"Beauty" top-level collagen peptide, there are these hidden skills to create explosive products?

It is also an innovative idea to build explosive products, accumulate brands, and expand categories around the raw materials that form strong cognition in the minds of consumers.

A popular track and an innovative concept are often inseparable from the support of new technologies/new materials.

At the end of December last year, Foodaily released two new food kinetics in 2021.
[Technical Restructuring] is one of them, especially For the "New Food Era" which is undergoing digital reconstruction and transformation, technological innovation will be a very important variable.

In January, the National Health Commission issued an announcement, approving sodium hyaluronate (commonly known as hyaluronic acid) as a new food raw material, which can be applied to common food additives.

The news came out and attracted industry attention, which not only marked my country's hyaluronic acid terminal food The further liberalization of the market also marks the potential of the makeup and food homologous track (one of Foodaily's top 10 business hotspots in 2020) that cannot be underestimated.

The popularity of makeup and food is inseparable from women who love beauty.

The technical support provided by collagen peptide as a functional raw material is even more indispensable.
Mention the function of anti-aging and keeping young.

Do you understand these skills beyond beauty and collagen peptides?

Do you understand these skills beyond beauty and collagen peptides?

The Foodaily [New XIU Brand] column once reported on one such brand-Vital Proteins, and Nestlé acquired a majority stake in it in June 2020.

The development history of this collagen brand established in 2012 perfectly shows us that collagen with multiple faces can create a successful brand.

Next, let’s take a look at Vital Proteins’ idea of ​​building a brand around collagen peptides.

Initially, Vital Proteins was well-known for its collagen peptide product in a big blue tin, and from the function claims of this product, we can also see that this product focuses on the benefits of skin, hair, nails, joints, etc.
.
But at that time, although there were many benefits, it did not have precise selling points.

Image source: Vital Proteins

Until the beginning of 2019, Vital Proteins' first collagen water series appeared at the Western Natural Exhibition and caused quite a stir.

This product contains a total of 6 flavors, each of which represents a different functional line.
For example, the strawberry-lemon-flavored Glow version can promote skin, hair and nail health, and the turmeric-cherry-flavored Restore version can help protect joints.
And ligament health and so on.

And now, around collagen peptides with different functions, Vital Proteins has grown into a collagen brand for different health demands.

Image source: Vital Proteins

The underlying logic supporting the Vital Proteins brand is actually the diversity of collagen peptides, and upstream suppliers have never stopped researching them.

From the information on the official website of Gelida, the world’s leading supplier of collagen products, it can be seen that whether collagen peptide products really work is also closely connected to the cells on which they act.
This will affect the specific peptide spectrum, peptide structure, and The clinically effective amount is required.
Therefore, collagen peptides that act on different cells can satisfy different health demands.

Picture information source: Gelida

In January this year, Gelita also announced that it would launch Immupept with immune function, expanding the product portfolio of bioactive collagen peptides.

Studies have shown that Immupept can effectively regulate the immune response, including reducing inflammation, tissue damage and oxidative stress.
Immupept is suitable for all product forms such as powders, soft sweets, beverages, etc.
There are two variants of Immupept25 and Immupept50.
Among them, Immupept25 focuses on protecting internal organs and tissues and skin health, these connective tissues are the front line of immune defense.

It can be seen that in addition to oral beauty, and for consumers' more segmented consumption demands, the application value of collagen peptides still needs to be explored.

At the same time, how can it find new growth points, which is firmly in the minds of consumers on the same track of makeup and food? Or how can we use collagen peptides to create the next "new track"?

The two loves of consumers, in addition to becoming beautiful, they also need to be "thinner"

The two loves of consumers, in addition to becoming beautiful, they also need to be "thinner"

In the development process of the brand Vital Proteins mentioned above, the transformation of beauty products is a key node in exploding the brand.

It can be seen that choosing a good track is very important.

