Edition 2# - Collagen Customised
The category has exploded in recent years, driven by growing awareness of collagen’s role in skin, joints, and overall health. But with so many different sources, types, and formats on the market, consumers are left wondering: What kind of collagen actually works?
This confusion is one of the biggest challenges for the industry today. Labels rarely specify the collagen type, scientific evidence is uneven, and “vegan collagen” boosters often add more noise than clarity. Without education and transparency, consumer trust can easily be lost.
At the same time, the opportunity is huge. Collagen is expanding well beyond beauty and reaching new demographics: younger, wellness-oriented consumers looking for preventative care; active people aiming to protect joints and recovery; and ageing populations seeking to maintain mobility and quality of life.
To win these consumers, brands are innovating with formats that fit naturally into each target rituals: coffee enhancers, ready-to-drink protein shakes, enriched milks — even bubble teas fortified with collagen. These formats make collagen easier, tastier, and more consistent to consume.
SENIOR +60: Collagen Enriched Milk
Why Seniors demand collagen? This group is focused on mobility, independence, and quality of life. As joints stiffen and bones weaken, collagen becomes a way to maintain daily activity and reduce discomfort
Brand Example: Puleva Milk with Collagen — a functional milk enriched with collagen, calcium, and vitamins, specifically designed to support bone and joint health in older adults.
How to impress this target?
Highlight science-backed claims (clinical trials, proven efficacy).
Offer easy-to-take formats that fits their daily rituals
Communicate benefits in plain language: “Stay active, stay independent.”
ACTIVE & SPORTY CONSUMERS : Protein shake with extra collagen
Why active consumers demand collagen? Athletes, fitness enthusiasts, and weekend warriors are looking to protect joints, support recovery, and prevent injuries. Collagen fits naturally into their performance and recovery routines.
Brand Example: Vital Proteins Collagen Shake — a ready-to-drink option that delivers protein and collagen in one, designed for post-workout recovery and convenient daily nutrition.
How to impress this target?
Position collagen as a performance enhancer + recovery booster.
Focus on mixable powders and protein blends that integrate into existing sports nutrition rituals.
Use influencers and sports professionals to reinforce credibility.
WELLNESS LOVERS GEN Z - Beauty Boosting Bubble Tea
Why Gen Z Consumers demand collagen? Gen Z leans into prevention, beauty-from-within, and trendy wellness rituals. They are open to experimenting with collagen in fun, lifestyle-driven formats.
Brand Example: Heytea x Vida Glow — a bubble tea collaboration enriched with marine collagen, designed to appeal to younger, trend-driven consumers.
How to impress this target?
Go for playful, Instagrammable formats: bubble teas, gummies, functional beverages.
Pair collagen with other beauty from within ingredients trending on Tik Tok like Aloe Vera
Keep the messaging and the product ritual fun and shareable on social media
BEAUTY ENTHUSIAST WOMANS - Caramel Macchiato Collagen
Why Beauty Enthusiast consumers demand collagen? This audience is driven by skin health, anti-aging, and overall appearance. Collagen promises firmer skin, fewer wrinkles, hair&nails growth and that coveted glow
Brand Example: Sascha Fitness Hydrolyzed Collagen — a bestselling product in US & Latin America, marketed around beauty-from-within benefits, skin elasticity, and hair & nail strength.
How to impress this target?
Focus on beauty-from-within storytelling supported by clinical research
Offer ritual-friendly formats: coffee creamers, beauty powders, daily sachets.
Highlight visible results (glowing skin, long hair, improved elasticity) with testimonials and before/after imagery.
MOMS & POSTPARTUM WOMANS - pure hydrolyzed bovine Collagen, nothing else.
Why Moms demand collagen? Pregnant and postpartum women are increasingly turning to collagen for postpartum hair grow and recovery. There’s also interest in supporting joint health and pelvic floor after pregnancy.
Brand Example: Needed Collagen Protein is a product designed for prenatal and postpartum use.
How to impress this target?
Communicate safety and quality certifications (tested for heavy metals, breastfeeding and pregnancy safe).
Position collagen as part of a holistic recovery and wellness routine.
Focus on versatile formats that can be added to everyday foods and drinks.
WOMEN IN MENOPAUSE - Marine collagen + Vitamins & Antioxidants
Why Menopausal woman demand collagen? During menopause, women lose up to 30% of their skin collagen in 5 years, causing visible skin, bone, and joint changes.
