Category
Lifestyle
Assisted Choices
Trend cluster
Category
Proactive
Anti-Aging
Collagen becomes a staple in products outside of the health market.
3.5
Trend score
Trend
What is the Proactive Anti-Aging trend?
Proactive Anti-Aging: With an internet-driven skincare culture driving a collective interest in preventative anti-aging measures, collagen in particular is being integrated in food and beverage outside of the health and wellness market, with even collagen-distilled alcohols emerging. This progression highlights the new view of self-care as essential and how new priorities informed by the wellness movement are inspiring the design of new experiences in seemingly unrelated markets.
Trend themes
Themes within the Proactive Anti-Aging trend
Three behaviours holding the trend together01
Collagen-Based Beverages
Collagen is being integrated in food and beverage, with new potent ingredients creating anti-aging beverages like the Anti-Agin' gin, and collagen-distilled alcohols emerging.
02
Adaptogens as Superfoods
Adaptogenic ingredients like activated pearls, pitaya, and blue algae are being used in superfood butters like Pearl Butter, a blend of different ingredient functions that can be used in coffee or spread on toast.
03
Collagen-Infused Supplements
Collagen and other anti-aging ingredients like hyaluronic acid and vitamin c are being used in supplements like Neocell's healthy candy chews, which provide beautifying and rejuvenating effects.
Industry implications
What the Proactive Anti-Aging trend means for industry
Where the trend changes the playbookFor
Food and Beverage
F&B companies can explore new ingredients like collagen and adaptogens to create healthier, age-defying products in an internet-driven skincare culture.
For
Beauty and Fitness
Beauty and fitness companies can look into using validated scientific ingredients like collagen to make anti-aging and rejuvenating products more accessible to consumers.
For
Natural Supplements
Companies can create nutritional solutions to a perceived lack of adequate protein or essential nutrients in diets using products like collagen-based supplements that target rebuilding skin, hair, and nails.
Workshop question
What unexpected ways can you surprise customers by reflecting new self-care practices in the lifestyle experience of your brand?
Trend signals
Trend signals for Proactive Anti-Aging
Trend score 3.5 out of 10, from popularity 54%, activity 43%, freshness 8%.
Popularity54%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Proactive Anti-Aging trend
6 featured examples from Apr 22, 2016 to Jun 13, 2017CategoryLife-Stages
Collagen-Distilled Gins
'CollaGin' is a New Gin That's Distilled with Pure Collagen
Consumer goods firms that manufacture collagen-infused products can aim to meet the rising consumer demand for beauty-enhancing and anti-aging merchandise.
CategoryLifestyle
Collagen-Infused Smoothies
The Jamba Juice Poolside Fit and Watermelon Breeze Smoothies are Tasty
Opportunity for companies in the food and beverage industry to develop collagen-infused smoothies as a new product category.
CategoryLifestyle
Adaptogenic Superfood Butters
These 'Pearl Butter' Spreads Blend Activated Pearls & Coconut Flesh
Exploring and incorporating adaptogenic ingredients in food and beverage products.
CategoryLifestyle
Anti-Aging Gin Drinks
'Anti-AGin' from Bompas & Parr Boasts Age-Defying Botanical Ingredients
Opportunity for the beverage industry to tap into the growing demand for health-enhancing drinks.
CategoryLifestyle
Collagen-Infused Soft Chews
Neocell's Healthy Candy Chews are Infused With Beautifying Ingredients
Opportunity for the dietary supplement industry to expand their product line with collagen-infused and other beauty-enhancing supplements.
CategoryLifestyle
Collagen Protein Desserts
Bulletproof's Snacks for Protein Come in Shortbread and Brownie Flavors
The health and fitness industry can capitalize on the growth of the protein supplement market by creating protein-rich snack alternatives for health-conscious consumers.
