The global health and wellness market has transformed from a niche segment into a mainstream consumer priority. In 2023, the global market was valued at more than USD 5.24 trillion and is projected to grow steadily at a CAGR of around 5–6% through 2030 (Grand View Research). This shift reflects consumer demand for holistic solutions that go beyond treating illness, instead focusing on prevention, vitality, and long-term quality of life.
In the Philippines, the health and wellness industry is experiencing rapid growth. A 2023 report by Euromonitor highlighted that Filipinos are increasingly spending on functional foods, supplements, fitness, and personal care. Rising disposable income, a growing middle class, and a stronger awareness of healthy living are fueling demand. According to the Philippine Statistics Authority, household spending on health-related products and services continues to rise faster than overall consumer expenditure.
The pandemic accelerated this growth by changing perceptions: wellness is no longer a “luxury” but a necessity. From telehealth to supplements, Filipinos are prioritizing preventive care to protect themselves and their families.
Key Trends Driving the Market:
- Preventive Health Focus: Consumers want products that help them avoid illness and stay strong, not just treat problems after they arise.
- Beauty-From-Within: Products that support both aesthetic appeal and overall wellness (like collagen) are gaining traction.
- Convenience and Accessibility: The rise of gummies, powders, and ready-to-drink formulas over traditional capsules reflects a consumer preference for easy-to-use formats.
- Digital & Social Commerce: TikTok, Shopee, and Lazada are accelerating wellness product discovery and purchase, making it easier for brands to reach Filipino consumers directly.
For entrepreneurs and investors, these trends indicate a diverse opportunity landscape — from fitness services and wellness franchising to supplements distribution and e-commerce ventures.
The Collagen Market: Beauty Meets Health
Within the broader wellness industry, the collagen market has emerged as one of the fastest-growing categories. Globally, the collagen market is valued at USD 4.7 billion in 2023, with projections reaching USD 7.4 billion by 2030 (Markets and Markets Blog).
Why Collagen?
Collagen is the body’s most abundant protein, responsible for skin elasticity, joint health, and connective tissue strength. As we age, natural collagen production declines, leading to wrinkles, weaker joints, and other signs of aging. This creates a natural demand for collagen supplements, especially among health-conscious and aging populations.
What Consumers Want:
- Multi-Benefit Products: Modern consumers look for supplements that provide both health (joints, bones) and beauty (skin, hair, nails) benefits.
- Clean Label & Transparency: Shoppers prefer products with clinically backed ingredients and clear sourcing.
- Convenience: Collagen gummies, powders for smoothies, and ready-to-drink collagen beverages are outpacing traditional pills.
The Philippines’ Collagen Boom
The collagen supplement market in the Philippines has taken off, especially in urban centers like Metro Manila, Cebu, and Davao. Online marketplaces such as Lazada and Shopee report strong sales growth in collagen gummies and powders. Filipino consumers — particularly millennials and Gen Z — are turning collagen into a daily lifestyle product rather than an occasional purchase.
Collagen is also tied to the K-Beauty influence, with Korean skincare trends heavily shaping Filipino buying habits. The concept of “glass skin” and youthful glow has made collagen synonymous with everyday wellness and self-care.
Vitauthority: A Case Study in Collagen Success
Among the global players in the collagen market, Vitauthority has positioned itself as a standout brand by merging science-backed wellness with consumer-friendly formats.
What Sets Vitauthority Apart:
- Super Collagen Gummies: Instead of sticking to capsules or powders, Vitauthority created gummy supplements that are flavorful, convenient, and appealing to younger demographics.
- Multi-Functional Formulas: Their products don’t just focus on beauty. Many combine collagen with hyaluronic acid, vitamin C, and biotin, offering a complete “beauty-from-within” solution.
- Strong Brand Trust: With transparent labeling, clear ingredient sourcing, and thousands of positive reviews, Vitauthority has built credibility in a crowded space.
