Rising public interest in bone broth, driven by renewed interest in collagen for healthy and active lifestyles, increased retail sales in dollars threefold to US$19.7 million from 2015 to 2016. This presents a significant growth opportunity for food and beverage marketers. Bone broth is enjoyed by consumers as a food or beverage and is touted by athletes and nutrition experts for its myriad health benefits. Increasingly, it is regarded by many as a nutritious source of protein and collagen.
Collagen, traditionally viewed as a supplement for hair and joints, is now seen as a generally nutritious source of quality protein. From 2017 to 2018, sales of collagen products to individuals who use protein supplements increased 751%, totaling $8.7 million. These early adopters are important influencers of broader nutrition trends and should be key targets for food and beverage brands.
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