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As collagen demand grows, these consumer insights offer marketers and product developers strategies to create more tailored and successful collagen products.
Collagen supplements are growing in popularity across various consumer segments—including beauty enthusiasts, athletes, and consumers seeking healthy aging solutions. As a key protein supporting the structure, strength, and elasticity of skin, hair, joint tissues, and bones, collagen is well-known among consumers.
42% of US consumers are aware of and understand collagen (a rate that has remained steady since last year), with the highest awareness found in men aged 32-45 and women aged 18-45.1 6% of US consumers have used collagen in the past three months. More than one in three current users increased their consumption from last year.2
| Age Range (years) | Women | Men |
| 18-31 | 60% | 35% |
| 32-45 | 56% | 62% |
| 46-54 | 45% | 31% |
| 55+ | 34% | 15% |
Among collagen users, over half (56%) are taking collagen supplements daily or almost every day.3 Women aged 18-54 and men aged 32-45 are the biggest users of collagen supplements, indicating an opportunity to educate the 55+ consumers on the benefits of collagen to support active aging.4
| Supplement Format | % Collagen Users (US) |
| Powder | 54% |
| Tablet | 26% |
| Capsule | 23% |
| Gummy | 22% |
| Liquid/shot | 13% |
| Chewable | 11% |
| Soft gel | 10% |
| Quick dissolve/effervescent | 6% |
| Oral strips | 2% |
The collagen format most used is powder (54%), followed by tablets (26%), capsules (23%), and gummies (22%), though there is a wide diversity of formats in use.4 One in two consumers use animal-based collagen, while about one in four use a marine-based collagen, and one in four aren’t sure of the collagen source in their supplement.5
Exploring the other types of supplements and products that collagen consumers are using, as well as these consumers’ health priorities, reveals a number of opportunities for innovation in collagen products.
For example, 85% of collagen users also take one or more vitamin or mineral supplement, with vitamin D, magnesium, and general multivitamin-mineral supplements as the most common.6
| Supplement | % Collagen Users (US) |
| Vitamin D | 54% |
| Magnesium | 48% |
| Multivitamin-mineral (general) | 42% |
| Multivitamin-mineral (specific for age, gender, etc.) | 40% |
| Vitamin C | 39% |
| Calcium | 39% |
| Zinc | 33% |
| Vitamin B12 | 31% |
| Iron | 23% |
| Vitamin B complex | 23% |
Since 46% take vitamin and mineral supplements for bone health,7 combining the relevant vitamins and minerals with collagen—such as calcium + vitamin D + collagen for a bone health product—can provide consumers with more comprehensive benefits and convenience while differentiating the product from collagen-only supplements.
Among collagen users, 42% take vitamin and mineral supplements for joint health, and 36% take turmeric supplements.8 Blending key vitamins and minerals with turmeric (or its active ingredient, curcumin) and collagen would make an ideal joint support product that could target athletes or seniors.
Research also shows that 50% of collagen users consume protein bars, and 39% use protein powder.9 A protein + collagen product offers many marketing options since this is a powerful combination for sports performance, healthy aging, and beauty support.
New product development of collagen products can also consider the diets popular among collagen users, such as low calorie (17%), intermittent fasting (14%), low fat (11%), gluten-free (10%), and keto (10%),10 when formulating collagen bars, beverages, or supplements to better address the needs of collagen users.
While collagen users tend to be health-conscious overall, certain health and wellness aspects stand out as being priority areas for this group. Collagen users place particular importance on hydration (66%), healthy aging (56%), digestive health (56%), immune system health (51%), and women’s health (42%),11 suggesting additional opportunities for new collagen supplement development.
Understanding consumer behavior in wellness products like collagen can help brands provide consumers with better options—whether by addressing additional health concerns, including other beneficial ingredients, accommodating diet preferences, or using messaging that resonates with different demographics.
For your next collagen product, give your consumers a superior solution with CollametaTM collagen tripeptides. Smaller than traditional collagen molecules, Collameta collagen peptides are absorbed directly into the bloodstream for enhanced efficacy.
Our marine-based Collameta has science-backed benefits, including a higher percentage of bioactive tripeptide than other collagen peptides in the market, lower dose requirements, and the ability to stimulate collagen synthesis in the body.
Contact Glanbia Nutritionals today to discover how our innovative collagen and nutritional solutions can empower your brand's next product. Let's shape the future of wellness together.
