October 15, 2025 – Collagen trends and collagen protein are hot in food and beverage launches. Its beauty benefits aid hair, skin, and nails. The collagen market offers more holistic support for bones, joint, and muscles. Collagen is a clean and functional protein. Collagen trends are compatible with protein claims and protein-rich food and beverage products with collagen.
Innova Top 10 Trends and Collagen
Two of the Innova Market Insights 2025 Top 10 Trends embrace the rise in collagen as an ingredient. The #1 top trend for 2025, Ingredients and Beyond, emphasizes consumer expectation of key ingredients for added value, as well as boosting product quality beyond ingredient choices. Consumers are highly aware of and interested in collagen and collagen trends. The #7 trend for 2025, Taste the Glow, captures the transition of beauty ingredients from personal care and cosmetics items into food items. The beauty benefits from the collagen market – stronger hair, healthier nails, more elastic skin – call out to consumers who would rather adapt their diet for beauty than use products externally.
Clean and Natural, Collagen Supports Holistic Wellness
Collagen trends highlight the numerous benefits for holistic wellness, including joint health, muscle health, and stronger bones. These benefits resonate with users of sports nutrition products and those interested in active aging.
Consumers and manufacturers consider collagen to be natural, with functional properties that support both a “better-for-you” image and a source of protein. Launches of protein-enhanced food and beverage products are booming, and the collagen market is there to support the trend.
Collagen Diversifies Across Food and Beverage Categories
An analysis of the collagen market shows that companies are adding collagen to a broadening array of food and beverage launches in different categories. The collagen market is big for sports nutrition for its muscle and joint benefits and its ability to help prevent injury among active consumers and athletes. Innova is tracking expansion of collagen trends into dairy products, breakfast cereals, and protein products with meat, fish, and eggs. This is driven by the versatility of collagen, its concentration of protein, and its numerous health benefits. Innova’s tracking of the collagen market reveals products with collagen that are elevated in their benefits for everyday wellness and performance.
In looking for products in the collagen market, consumers seek a combination of health benefits, versatility, and convenience. Collagen-enriched bars and drinks are suitable for on-the-go lifestyles. Powders and single-serve shots are easy to customize. Capsules, instant formats, and collagen-enhanced coffee mixes fit into the daily routines of consumers.
Collagen Ingredients Offer Functionality
Collagen is available in several forms, led by hydrolyzed collagen and collagen peptides. Hydrolyzed collagen and collagen peptides are highly bioavailable and easy to incorporate into functional food and beverage products. Collagen trends highlighting newer forms of collagen such as marine collagen and native collagen offer specific benefits for appearance and also support wellness. Another collagen trend monitored by Innova is identifying collagen by source, for example, cow, fish, or pork.
Top Claims in Launches with Collagen on the Rise
Top claims on food and beverage launches with collagen are on the rise, including protein claims, wellness claims, and protein claims. High protein and source of protein are the most widely used because collagen is a protein and consumers seek protein for its functionality, support of fitness, and contribution to wellness.
Other claims in products with collagen ingredients also are becoming more prevalent. According to consumer trends research, consumers are looking for indulgent products that are healthy and guilt-free. They also want products with less sugar. Collagen is a suitable ingredient. Other claims that are growing highlight the role of collagen in helping support beauty, mobility, and functional performance. New functional directions for collagen include food and beverage products to support gut health and hormonal balance.
Collagen Expands into Plant-Based
Plant-based collagen ingredients in low-sugar products combine enjoyment with nutrition. Plant-based products can be high in fiber, protein, and nutrients that boost satiety while supporting muscle repair. They can meet consumer expectations for food and beverage products that are clean and sustainable. The benefit of sugar reduction is that it helps consumers manage their calorie intake, control blood sugar, manage weight, and even out energy levels for fitness. The combination of collagen and sugar reduction can convey indulgence, boost enjoyment and satisfaction, lessen guilt, and support healthy snacking. Consumers can work toward losing weight and maintaining muscle deliciously and easily.
Flavor Meets Format in Collagen Products
Consumers have high expectations around flavor. Collagen-enhanced powders, beverage, and protein balls with innovative flavors can meet consumer expectations around flavor as well as convenience and lifestyle. Flavor plus format boosts enjoyment, attracts and retains consumers, and allows brands to stand out.
Watch for Collagen Innovation
Innova’s review of patent publications shows collagen innovation as an ingredient in sports drinks and protein bars. Functional foods feature various types of collagen, including type 2 collagen, undenatured collagen, and recombinant collagen. Going beyond the skin benefits of collagen, companies are innovating with collagen to create products such as juices, confectionery, jellies, and tea that support health of the immune system, bones, joints, and gut. Innova also is tracking patent innovation around plant-based collagen, collagen-containing products without sugar, and collagen with increased bioavailability.
What’s Next for Collagen Ingredients Market Trends?
Watch for collagen additions that add texture to beverages such as coffee, tea, and sparkling water that have other functional benefits. Collagen-enhanced products are likely to offer targeted nutrition benefits such as joint health, muscle health, and skin health. Plant-based collagen in clean label products with a sustainability angle and transparent sourcing and packaging could catch the attention of eco-conscious and flexitarian consumers.
This article is based on Innova’s Trending in Collagen Ingredients in F&B – Global. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.