The reduction of collagen, the body’s main structural protein, is one of the most visible signs of aging. In fact, when most consumers see a product with added collagen their thoughts immediately turn to beauty, with many anti-aging topical creams now containing this so-called wrinkle-minimizing ingredient.
 
However, as collagen is particularly concentrated in skin, bones, tendons and cartilage, where it has a role in the integrity of joint-related connective tissue, it has the potential to benefit the market for dairy-based products, such as yogurt, and beverages with a bone and joint health positioning in Asia-Pacific and the Americas.
 
Potential Bone, Joint & Body Composition Benefits
Researchers are exploring collagen’s benefits beyond beauty, looking at bone and joint health and even body composition, all of which can be aligned with healthy aging and the growing trend for preventive products.
 
For example, at Vitafoods Europe 2014, Steffen Oesser, managing director of the Collagen Research Institute, gave a presentation on the benefits of collagen for the skin, joints, muscles and even body composition. Interestingly, he noted that collagen peptides are now included in Mexican guidelines for the treatment of osteoarthritis, a disease which affects joint cartilage. As collagen manufacturers claim it can increase cartilage tissue metabolism, relief from pain could offer the consumer a tangible benefit. Its benefits are, however, are not recognized globally. Arthritis Research UK, for example, highlights five clinical trials on collagen supplementation which showed inconclusive results.
 
Asia Already A Key Market
In Asia-Pacific, beauty from within-positioned food and drink saw a 12% increase in sales in real terms over 2008-2013 to reach $147 million. Collagen is a key ingredient in such products and is already well established in Asia. Japan was the first country to introduce collagen in food products, including Perfect Plus biscuits from Meiji Seika in 2008, and now many products already have an established consumer base.
 
Women in their mid-20s in Japan are said to swear by Shiseido’s tonic, The Collagen Drink, launched in Japan in 2009 by the fourth largest beauty and personal care player in Asia-Pacific. Outside Japan, collagen-fortified products are rapidly growing among South Korea’s beauty-conscious females. For example, Etude House’s Pink Pong Collagen Water claims to have a higher level of collagen than any other beauty drink.
 
Target the Over 65s in Asia-Pacific
With a rapidly growing aging population, collagen suppliers should join glucosamine and egg shell membrane manufacturers and look to move out of beauty into bone and joint health. Manufacturers should target Asia where consumers are more trusting of its benefits. The population aged over 65 is set to hit 639 million by 2030. Of course, since the implementation of regulation 432/2012, collagen cannot carry a claim in the EU and therefore manufacturers should look elsewhere for the time being.
 
Gelita & Rousselot in the Market for Joint Health
Rousselot, the leading producer of gelatin and collagen peptides globally, is already on the case with its product Peptan, which clearly markets the joint health benefits associated with collagen. Aimed at individuals aged over 60, it claims to reduce joint pain and improve bone density and muscle mass. Gelita is also getting in on the act. Its products Fortibone and Fortigel, which can be used in food, drink and supplements, contain bioactive collagen peptides which the company claims can stimulate osteoblasts to enhance extracellular bone matrix production, which is the essential framework for calcium mineralization and the regeneration of joint cartilage.
 
Credibility is Key
Steffen Oesser’s presentation at Vitafoods Europe showed that the effects of collagen last longer when ingested rather than applied topically. This gives us reason to believe that there remains an opportunity to align collagen with bone and joint health as well as beauty from within. However, above all, products must be able to provide evidence of the benefits of collagen. Hence, if pain management therapy can be used as a marker, it could provide a much-needed boost for collagen-fortified products positioned for joint health as only credible products will win the trust of the industry and consumers.
 
For further insight contact Diana Cowland, Senior Analyst – Health and Wellness at Euromonitor International, at [email protected]