Whether for aging individuals seeking bone and joint support, athletes focusing on recovery and performance, or beauty enthusiasts prioritizing skin health, collagen is at the forefront of the wellness revolution.
As the most abundant protein in the human body, collagen accounts for roughly 30% of our total protein content, playing a critical role in supporting skin elasticity, joint health, and overall structural integrity. It’s no wonder that collagen has become synonymous with preventative health, playing a pivotal role in the rise of functional foods and beverages. Its appeal extends beyond its biological importance; collagen’s growing popularity is fueled by its ability to align with consumer desires for functional, beauty-enhancing, and age-supportive products.
While the growing popularity of collagen presents an exciting opportunity, successfully formulating food & nutrition products with this ingredient often requires specialized expertise. Common tactics include masking the flavor of collagen with natural sweeteners and sugar reduction solutions, as well as pairing collagen with complementary functional ingredients to boost a product’s nutritional benefits. Achieving great taste while also delivering on health-promoting properties can prove complex, and these challenges underscore the importance of thoughtful innovation when developing a winning collagen product.
Collagen Touches Nearly Every Aspect of Wellness
What sets collagen apart is its alignment with modern wellness trends. Marketed as natural and minimally processed, it satisfies the demand for clean-label ingredients that offer more than just basic nutrition.
- Skin Health: Collagen is a key component in maintaining skin’s elasticity, hydration, and overall strength, helping to reduce visible signs of aging.
- Joint Health: As collagen production declines with age, supplementing collagen can alleviate joint stiffness and pain, offering relief for osteoarthritis symptoms.
- Bone Health: Collagen contributes to bone density and strength, reducing the risk of fractures.
- Hair & Nail Health: This protein supports healthy hair and nails, promoting growth and preventing brittleness.
- Heart Health: By maintaining the structure of blood vessels and arteries, collagen improves circulation and reduces the risk of heart disease.
This diverse range of benefits has helped propel collagen to its moment in the spotlight.
From Celebrities to Store Shelves: Collagen’s Rise to Trendy
Once considered a niche supplement, collagen is now a star-studded ingredient, celebrated for its versatility and functionality. Platforms like Instagram, TikTok, and YouTube have become fertile ground for influencers, celebrities, and everyday users to share their experiences with collagen-infused products — from Jennifer Aniston’s endorsement of Vital Proteins to Kourtney Kardashian’s advocacy for collagen supplements through her wellness brand, Poosh, and supplement line, Lemme. Posts featuring recipes for collagen smoothies, skincare routines incorporating collagen powders, and dramatic before-and-after transformations have captivated audiences and amplified collagen’s allure.
According to Grand View Research, collagen’s market is projected to grow at an impressive CAGR of 9.6% from 2024 to 2030, a testament to its increasing appeal among consumers. This unprecedented growth is driven by increased public exposure and consumer interest in functional ingredients.
The scope of collagen innovation continues to broaden. In 2022, Innova Database reports supplement launches led global growth, while 2023 saw a surge in collagen-infused pet food. Additionally, cross-category applications are gaining traction—from bakery products, which achieved a CAGR of 34% between 2018-2023, to desserts and ice creams at 32%, and prepared meals at 26%. Companies like Nestlé are leading the charge, introducing products such as collagen drinks that pair marine collagen with other functional ingredients to enhance collagen synthesis and provide antioxidant protection.
For example, Vital Proteins Beauty Collagen combines high bioavailability marine collagen peptides with hyaluronic acid to enhance skin elasticity and hydration, promoting a youthful complexion. Featuring a strawberry lemon flavor, it supports healthy skin, hair, and nails while strengthening muscles, bones, and connective tissues. Gluten-free with no added sugars, this versatile supplement is easy to digest and absorb. Vital Proteins also collaborates with experts and celebrities to educate consumers on innovative uses, such as mixing collagen powder into milk tea and desserts, highlighting its commitment to wellness and creativity. Jennifer Aniston’s affiliation with Vital Proteins has significantly bolstered the brand’s credibility and consumer appeal.
The fitness and wellness sectors also play a critical role in driving collagen’s popularity. Marketed as a joint-and-muscle-supporting protein, collagen is positioned as a competitor to plant-based proteins and whey. Rich in amino acids like glycine, proline, and hydroxyproline, it supports muscle recovery and tissue repair. As consumers increasingly prioritize health, sustainability, and holistic wellness, collagen’s evolution into diverse product applications shows no signs of slowing down. In fact, according to Innova Database, almost 1 in 2 products with collagen feature a claim as a high source of protein.
On social media, collagen-infused products dominate the spotlight. Examples include:
- Vital Proteins Collagen Creamer: A popular choice for adding collagen to daily coffee routines while enhancing flavor and creaminess.
- Bulletproof Collagen Protein Bar: A vanilla, shortbread flavor made with grass-fed collagen protein for an on-the-go nutrient boost.
- Primal Kitchen Collagen Fuel: A peptide powder that blends collagen with coconut milk, tailored for fitness enthusiasts and keto-friendly diets.
