Bioiberica is on a mission to demystify collagen for good to continue pushing the boundaries of innovation within this promising nutritional segment. In fact, the company’s Collagen Symposium recently spotlighted significant confusion in the market about collagen, raising an important question: Is this uncertainty prevalent across the broader health and nutrition space too?

To shed light on this issue and gather insights that could guide future collagen innovation, Bioiberica conducted an in-depth survey involving over 100 professionals from across the nutrition industry. These professionals shared their perspectives on collagen ingredients and the market, providing a detailed overview of current trends, challenges – and opportunities.

So, was the confusion noted at the symposium an isolated phenomenon, or does it reflect a more widespread issue within the industry? And what steps can be taken to ensure that future developments align with the needs and expectations of both professionals and consumers? In this blog, we reveal four key findings from Bioiberica’s collagen survey to uncover potential pitfalls and future directions for supplement brands in this space.

1. 51% of professionals in the nutrition industry say the collagen market is confusing

One notable insight was that although 76% of respondents agreed that the collagen trend is here to stay, 51% find the market confusing – aligning with what was said during the symposium. This suggests that although professionals in the nutrition industry see potential in collagen innovation, they may struggle to understand how they can effectively use the ingredient to deliver optimal health benefits. Additionally, 49% of respondents said they are familiar with vegan collagen, despite collagen being exclusively animal-origin. This demonstrates that even those active in the nutrition industry perceive non-animal-based solutions to be collagen.

“This confusion was prevalent even among collagen professionals – a subgroup making up more than half of our analysis,” says Monica Gomez Navarro, Marketing Manager – Branded Ingredients, Bioiberica. “When asked if they understood the difference between collagen peptides and native collagen, only 48% of collagen experts ‘strongly agreed’, highlighting uncertainty around collagen types.”

2. Most people agree that collagen is good for joint health, but 44% are unsure about the best type

“Firstly, our survey revealed a strong connection between collagen and joint health, with 73% of respondents associating collagen with joint health benefits and 84% agreeing that the ingredient plays an important role in joint health,” comments Monica. “Diving into this further, we discovered that most people correlated collagen peptides (30%) and native (undenatured) type II collagen (25%) with this function. However, almost half of participants (44%) said they were unsure about the best type of collagen for joint health.” Yet again, this demonstrates there is general awareness of the health benefits of collagen, but it also underlines that there is confusion about which collagen type is most appropriate for joints, even among professionals in the nutrition landscape.

That said, it’s really important to get clear on collagen types and their health benefits, especially since collagen-based supplements are gaining popularity. The differences between two prominent collagen ingredients in the joint health market – hydrolysed and native (undenatured) collagen – were explored during the Collagen Symposium.

• Native type II collagen is collagen in its natural In this form, the collagen molecule keeps its triple helix structure. It is specific for joint health and has an immune-mediated mechanism of action called Oral Tolerance (which modulates the body’s immune response against endogenous type II collagen). Through this action, native type II collagen targets the joints specifically at a low dose of 40 mg/day, and supports long-term joint health.
• Hydrolysed collagen is denatured and ‘cut’ into smaller peptide molecules. It is easily absorbed in the body. However, it is not specific for joint health and is needed at much higher dosages than native collagen – up to 10 g/day – to be effective.

3. Competition in the market is considered the biggest innovation roadblock

The survey data highlighted several perceived obstacles to collagen innovation, but there was one clear winner – competition in the market. This finding underscores the need for strategic approaches to differentiate and innovate effectively in the marketplace. This could be achieved using scientific evidence, pushing the boundaries of format innovation and exploring ingredient combinations to address consumer demand for comprehensive health solutions.

Other identified challenges included lack of consumer awareness, formulation difficulties, absence of regulatory standards, and interestingly, too many regulations. Monica explains: “The importance of regulations was closely examined at the symposium too. During the discussion, Len Monheit from The Collagen Stewardship Alliance explored the efforts the cooperation is taking to futureproof the collagen market, including developing a platform to create a new standard for collagen products through certification. It would assess production, research, dosing, and sustainability, enabling the producer – and subsequent finished product or brand – to become collagen verified.”

4. Experts say several strategies can support collagen supplement uptake

To increase consumer uptake of collagen supplements, brands can focus on several strategies. “First, emphasise science,” says Monica. “Consumers are increasingly aware of what’s in their supplements and seek effective, trustworthy ingredients and products to achieve their health goals.” Bioiberica researches and manufactures Collavant® n2, a next-generation native (undenatured) type II collagen for joint health, delivering benefits at just 40 mg/day. Recent clinical evidence shows that Collavant® n2 supports joint functionality and improves quality of life in healthy individuals.

“Additionally, storytelling can be a powerful tool. Emotional and imaginative storytelling can be particularly effective in B2B settings, where real-time testimonials and success stories help build brand trust and make products more relatable.”

Curious about the evolving perceptions of collagen in the health and nutrition industry? Dive deeper into these trends and uncover valuable insights by exploring our Collagen Industry Survey infographic.

These statements have not been evaluated by the Food and Drug Administration or other competent food authorities. The product is not intended to diagnose, treat, cure, or prevent any disease. This information is only for business-to-business use and not meant to be addressed to final consumers.

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