Healthspan trend drives up demand for collagen products in Asia-Pacific

Market valued at $558m in 2024, with retailers seeing growing sales in S'pore

- Alyssa Woo

Drinkable beauty - a modern-day elixir of youth - is a big business.

These potions in question, which come in liquid, powder, or jelly form, are made predominantly with collagen, which is said to aid in the healing of damaged skin and help the body to produce its own collagen.

The growing demand for such collagen products in the Asia-Pacific, including Singapore, has made it the fastest-growing market, valued at US$415.5 million (S$558 million) in 2024, according to Mordor Intelligence.

It is projected to grow at a compound annual growth rate of 5.15 per cent over the next five years.

Some retailers told The Straits Times that they are seeing more sales of such items to Singapore consumers.

Ms Yang Hu, Euromonitor International's insight manager for health and beauty in Asia, said the influence of ingredient-led trends that originated in skincare has extended to beauty supplements, and demand for such supplements is driven by healthspan-craving consumers.

Healthspan refers to the number of years someone is healthy, in contrast to lifespan, which refers to the number of years someone is alive.

Healthspan was identified as the top global consumer trend of 2025 by market research provider Euromonitor International.

Ingredient-led trends are the trends of beauty supplements or skincare products containing at least one standout ingredient, such as collagen.