Meeting Consumer Needs with Proven Efficacy

Gelita published a research underlining the effectiveness of Bioactive Collagen Peptides® supplementation for body composition and skin health application. It’s an established truth that personal health and wellbeing are considered to be some of life’s greatest treasures. But something has changed. All over the world, more and more people are adopting a “DIY” mentality and taking a proactive approach to achieving their personal welfare goals. Consumers are increasingly well informed and learn a lot about healthy lifestyles, balanced nutrition and the efficacy of specific nutrients from Internet blogs or online tutorials, which is subsequently boosting demand for supplements and functional food products, especially those using ingredients with proven health benefits, such as collagen peptides. 

Market insight

With their special nutritional properties and clean label profile, their popularity in the food and dietary supplements market is on the rise. As a consequence, the market for collagen peptides is projected to grow at a CAGR of 7.1 percent to exceed USD800 million by 2019. Highly attractive areas of application are, among others, sports nutrition and beauty from within.

Sports nutrition

Regular exercise is an important part of a healthy lifestyle. It can prevent the loss of bone density, improve muscle tone and help with balance and stability, as well as enabling older members of the global community to remain mobile and independent as they age. Making the appropriate nutritional choices can both support and enhance the effects of physical activity and lead to increased muscle growth, better performance and more productive sessions in the gym. GELITA understands that to meet the demands of different target groups, product concepts need to deliver real benefits. So, the company conducted qualitative research in the US, the UK and Germany to learn more about the problems, goals and motivations of various consumer populations when it comes to physical exercise. During focus group discussions, the researchers investigated the mindset of three target groups: 25–35-year-old men and women who work out regularly and use protein products; 40–55 year old men and women who exercise occasionally; and 60–80 year old men and women suffering from sarcopenia, the age-related loss of muscle mass and strength.

“… the market for collagen peptides is projected to grow at a CAGR of 7.1 percent to exceed USD800 million by 2019”

Quicker results keep motivation alive

These survey results clearly show that self-optimization is a key driver for physical exercise. Smart dietary choices that help people to achieve quicker results help them to stay motivated and passionate about sports. Therefore, GELITA has recently investigated the effects of specific collagen peptides on body composition and toning in younger and middle-aged adults. The results of the primary endpoint of the study revealed a statistically significant increase in fat-free mass after collagen peptide supplementation compared with a placebo. The positive effect was also reflected in the results of the secondary study criteria. Collagen peptide treatment led to statistically significant fat mass reduction, combined with improved muscle strength and waist circumference after collagen peptide intake.

Fighting sarcopenia

The effectiveness of collagen peptide intake has also been proven by researchers who investigated the effects of collagen peptide supplementation on the body composition of older men aged 65 and older suffering from sarcopenia. The main finding of the study was that specific collagen peptides further increase the benefits of resistance training in elderly people with sarcopenia. Participants in the collagen-supplemented group showed a significant increase in fat-free mass (+4.2 kg compared with +2.9 kg) and muscle strength (+16.5 Nm compared with +7.3 Nm), as well as a statistically significant reduction in fat mass (-5.4 kg compared with -3.5 kg) compared with placebo.

“The research found that more than 80 percent of the participants associated collagen with beauty”

Women trust collagen

Today’s consumers are increasingly keen to understand how beauty-from-within products work. This means higher levels of interest in products with the greatest amount of scientific research and evidence to support them. In a recent consumer survey a total of 1500 women aged 25–65 years were interviewed in Germany, Spain and the USA about their perceptions and acceptance of collagen and products containing it. The research found that more than 80 percent of the participants associated collagen with beauty and most considered a beauty-from-within concept based on collagen peptides to be trustworthy and more effective than topical applications. Furthermore, the subjects had clear ideas about the ideal application forms of such nutricosmetics: the ingredients should be easy to consume, readily absorbed by the body and neutral in taste and odor. The successful treatment of cellulite will ultimately depend on an improved understanding of the pathophysiology of cellulite adipose tissue.

Gelita