industry as well as the collagen market as a whole. This segment is a great one to get into in the coming years.

Collagen Supplement Formats

Collagen products tend to contain one of three types of collagen:

• Hydrolyzed collagen
• Native collagen (undenatured collagen)
• Gelatin

The majority of supplements contain hydrolyzed collagen. If you recall, hydrolyzed collagen is easier for the body to digest. And that means the active ingredients get to work more quickly.

Supplement manufacturers tend to produce hydrolyzed collagen in different formats. Here is what you need to know about the three most common collagen supplement forms.

The Capsules & Gummies Market

Capsules and gummies are the most popular collagen supplement format, making up about 60% of the collagen supplement market.

Capsules are popular because they are familiar, easy to swallow, and fast-acting. The only downside to this format is that some people have difficulty swallowing pills and capsules.

Gummies solve this problem while maintaining the fast-acting effects. However, gummy supplements do contain added sugars. Further, gummy supplements are notoriously difficult to formulate, meaning they may not contain the exact ingredients or amounts listed on the label.

The Powders Market

Another way collagen lovers are getting in their daily dose is with a collagen-containing powder. Consumers can mix these supplements in with their morning cup of coffee or smoothie.

The versatility of this format may be why experts project powdered collagen to have the highest growth rate from 2022 to 2028.

These powders also contain added ingredients and, often, protein. These products are easy to consume. And because they are mixable, collagen powders do not taste too bad.

The biggest downside to collagen powders is their price tag. However, you can set yourself apart in the market with a lower-priced powder containing collagen only or collagen plus a limited number of lower-cost ingredients.

The Food & Drink Market

We will talk about the foods and drinks that naturally contain collagen (also known as functional foods and beverages) later. But first, let’s talk about bone broth and sports products that contain collagen.

Bone broth is just another name for soup stock. Supplement companies have re-branded soup stock, as bone broth to collagen consumers.

Sports products like energy bars and drinks have also started including collagen as an ingredient. Companies market this ingredient as able to boost muscle mass, prevent sports-related injuries, and improve performance.

Collagen Supplement Customers

Before we move on to our SWOT analysis of the collagen supplement industry, we want to mention the market’s primary customers. So, who exactly is driving this million-dollar market? Here are the four main collagen consumer groups.

Aging Adults

The number of US adults who are older than 65 will double over the next 40 years. This age group will number 80 million by 2040. What is more, the number of adults over 85 years of age will see a 4x increase by 2040.

Due to poor lifestyle choices, today’s older adults are also more likely to suffer from chronic diseases than previous generations. We can only expect this effect to compound going forward.

Further, joint conditions are on the rise. In 2021, experts estimated that a whopping 25% of US adults struggled with pain and or stiffness due to a condition affecting their joints.

All these statistics point to the importance of collagen supplementation for joint and overall health. As the older age group continues to grow and poor lifestyle choices accumulate, the importance of collagen supplements will increase.

Women

According to an InStyle poll of more than 1,800 racially-and age-diverse women, 59% of women, say fine lines and wrinkles are a top beauty concern. This finding is especially true among women over thirty.

Women reach for products containing anti-aging ingredients to combat these concerns. And the most common anti-aging ingredients are:

• SPF
• Retinoids
• Vitamin C
• Hyaluronic Acid

In an analysis of Google searches for these anti-aging ingredients, collagen and vitamin C consistently held the top spot for the last five years. Compared to vitamin C, collagen has seen faster and more consistent growth since 2017.

Health-Conscious Adults

The global COVID-19 pandemic caused increased concern about health and wellness among adults. In one survey, 62% of American adults said that they prioritize their health more now than pre-COVID.

And this statement is even more common among people of color. 75% of adults of color say they prioritize their health now more than before the pandemic.

At the same time, many consumers believe that the healthcare system is ineffective and are looking for more customized health and wellness advice. Often, these consumers solve this problem by taking their health into their own hands.

