Better known in the cosmetic industry for its skin benefits, collagen has undoubtedly become an ingredient to support joint and bone health in the sports nutrition and healthy ageing categories.
Although there are no EU-approved claims for collagen’s role in bone and joint health, its neutral taste profile, low dosage, and perceived health benefits make it an increasingly popular choice.
Consumers [are] less aware of the bioavailability or specific types of collagens. The challenge, as a result, is that brands need to communicate scientific information in the correct way
Innova Market Insights data has identified an 85% increase in the number of new product launches with collagen for joint health in the past five years.22
Research suggests collagen may also be effective in looking after other parts of the musculoskeletal system, such as ligaments, tendons, and cartilage.
Native type II collagen (undenatured or non-hydrolysed type II) and hydrolysed (denatured) collagen are most commonly used in the nutrition industry due to their potency in supporting joint health.
“Awareness of collagen is high, and people associate it with aiding areas of wellness such as skin health, immunity, and mobility,” says Mike Hughes, head of research and insight at FMCG Gurus.
“However, consumers will be less aware of the bioavailability or specific types of collagens.
Instead, consumers can simply associate an ingredient with being good for them at the top-line level.
“The challenge, as a result, is that brands need to communicate scientific information in the correct way. Firstly, it needs to be scientifically proven and transparent. Secondly, it needs to focus more on the benefits, as this is something that is going to be more influential on purchasing behaviour compared to providing information behind the ingredient.
“As such, the crucial strategy is to offer reassurance around the efficacy of the product, whilst at the same time, providing evidence to support benefit claims made.”
Some recent studies have pointed to fibrous collagen contained in eggshell membrane as effective in alleviating chronic pain and disability associated with knee osteoarthritis.23
Meanwhile, type II collagen combined with the herbal extract Boswellia serrata appears to reduce symptoms of osteoarthritis in five days24 and boost knee joint flexibility in those with activity-related joint discomfort.25
“Ingredient combinations or blends are a good way to optimise compliance of solutions, especially for the elderly, who may already be on medication,” says Grégory Dubourg, CEO of Nutrikéo, a food and nutrition consultancy.
“Combinations that have potential must link an anti-inflammatory effect – a goal of pain reduction – and a regenerative effect, [such as] collagen, glucosamine, chondroitin, and hyaluronic acid.”
Recent product developments in the collagen space include nutrition bars and a range of ready-to-drink (RTD) and instant drink powders.
Combinations that have potential must link an anti-inflammatory effect – a goal of pain reduction – and a regenerative effect, [such as] collagen, glucosamine, chondroitin, and hyaluronic acid
The powder format accounted for 43% of collagen supplement launches in 2021 that were making a joint health claim, according to Innova data.26
Innova data also shows global collagen product launches in the gummy format have more than doubled, from 2% in 2020 to 5% in 2021.27 Companies active in this area include US-based Herbaland, which makes available its vegan collagen-supporting gummy28 enriched with vitamins A and C.
