Meet the shoppers behind the segments driving functional food and beverage growth.

Each persona represents a distinct collagen-consumer archetype derived from the 2026 ITC Insights Functional Food and Beverage Survey — Collagen Consumer segment (n=1,363 collagen consumers in the US and UK). Profiles cover five age cohorts across two genders, for a total of 10 archetypes. The survey was fielded May–July 2026 across the US (n=646) and UK (n=717).

What’s inside each persona report:

Ten fully developed personas, each with:

• At a Glance: A one-page snapshot of who they are and what moves them
• Demographics: Age, gender, income, household, and region
• Usage Behavior: How often they buy, in what formats, and why
• Health Concerns & Motivations: The conditions and goals driving purchase
• Ingredient Familiarity: Awareness, understanding, and trust in the ingredient
• Shopping Behavior & Trust Drivers: Where they shop, what claims persuade them, and who they believe
• Marketing Opportunities: Where the whitespace is for this cohort
• Watch-Outs & Considerations: The messaging and positioning mistakes to avoid

Best for: brand marketers, marketing agencies, category managers, product and R&D teams, and sales teams building account-level consumer stories.