Liquid Collagen: Europe's Fastest-Growing Supplement Format

Liquid Collagen: Europe's Fastest-Growing Supplement Format

In the supplement world, one format has made a remarkable leap in recent years: liquid collagen. Ready-to-drink collagen, or "collagen shots," is one of the fastest-growing supplement segments in the European Union, expanding over 30% annually. What makes this format so popular?

Liquid Collagen's Rise in Numbers

• Growth rate in EU: 30%+ annually
• Primary target group: women aged 25–44
• Average serving: 25–50 ml shot
• Typical dose: 5–10 g collagen peptides per serving
• Price range: Premium (~$2–5 per serving)

This growth significantly exceeds the overall collagen supplement market's average growth rate (~8–10%), making liquid collagen the most dynamic format.

Why Liquid Collagen Is Winning

1. Convenience Is King

The primary selling point is absolute simplicity:

• Open and drink — no mixing, measuring, or preparation
• Pre-measured dose — no worrying about whether you got enough
• Portable — small bottle fits in your bag
• Travel-friendly — no need to carry powder and a mixing container

2. Vitamin C Fortification

Most quality liquid collagen drinks include added vitamin C. This is a strategic choice:

• EFSA has confirmed that vitamin C contributes to normal collagen formation for the normal function of skin
• Vitamin C is a required cofactor for collagen synthesis
• One product covers two needs
• The consumer doesn't need to buy vitamin C separately

This is one of the few EFSA-approved health claims that can be used for collagen products — and the liquid format leverages it maximally.

3. Premium Experience

Liquid collagen has positioned itself as a premium product:

• Aesthetic packaging — glass bottles, elegant design
• Ritual feel — a morning shot becomes part of lifestyle
• Flavors — berry, citrus, tropical options
• Social media-friendly — attractive for sharing

4. Perceived Speed

While scientifically liquid collagen doesn't work faster than quality powder (Proksch et al., 2014) (both are hydrolyzed peptides), consumers perceive the liquid form as "faster" and "more effective."

Liquid Collagen vs Powder vs Capsules

Who Chooses Liquid Collagen?

The consumer profile is clear:

• Women aged 25–44 — the largest segment
• Fast-paced lifestyle — no time for mixing
• Health-conscious — actively monitoring their well-being
• Social media-influenced — Instagram and TikTok are primary discovery channels
• Premium preference — willing to pay for convenience
• Skin, hair, and nail focus — beauty-from-within motivation

Quality Assessment: What to Watch For

Not all liquid collagen products are equal. Check the following:

Positive signs:

• Hydrolyzed collagen peptides (not gelatin)
• At least 5 g collagen per serving
• Added vitamin C (EFSA-approved synergy)
• Clear source (marine/bovine collagen)
• Minimal added sugars

Warning signs:

• Less than 3 g collagen per serving
• High added sugar content
• Vague "collagen" without specification
• No collagen amount listed in grams

European Market Specifics

Liquid collagen growth isn't uniform across Europe:

• Southern Europe (Italy, Spain) — fastest growth, beauty-from-within culture
• Scandinavia — growing quickly, focus on quality and sustainability
• United Kingdom — large market, many brands
• Baltic states — growing interest, following Scandinavian trends

Estonian Context

In Estonia, the liquid collagen trend is just arriving, but interest is growing rapidly. Estonian consumers value convenience but are also price-conscious. This means liquid collagen finds its niche primarily as:

• Gifts and special occasion products
• Travel companions
• Introduction to the collagen world (easy to start)

For daily use, many Estonian consumers still prefer powder format for its better value-for-money.

MaxFit.ee offers various collagen formats so everyone can find the variant that suits them.

Future Outlook

• Liquid collagen will continue the fastest growth among all formats
• Functional additions (hyaluronic acid, antioxidants) becoming standard
• Sustainable packaging (glass vs plastic) becoming more important
• Personalized shots (for skin, joints, sports) are on the way

Key Takeaways

• Liquid collagen grows over 30% annually in Europe — faster than any other format
• Primary audience: ages 25–44 who value convenience and premium experience
• Vitamin C fortification is a strategic advantage — EFSA-approved claim for collagen synthesis support
• Absorption is comparable to powder — convenience is the main advantage, not efficacy
• Price per serving is 3–8 times higher than powder
• Southern Europe leads growth; Baltic states follow
• For quality, look for: at least 5 g peptides, vitamin C, minimal sugars

References

• EFSA Panel on Dietetic Products, Nutrition and Allergies (2011). Scientific Opinion on the substantiation of health claims related to vitamin C and protection of DNA, proteins and lipids from oxidative damage, and contribution to normal collagen formation. EFSA Journal, 9(4), 2017.
• Proksch, E. et al. (2014). Oral supplementation of specific collagen peptides has beneficial effects on human skin physiology: a double-blind, placebo-controlled study. Skin Pharmacology and Physiology, 27(1), 47–55.
• Euromonitor International (2024). Beauty and Personal Care Supplements in Europe: Market Report.

Dietary supplements are not a substitute for a varied, balanced diet and healthy lifestyle.

See also: Collagen Powder vs Capsules | Collagen Market Growth in Europe

Browse our collagen selection at MaxFit.ee → | Vitamin C products →