“While our legacy is rooted in collagen, today we are also focused on expanding our products, which includes introducing elevated offerings with functional ingredients in addition to products that tap into emerging and trending ingredients—like our new Colostrum Capsules," said Chris Brody, senior director of marketing at Vital Proteins.
Consumer demand for bovine colostrum products, particularly within e-commerce channels, is increasing, with data from Precedence Research showing that the global colostrum market size was valued at $3.61 billion in 2024 and is projected to reach approximately $7.34 billion by 2034.
The North American market accounted for approximately one-third or $1.23 billion in 2024.
Meeting consumer demand for digestive and immune health
According to Brody, the company identified a significant opportunity in colostrum supplementation.
“Research we conducted indicated more than 60% of U.S. consumers are using supplements for their digestive health, while more than 72% of collagen users are using digestive health products,” he explained.
“It was clear to us there was an opportunity to level up our commitment with a Vital Proteins colostrum offering that could appeal to both collagen and non-collagen users alike.”
Unlike many colostrum powders on the market, the new offering is available in capsule format.
“No dry scooping is required—just three daily capsules, which can be taken all at once or divided throughout the day to fit seamlessly into existing routines,” Brody said.
This format targets user pain points regarding consistent dosing and convenience, making products more accessible to new and existing users.
Commitment to ethical sourcing and transparency
With sustainability and transparency becoming key industry trends, Vital Proteins has adopted an ethical sourcing approach for its colostrum products.
“Vital Proteins has always been committed to transparent and responsible sourcing for our collagen peptides, and that practice is no different when it comes to our colostrum,” Brody said.
The bovine colostrum in the Colostrum Capsules is sourced from U.S. cows, and the supplement features the company’s “calf-first promise”. This practice ensures that the colostrum is sourced only from excess production after newborn calves have been adequately fed.
Aligning with premiumization trends
Brody said the new colostrum launch aligns with the broader industry trend toward premiumization and high-quality ingredient sourcing.
To capture consumer attention in a crowded market share, consumers need to “know they’re getting formulas with ingredients needed to manage their health and that the science is there to prove it,” he explained.
The product has been positioned to support gut health and immunity, expanding the brand’s portfolio beyond its traditional collagen-based products.
“Being the leaders in collagen, we’re proud to halo this equity into our Colostrum Capsules launch, in recognition there is a symbiotic relationship between consumer trust and what they are willing to spend on,” Brody added.
E-commerce drives distribution strategy
Vital Proteins has opted for a direct-to-consumer distribution strategy for its Colostrum Capsules, leveraging its website and Amazon as primary sales channels. Subscription pricing models have also been integrated into the sales strategy, allowing customers to streamline future purchases.
The initial success of the online launch is expected to pave the way for expansion into brick-and-mortar retail.
“Direct-to-consumer and Amazon distribution provides credibility as we look to enter additional channels,” Brody said. “In fact, we already have interest from brick-and-mortar retailers and look forward to where we can take Vital Proteins Colostrum Capsules next.”
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