Collagen’s reputation as a beauty enhancer—boosting skin elasticity, reducing wrinkles, and promoting hydration—is a significant factor in its cultural moment. Skincare and beauty enthusiasts frequently tout collagen’s benefits, aligning it with the broader “self-care” movement. Furthermore, collagen’s perceived natural and clean-label attributes resonate with health-conscious consumers seeking minimally processed products that align with their values.
Successful Product Formulation with Collagen
While collagen’s versatility opens the door to numerous product opportunities, formulating with this ingredient comes with its own set of challenges. One primary hurdle is its distinct flavor profile. Despite being marketed as “flavorless,” collagen often has a mild undertone—ranging from a bone broth-like essence to a fishy aftertaste in marine-derived variants. Masking these flavors requires creativity, with strategies such as pairing collagen with bold ingredients like chocolate, citrus, or adaptogens proving effective. Natural sweeteners, including stevia, play a critical role in not only enhancing palatability but also addressing consumer demand for sugar reduction. This is particularly important as consumers increasingly seek low-calorie, clean-label options without compromising on taste.
Collagen’s solubility presents another formulation challenge, particularly when used in cold beverages. Manufacturers must employ high-quality collagen peptides to ensure optimal dissolution across various applications. At the same time, sugar reduction remains a top priority in these formulations, making natural, zero-calorie sweeteners like stevia an ideal solution for maintaining sweetness while meeting health-focused preferences. Combining collagen with complementary ingredients—such as vitamin C for enhanced absorption or probiotics for gut health—can further amplify its appeal.
Another opportunity lies in stacking synergistic ingredients that promote cellular health, such as PQQ (Pyrroloquinoline Quinone). Known for its antioxidant properties, PQQ supports cellular energy production and protects against oxidative stress, aligning seamlessly with collagen’s role in wellness products. Including PQQ in formulations can enhance the functional appeal of collagen-based products, providing a holistic approach to promoting skin health, joint support, and overall vitality. By addressing flavor, solubility, sugar content, and functional enhancements, manufacturers can create collagen-based products that deliver the perfect balance of efficacy, taste, and marketability.
Sample Collagen Formula: Lychee & Rose Collagen Drink
As a testament to the potential of collagen in innovative beverages, the Lychee & Rose Collagen Drink provides an exceptional blueprint for product development. This formulation balances functionality with flavor, offering both health benefits and an elevated sensory experience.
Lychee and Rose Collagen Drink Formula
| Amount (Grams) | Function | |
|---|---|---|
| Lychee Black Tea | 88.6g | Provides a delicate base with natural fruity undertones. |
| Lychee Syrup | 5g | Enhances sweetness and aligns with the lychee theme. |
| Fructooligosaccharides | 4.4g | Supports gut health. |
| Hydrolyzed Collagen | 2g | Delivers essential amino acids for skin and joint health. |
| HOWTIAN Stevia Extract – Pegasus | 0.008g | Adds sweetness while keeping calories low. |
| Malic Acid | 0.005g | Provides a tart balance. |
| Salt | 0.008g | Enhances overall flavor. |
| HOWTIAN PureQQ and EGT | 0.006g, 0.0015g | Synergistic ingredients supporting energy and oxidative stress reduction. |
| Natural Rose Flavor | 0.001g | Imparts a floral note, enhancing the drink’s sensory profile. |
Not all types and suppliers of collagen taste the same. Some collagen flavor requires careful masking, while other suppliers offer collagen with a more neutral flavor. To ensure a pleasant consumer experience, we at HOWTIAN have evaluated multiple suppliers and types, selecting the most neutral-tasting collagen for inclusion in our sample formula showcased above. The use of strong, complementary profiles, such as tea, further enhances the flavor balance. This approach highlights the importance of selecting premium-grade collagen to minimize undesirable tastes and achieve a product that resonates with both functionality and enjoyment.
What’s Next for Collagen in F&B?
The future of collagen in food and beverages is as dynamic as the ingredient itself. Emerging applications range from beauty drinks and plant-based blends to gummy supplements, each designed to cater to evolving consumer preferences. The beverage market alone is projected to grow from $289.5 million in 2024 to $689.5 million by 2034, with ready-to-drink collagen products leading the way. Convenient, portable, and appealing to on-the-go consumers, these beverages align perfectly with modern lifestyles.
Sustainability and ethical sourcing are becoming key priorities in collagen’s narrative. Plant-based and marine collagen alternatives are gaining traction, offering solutions for vegan and eco-conscious consumers. Moreover, combining collagen with other functional ingredients, such as probiotics or vitamins, enhances its appeal. Vitamin C, for instance, plays a critical role in collagen synthesis, while probiotics complement collagen’s gut health benefits. These synergistic combinations provide a pathway for manufacturers to innovate and create products that resonate with health-conscious consumers.
As collagen’s popularity continues to grow, its integration into diverse product categories signals a transformative era for the food and beverage industry. By addressing sustainability concerns, exploring innovative formats, and emphasizing functionality, the industry can unlock the full potential of this remarkable ingredient.
Contact HOWTIAN About Your Next Project
HOWTIAN’s ingredient solutions provide manufacturers with the tools needed to capitalize on this growing market. Discover how HOWTIAN USA’s expertise in sugar reduction and functional ingredient formulation can help you create exceptional collagen-based products that resonate with modern wellness trends.