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Use of Collagen as Food Ingredient Trending in China

In another prime example of the opportunities presented by the West and East innovation lag phenomenon, we finally see the mainstream use of collagen protein in foods in China. The concept which is already well established and commercialized in the West is just taking hold in China fueled by a growing awareness of the impact of diet on beauty. This trend is known as "oral beauty" or "eating pretty" in China.

According to The Oriental Beauty Valley's 2019 Blue Book(cosmetic industry), oral beauty has become one of the six key consumer trends in China's cosmetic industry, with the product form spanning from traditional liquid, capsule, tablet/pill, and powder, to jelly and other innovative forms.

The 2019 Oral Beauty Consumption Trend Report jointly released by Tmall Global and CBNData has shown that collagen products were ranked number one in terms of sales value for anti-aging foods.

Globally, the use of collagen is increasing across various market categories, with new releases tracked by the Innova database increasing by over 23% from 2014 to 2018.
Given its huge market value, a growing number of domestic food enterprises have taken advantage of this ingredient to improve existing product lines or create new product lines to attract new customers.

Yili & Mengniu

Yili and Mengniu, China's two largest dairy enterprises, have both rolled out collagen peptide beverages, targeting the oral beauty market.

Mengniu launched its Ningchun Hydrolyzed Collagen Sucking Jelly in 2018, targeted primarily at women and office workers. It contained 5000mg hydrolyzed collagen for anti-aging. In 2019, it launched the updated edition Collagen Peptide Sucking Jelly with a red package, which included the addition of acerola cherry and pomegranate juice.
It also combined collagen with its yogurt product by launching pomegranate and cherry flavored Yan Yogurt, which contains collagen peptide.
A brand owned by Yili known as "FoodCode", rolled out two solid drinks containing collagen protein & a proprietary Beta Glucan known as "Wellmune" and another product containing collagen protein and iron. Subsequently, it launched a collagen peptide drink, which contains wellnex collagen peptide manufactured in Japan and bonito elastin peptide. The product is packaged in portable juice bags.

Wahaha & Yuanqisenlin

Wahaha is an established giant of China's beverage sector, and Yuanqisenlin is a newer entrant to the beverage market. Both companies have rolled out collagen beverages aimed at female consumers. 

Wahaha's collagen peptide drink is combined with fruit and vegetable enzymes.
Yuanqisenlin uses collagen in its iconic zero-sugar and zero-fat beverage, which is designed to cater to women looking to control their weight and improve the appearance of their skin.
Also, Yuanqisenlin's yogurt brand Beihaimuchang rolled out collagen containing the probiotic product, using Bifidobacterium Adolescentis and imported collagen.

Others

Other domestic food enterprises are using innovative ideas to produce eye-catching collagen-containing products.

O!Snack is a newly-established Chinese food brand (founded in 2017), committed to the production of healthy and tasty snacks. It now sells freeze-dried collagen fruits mainly for young female consumers, with 4000mg of small molecule collagen peptide in a 20g packet, and has five flavors including durian, strawberry, banana, pineapple, and mango.
Another food enterprise PavoMea chose to integrate collagen with its cereal bar, which is also a popular healthy snack category in China. From ingredient to package, this snack manifests offbeat innovation and product differentiation, which is expected to catch the eyes of China's younger consumers.
Eating pretty ranks in the top 10 trends that will shape the global food and beverage industry in 2020 as predicted by Innova Market Insights. Consumers are increasingly demanding tasty products with functions that can improve the appearance and reduce the signs of aging and stress.

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