Brits are turning to what they believe to be foods rich in collagen to help them look and feel their best, according to new data and consumer research findings.
Collagen is the most abundant protein in the human body, acting as the primary building block for skin, bones, muscles, tendons, and ligaments. It is believed to enhance skin hydration, reduce wrinkle depth and strengthen hair and nails, leading it to become a key component of many beauty routines.
Customer data from Ocado.com, the UK’s largest dedicated online supermarket, shows that searches for collagen are up 38% year on year with searches for foods naturally rich in collagen have also increased, such as beef bone broth (+194% YoY) alongside foods believed to contain nutrients that can support the natural production of collagen in the body, such as leafy greens (+466% YoY).
Sales of collagen products on Ocado.com have also seen a significant peak, with sales for Zooki Collagen up by 38.66% week-on-week.
Research commissioned by Ocado Retail shows that almost three in five (58%) UK consumers are now taking a greater interest in what they eat and how it impacts their appearance. More than two-thirds (68%) say they associate collagen with improving skin appearance, while almost half (46%) see the protein as a natural alternative to cosmetic treatments.
Two thirds (67%) of millennials also say they believe collagen has benefits for people their age, 10% higher than the rest of the country. Almost half (48%) also say they have actively bought more collagen-rich foods or supplements over the past year, compared with just 27% of Gen X.
Social media is playing a key role in raising awareness of the benefits of collagen, with three in five millennials saying they have learned information from health and fitness influencers and content creators.
Megan Conroy, health and wellness buyer at Ocado Retail, said: “Collagen continues to be one of the most searched-for trends within our Healthy Lifestyles range, and we’re seeing growing demand for products that make it easy to incorporate into everyday routines. In particular, liquid formats are performing strongly, with customers looking for convenient, great-tasting options that fit seamlessly into their lifestyles. With exciting innovation across flavours and formats, we expect interest in the category to continue growing.”
Sarah Carolides, head of ntrition at Zooki, said: “What’s changed in the last year is how educated consumers have become about collagen and the benefits of supporting their beauty routine from within. Customers want to know where it’s sourced, whether the dose is clinically meaningful, how well it’s absorbed, and whether it actually tastes great enough to become a daily habit. That shift from passive to informed buying is what’s really driving the growth in demand for collagen we’ve seen at Zooki.”
As wellness routines continue to evolve, the data suggests that collagen is emerging as more than just a nutritional supplement. Consumers are embracing a wide range of ingredients to support their wellbeing, reflecting a broader desire for approaches to beauty and wellness that feel both natural and nourishing.