One way these health-conscious Americans would like to take control of their health is through diet. There is increasing understanding about how to supplement the ingredients needed through functional foods. Functional foods are foods and drinks that contain beneficial nutrients like collagen.

On the one hand, functional foods will reduce this group’s supplement-purchasing behavior. But this will be a small subgroup that will likely consist of younger adults. Older adults and adults with children will continue to drive collagen supplement use because supplements are more convenient.

Athletes and Bodybuilders

The Bureau of Labor Statistics estimates that there are over 12,000 professional athletes and sports competitors employed in the US.

The majority, though not all, athletes and bodybuilders would consider themselves health-conscious. However, this group tends to consume collagen supplements for other reasons than health-conscious adults.

The three most common injuries in sports all impact joints. These injuries are ankle sprains, ACL strains, and tennis elbow. Because collagen supports joint health, supplementing this ingredient can help athletes recover from injury faster as well as reduce the risk of joint injuries in the future.

Collagen may also help athletes and bodybuilders recover from muscle soreness, body composition, and muscle strength. When paired with other sources of protein, collagen may also support muscle protein synthesis.

Anecdotal evidence shows that many athletes take collagen supplements because they believe it leads to muscle growth. There is no scientific research supporting this claim, so be careful when marketing collagen alone for muscle gains.

Collagen Supplement Market Tailwinds

The global collagen supplements market was worth nearly $2 billion in 2021. In the US, experts valued the collagen supplement market at $457.1 million in 2020. And collagen is the #2 best-selling supplement ingredient in the world.

Why else should you consider adding collagen to your product lineup? Here are three reasons.

Growing Demand

Grandview Research projects that the global collagen supplement market will register a 5.5% compounded annual growth rate (CAGR) from now until 2028. CAGR, is the Compound Annual Growth Rate. In the US, the CAGR is slightly lower at 5.4%.

With the increased focus on health post-COVID, the aging population, and beauty-conscious women, collagen market growth should continue in the long term. According to one report, experts believe the global market will be worth over $3 billion by 2027.

And indeed, some companies are already seeing this growth. A top collagen supplement company, Vital Proteins, saw 50% more demand for collagen products in 2020. And at Nutrawise, this increased demand led to a 76% boost in annual collagen sales.

Versatile and Stable Shelf Life

Collagen enjoys a long shelf life and is highly stable. These two qualities are highly desirable for a few reasons.

Firstly, raw ingredients last longer, reducing waste. Secondly, collagen’s high stability makes it less risky to transport. With transportation costing US businesses over $1 trillion annually, this last point is especially significant.

In terms of formulating, collagen is also ideal. It is completely flavorless and odorless, meaning you can easily alter the taste profile without having to mask any unpleasant flavors. Making it idle for a drink mix.

Inexpensive Production Costs

Collagen is an inexpensive ingredient to produce. Animal-derived collagen comes from three sources:

1. Pigs
2. Cows
3. Fish and other marine life

Fish skin and cowhides are excellent sources of collagen types I and III. Meanwhile, pig and cow bones are great sources of collagen type II.

The great thing about collagen is that it comes from the skin of animal hides. That means it can be extremely affordable to produce since animal hides are a byproduct of the food industry.

Of course, vegan collagen is far more pricey to produce. This is because manufacturers must use genetically modified organisms to produce this ingredient.

Theoretically, this production process could make vegan collagen even cheaper than the animal-derived stuff. In practice, though, collagen produced in this way has not yet reached scale, making vegan collagen more expensive than traditional collagen currently.

Collagen Supplement Market Headwinds

Unfortunately, not all news is good news when it comes to the collagen supplement market. Here are some inherent weaknesses in the industry that you should consider.

Collagen Sourcing

The fact that collagen comes from animal sources is increasingly problematic. The majority of Americans eat animal products. But  understanding of the animal farming industry’s impact on the environment and concern for animal welfare is growing.

