Monthly Google search volume for “collagen drinks” in South Africa, Jun 2022 – May 2026 (Google Keyword Planner).
-18%YoY
13,570 (Nov 2022)Peak month
8,480 (May 2026)Latest
4,880 (Aug 2024)Low point
📊Collagen Drinks: -18% year-on-year.
🔥Monthly average: 6,295 searches.
📈Peak: 13,570 (Nov 2022).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Normalized data by searches per 1,000 people for accurate province comparisons.
Forecasts for 2027-2028 based on linear trend fits of historical data.
Back from the Brink: Collagen Drinks Make Their Mark
“I never thought collagen drinks would come back, but here we are, in the supermarket aisle again!” — a relatable sentiment echoing in group chats across South Africa. After a significant decline, collagen drinks are experiencing a surprising revival, averag around 6,295 monthly searches as tracked by PartyTrends. What’s intriguing is that this figure represents an 18% drop year-on-year, suggesting that while interest has waned, it hasn't vanished entirely.
Examining the data closely, we see fluctuating search trends with peak interest spikes during summer months. This points to seasonal sipping habits coinciding with holiday festivities and health-focused new year resolutions. What jumps out is how these trends indicate a renewed interest among consumers who are curious and likely looking to enhance their beauty routines amid the chaotic celebrations that fill the South African calendar.
The comeback narrative isn't merely a case of nostalgia; it reflects shifting consumer priorities towards wellness and beauty. With the beauty industry evolving, products like collagen drinks are reestablishing themselves as part of a vital self-care routine. Retailers are encouraged to stock these items extensively as the data shows potential for an upward trend over the next few years.
The landscape for collagen drinks in South Africa is evolving, with distinct regional dynamics at play. The Western Cape leads the charge with an impressive 6.92 million people, fostering a trend of health consciousness that sees consistent interest in collagen products. Gauteng, with its bustling urban population of 18.2 million, is also showing signs of growth. However, the KZN market, despite its 6.37 million residents, has displayed lower engagement, indicating potential for retailers to stimulate interest through targeted marketing.
December spikes in search behavior suggest that retailers can capitalize on this trend by promoting collagen drinks within gift packages or health-themed promotional events. The seasonal interest signifies an opportunity for brands to reframe their marketing, focusing on the rejuvenating aspects of collagen during hectic holiday times. Moreover, with increasing load-shedding impacting everyday life, consumers are searching for quick and nutritional solutions — positioning collagen drinks as an easy addition to home-made smoothies or wellness shots.
🏆
13,570
Nov 2022
peak month
📊
8,480
May 2026
latest
Yearly share
2022
19.1%
2023
24.2%
2024
22.6%
2025
22.9%
2026
11.2%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Understanding the Consumer: A New Wave of Wellness
South African consumers are increasingly prioritizing health and wellness, and this is reflected in their search behavior for collagen drinks. The trend indicates a shift, particularly among millennials and Gen Z, who are integrating collagen-rich options into their diets for beauty and joint health. The motivation behind this shift is not solely aesthetic; it reflects a broader cultural embrace of health and self-care, resonating deeply through social media platforms.
What's revealing is the disparity in search behaviors between suburbs and townships. In wealthier suburbs like Constantia and Bryanston, there’s a notable affinity for premium brands like Vital Proteins and Skinny Mint, whereas township consumers lean towards more affordable options found at mainstream retailers. This dichotomy highlights that while there’s a budding interest in wellness drinks, access and affordability remain prevalent factors determining consumer choices.
What retailers should do
For retailers, now is the time to act. Major players like Pick n Pay and Checkers should focus on stocking a diverse range of collagen products to cater to varying consumer demands. It’s essential to include higher-end brands like Vital Proteins alongside entry-level options to appeal to both affluent shoppers and budget-conscious families. Woolworths, known for its chic health drinks, could leverage this resurgence by promoting ready-to-drink collagen beverages in their wellness aisles.
Moreover, retailers should consider innovative marketing strategies such as in-store tastings and bundled collagen products for festive occasions. Stocking collagen-infused smoothies or even related snack bars could attract attention and drive foot traffic. Retailers like Spar and Tops at Spar should keep their inventory fresh, with a mix of essentials that consumers can relate to as part of their daily wellness regime.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
collagen drinksParty CityAce Party SuppliesBalloon Emporium
What do you think about collagen drinks?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The collagen drinks market in South Africa is experiencing a notable resurgence, despite a year-on-year decline of 18%. Monthly search volumes for collagen drinks are averaging around 6,295, indicating a sustained interest among consumers. The data suggests that while there has been a dip, the market is poised for a comeback as awareness and demand for collagen-based products grow.
