Market Trends of Europe Collagen Supplements Industry
Increasing Consumer Awareness About Collagen-infused Nutricosmetics
There has been a growing demand for collagen-based supplements designed to deliver healthy aging benefits, emphasizing skin, hair, and nail beauty. This is due to the increase in consumer awareness of the benefits of collagen peptides and tripeptides infused in human nutrition, which has gained traction in both the nutrition and cosmetic markets, contributing to the growth of nutricosmetic solutions across the region. Driven by consumers' growing desire to prevent premature aging and the growing preference for natural, safe, and effective beauty solutions, protein- and amino acid-derived nutricosmetics, such as collagen, held a significant market share of the European nutricosmetics market. This has led key players in the nutraceutical market to expand their product portfolios to place themselves firmly in the beauty supplements market. For instance, in May 2021, H&H Group's brand Swisse launched plant-based products for its dietary supplements and infant formula categories across different brands. The product is vegan collagen under the Swiss brand and plant-based immunity supplements.
An increase in investments by collagen ingredient manufacturers and the rising consumer awareness of the skin health benefits associated with collagen led prominent supplement manufacturers to horizontally integrate the expansion of their product line with the launch of collagen-infused products. Due to Europe's growth potential and rising retail market, collagen-based beauty drinks are a staple among manufacturers of beauty products. Consumers are becoming more aware of the health advantages of the ingredients due to the introduction of collagen-infused beauty drinks like Collagen Lift (a daily drink to improve collagen densities and eliminate wrinkles by up to 50%), which has a favorable effect on market growth.
Italy to Hold the Major Share in the Market
By country, Italy is expected to account for the lion's share in the European market, followed by the United Kingdom and France, owing to the growth and acceptance of several collagen peptide-based products in various forms, particularly among the aging population. Italian consumers have been inclined toward beauty drink products made from natural ingredients and have proven claims. Thus, in Italy, companies have been launching beauty drinks with scientifically proven benefits. Supplements, such as collagen powder, have been gaining traction among consumers, as they are highly soluble in hot and cold liquids and can be conveniently mixed with any liquid. Brands, such as Jabushe, are offering convenient powdered supplements in sachets, which can be mixed into cold or lukewarm liquid. This format is usually followed by brands offering collagen supplements for sports nutrition, such as Liquid Body, NutriZing, and Edible Health, as powdered formats are already popular in the sports nutrition category due to the superior functionality of these formats. Most of the collagen peptide powder available in the market contains hydrolyzed Type 1. However, the companies have been incorporating multiple ingredients with similar benefits due to rising consumer awareness about different ingredient functionalities. Some of the major brands offering collagen supplements in the market include Neocell, Sunwarrior, NutriZing, and Multinutricion.
