Collagen supplements have been flying off retail shelves for several years now, and sales just keep on soaring. According to New Hope Network's Nutrition Business Journal, this market grew almost 20% in 2023, reaching $784 million, and then increased an estimated 19% in 2024. This year, NBJ expects collagen sales to blow past $1 billion.  

Like any popular category, collagen supplements spark lots of questions in the aisles. Consumers still ask about these products’ health benefits and how to incorporate them into their daily routines, but as the category and its customers mature, the inquiries, naturally, become more in-depth.

As ever, independent natural products retailers should be armed with accurate info to share. We sent out our Secret Shopper to see how one store handled a more complex question about collagen.

Natural Foods Merchandiser: Do collagen supplements count toward my daily protein intake?

Retailer: Hmmm … technically, yes, I think they do. But collagen isn’t necessarily a one-to-one swap for protein-rich foods or even protein powders like whey or pea. It’s a protein, yes, but collagen is generally a lower-quality protein.

Natural Foods Merchandiser: Oh, I definitely still try to eat plenty of protein-rich foods, and I don’t think of collagen as a substitute. It’s just that I’m in my late 40s now, so I take collagen supplements every day to give my aging skin, bones and joints an extra boost. So that made me wonder … on days where I may fall a little short on protein intake, can my collagen supplement help make up the difference?

Related:Secret Shopper: Are gummy supplements as effective as pill-form supplements?

Retailer: I see. Yeah, I think it can. I mean, collagen can be great for women as they age, so I guess that would make it a win-win!

How did this retailer do?

Vanessa King

Our expert educator: Vanessa King, MS, RDN, CDCES, a registered dietitian nutritionist and spokesperson for the Academy of Nutrition and Dietetics

The retailer did a great job of acknowledging changing nutrition needs as we age. Collagen production decreases with age, especially affecting postmenopausal women and older adults. This reduction can show up as wrinkles and joint pain. Collagen supplements may help to keep body stores up, but it’s important to note that we can’t impact how the oral collagen is used in our body. Taking a collagen supplement doesn’t guarantee increased collagen stores. If other proteins are needed, the body will prioritize and build protein over collagen. 

The retailer also had some knowledge of collagen. Yes, it can be counted toward total protein intake. However, collagen doesn’t contain an equivalent amount of some essential amino acids that our body can’t make on its own. Traditional protein supplements are usually whey or soy based, providing branched-chain amino acids (BCAA), which are beneficial for building muscle and improving body composition. Collagen has a low volume of BCAAs. But hydrolyzed collagen’s small molecular size and high levels of the amino acids arginine and proline make the BCAAs more bioavailable.

Due to its large size, collagen can’t be absorbed in its whole form. Hydrolyzed collagen products break down the large collagen protein into smaller peptides, making it more soluble and bioavailable in the body. The container may be labeled hydrolyzed collagen or collagen peptides. 

Some foods also provide collagen, such as bone broth. In addition, our body requires other nutrients such as vitamin C and zinc to synthesize collagen. A balanced diet promotes collagen production. Enjoy lean proteins, colorful fruits and vegetables, and whole grains.