Addressing the Consumer in the Modern Nutraceutical Market

Sponsored by BioCell Collagen

Collagen has moved beyond its roots as a niche beauty ingredient to a household product. Amir Vanderfox, global sales manager at BioCell Collagen, explains that the consumer conversation has shifted from what collagen is to what type of collagen to use and what science stands behind it. For brands, this means meeting a more informed consumer who wants to know what makes a product stand out from the rest.

Vanderfox notes that younger consumers view collagen as preventative rather than as a fix for an existing problem, so they tend to start taking it as a supplement earlier. They are also looking for more enjoyable and convenient formats— gummies and functional foods—over tablets. Some consumers prefer gummies or functional foods because they are more enjoyable, while others prefer capsules because they are smaller and easier to consume; brands should offer options and let consumers choose, without compromising on quality or the results consumers expect.

Clinical research, he says, is what provides more interest in a product. As the science can feel daunting, brands should communicate it with clear visuals and simple language so consumers can understand it without feeling overwhelmed. Finally, he says lasting brands build loyalty by providing a quality ingredient backed by transparent sourcing, because consumers want to know how and where their product comes from. Brands that communicate openly and educate customers about what their product does can turn first-time buyers into loyal customers.