A new perspective on collagen proteins

By Florencia Moreno Torres, global business development manager health and nutrition at Rousselot

Research from Euromonitor has shown that eight of the top 10 fastest-growing global markets for wellness over the next five years are located in Asia-Pacific, with Japan, Hong Kong and China cited amongst the star players. In some ways, Asia’s dominance in the segment is understandable – holistic medicine and nature-inspired healing practices have deep roots in many of the region’s cultures, and the opportunities for health and wellness product manufacturers are notable. Brands should tap into the clear demand for effective dietary supplements, but with so many interwoven consumer priorities, where is the best place to start?

One answer could lie with proteins. Most are familiar with the benefits of consuming protein in daily diets, but their power equally extends to the nutraceutical space. Among different protein sources, collagen is a known wellness ingredient. In its original form, it is the most abundant form of protein found in the human body, performing a vital role in supporting the health and elasticity of connective tissues in bones, joints, skin, hair and cartilage. But collagen is more than just a protein: in its hydrolysed form – ie collagen peptides – it offers many health benefits.

Age is just a number 

Asia-Pacific is home to some of the world’s largest ageing populations, with Japan topping the charts in terms of total percentage share. A growing cohort of over 65s has increased demand for solutions to support healthy ageing, including collagen supplementation. As we age, our metabolic rate slows, along with our body’s ability to produce essential proteins like collagen. These physiological changes can leave older people more susceptible to weight gain, muscle wasting and joint discomfort, all of which can have an impact on activity levels and quality of life.

Collagen peptides are an ideal solution for supplement brands looking to attract healthy agers, but they are not the only consumer category interested in mobility.  

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