China’s rapidly warming Oral Beauty collagen has ushered in a “heavyweight” player: Nestle, the world’s largest food company. Recently, Nestle Health Sciences, a wholly-owned subsidiary of Nestle, has officially introduced the famous American collagen brand “vital proteins” into the Chinese market through cross-border e-commerce to provide oral collagen products, according to Nestle’s official website today. This means that it only took Nestle one year to introduce collagen health care products into China“ As a leading star brand in the United States, vital proteins has a professional and rich product line. Its brand concept is to help consumers improve their overall health by supplementing collagen. ” Gu Xinxin, President of Nestle Health Sciences Greater China, said in a Nestle circular.
Gu Xinxin, President of Nestle Health Sciences Greater China
According to Nestle’s announcement, vital proteins is “the best-selling collagen brand of Amazon in the United States”, and has designed a variety of products according to the needs and use scenarios of different groups of people. According to the notice, the brand’s main product is “big blue can” collagen peptide powder with zero added sugar, which is suitable for light fitness people. In addition, vital proteins also has beauty collagen peptide powder for beauty lovers, which is added with sodium hyaluronate (hyaluronic acid) and 2 billion active probiotics, “helping to create healthy skin and maintain intestinal health”; As well as Matcha collagen peptide powder aimed at office workers, focusing on “helping skin antioxidant” and other selling points. It is not difficult to see that meeting the demand of beauty is one of the key points of the brand.
with vital proteins, Nestle has also recently entered a high growth area in China.
According to the consumer insight report of Tmall international cross border health products released last year, the heat of collagen has been increasing rapidly in all kinds of oral anti-aging ingredients, and the consumption scale and consumption have continued to grow. The above report shows that in 2018, the consumption scale of tmall global oral beauty products containing collagen ingredients has doubled. From 2018 to 2019, the penetration rate of this category in multiple populations has increased. Among them, the growth rate of young generation Z ranks first, and gradually becomes an important consumer group.