The decision to expand into the collagen sector was “inspired by the global customers who are looking for proven skin care solutions, along with the overall healthy aging trends,” Lauren Green, director of global product design at GNC, told NutraIngredients.
By tapping into the increasing demand for healthy aging products, which is expected to continue to grow over the next five years, the Premier Collagen launch is a “perfect, natural extension within the space” for GNC, she added.
The new beauty-from-within product line enters a global collagen market projected to grow at a CAGR of 11.3% to reach $18.7 billion by 2030, leveraging global insights and scientific research to deliver collagen in multiple formats to a diverse consumer base.
Innovation and product differentiation
To differentiate itself in the space, GNC Premier Collagen offers an unflavored powder containing a 10-gram dose of bovine and marine-derived collagen that can be mixed into hot and cold drinks or meals. It is available in both stick packs and tubs.
According to Leah Trimble, director of international merchandising, Premier Collagen’s R&D process was driven by GNC’s global research and partnerships, which “identified the need for different formulations and various delivery formats with quick-absorbing and clinically proven collagen and other targeted ingredients.”
“We have an amazing network of in-country teams that we work with daily to get insights on local consumer needs and how our products would be utilized realistically day-to-day,” she told NutraIngredients.
GNC took a strategic approach towards balancing the demand for marine and bovine collagen, ensuring that each formulation resonated with different regional preferences.
By examining current ingredient trends on the market in conjunction with “how beauty trends in particular flow globally from early inception to mass adoption, we selected the optimal collagen source for each product to best meet consumer needs and support beauty-from-within,” Trimble added.
The potential benefits of Premier Collagen, including smoother, more hydrated and more youthful-looking skin, can be seen in about eight weeks with consistent use, according to GNC.
Throughout the R&D process, the company’s nutrition team focused on the review and application of clinical research to hone the efficacy of Premier Collagen’s ingredients and dosages, Trimble said, which were then considered against the category white space.
Future plans and market expansion
Early feedback from international markets has been encouraging, with consumers in markets like Hong Kong, Mexico and Romania reporting that they are thoroughly enjoying the collagen shot, Trimble said.
She added that GNC has received positive early feedback on the powder’s mixability and that she is thrilled to see how these products will make an impact as global expansion accelerates.
With the successful launch of Premier Collagen, GNC has plans for future expansions within the beauty-from-within category, including advancements in the hair care category, among others, Green shared, previewing that consumers can “expect to see some exciting newness hitting shelves later this year!”
Moving forward, Trimble added the company aims to build on its foundations in the active nutrition, wellness and weight management categories to expand into healthy aging.
“Our strategy includes growing this category alongside other GNC products focused on beauty-from-within, with new additions from our third-party partners to better meet the evolving needs of today’s consumers,” she said.
