# Proactive Anti-Aging Collagen becomes a staple in products outside of the health market. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 22, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/proactive-antiaging ## Key Figures - Trend score: 3.5/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 22, 2016 to Jun 13, 2017 - Published: Jun 22, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Proactive Anti-Aging trend ### 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. ### 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. ### 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. ## What the Proactive Anti-Aging trend means for industry ### For 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 for Proactive Anti-Aging Trend score 3.5 out of 10, from popularity 54%, activity 43%, freshness 8%. - Popularity: 54% - Activity: 43% - Freshness: 8% ## Examples of the Proactive Anti-Aging trend 6 featured examples from Apr 22, 2016 to Jun 13, 2017. - [Collagen-Distilled Gins](https://www.trendhunter.com/trends/new-gin): 'CollaGin' is a New Gin That's Distilled with Pure Collagen (Category: Life-Stages) Implication: Consumer goods firms that manufacture collagen-infused products can aim to meet the rising consumer demand for beauty-enhancing and anti-aging merchandise. - [Collagen-Infused Smoothies](https://www.trendhunter.com/trends/infused-smoothie): The Jamba Juice Poolside Fit and Watermelon Breeze Smoothies are Tasty (Category: Lifestyle) Implication: Opportunity for companies in the food and beverage industry to develop collagen-infused smoothies as a new product category. - [Adaptogenic Superfood Butters](https://www.trendhunter.com/trends/butter-spreads): These 'Pearl Butter' Spreads Blend Activated Pearls & Coconut Flesh (Category: Lifestyle) Implication: Exploring and incorporating adaptogenic ingredients in food and beverage products. - [Anti-Aging Gin Drinks](https://www.trendhunter.com/trends/gin-drink): 'Anti-AGin' from Bompas & Parr Boasts Age-Defying Botanical Ingredients (Category: Lifestyle) Implication: Opportunity for the beverage industry to tap into the growing demand for health-enhancing drinks. - [Collagen-Infused Soft Chews](https://www.trendhunter.com/trends/healthy-candy-chews): Neocell's Healthy Candy Chews are Infused With Beautifying Ingredients (Category: Lifestyle) Implication: Opportunity for the dietary supplement industry to expand their product line with collagen-infused and other beauty-enhancing supplements. - [Collagen Protein Desserts](https://www.trendhunter.com/trends/snacks-for-protein): Bulletproof's Snacks for Protein Come in Shortbread and Brownie Flavors (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)