We have noticed a collagen peptide product of Gelida-BODYBALANCE®.
We learned from its official website that the highly specific collagen peptides such as BODYBALANCE® have been proven to reduce fat mass and increase lean body mass, combined with resistance training.
Can enhance muscle strength.

Image source: Gelida

Current research shows that, with specific amino acid components and excellent bioavailability, BODYBALANCE® can promote fat and muscle metabolism, thereby ultimately improving body composition.

I wonder if the thinning collagen peptide surprised you? However, I realized that in addition to the well-known beauty effects of collagen peptide, perhaps its ability to make people "thin" can help brands differentiate into the sports nutrition/weight management track.
Meal replacements were highly sought after last year, ushering in the first year of the outbreak, and the driving force behind this is the demand for "becoming thinner", and this demand will still have a very large market in the future.

From the niche to the general public, sports nutrition/weight management may be the potential track of collagen peptides.

In our opinion, a colleague's sentence "I'm going to exercise" after get off work may be so ordinary and normal, but at the end of the last century, my country's "National Fitness Program Outline" was passed.
In just two short years, sports events are no longer limited to professional athletes, and the popularization and democratization of sports concepts has gradually made sports and fitness a way of life, especially for the current new generation of young people.

From the perspective of the population, we can roughly divide consumer users into two categories, one type of professional athletes or relatively professional sports and fitness parties, who will pay more attention to efficacy, have professional knowledge, and like to use their trusted brands and ingredients.

The other category is for fitness enthusiasts who pursue healthy lifestyles.
The fitness and diet preferences of this type of consumer group are often in order to keep themselves in a better physical condition and youthful vitality.
Female bodybuilders with the goal of body shaping, fitness, and health preservation, sports-loving teenagers, and middle-aged and elderly people who go out of the house and never accept the old are all powerful forces that cannot be underestimated.

From the point of view of the products of this track, in the raw materials used, protein is still the main application component.
Among them, whey protein is still the core ingredient, but collagen peptides similar to BODYBALANCE® are also very advantageous in performance and are expected to be used.

Image source: Gelida

In the male group pay more attention to the effect, collagen peptide has its own advantages; and in the female group who will be excited when they hear collagen, the collagen peptide that can "slim down" seems to have an advantage.
Foodaily has observed that there are already products on the market that use collagen peptides as core protein components to meet consumers' demands for muscle growth and acceleration of fat decomposition.

For example, Vital Performance Recover Drink, a collagen electrolyte drink in the United States, is tailored for the recovery of fitness athletes after exercise.
Each bottle contains 20 grams of collagen, 5 grams of essential amino acids and 3 grams of branched chain amino acids, and is rich in vitamins C, B2 and B6.

Image source: Google

FLEXWATER is a fruity mineral water.
Collagen peptide is added to its formula, which can be broken down into three branched-chain amino acids.
It helps to promote muscle growth and rejuvenation during exercise, and relieve fatigue and soreness.
It is suitable for drinking before and after exercise.

Image source: Google

Reneva Fit & Reneva Freshy is also a collagen-containing beverage, which uses the aforementioned Gelita product BodyBalance®.
It has been clinically shown that 10 grams of BodyBalance® Collagen Peptide per day can accelerate fat loss, strength growth and lean muscle growth.
In addition, the product also adds mineral elements such as magnesium and zinc to help soothe nerves and improve sleep quality, which is essential for restoring body health and achieving body composition or training goals.

Image source: Google

summary

summary

Consumers associate protein with muscle growth, strength, and overall healthy diet.
However, with the needs of different groups of people, market segments with different functions and requirements from different sources are forming.
For women or men, elderly or young people, their demands and consumption scenarios will definitely be different.
Based on these differences, How to use collagen peptides with different subdivision functions to extend different innovative products will bring more sources of inspiration for product innovation in the food and beverage market.
We also look forward to seeing more ideas emerge from the food and beverage industry and truly become a competitive track with the support of collagen peptides.

Source: Foodaily Daily Food

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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