From powders and supplements to drinks and even frozen meals, brands are working to make collagen more accessible than ever.
Food, drink, and supplement products formulated with collagen are still considered niche in Australia, making up only four per cent of new launches between June 2017 and May 2022 (Mintel Global New Products Database). However, between 2021 and 2022, the number of such product launches has increased by 14 per cent.
“This could be due to consumers’ growing appetite for products with functional health benefits that collagen can offer,” says Mintel Global Food Science Analyst Michelle Teodoro.
“Increasingly, consumers realise that the food they eat can impact how they look and feel. According to Mintel Global Consumer research, 64 per cent of [surveyed] Australian consumers put a lot of thought into what they eat. Therefore, their purchase decisions will be driven by the specific health claims relevant to them.
“Manufacturers and retailers should focus more on functional claims to help consumers reach their health and wellness goals,” she says.
Positioning collagen
Data from Mintel Global New Products Database shows that ‘free-from’ claims (eg, no additives/preservatives, free from added/artificial colourings) and ethical and environmental claims dominate food, drink and supplement product launches containing collagen in Australia.
“Free-from claims can address consumers’ concerns around the safety and quality of products,” Ms Teodoro says. “Natural ingredients also have strong associations with sustainability,
“One example is Red Tractor’s Almond Berry Collagen Granola Clusters. The product is said to be free from artificial flavours and colours and is made with wholegrain Australian oven-baked oats.”
Commenting on future innovation opportunities in collagen, Ms Teodoro made the following recommendations:
- Positioning towards ‘healthy ageing’.
- Pair collagen with other emerging/trendy ingredients.
- Be transparent with ingredient origin and safety.
“Collagen peptides can be derived from different animal and marine sources, including cows, pigs and fish,” she says. “Identifying the ingredient source will be important information for consumers to choose a collagen peptide that’s right for them and their dietary choices.”
Read more about collagen in the latest issue of Retail World.