Consider these statistics:

• 35% of greenhouse gases come from meat production
• 57% of food production carbon emissions come from cow and pig farming
• 89% of Americans feel concerned about animal farming due to animal welfare
• 82% of Americans believe the government should regulate animal slaughter

For these reasons, many people are searching for vegan sources of collagen. I’ve already mentioned one issue with vegan collagen above. Another significant problem is that vegan collagen may not work as well as animal-derived collagen.

A final word about collagen sourcing is regarding functional foods. Functional foods are those containing natural sources of collagen. As more consumers understand how to incorporate collagen-containing foods into their diet, they will be less likely to purchase collagen supplements.

Collagen Distribution

Pharmacies reign supreme when it comes to collagen sales. Consumers consider pharmacies and their branded products more trustworthy than specialty supplement stores or online shops.

Experts project that pharmacies will continue to hold the majority share in the collagen supplement market. That is unfortunate for smaller brands that can not afford to compete against big-name pharmacy brands.

We will end this section with some good news, though. Online stores currently account for the smallest collagen market share. However, experts believe this channel will see the fastest growth from now until 2027, registering a 7.5% CAGR during that time.

Collagen Research

The majority of collagen research to date has been performed on animals. What is more, the clinical research that has come out on collagen supplements is biased. These studies are overwhelmingly helmed by collagen supplement brands.

Consumers are becoming savvier about understanding how to digest clinical research. And all the while, they are losing trust in the supplements industry.

Peer-reviewed, unbiased, and transparent clinical research could help renew trust in the supplements industry overall and the collagen supplements market, in particular.

Collagen Supplement Market Trends and Opportunities

We have already discussed one major trend driving growth in the collagen supplement space: the increased concern about health and wellness in a post-COVID world.

But what other global collagen market trends are impacting supplements in 2023? We have rounded up five of the biggest opportunities you need to know about and curated them for you below.

Combination Health Benefits

Combination health-benefit products are supplements that contain multiple ingredients. Each of these ingredients has its own benefits, which may complement those offered by the other.

For example, the cult brand Bulletproof Nutrition recently released a protein drink mix product line that contains collagen. This product line includes a Sleep Collagen Protein powder. This supplement contains collagen as well as melatonin, magnesium, and chamomile.

Beauty from Within

From 2020 to 2021, the “beauty from within” supplement category saw 7.2% growth. Experts project that this category will increase by another 11% before the end of 2024.

The beauty from within trend encourages people to focus on the look of their natural skin rather than covering it up with makeup. One way to do this is with skincare. The other way to get the beauty-from-within look is to use beauty supplements.

The top beauty from within supplement ingredients are:

• Collagen
• B Vitamins
• Vitamin C
• Fish Oil
• CoQ10

The B vitamin biotin is the #1 selling product within this category, accounting for 40% of beauty from within supplement sales. Collagen is an emerging ingredient in this category. It currently holds the #2 spot with a 17.5% market share.

The Gummy Format

Gummies are not just for kids these days. Adults are turning to this format increasingly as well. 37% of US adults and 67% of US adults aged 18 to 34 say they prefer a gummy supplement over any other format.

Increasing demand caused gummy supplement sales to rise 23% in 2021, ending the year at a whopping $2.63 billion. Experts project that the market will hit $42 billion by 2028.

The ease, tastiness, and convenience of gummy collagen supplements may bring new consumers into the space. Those who are interested in collagen supplements but do not like pills could drive uptake for collagen gummies.

Personalization

Personalization is a trend seeping into almost all industries around the globe. Consumers want goods and services that brands have customized to their unique and individual needs. And collagen supplements are no exception.

Experts value the personalized nutrition and wellness market at $1.8 billion in 2020. This market should grow 7.9% annually and drive the growth of the supplement segment, too.

At the same time, consumer knowledge about the different types of collagen is on the rise. Supplement customers will want to combine the different types of collagen in ways that suit their personal health and wellness goals.

