Uncovered October: creatine, collagen and 2025 trends 🚀
Nutrition Integrated
Specialist market insights for the active nutrition sector
Welcome to October’s edition of Uncovered.
As the end of the year approaches, focus inevitably shifts to trends and what we’ll be seeing over the next 12 months. This year, we’re taking a slightly different approach that aims to help you both know what’s trending and how to make the most of those trends. Our webinar, 2025 trends… done differently is taking place on Tuesday 15th October, you can register here or using the link below, if you haven’t already.
We’re also looking at the use of actives and VMS ingredients across different collagen formats, the explosion of creatine, and what the term ‘clean label’ really means.
Until next month!
Three things to know this month
We’re constantly crunching the data to stay on top of the latest trends in active nutrition. Each month we’ll share a round up of some of our most interesting insights.
Actives & VMS ingredients across collagen formats
We wanted to understand how actives and vitamins and minerals are used in collagen products, and how this differs between format – if at all – so we dived into our data to find out.
Going back to basics with creatine
Chances are, you’re seeing creatine, well… everywhere. But what are the trends? Read on for a run down of what we’re seeing in our data.
What is a clean label?
Clean label is a term we'll all be familiar with, but there's so much more to it than just being natural. In our latest blog, we look at the concept of clean label, the different factors at play and some of the brands getting it right.
Product spotlight
We update our database with new products as they become available, meaning our insights and analysis are the most up-to-date out there.
Clinique La Prairie Age Defy & Energy set
This set packages up three different active-packed supplements with a luxurious eye mask to “invigorate your body and mind through regeneration, immunity, and energy restoration.”
Why it’s interesting
Agelessness is a trend that’s going nowhere and it’s interesting to see the different approaches brands are taking. In this instance, it’s a (seriously) premium offering, retailing at 1,080 CHF (£965 / $1,263 at the time of writing). But it raises the question: how much are consumers willing to pay to be ageless? If this set’s anything to go by – quite a lot.
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6D Sports Nutrition Sports Ice gel
A freezable carbohydrate gel with added sodium. Delivering 30g carbs per serve, it’s designed to keep users cool in hot conditions.
Why it’s interesting
On paper, this is a cool innovation (pun intended), but once we started thinking about it we started questioning the practicalities of it. How long will it stay frozen once it’s out of the freezer and being carried next to a warm body? Won’t melted gels = a sticky mess? And you can’t refreeze them once they’ve thawed. Innovation or gimmick? You decide.
Applied Nutrition pure creatine gummies
These creatine monohydrate gummies aim to provide a “quick, easy and delicious solution” to taking creatine.
Why it’s interesting
One serving size is four gummies – not as high as some creatine gummies (20% have a serving size of 6+), but higher than most (nearly three quarters of creatine gummies have a serving size of three or less). It’s also interesting to note the ‘brain health’ claim here in addition to physical benefits, showing the evolution of creatine into a broader benefit space and something we’re likely to see more and more of going forward.
AVAILABLE NOW
Report: Collagen – the beautiful protein
Our new report explores the role of collagen in active nutrition and its growing importance in our sector. A product that taps into multiple key trends, the collagen category continues to experience significant growth. But in an increasingly saturated space, there is a challenge when it comes to differentiation. This report is for anyone looking to understand the collagen landscape better to help identify those whitespace opportunities, exploring: category landscape and architecture, collagen per serving, preferred collagen sources, the role of collagen quality, top actives, branded ingredients and price per serve.
WEBINAR
2025 trends… done differently
Tuesday 15th October, 2.30pm (BST) / 3.30pm (CEST)
Come and join us as we look at the trends and dynamics that are influencing the nutrition landscape in 2025. As we move towards the end of the year, the topic of trends becomes a popular one. But often, the trends that are identified can feel quite obvious. That's why we're taking a slightly different approach. In this webinar, we'll be looking at what's underpinning the trends that have been successful, and the principles and dynamics that are driving this success. Our aim? To help you not only know the trends, but also understand how to make the most of them when it comes to developing the next generation of innovative products.