What's Happening?
Vital Proteins, a well-known collagen supplement brand, has entered the ready-to-drink (RTD) market with its new Collagen & Protein Shake. This product is formulated with 30 grams of protein and 10 grams of collagen peptides per serving, aiming to provide functional benefits for skin, hair, nails, bones, and joints. The launch comes as consumers increasingly seek convenient ways to boost their daily protein intake while supporting overall wellness. According to Jill Abbott, Vice President of Marketing Strategy and Innovation at Vital Proteins, the product aligns with consumer preferences for value-added solutions and new formats, particularly RTD options. Research indicates that 43% of U.S. beauty supplement consumers prefer RTD formats, highlighting a growing trend towards food-and-beverage-based supplements.
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Why It's Important?
The introduction of Vital Proteins' RTD shake represents a significant shift in the beauty and wellness industry, merging traditional protein shake benefits with beauty-enhancing properties. This move taps into a growing consumer demand for multifunctional products that support self-care and satiety. The product's clean label, with no added sugar or artificial ingredients, caters to health-conscious consumers seeking transparency and efficacy. By targeting women aged 35 to 54, who are particularly interested in collagen supplements, Vital Proteins is poised to capture a substantial market segment. The launch also reflects broader industry trends towards convenient, ready-to-drink solutions that integrate beauty and wellness benefits.
What's Next?
The Vital Proteins Collagen & Protein Shake will be available in four-packs at Walmart stores nationwide this month, with expansion to Costco in September. The brand plans to extend availability to additional retailers later this year. This launch is part of Vital Proteins' broader innovation strategy, which involves continuously evaluating its product portfolio to align with consumer preferences and market trends. The company remains open to exploring future innovations in the RTD category, guided by market research and consumer insights.
Beyond the Headlines
The launch of Vital Proteins' RTD shake may influence other brands in the beauty and wellness industry to explore similar multifunctional products. This trend could lead to increased competition and innovation, driving advancements in product formulations that cater to holistic health and beauty needs. Additionally, the focus on clean labels and transparency may push industry standards towards more sustainable and consumer-friendly practices.
