The collagen supplement market surpassed US $1 billion in 2022, and is projected to expand at more than 6.5 per cent CAGR from 2023-2032, to reach $2 billion globally by 2032, according to a 2023 report by Global Market Insights.
Collagen is a major component of the human body, making up about 30 per cent of our total body protein. These peptides lay down the building blocks your body needs to enhance joint, bone, muscle and skin health. In years past, collagen was used like a multi-vitamin for all these needs, and consumers had the option of the source being bovine, porcine, marine or others.
Collagen research has advanced in the last few years. Brands understand that different peptide sizes do different jobs.
Should we continue to merchandise collagen in the same space? As trends change, being creative with merchandising and anticipating consumers’ needs may keep you ahead of trends and help you to grow your consumers’ basket size.
Verisol Bioactive Collagen Peptides target the skin. They help reduce cellulite, improve nail growth and cracked/ chipped nails, all while increasing the smoothness and firmness of skin, thus reducing wrinkles. They can also be used for healing wounds.
Where to merchandise
Skin is still one of the common reasons a person starts taking collagen. Consider a displayer in your HABA section. The consumer who is spending money on face care will be open to spending money on a supplement that will support and enhance their current skin care regime.
Fortigel Bioactive Collagen Peptides reduce joint pain associated with osteoarthritis. Encouraging collagen formation at the joints will create a healthier joint-cartilage collagen structure, resulting in joints that move more freely and painlessly.
Bodybalance Bioactive Collagen Peptides promote collagen production in the muscles. When consumed, collagen peptides function as a beneficial protein source, making sure our muscles are getting enough amino acids.
Where to merchandise
Consider the active lifestyle or sports nutrition set. Gym memberships held by people 55+ are now the fastest growing group. Make sure joint and muscle health as well as hormone health are covered in this category, as these gym goers are happy to invest in ways to optimize the time they are spending at the gym and to feel better after a workout.
Staying ahead of health trends can mean more than understanding the product. Be prepared to adjust your merchandising to encourage customers to purchase new products to enhance what they are already passionate about and ready to spend money on.
Christina Barrett is director of field development management and online in North America for Orange Naturals. She is also a medical director with the company.
