Collagen’s increasingly ubiquitous presence is a striking visual symbol of how this specialty supplement has gone mainstream. The way this ingredient shows up across nearly every format and channel, along with its incredible growth, inspired us to write the first collagen report. Inside you'll find market sizing for collagen supplements across channels and health conditions that you won’t find anywhere else.

Our consumer research from March 2022 surveyed 815 collagen users & 1,001 non-collagen users, and helps glean perspectives on buying habits, attitudes and preferences. In a market driven by efficacy, these findings will help smart business leaders identify new areas for consumer education that'll open the door to new customers. These strategies couldn't be more important as collagen matures as an ingredient.

Collagen was already on an upward swing in 2018-2019 with incredible growth rates over 32%, while 2020 saw it backing off significantly to 12.0%, possibly driven by pandemic-related immune focus. Growth has normalized but is still strong at 14.6% in 2021, with the market reaching $222 million. We expect it to remain steady by maintaining market share around hair, skin and nails; along with strong growth in general wellness and joint health. 

As so much of the collagen market has rapidly developed in the past few years, this deep-dive report lays out opportunities and smart strategies for brands who are already in the collagen space and highlights the white spaces for those looking to enter.

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Each chapter contains action items to bring the insights into your day-to-day