Nutritional Outlook

Nutritional Outlook, June 2018

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■ NUTRITIONAL OUTLOOK 20 Beauty JUNE 2018 the message that the body's collagen is be- ing broken down, and that it has to ramp up production to make more. In other words, collagen supplementation doesn't supply the building blocks for colla- gen regeneration, per se, but rather provides the body with an incentive for doing so. It's a sneaky mechanism of action, but an inge- nious one, nonetheless. Prioritizing Protein So while collagen sales in performance nutri- tion "began picking up speed in 2016," notes Kimberly Kawa, SPINS's retail reporting an- alyst, "a major shift in marketing collagen as a protein source changed the direction of growth in favor of the protein supplements and meal replacements category." Once again, that slight shift in positioning is roping in a larger consumer base for colla- gen, chief y by tilting the functionality focus away from serious athletic and competitive performance to "a more general health-and- wellness protein boost," Kawa says. Over the 52 weeks ending February, 25, 2018, in fact, sales of collagen products targeting the pro- tein-supplementing crowd grew by 751%, earning the category $8.7 million in said sales. Indeed, observes Vo, "T e increasing need for proteins that are easy not only to digest but to absorb, that nourish the aging human body, and that are also pure and sustainable is the driving force for this trend. With solid scientif c research proving its health bene- f ts, and with ingredient technologies allow- ing for its easy breakdown and absorption, collagen has become the perfect choice to meet this need." Eat It Edible and drinkable applications are be- coming the perfect vehicles for delivering collagen. As Heather Arment, marketing coordinator, North America, Gelita (Ser- geant Bluf , IA), notes, "While collagen has been successfully used for years in topical beauty and personal care products such as lotions, face creams, and more, recent sci- entif c evidence conf rms that the highest ef cacy can be achieved when collagen is ingested orally. T is has created new op- portunities for beverage, food, and supple- ment manufacturers." Yet because typical dose loads run from the roughly 2.5 g/day of type I collagen need- ed to see dermatologic results to the 7- to 10-g/day doses of type II collagen shown to promote joint improvement, any supple- mentary pill or capsule big enough to carry that much collagen would be a tough one to swallow, literally. "T at's why it lends itself so brilliantly to delivery and packaging technologies such as RTD beverages, shots, jellies, chocolate chews, and more," Clardy says. "We'll see collagen in mainstream functional foods such as protein chips and snacks, bars, confections of various types, and beverag- es where it's featured prominently and the brand value proposition will be centered on collagen." To Market, to Market In fact, we're already seeing it. And accord- ing to Nan Callan-Zamora, public relations and communications manager, Twinlab Consolidation Corp. (Boca Raton, FL), the reason is twofold. First, as an odorless, tasteless powder that dissolves readily, remains stable in solution, and tolerates a range of processing tempera- tures, storage conditions, and formulation environments, "Collagen ingredients are eas- ily incorporated into these dif erent forms," Callan-Zamora says. And second, "Brands want to provide trendy ways to ensure consumer compli- ance," she notes. So it should come as no wonder that the number of products in the grocery category featuring collagen as a functional ingredient skyrocketed 430.3% over the 52 weeks ending February 25, 2018, bringing the department $2.3 million in sales, SPINS says. Such products include Reserveage's (Boca Raton, FL) Collagen Replenish and FibeHer powders, its BeauTea, and its collagen chews and beauty shots. T e products, which Twin- lab distributes, contain Gelita's Verisol brand PHOTO FROM COUNTRY ARCHER Country Archer's meat bars check two big boxes on the list of trending products: protein bars and meat snacks. The company's meat bars are made from extra-lean grass-fed beef, uncured bacon, or cage-free turkey.

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