Brand Example: Revive launched a menopause-specific collagen range to cater to each stage of a woman’s menopausal journey: perimenopause, menopause to post-menopause. It’s a liquid (ready-to-drink / sachet) collagen with Type I marine collagen plus vitamins, herbs, botanical ingredients tailored to menopause needs.
How to impress this target?
Empathy first: Speak to their real challenges (sleep disruption, skin changes, fatigue) without fear-based marketing.
Science-backed storytelling: Cite credible sources about collagen loss post-menopause and how supplementation may help.
Holistic positioning: Bundle collagen with vitamins/minerals (Vit C, D, calcium, magnesium) or lifestyle guidance, signalling support for the whole journey.
GUT HEALTH SEEKERS -Collagen with L-glutamine
Why Gut Seekers demand collagen? Collagen (especially hydrolyzed peptides) contains amino acids like glycine and glutamine that may help support the gut lining and reduce “leaky gut.” This group looks for relief from digestive issues and overall better gut barrier integrity.
Brand Example: Nue Co. Collagen + Gut Barrier — a blend that combines collagen peptides with prebiotics, L- glutamine & other ingredients designed for promoting gut health to easing muscle aches.
How to impress this target?
Position collagen as a gut-supporting protein that works synergistically with probiotics, prebiotics, and postbiotics to strengthen the intestinal barrier and support digestive comfort.
Offer formats enriched with familiar gut-health allies like probiotics, fiber (inulin, psyllium), fermented botanicals, or soothing ingredients such as aloe vera — all in lactose-free bases to maximize tolerance and appeal
Back claims with science and education, since gut-health seekers are often highly ingredient-savvy and expect transparency on mechanisms of action, dosages, and clinical evidence.
Social Buzz
What’s Happening on Social Media
A summary of what’s happening on social media around Collagen — what people are talking about.
It’s collagen a protein that counts on my daily protein intake?
Sascha Fitness, one of the leading fitness influencers in the US, clarified in a Reel that Collagen it is not a complete protein. She encourages people to use it as a food supplement, but to combine it with complete, high-quality proteins such as whey or meat.
The coffee you should be drinking once you turn 30
Consumers want “unnoticeable” supplements , ones that fit into existing habits without adding complexity. Inserting a scoop into coffee is an elegant and ritualistic solution.
The 3 C’s for pre-run: Carbs. Caffeine. Collagen.
A nutritionist highlights collagen alongside familiar elements (carbs, caffeine) to normalize it as part of performance nutrition
What’s Next
What’s set to disrupt the category next?
Education & Transparency: Most consumers still don’t know what type of collagen they’re buying. Brands that educate will win trust.
Differentiation & Specialization: To command a premium, suppliers must move beyond “generic collagen” and target clear indications.
Convenience & Enjoyment: The future isn’t just about science—it’s about formats that are tasty, easy, and part of daily rituals.
Animal-Free Innovation: Precision-fermented, bioidentical collagen is emerging to meet ethical, dietary, and supply challenges.
Multi-Benefits: With an aging population, products that deliver skin + joint + gut support will capture the broadest demand.
The next chapter in collagen is not only more scientific, but also more human: transparent, enjoyable, and tailored to real target needs.
Inside Kraut Food Studio
Reflexion: When Sales Don’t Come, Look Beyond Awareness
A few weeks ago, I spoke with the founders of a startup that had just launched a collagen drink.
👉 Big category potential.
👉 Low sales.
👉 They thought the problem was marketing.
But after reviewing their brand, I asked:
Are you sure it’s an awareness problem, not a value proposition problem?
Does your target (men 30–50) really want liquid collagen with NAD+ — and do they even know what NAD+ is?
Why liquid over powder? What ritual are you proposing?
Is the packaging clear about dosage and benefits?
We quickly realised the issue wasn’t advertising spend, but positioning and consumer fit. They had skipped the most important step: understanding their audience and validating the product positioning and key messages before investing in marketing.
That’s the value of my work with startups: helping them pause, rethink, and build solid foundations — so when they do invest in marketing, it actually works..
👉🏻 Looking for consultancy in the Functional Food or supplements category?
Set up a 15 min call to tell me more about your challenges - From innovation to communication or positioning- and we can evaluate how we help you
Each week, I’ll keep sharing the trends shaping food and wellness. My wish is that they give you not only inspiration, but also clarity — so that we can all build a healthier, brighter future.
Remember, trends only matter when they spark action!
Until next week :)
