Revealed: most popular collagen formats

Published on

January 29, 2024

Contributors

Hannah Stirling

Head of marketing

Want more like this? Subscribe
to our newsletter

By subscribing you agree to with our Privacy Policy.

As the interest in collagen continues to grow and brands become more established, we can see more easily which formats are firm favourites.

In both Europe and the US & Canada, ready to mix-only formats are the most common (50% in Europe, and 59% in the US & Canada), followed by capsules and then ready-to-drink formats. What’s more, brands that offer multiple formats are quite rare, with less than 2% offering all three.

Most of the brands that do offer a combination of more than one format, opt for RTM + capsules or tablets - but it’s still only 9% in Europe and 16% in the US & Canada.

The key takeaway here is that even when products share a commonality, like collagen, formats remain distinct, with unique challenges, so most brands opt first for format specialisation, concentrating resources and expertise.

More blog posts

More news items

More webinars

More whitepapers

The use of actives and VMS ingredients 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.

Roll call on protein cereals

Protein cereals are all the rage and every week seems to see a new option appear on our shelves. An important ingredient here is extruded protein crisps (whether soy, pea or whey), which give the crunchy and crispy texture we love. So let’s look at some of the brands using extruded protein in protein cereals.

Protein powder serving size - an FYI

We talk a lot about the price of protein (powder) per kilo, but another metric of importance is the price per serving. And to help navigate that — particularly in product development — you need to understand serving size.

Are flavours that important in gummies?

Of all the gummies across Europe and North America, 98% of products only contain one flavour. It seems that the flavours associated with gummies aren’t nearly as diverse as flavours we see in protein products. But why?

Protein RTM price changes

We regularly bring you pricing updates for protein RTMs, but what about how prices have been trending over the past year? We’ve analysed all protein RTM products sold on Amazon UK between May 2023 and April 2024 to better understand what’s been going on.

Gummies: a product round up

The gummies market was valued at USD 22.78bn in 2023 and is expected to reach USD 66.56bn by 20231. It comes as no surprise, then, that as the category grows, so too does the range of products within it. What's interesting to see though, is how many of these products are developing beyond the more traditional multivitamin format.

Specialised or diverse? A gummy brandscape breakdown

Do brands specialise in one gummy category or do they provide a diverse range of gummy products? Interestingly, only a small number of brands specialise in a single gummy category. Both the European and US/Canadian markets see brands frequently feature three or more gummy categories in their product range with the exception of CBD gummies.

Collagen source comparisons: Europe vs North America

Do you know how collagen sources differ between Europe and North America? Let's take a look...

The use of branded actives in gummies

Active ingredients are the main components of a supplement - designed to cause a desired effect(s) on the body. Some supplements contain several actives to achieve multiple health benefits. Going one step further, companies also introduce branded actives to elevate a supplement's quality and price.

Protein prices bucking economic trend

Given the economic instability of recent years, we’ve been surprised to see prices across several protein powder categories drop in the last 12 months. While some of these decreases have only been slight, others have been more significant.

Superfoods: it's not a popularity contest (or is it?)

As consumer awareness around the importance of healthy lifestyle choices continues to rise, so too does the global superfood powder market, with some valuing it in the region of $7 billion. Superfood blends can be classified into four main categories: greens, reds, adaptogenic, and ‘other’. Within our ANIE database, we currently track nearly 1,000 superfood products across Europe and North America, giving us ample insight into the market.

Standing out in the clear protein market

As one of the newer protein compositions to enter the market, clear protein faces additional challenges when it comes to competing against the better-established protein categories. One of the ways we’re seeing clear protein products distinguish themselves from other protein supplements is by using specific key word descriptors.

Price differences in plant protein RTM in Europe

Did you know, in Europe, plant protein powders with multiple protein sources are about 30% more expensive than single-source plant protein powders?

Search trends reveal protein preferences

Google search terms can tell us much more than what keywords people are looking for; take a longer-term view for example and trends start to appear. To better understand the types of products consumers are looking for and whether this is changing, we’ve taken a look at the five year search trends for ‘protein powder’, ‘protein bar’ and ‘protein drink’.

Category at-a-glance: pre-workout RTMs

This month, we’re looking at pre-workout RTMs. We analysed 1,480 products from 680 brands across Europe and the US and Canada to find out the following…

Trend watch: upcycled ingredients

We all know sustainability is important, and it’s interesting to see the different ways that brands approach the issue. One thing we’re seeing more and more of is the use of upcycled ingredients.

How many flavours do gummies typically come in?

Across both Europe and North America, the majority of gummy products come in just one flavour. The question is - in a world where flavour reigns supreme, why are gummies keeping it simple?