Marine collagen is taking up space in the food supplement market. Sold as an anti-aging remedy, the molecule appeals to all consumer profiles.
Food supplements are increasingly finding their way into French people’s cupboards. Available in pharmacies, self-service, supermarkets or online, they have become essential in the daily routine of many fans.
The star of all: marine collagen. Besides, Jennifer Aniston swears by it, for its anti-aging properties.
While the well-being and beauty markets are exploding and “clean” beauty is trending on social networks, this supplement, among the myriad offered, combines the best of both worlds
Extracted from fish skins, bones or scales, its benefits are praised for the skin, hair, nails, bones and muscles.
Companies target their buyers from the age of 25, an age from which the body naturally produces less and less. In 2023, collagen, also used in the manufacture of gelatin, represented a global market of 10 billion dollars.
A thriving market
Proof of the desire aroused by marine collagen, in 2020, the giant Nestlé Health Science acquired a majority stake in the capital of the American leader in collagen-based food supplements, Vital Proteins. Present in North America and Europe, you have surely already spotted its blue boxes in pharmacies or supermarkets. Or even in the arms of your favorite influencer or star. Since this acquisition, the brand has continued to gain ground and its market share has increased by another 3.5% over the past year, according to Forbes.
-In France, too, it’s a business that works. The country is one of the largest consumers of food supplements in Europe. In 2023, this represented a market of 2.7 billion euros, according to the National Union of Food Supplements. Marine collagen is the star.
“It represents 10% of our sales,” confirms Lucas Pinos, co-founder of Novoma, an SME with 33 employees based in Toulouse.
This French brand has experienced impressive growth. Its turnover increased from 8 million euros in 2023 to 14 million in 2024. Present in pharmacies, on Amazon or via its website, Novoma highlights its transparent approach and the traceability of its components. It sources its marine collagen from Naticol, a subsidiary of Weishardt, one of the world’s largest producers of gelatin and marine collagen, based in Tarn.
Aimed at several types of consumers
“Our success can be partially explained by a ‘trend’ effect in recent years. It is now fashionable to take care of yourself beyond appearance. Anglo-Saxon countries and certain Asian countries have adopted this been practicing for longer”, Lucas Pinos.
This is actually a trend across Western Europe. The Italians and Germans, in that order, are the biggest consumers of “well-being” cures based on food supplements. Moreover, Novoma mainly exports to our transalpine neighbors.
Where marine collagen stands out from all other supplements, such as vitamin C, zinc or hyaluronic acid, and what makes it successful is that it is aimed at a wider range of buyers . For young people, fans of self-care, beauty and sports, because it would slow down aging and strengthen the bones, and for the less young, to support their joints.
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