Gelatin: Building a Data Driven Product Marketing Plan

Gelatin Market Overview

The global gelatin market is at an important stage in the market lifecycle. This market is experiencing shifts due to new technology, changing customer preferences, and new concepts of sustainability. While a classic ingredient in desserts gelled desserts, marshmallows, and puddings gelatin is also used in versatile applications, garnering attention in the sports nutrition, pharmaceutical and cosmetic industries. This increased attention also increases complications due to the increased prevalence of plant and vegan diets. 

The gelatin market is complicated and is experiencing fundamental shifts. Gelatin is an animal product and is created from collagen, a protein, in animal skins, bones, and connective tissues. Gelatin is an ingredient in confectionery, bakery, and dairy products, and is also used in capsules and medical coatings, as well as beauty supplements marketed to improve skin, hair, and joints. Gelatin is used in gelling and stabilizing, textures and consistencies. Lately, the focus of the world is on veganism and plant-based diets, giving people and companies the idea of plant-based, unsustainable substitutes. These unsustainable substitutes in food, sports nutrition, and functional food markets are bioengineered plant substitutes, including agar, pectin, and carrageenan.

Rising Demand in Sports and Nutrition 

Gelatin’s usage in nutritional supplements and energy gels has propelled the market's growth. Gelatin helps with calming the appetite, recovery of muscles, and flexibility of the joints, which is why athletes and fitness fanatics enjoy using these products. North America is seeing more than 40% growth in sales of energy gels, with gelatin-based products leading the expansion.   

This increase coincides with the global popularity of endurance sports, including cycling, triathlons, and marathons. As gelatin products designed for performance and recovery become more gelatin products focused on performance and recovery, the active lifestyle trend will increase the demand for these products through 2030. 

Building a Data-Driven Marketing Strategy 

For gelatin industry companies, using a data-driven approach to marketing is a necessity for the future. Understanding market segments by dietary preference, the behaviour of consumers, and tracking demand for different regions helps predict market shifts. Sustainable sourcing, transparency, investing in research and development for plant-based alternatives and flexibility will increase a company’s brand equity and will increase its chances for incremental growth.

Gelatin producers must always consider both the traditional and innovative sides of the industry. Using analytics and tracking product diversification produces excellence and maintains a competitive status. Trends and ethical values of consumers must be documented, enabling the industry to broaden its horizons and prosper immensely.