February 6, 2023

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Collagen maker Vital Proteins aims to expand consumer base in new campaign

She added: “We want to start out our 2023 pretty strong with a welcoming message, a message where people are already primed to think about what are they going to do in the new year. They’re trying to reevaluate a decision from the year prior and just think about how they want to go forth and in a new year with wellness generally more top of mind,” said Abbott.

Founded in 2013 and later acquired by Nestle Health Science, Vital Proteins can be found in mass retailers, grocery stores, chain drug stores and natural food markets in more than 25 countries. 

Collagen naturally occurs in the body, accounting for 30% of bodily protein, according to the Cleveland Clinic, which notes that “scientific research is lacking for most collagen supplements.” Vital Proteins on its website states that “as we age, and the more stress we put on our body, the greater the impact on collagen production. Adding ingestible collagen to a balanced diet can help our bodies regenerate what’s been lost or broken down.”

The global collagen market size was valued at $8.36 billion in 2020 and is expected to rise at a mean annual growth rate of 9% from 2020 to 2028, according to Grand View Research’s Market Analysis Report. The largest category in the global collagen market is healthcare, followed by food and beverages, and then cosmetics.




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