Why We’re Bullish on Collagen

Is collagen the next functional ingredient to blow up?

At Forklift Foods, we're constantly tracking what's bubbling up in the functional food space – and lately, collagen keeps crossing our radar in a big way. The global collagen market is projected to reach anywhere from $11.22 billion to $18.7 billion by 2030, with growth rates ranging from 10.4% to 11.3% CAGR. Those aren't protein powder numbers yet, but they're getting close.

Given collagen's tight connection to the beauty and fitness communities, we think it could very well be the next protein or probiotics – but it's got some interesting wrinkles that make this transition more complex than previous functional ingredient success stories.

The Beauty-From-Within Movement is Real More than 60% of American consumers choose collagen supplements for skin health, followed by joint support (40%), and muscle recovery (25%). The "glow from the inside out" trend isn't going anywhere – if anything, it's accelerating. People love the idea of eating their way to better skin, stronger joints, and healthier hair.

The Market Is Already There Hydrolyzed collagen held the largest market share at about 55% of the collagen market in 2023, proving that consumers have moved beyond skepticism to actual purchasing. The U.S. collagen market alone was valued at $2.46 billion in 2024 and is projected to grow at a CAGR of 12.9% through 2030. That's serious money backing serious consumer demand.

Multiple Demographics Are Hooked Unlike some functional ingredients that appeal to narrow segments, collagen attracts everyone from Instagram wellness influencers to aging Boomers worried about joint health to Gen Z beauty enthusiasts. Celebrities and influencers are increasingly promoting collagen-based products to support the 'beauty from within' concept, creating mainstream awareness that other functional ingredients took years to build.

The Science is Catching Up A review of 19 studies with 1,125 participants found that collagen supplements improved skin firmness, suppleness, and moisture content, with wrinkles appearing less noticeable. While more research is needed, the early clinical evidence is promising enough to support marketing claims.

But Here's Where It Gets Tricky

The Taste Challenge is Real We've sampled dozens of collagen-enhanced products, and let's be honest – many taste like chalk or fish. Marine collagens were associated with fishy, sour, bitter, and salty attributes, while overall, collagen that was low in flavor was more acceptable to participants. The good news? Unflavored collagen powders don't change the taste of foods when properly formulated, but the formulation challenge is real.

Price Points Stay Premium Higher manufacturing costs can hinder market growth for collagen products. Unlike protein powder, which became commoditized over time, collagen's sourcing and processing keep costs elevated. This limits mass market penetration – for now.

Consumer Education Still Needed Limited awareness in developing regions and lack of awareness about collagen's benefits may hinder market growth. While awareness is growing rapidly in developed markets, there's still work to be done in explaining why collagen is worth the premium.

The Food Application Reality Check

Snack Bars Leading the Charge In November 2023, MyProtein launched other proteins such as collagen and egg white, focusing on the collagen bar market. Collagen bars have emerged as a popular health and wellness product, offering a convenient and tasty way to supplement collagen intake. The bar format solves many formulation challenges while delivering a familiar snacking experience.

Beyond Bars: Creative Applications Collagen can be added to tons of snacks including coffee creamer, oatmeal cups, and pre-made meals. We're seeing innovative applications in protein balls, energy bites, brownies, and even nice cream that mask any potential taste issues while delivering functional benefits.

The Formulation Sweet Spot Research found that adding collagen to snack bars without affecting sensory properties is possible when done carefully during product development. The key is finding the right balance – enough collagen to provide benefits without compromising taste or texture.

Our Prediction: Following the Protein Playbook

We think collagen will follow the same trajectory as protein, but with a few twists:

Phase 1: Premium Positioning (We're Here Now) Collagen bars offer lucrative opportunities for manufacturers and appeal to fitness enthusiasts, aging populations, and health-conscious individuals. Expect to see more premium bars, powders, and specialized snacks targeting specific benefits.

Phase 2: Mainstream Integration (2026-2028) As production scales and costs decrease, we'll see collagen working its way into everyday snacks. Think collagen-enhanced granola bars, crackers, dairy products, and even beverages that don't scream "supplement."

Phase 3: Commoditization (2029+) Eventually, collagen will become as common as added protein – but we don't think it'll ever be as ubiquitous. The higher cost and more targeted benefits will keep it in the "premium functional" category.

What This Means for Brands

Start Premium, Stay Premium Unlike protein, which raced to the bottom on price, collagen has the opportunity to maintain premium positioning through superior sourcing, better formulations, and targeted benefits.

Solve the Taste Problem First Collagen that was low in flavor was more acceptable to participants. Brands that crack the code on truly tasteless collagen integration will win big.

Target Emotional Benefits Addressing pleasure need states like guilt-free treating and relaxing will drive category growth. Collagen's beauty and wellness benefits tap into emotional needs that go beyond basic nutrition.

Think Beyond Supplements Protein bars are a gateway to other protein-fortified snacks. The same will be true for collagen – bars and powders are just the beginning.

The Bottom Line

Is collagen the next protein? Not exactly. It's something potentially bigger – a functional ingredient that bridges the gap between nutrition and beauty, between health and indulgence. The growing trend towards plant-based and vegan collagen alternatives is further contributing to market expansion, opening up even more opportunities.

The brands that nail the taste, nail the messaging, and nail the distribution will create the collagen category's equivalent of Quest Bars or Muscle Milk. The ones that don't? They'll be forgotten footnotes in the snack aisle.

We're actively tracking the most promising collagen innovations and the brands that are solving the formulation challenges. Because when collagen finally breaks through – and we think it will – the winners will be the ones who got there first with products people actually want to eat.