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.
