The research showed that 46% of UK consumers see collagen as a natural alternative to cosmetic treatments, with 67% of millennials believing collagen offers benefits for people their age. Almost half (48%) said that they had actively bought more collagen-rich foods or supplements over the past year, compared with just 27% of Gen X.
Customer data from Ocado.com showed that searches for food naturally rich in collagen had increased, such as beef bone broth (+194% year-on-year), alongside foods believed to contain nutrients that can “support the natural production of collagen in the body”, such as leafy greens (+466% year-on-year).
Sales of collagen products on Ocado’s website have seen a “significant peak”, with sales for Zooki Collagen up by 38.66% week-on-week.
“We’re seeing growing demand for products that make it easy to incorporate into everyday routines.”
Research commissioned by Ocado Retail showed that 58% of UK consumers were now taking a greater interest in what they eat and how it impacts their appearance. More than two-thirds (68%) said they associated collagen with improving skin appearance, while 46% saw the protein as a natural alternative to cosmetic treatments.
Social media was said to be playing a key role in raising awareness of the benefits of collagen, with three in five millennials saying they had learned information from health and fitness influencers and content creators.
Megan Conroy, health and wellness buyer at Ocado Retail, commented: “Collagen continues to be one of the most searched-for trends within our Healthy Lifestyles range, and we’re seeing growing demand for products that make it easy to incorporate into everyday routines. In particular, liquid formats are performing strongly, with customers looking for convenient, great-tasting options that fit seamlessly into their lifestyles. With exciting innovation across flavours and formats, we expect interest in the category to continue growing.”
Sarah Carolides, head of nutrition at Zooki, stated: “What’s changed in the last year is how educated consumers have become about collagen and the benefits of supporting their beauty routine from within. Customers want to know where it’s sourced, whether the dose is clinically meaningful, how well it’s absorbed, and whether it actually tastes great enough to become a daily habit. That shift from passive to informed buying is what’s really driving the growth in demand for collagen we’ve seen at Zooki.”
