Collagen protein, one hundred ways to open up the oral beauty market

June 13, 2024

The main driving factor for the oral beauty market to move towards the fast lane is undoubtedly attributed to the efforts of young people today. The 2020 National Health Insight Report shows that young people have become the group most anxious about their own health status. The post-90s consumer group has high health expectations but the lowest self rating. Bird's nest, ass hide glue, anti sugar pills, whitening pills, collagen, slowly climbed onto the young people's "beauty and health care list". Unlike skincare and medical beauty, "oral beauty" falls between the two and better understands the charm of young people - easy and convenient, with low trial and error costs, nourishing a new consumer circle that continues to spread.

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Oral beauty is just right

According to a report from Euromonitor Consulting, the total sales of health products in China will reach 311.6 billion yuan in 2020, of which the consumption of oral beauty products is 23.8 billion yuan. During June 18, 2020, oral beauty products became one of the three most popular consumer categories, with a year-on-year increase of 2266% in transaction volume. The concept of oral beauty emerged in the 1990s, and the Madame Oral Liquid, which was launched in 1992, is considered the first product in China that focuses on oral beauty. Its main consumers are middle-aged women in menopause. Due to the lack of competition among similar products in the market at that time, Madam Oral Liquid quickly achieved success, with sales exceeding 160 million yuan in 1995. After entering the 21st century, consumers of oral beauty products have gradually become younger. According to data from Tmall International, in the first half of 2019 alone, 286 oral beauty brands from various countries and regions around the world have entered the Tmall International platform, with a total of 3161 product SKUs. At the same time, more segmented tracks are also beginning to differentiate. At present, the oral beauty market is mainly divided into three categories in the industry: beauty and health foods belonging to collagen and dietary fiber, Chinese nourishing foods mainly composed of bird's nest and fish collagen, and functional products mainly focused on anti sugar and whitening.

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Oral Beauty Top Flow - Collagen Peptide

Among numerous oral beauty ingredients, collagen has always been the most commonly used, and many existing studies have also shown that collagen is indeed beneficial for skin health. According to the industry analysis report released by Zhiyan Consulting, the demand for collagen protein in China in 2017 was approximately 4840 tons, with a market size of approximately 2.13 billion yuan. With the development of the economy, the popularization of the concept of big health, and the increase in market recognition, the total demand for collagen in China will continue to grow, and it is expected that the market size can grow to 4.58 billion yuan by 2024.

Data source: Zhiyan Consulting suggests that some degree of collagen degradation is inevitable, but it is not completely unstoppable. This is best evidenced by the history of collagen supplementation - or more precisely, by the history of collagen peptide supplementation. The best way to supplement collagen is to consume collagen peptides. Normal collagen has a molecular weight of up to 100000 Daltons, and even if consumed, the rate of absorption by the human body is relatively low. Collagen peptide is a small molecule peptide that can be directly absorbed by the human body by cutting large molecules of collagen protein, with a higher absorption rate. Just like eating grapefruit, eating a plate of peeled grapefruit meat is the most direct and convenient way. Collagen peptides send specific signaling signals to connective tissue cells, with one signal indicating that collagen has been degraded, thereby activating the synthesis and reorganization of new collagen fibers. Meanwhile, the production of glycosaminoglycan hyaluronic acid and elastin also increases with these signals.

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Breaking through traditional forms, infinite possibilities of collagen peptides

