The use of actives and VMS ingredients across collagen formats

How do ingredients differ across collagen formats?

We wanted to understand how actives and vitamins and minerals (VMS) are used in collagen products, and how this differs between format — if at all — so we dived into our data to find out.

Trends in a nutshell

When we look at the active ingredients and VMS that are included in collagen products across ready to mix (RTM), ready to drink (RTD), and capsules/tablets, they follow a similar trend.

We see that across all formats, the most frequently used ingredients lean towards the collagen beauty proposition that spearheads the collagen market, for example, hyaluronic acid and vitamin C.

But we're also seeing actives and ingredients that are leaning towards collagen for joint health and reduced inflammation, such as chondroitin, glucosamine and turmeric/curcumin.

The ingredient combinations we see are also similar — albeit with slight differences — across all collagen formats.

What does this tell us? 

It tells us that brands know what consumers want and which ingredients and ingredient combinations work in collagen, and there are two ways of looking at this:

1. If it's not broken, don't fix it, or
2. If this is what everyone else is doing, where is the whitespace to do it differently? (And can you find it?)

To see how collagen sources differ across regions, our data covers Europe, the US and Canada in more depth.

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