Scoop by heaping scoop, collagen has gained mainstream interest over the past year as everyone adds the superfood to their smoothie—and in 2018, it’ll make its way into every facet of our lives.
Collagen is one of the cleanest types of protein powders, free of many additives that typically fill the supplement aisle. Consumers are increasingly interested in knowing where their food comes from and exactly what’s in it, and collagen, with its single-ingredient label, serves that demand. Collagen also has gut-healing properties and is increasingly being used to treat many modern ailments from anxietyto acne. “Collagen is a protein found naturally in our bones, joints, cartilages, and skin,” explains Bindiya Gandhi, M.D. “Unfortunately, as we age, the natural production of collagen decreases. Supplemental collagen is great for skin care, anti-aging, repairing the gut, improving wound healing, immune system, and more.”
As for why collagen is suddenly everywhere: “Emerging science is finally reaching a critical mass and trickling down to everyday consumers,” says Will Cole, D.C., a functional medicine practitioner. “People are yearning for ways to deal with the rise of the health problems we are facing as a society. Microbiome and gut health research is a catalyst for people to take responsibility for their health.”
Vital Proteins, the category leader in the collagen space, has seen 250 percent growth over the past year, and, after the influx of $19 million of capital, that number should only continue to rise in 2018. The brand recently launched collagen creamer and collagen matcha, both of which joined their existing beauty water and bone broth powder product debuted earlier this year. “Expect to see us in even more retailers nationally,” founder and CEO Kurt Seidensticker told mbg. “In the next year, collagen will become a foundational product that people use throughout their day. Our goal here is to find convenient opportunities for consumers to take collagen on a daily basis.”
Bone broth, the richest natural source of collagen, will continue its expansion to the mainstream as well. Brodo, an NYC-based broth shop, has started selling their frozen broth online, joining the ranks of larger companies like Pacific. Companies like BRU and Bonafide Provisions are redefining what broth can be, with their coffee-infused bone broth and bone-broth-based drinkable veggies, respectively.
In 2018, look to have a healthier gut as collagen infuses every facet of your day, from breakfast to dessert.
Article from mindbodygreen.com
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