In the scientific research community, there is a consensus on whether Dietary supplements can promote the activity of collagen. In 2000, the European Union Scientific Committee also confirmed the safety of oral collagen and recommended that women take 6-10g of high-quality collagen daily. If converted based on food intake, it is equivalent to the skin content of 5 fish. For fast-paced urban consumers, such requirements are undoubtedly extremely demanding. Due to water source pollution and issues with antibiotics and hormones, the safety of animal tissues is also a concern. Therefore, taking collagen based nutritional products has become a choice for more consumers. According to data from the Nutrition Business Journal, five years ago collagen only accounted for 1% of the beauty dietary supplement market, but now this proportion has reached 9%. The initial oral beauty products were mainly oral liquids and tablets, providing a slightly similar experience to drugs. With the addition of consumers from different age groups, in order to catch their attention and improve the attractiveness of brand innovation, the forms of oral beauty products are gradually becoming more diverse. In addition to traditional forms such as capsules, tablets, and powders, collagen has also been extensively developed into various product types such as energy bars, beverages, snacks, and candies. The pairing of collagen and gummies is no longer new. In April 2021, BuffX launched a new product called Collagen Peptide Sandwich Fruit Soft Candy. The product is honey pomelo flavored, with carefully selected small molecule collagen peptides from tilapia, each containing 600mg. It is said to effectively reduce skin wrinkles and increase moisture. In addition, the Grape Seed Extract in the product can effectively prevent ultraviolet rays and prevent the formation of melanin; Sicilian blood oranges contain rich VC, which helps promote the synthesis of collagen in the body and comprehensively supplement the daily loss of collagen.
Following cutting-edge trends, Yida has upgraded its product formula and launched two new products, collagen sugar free chewing gum and collagen gummies, with the addition of small molecule collagen peptides imported from Germany. Among them, each can of sugar free chewing gum is 40g, with a collagen content of 2840mg, and is rich in VE and VC, which can slow down aging and delicate the skin. It has two flavors: osmanthus grape seeds and lemon aloe vera; Soft candy adopts a low sugar formula, with each bag containing 50g of collagen peptide 5000mg, and concentrated fruit juice added. It has a fruity aroma without any burden, with a needle like cherry and fresh white peach flavor. The packaging not only meets the needs of consumers for easy carrying and sugar retrieval, but also attracts young women with its high appearance and cuteness.
In 2020, Coca Cola officially entered social e-commerce and launched its first product targeting the oral beauty market - the "Zun Xuan 28 Sleep Awakening Beauty" gamma aminobutyric acid collagen peptide plant-based beverage. This product is based on Chinese herbal plants, incorporating two core ingredients, gamma aminobutyric acid and collagen peptide, and adding Brazilian needle leaf cherry and Italian blood orange powder, while addressing the two needs and pain points of female consumers for "beauty+sleep".
GUGUFUN Health Fruit Movement has launched a new health low calorie jelly, which currently has three SKUs: Yuejixing Ren, Youshixing Ren, and Huoda Xing Ren. According to the differences in added ingredients, there are different product positioning. Among them, "Yanyuanxing People" is a collagen peptide rose ass hide glue low calorie jelly with 0 sucrose, 0 fat and 15 calories. Each package provides approximately 2000mg of 1000D (Dalton) small molecule fish collagen peptide, with a fresh and sweet taste of rose lychee. The product packaging caters to the current popular China-Chic retro style, and is more suitable for young consumers.

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The opportunity for collagen protein to break through its boundaries

Female consumers have a significantly stronger pursuit of beauty, and companies often target the female market when launching collagen products. However, this does not mean that male consumers have no demand. The 2020 China Domestic Beauty Development Trend Report shows that in 2019, male consumers contributed 41.5% of the total transaction volume in the Tmall beauty category compared to the same period last year. Collagen has a relatively broad consumer base among female consumers, while male consumers are the key to further breaking through this market. In addition, although the foundation of collagen lies in beauty, there are still other application values to be explored. For example, Vital Proteins collagen water series has six different flavors, each representing a function, including promoting skin, hair, nail health, protecting joint and ligament health, etc. There are also some collagen products that can help with weight loss.

With the inclusion of sodium hyaluronate as a new food ingredient at the beginning of the year, the domestic oral beauty market remains hot and competitive, which is also a significant challenge for collagen. However, relying on its strong efficacy, the development prospects of collagen in the market are still worth looking forward to.

Shaanxi Huike Botanical Development Co., Ltd. a integrated enterprise which is focus on natural products, Plant extract related products and services.We mainly focus on pharmaceutical, functional food, Freeze-dried powder,Natural Pigment,Homology of medicine and food,beverages and other business services.
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2024-06-13

Shaanxi Huike Botanical Development Co., Ltd.