The Bigger Picture
Vitauthority is not just selling supplements; they are tapping into a consumer lifestyle movement. By aligning their brand with wellness, confidence, and self-care, they connect emotionally with their customers — an essential driver for repeat purchases.
For Filipino entrepreneurs, this provides a model: success in wellness is not just about the product, but about the positioning. Offering consumers supplements that are:
- Effective and backed by science
- Easy to integrate into daily routines
- Packaged in modern, fun, and aspirational formats
Table 1: Old vs. New — Collagen Supplement Market
| Old Way | New Way |
|---|---|
| Generic supplements with limited science-backed claims | Clinically studied collagen peptides with proven benefits |
| One-size-fits-all wellness products | Targeted formulas (skin, joints, hair, gut health) |
| Limited consumer awareness | High consumer education through digital wellness content |
Business Opportunities in the Philippine Market
For those looking to enter the Philippine health and wellness market (check IMARC for more details), here are some clear takeaways:
1. Distribution & E-Commerce
Collagen and similar supplements are in high demand online. Partnering with global brands like Vitauthority — or launching localized equivalents — offers an opportunity for online retail, direct-to-consumer distribution, and marketplace sales.
2. Franchising Wellness Concepts
Wellness is no longer just about gyms or spas. Franchises offering healthy beverages, wellness clinics, and nutraceutical outlets are growing. Entrepreneurs can explore hybrid models — such as wellness cafés that integrate functional supplements.
3. Private Labeling & Localization
With growing consumer trust in local brands, private-label collagen and wellness supplements present a scalable path. The key is to invest in quality, transparency, and branding to compete with imports.
4. Cross-Sector Synergies
Collagen is expanding beyond supplements into cosmetics, food, and beverages. From collagen-infused coffee to skincare creams, the possibilities extend far beyond pills and gummies.
Final Thoughts
The health and wellness industry is no longer an optional add-on for consumers — it’s a daily priority. Within this booming space, collagen supplements stand out as a rapidly growing segment that blends beauty, health, and lifestyle appeal.
Brands like Vitauthority show how innovation in format, transparency, and consumer connection can drive growth in an increasingly competitive landscape. For Filipino entrepreneurs and investors, this represents more than just a trend — it’s a strategic opportunity.
The future of health and wellness in the Philippines will be shaped by brands and businesses that understand this consumer shift: wellness is essential, aspirational, and here to stay.
Frequently Asked Questions (FAQ)
1. What is collagen, and why do people take supplements?
Collagen is the most abundant protein in the body, supporting skin, joints, bones, and connective tissue. People take supplements to counteract the natural decline in collagen production that happens with age, aiming for benefits like improved skin elasticity, reduced joint pain, and better gut health.
2. Are collagen supplements scientifically proven to work?
Research suggests that collagen supplementation can improve skin hydration, elasticity, and reduce wrinkles. Studies also point to benefits for joint pain and muscle recovery. However, results vary by individual and product quality. Clinical studies are ongoing (PubMed).
3. What types of collagen are most commonly used in supplements?
The most common types are Type I (skin, bones, tendons), Type II (cartilage and joints), and Type III (skin and blood vessels). Most supplements contain hydrolyzed collagen (collagen peptides), which are easier for the body to absorb.
4. Is collagen safe for everyone?
For most healthy individuals, collagen supplements are considered safe. However, people with allergies (such as to fish or eggs, common collagen sources) should be cautious. It’s always advisable to consult a healthcare professional before starting any supplement routine.
5. How does Vitauthority stand out in the collagen market?
Vitauthority emphasizes high-quality ingredients, science-backed formulations, and multifunctional blends (such as adding hyaluronic acid or vitamin C). This makes its products appealing to both beauty-conscious and health-focused consumers.
6. What’s the future of collagen supplements?
The collagen market is expected to continue growing, with innovations in delivery formats (like gummies, beverages, and functional foods) and expanded health claims beyond beauty into areas such as gut health, immunity, and sports performance.
Arun is an avid blogger and business expert. He’s been in business from the moment he finished school and hasn’t stopped growing ever since.
