The pace of innovation is accelerating – and that’s just as true for nutritional supplements as it is for many other aspects of life.

Consumers have become used to having their needs satisfied quickly – often, at the click of a button. Smarter phones, super-fast broadband, food delivered to almost anywhere… people know what they want and they want it quickly.

Instant access to knowledge via the internet means that today’s consumers understand more about healthy living than ever before. Apps and wearable fitness trackers allow us to be connected to healthy living on a daily basis, with regular prompts and motivational advice on how to do better. This trend looks set to stay, with Markets and Markets predicting that the wearable healthcare devices market will grow by 11.2 percent compound annual growth rate (CAGR) from USD 40.7 billion in 2023 to reach USD 69.2 billion by 2028 (1).

Healthy living needs do vary as people go through different life stages and ages, but there are overarching trends.

The older population is generally looking for nutritional support to help them stay fit and mobile for longer. They take nutritional supplements as an easy, proactive way to add life to years, rather than years to life.

The approach of younger generations is perhaps more reactive. In response to what they see on social media, young people are looking for ways to improve their fitness and their appearance. For 30-, 40- and 50-somethings, the pressure of living in the 2020s means that health concerns like digestive problems, insomnia, fatigue, emotional balance and mental wellbeing are increasing, and people are turning to nutrition as a means of improving these aspects of their lives.

Supplementation with collagen peptides is a key area of interest. Collagen peptides are a versatile source of protein and an important element of healthy nutrition. They can promote the health of bones and joints, as well as physical endurance. Specific collagen peptides can contribute to beautiful skin, hair and nails too, leading to increased self-esteem, self-confidence and overall improved levels of happiness and wellbeing.

Underlining current interest in collagen, Data Bridge Market Research shows the global collagen peptides market growing at a CAGR of 10.5 percent between 2022-2029 (2). This is faster than the overall dietary supplements market, which is predicted by Facts and Factors to increase at a CAGR of 8.5 percent to USD 240.9 billion by 2028 (3).

Research shows that quality, scientific proof of efficacy and transparency are vital when it comes to purchase decisions.

For example, the recently published ITC Insights 2023 Consumer Supplement Survey found that many people “always look for” branded ingredients, with the top attributes they hope to find being ‘quality’, ‘established safety’, ‘trust’, ‘clinically studied’, ‘regulatory/legal compliance’ and ‘efficacy/efficacious dose’ (4). The survey also found that consumers are often willing to pay a premium for products with branded and proven ingredients.

A deciding factor here is transparency. Consumers are more likely to trust brands that offer clarity and full disclosure. Products that make ‘false or misleading claims’, have ‘non declared ingredients’ or ‘undetected contaminants’ were the biggest concerns voiced in the ITC survey. On the flip side, transparency ranked high among the drivers of trust, with ‘believable label claims’ and ‘references to back them up on the website’ being ranked as important.

For us at GELITA, scientific research and verifiable references have always been the foundation for our ingredients. As a leading global supplier of collagen peptides, we are dedicated to quality and innovation and we conduct intensive research that helps us develop effective products that are supported by science.

For instance, our Bioactive Collagen Peptides for beauty from within are supported by several published scientific trials (5) (6) (7) and the product has regulatory approval for health claims in Canada, Japan and Brazil.

Being able to offer real-life examples of how products have helped people achieve their healthy living goals boosts consumer confidence too. For example, our recently launched Bioactive Collagen Peptides for sports performance address a gap in the sports nutrition market and are already trusted by endurance athletes who are keen to share their stories. This kind of endorsement from real people is something that really builds consumer trust in a brand.

Another key aspect of nutritional supplements today is delivery format, with more and more consumers preferring to obtain their chosen nutrients in pleasant to take ways.

The rise of gummy supplements for preventative health has been immense, as ‘pill-fatigued’ consumers have warmed to the pleasant sensory experience of this user-friendly format. By 2021, 9 percent of all dietary supplements were in gummy format – an increase of 37 percent compared to 2018, according to Innova Market Insights (8). And the growth continues: the global gummy supplements market is forecast to reach $48.5 billion by 2028, with a CAGR of 14.5 percent (9).

As with any food or drink, taste is crucial for success with these innovative delivery formats, which is one of the reasons why we make sure that our collagen peptides are neutral in taste and aroma. This means they can be incorporated into indulgent healthy living supplements without any negative impact on consumer enjoyment.

For products that support healthy skin, hair and nails, it is often not easy providing the required daily dose in desired formats like gummies. New ingredients, combining properties of gelatin and collagen peptides can help formulators here to increase the collagen content and allow the delivery of the daily dose in just a small number of beauty gummies.

It is important too to be mindful of ethics and dietary requirements when formulating nutritional supplements for different audiences around the world. For this reason, GELITA offers halal and kosher ingredients, as well as a fish-based version of some collagen peptides.

And a final word – importantly – about sustainability. Today, this is important in any activity. Consumers are increasingly aware of carbon footprints and the environmental impact of products and how sustainable they are. Only manufacturers who can demonstrate their sustainability will be successful in the long term.

As a company, GELITA is committed to sustainability. We use resources as efficiently as possible and constantly strive to improve our processes. For us, sustainability is much more than just an on-trend claim: it’s the keystone of our success.