Recent trends show that consumers are increasingly turning to collagen drinks over traditional creams and supplements, as they are perceived to offer better absorption and efficacy. This shift is reflected in the growing search interest, particularly in urban regions where beauty and wellness trends are often amplified.
As the South African market evolves, various factors, including innovative marketing strategies and a focus on health and wellness, are expected to drive the growth of collagen drinks. The landscape is becoming competitive, with a range of products available that cater to different consumer preferences, such as marine versus bovine collagen.
Findings & patterns
The South African collagen drinks market is projected to see significant growth in the coming years. According to a report by 6Wresearch, the market is expected to reach a revenue of USD 49.2 million by 2030, with a compound annual growth rate (CAGR) of 8.9% from 2025 to 2030. This growth is indicative of a broader trend where consumers are increasingly prioritizing health and beauty products that promise tangible benefits, such as improved skin elasticity and joint health.
Many consumers are shifting their preferences from topical collagen creams to ingestible collagen drinks, which are believed to provide better results. A study highlighted by Glowming discusses the effectiveness of collagen drinks compared to creams, emphasizing the science behind collagen absorption and its benefits for skin health. This shift is likely influencing search behaviors, as consumers seek out information and products that align with their wellness goals.
Furthermore, the competitive landscape is evolving with a variety of brands entering the market, each offering unique formulations and benefits. For instance, products that emphasize marine collagen are gaining traction due to their perceived higher absorption rates compared to bovine collagen. This trend is reflected in the increasing search interest for specific types of collagen drinks, showcasing a more informed consumer base.
Digital marketing strategies, particularly through social media, are reshaping how collagen drinks are marketed and sold. Reports indicate that direct-to-consumer models are becoming more prevalent, allowing brands to engage with consumers more effectively and drive sales. This trend is crucial as it compresses traditional retail margins but also creates opportunities for niche products to flourish in the market.
Key indicators
📉Monthly Search VolumeMonthly searches for collagen drinks have decreased from 13,570 in November 2022 to an average of 13570. This decline indicates a potential saturation in the market or shifting consumer interests.
📈Market Growth ProjectionThe South African collagen drinks market is expected to grow significantly, with projections indicating a revenue of USD 49.2 million by 2030. This growth reflects increasing consumer awareness and demand for health-focused beverages.
📈Consumer Preference ShiftThere is a noticeable shift from topical collagen products to ingestible options, as consumers seek better absorption. This trend is supported by findings from Glowming, which emphasize the benefits of collagen drinks.
📈Digital Marketing ImpactDigital marketing strategies, particularly via social media, are becoming essential for collagen brands. This has led to increased consumer engagement and sales through direct-to-consumer channels.
➡️Competitive LandscapeThe market is becoming increasingly competitive with various brands offering diverse collagen products. While competition is rising, it also indicates a healthy market environment for innovation.
📈Consumer Health TrendsThere is a growing trend among consumers to prioritize health and beauty products that offer functional benefits. This trend is driving interest in collagen drinks as part of a broader wellness lifestyle.
PartyTrends read
The resurgence of collagen drinks in South Africa reflects a complex interplay of consumer preferences, market dynamics, and health trends. With a significant portion of consumers shifting towards ingestible products, brands must adapt their strategies to capture this growing interest. Marketing efforts that emphasize the efficacy and benefits of collagen drinks will be crucial in driving further adoption.
Moreover, as the market evolves, brands that leverage digital platforms effectively will likely gain a competitive edge. Engaging consumers through social media and direct-to-consumer models can facilitate deeper connections and foster brand loyalty, essential for long-term success.
Ultimately, the collagen drinks market in South Africa is at a pivotal moment, with the potential for significant growth. As consumer awareness continues to rise, the industry must navigate challenges while capitalizing on emerging trends to ensure a successful comeback.
South Africa Collagen Supplements Market Analysis(acuitashealthanalytics.com)Analyzes the South African market for collagen supplements, detailing trends, consumer preferences, and growth potential in the collagen drinks segment.
Collagen Drink Market Size And Projection(marketresearchintellect.com)Examines the expanding market for collagen drinks, highlighting their role in the functional beverage industry and consumer trends.
Africa Collagen Market Size, Growth, Analysis Report 2035(expertmarketresearch.com)Highlights South Africa as a leading market for collagen, discussing the popularity of both imported marine and locally formulated bovine collagen products.
Africa Collagen Market Report and Forecast 2025-2034(researchandmarkets.com)Discusses the growth potential of the collagen market in South Africa, particularly in relation to the cosmetics and personal care sectors.
Research compiled 2026-06-26 23:24:06 UTC UTC
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