In recent years, the nutrition and supplements market has been driven by a convergence of factors such as increased demand for health, wellness, convenience, and social and environmental responsibility. Nutritionists, doctors, and prescribers need to understand how these trends shape patient behavior as consumers and impact their choices, especially in categories such as collagen and bioactive peptides.
Several global reports, including Mintel 2025, Euromonitor International 2024 and 2025, Innova Market Insights 2024 and 2025, and McKinsey and Company 2023, 2024, and 2025, indicate the evolution of consumer perception regarding health increasingly connected to the search for practical, effective solutions aligned with personal values such as sustainability and transparency.
This article provides updates on the main research on food consumption behavior and supplementation, helping professionals understand how to optimize prescriptions to meet this demand.
The Evolution of Consumption in Nutrition and Supplementation
According to the Top 10 Trends 2024 report by Innova Market Insights, 84 percent of global consumers show interest in products that offer multiple functional benefits in a single solution or product. This trend, reinforced by the 2025 report, reflects a behavioral shift that emphasizes the desire to optimize health and wellness routines through intelligent, practical choices that deliver integrated results. In practice, this translates into a preference for supplements that do not focus only on a single benefit but work synergistically across different pillars of health.
Among the most valued benefits are those related to skin health, focusing on beauty from within, as well as support for joint health, immunity, gut microbiota balance, and cognitive and mental performance. Adherence to these types of products is significantly higher when consumers perceive that their choice contributes to different aspects of holistic well-being including physical, aesthetic, and emotional health.
Research reinforces that the search for multifunctional solutions is not just a matter of convenience but a growing demand for holistic approaches that consider the individual as a whole. In this context, collagen peptide supplements gain even more relevance, especially when combined with complementary active ingredients such as vitamins, minerals, antioxidants, bioactive compounds, and prebiotics that can enhance their effects and meet the needs of more conscious, demanding, and informed consumers.
A Look at the Beauty from Within Movement
Global research by Mintel 2024 and 2025 reinforces and consolidates the concept of holistic health, in which the boundaries between nutrition, health, and beauty are increasingly integrated. This approach reflects a shift in consumer mindset, where health and aesthetics are no longer seen as separate realms but as aspects that should be cared for simultaneously.
The report highlights a growing demand for supplements and functional foods that support the concept of beauty from within combined with pillars of healthy longevity and active aging. Consumers are no longer only interested in correcting superficial aesthetic concerns but in promoting cellular health that enhances overall quality of life.
According to Mintel, this demand is driven mainly by consumers seeking solutions capable of acting across multiple axes including aesthetics, metabolic health, immunity, mental health, and support for healthy aging. This drives greater adoption of scientifically validated ingredients and active compounds.
This behavior is even more evident among millennials, generation Z, and the silver generation, who increasingly value preventive strategies to delay aging effects from both functional and aesthetic perspectives, resulting in a well-nourished and balanced body.
Supplement Formats and Consumer Preferences
The demand for convenience combined with a pleasant sensory experience has transformed the supplements and functional foods market. According to Euromonitor International 2024, growth in alternative supplement formats such as gummies and ready-to-drink beverages is attributed to consumer perception that these options provide a more enjoyable, practical, and pleasurable way to supplement, especially compared with traditional formats such as tablets and capsules.
Sensory appeal including taste, texture, and visual aspects makes gummies perceived not only as a nutrient source but also as part of a self-care routine often associated with daily moments of pleasure and lightness. They are generally better accepted than capsule formats.
Similarly, the growth of ready-to-drink supplements is consolidating as a strong market trend, especially in the premium segment. According to Innova Market Insights 2024 and 2025, ready-to-drink products stand out by meeting growing demand for solutions that combine convenience, portability, pleasant taste, and clinical efficacy.
In the collagen segment, these formats are emerging as high-value options, offering a simplified consumption experience without preparation and aligned with a modern lifestyle.
Consumers are seeking more than nutritional supplements in both gummies and ready-to-drink products. They want products that integrate into their routine, provide enjoyment, and reinforce values such as well-being, self-care, health, and sustainability.
Sustainability and Supply Chain Traceability
The search for supplements that are effective, safe, and aligned with ethical values has strengthened three fundamental pillars in current consumer behavior: clean label, transparency, and sustainability. Concepts that were previously seen as differentiators are now essential prerequisites for purchase decisions, especially in the nutrition market.
According to Mintel 2025, 76 percent of consumers prefer supplements with recognizable ingredients, more natural formulations, clean labeling, and lower processing levels. This clean label movement reflects growing demand for products perceived as pure, authentic, and free of artificial components or unnecessary additives.
Traceability is also a critical factor in building trust between brands and consumers. Euromonitor International 2024 reports that 65 percent of global consumers say traceability or the ability to verify ingredient origin directly influences their purchase decisions. This concern is driven by safety, sustainability, and social and environmental responsibility. Consumers want to know where the collagen they consume comes from, how it was produced, the practices used, and whether the process respects production chains, biodiversity, animal welfare, and ESG principles including environmental, social, and governance aspects.
Sustainable nutrition is also becoming more robust. McKinsey and Company 2025 indicates that 63 to 75 percent of consumers are willing to pay more for products that demonstrably adopt sustainable practices. This includes ingredient selection, logistics, manufacturing processes, and packaging.
Innova Market Insights emphasizes that this paradigm shift has made sustainability a basic requirement rather than a competitive advantage. Consumer expectations are centered on concrete actions such as reducing carbon footprint across the supply chain, efficient management of natural resources with special focus on water use and waste reduction, and adopting raw materials with lower environmental impact while ensuring efficient waste management with by-products reused sustainably.
This new scenario redefines brand positioning and the role of health professionals. Nutritionists play an increasingly strategic role guiding patients by considering not only nutritional and functional criteria but also ethical, environmental, and social aspects linked to supplement prescriptions.
Genu-in® Collagen Supply Chain and Traceability
The transformation in consumer behavior, with growing demand for clean label, traceability, transparency, and sustainability, aligns with Genu-in®, part of JBS, one of the largest animal protein producers in the world. The company operates within a supply chain that adheres to strict standards of quality, control, traceability, and sustainability, ensuring every batch of collagen peptides comes from a responsible and auditable chain.
As part of this commitment, in 2019 JBS created the Animal Welfare Seal, certifying responsibility and establishing a unique identity for continuous improvement of best practices throughout operations.
Integrated Supply Chain
Genu-in® raw material is derived from fresh hides, ensuring integrity and quality from the source. Real-time satellite monitoring of supplying farms, following Brazilian environmental legislation, ensures they are not involved in deforestation, occupation of indigenous lands, or conservation areas. Specialized transport guarantees raw material preservation and production safety.
Quality Control and Sustainability
Genu-in® performs real-time traceability using exclusive satellite monitoring to track the entire collagen peptide supply chain with maximum transparency and security and prevent illegal practices. Extraction and processing occur in highly technological factories following Industry 4.0 principles, with fully automated and connected processes ensuring precision, efficiency, and zero waste while efficiently using raw materials.
Sustainability practices include water reuse, renewable energy use, and efficient waste management where by-products are transformed into high-value products.
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