Unhealthy Lifestyles

The global COVID-19 pandemic may have caused a spike in the desire to get healthier. Yet, research shows that over 97% of Americans are still failing to follow the principles of healthy living.

These unhealthy life choices are on the rise. And they are creating a need for collagen supplementation. This is because natural collagen levels decline with unhealthy lifestyle choices, including:

• Excess alcohol consumption
• Smoking tobacco
• UV ray exposure
• Poor sleep
• Lack of exercise

Lower levels of collagen can increase the risk of joint injury and disorder. Reduced collagen also has an effect on youthfulness. As people understand that their unhealthy lifestyle choices impact these things, they will turn to collagen supplements.

Collagen Supplement Market Competitors

Collagen supplements are unique in that they serve such disparate customer bases. Some companies try to cater to all collagen consumers. But the truly successful brands have stuck to a specific niche.

Here are the leading collagen supplement brands by segment.

The Specialty Supplement Segment

The majority of specialty collagen supplements claim to help with joint conditions. These supplements typically come in powder form. And they contain collagen type II, which is present in our bones and joints.

Some of the top direct-to-consumer brands for specialty collagen include:

• Planet Paleo
• 1st Phorm
• Primal Harvest
• BUBS Naturals
• Shore Magic
• Ancient Nutrition

Specialty collagen supplement e-commerce brands should also watch the pharmaceutical space. Individuals who do not trust supplement companies will turn to brand-name prescription collagen products instead of natural sources.

The Beauty Supplement Segment

Beauty supplements benefit one or more of the following three body parts: the skin, hair, or nails. Some collagen products claim to treat all three.

Powdered supplements are common in the beauty space. And many consumers prefer to purchase bone broth from beauty supplement brands. But this consumer segment also enjoys pills and gummies.

The following brands are dominating the collagen beauty supplement space:

• Vital Proteins
• Starpowa
• C/O Collagen
• Garden of Life
• HUM Nutrition
• Kayo
• 8Greens

Threats outside of the collagen supplement category include threats from collagen-boosting ingredients and collagen topicals.

Vitamin C, retinoids, chemical peels, and laser treatments can stimulate collagen in the skin. And other anti-aging ingredients can target fine lines and wrinkles without interacting with natural collagen levels.

As I have mentioned, research shows that collagen topicals do not work as intended. The key to competing against collagen creams and salves is to educate consumers about the increased effectiveness of oral collagen.

The Sports and Nutritional Supplement Segment

Sports and nutrition collagen consumers rarely want a collagen-only supplement. That is why combination health benefit collagen products dominate this space.

These are the biggest sports and nutritional collagen supplement brands selling online today:

• Bulletproof
• MojoMe
• Anthony’s
• Sports Research
• BioSteel
• CB Supplements
• Designs for Sport
• dotFIT
• Gnarly Nutrition
• Klean Athlete

Many collagen sports supplements come mixed with protein. The sports protein powder sector is highly competitive, so educating consumers about the benefits of added collagen is critical to successful competition in this space.

Nutritional collagen supplements also face emerging competition from functional foods. Functional foods include naturally occurring whole foods as well as foods fortified with beneficial ingredients.

Many types of meat, fruits, and vegetables contain compounds that may help increase collagen production in the body. These foods are affordable, accessible, and familiar. Lower-income supplement customers may turn to these foods in place of supplements.

Other companies are infusing their processed food and drinks with collagen. For example, NativePath sells coffee creamers that are fortified with collagen.

While these products are not necessarily supplements, their tastiness and convenience could impact the overall collagen supplement market.

Need Help Marketing Your Collagen Brand?

The collagen market is worth billions, and collagen supplement sales are close behind. This ingredient has been trending for a few years now. And considering the trends and opportunities in the space, collagen demand seems like it has nowhere to go but up.

Do you need help marketing your new collagen supplement? Contact Creative Thirst or download my free ebook below to learn how our online sales funnel strategies can help make your supplements a hit.

Discover the 3 funnels that can help your health supplement business succeed.