Collagen becomes a staple in products outside of the health market
Implications - With an internet-driven skincare culture driving a collective interest in preventative anti-aging measures, collagen in particular is being integrated in food and beverage outside of the health and wellness market, with even collagen-distilled alcohols emerging. This progression highlights the new view of self-care as essential and how new priorities informed by the wellness movement are inspiring the design of new experiences in seemingly unrelated markets.
Workshop Question - What unexpected ways can you surprise customers by reflecting new self-care practices in the lifestyle experience of your brand?
Trend Themes
1. Collagen-based Beverages - Collagen is being integrated in food and beverage, with new potent ingredients creating anti-aging beverages like the Anti-Agin' gin, and collagen-distilled alcohols emerging.
2. Adaptogens as Superfoods - Adaptogenic ingredients like activated pearls, pitaya, and blue algae are being used in superfood butters like Pearl Butter, a blend of different ingredient functions that can be used in coffee or spread on toast.
3. Collagen-infused Supplements - Collagen and other anti-aging ingredients like hyaluronic acid and vitamin c are being used in supplements like Neocell's healthy candy chews, which provide beautifying and rejuvenating effects.
Industry Implications
1. Food and Beverage - F&B companies can explore new ingredients like collagen and adaptogens to create healthier, age-defying products in an internet-driven skincare culture.
2. Beauty and Fitness - Beauty and fitness companies can look into using validated scientific ingredients like collagen to make anti-aging and rejuvenating products more accessible to consumers.
3. Natural Supplements - Companies can create nutritional solutions to a perceived lack of adequate protein or essential nutrients in diets using products like collagen-based supplements that target rebuilding skin, hair, and nails.
