Retailer brands are evolving from low-cost alternatives to credible, innovative competitors to established supplement brands. According to recent global private label trend analyses, consumers increasingly perceive store brands as offering strong value — yet retailers still face a perception gap around quality, nutrition, and differentiation.
Closing this perception gap is key for those looking to enter the growing collagen market.
The power of Seagarden’s story
Head of Private Labels at Seagarden, Inger Karin Damm, helps businesses access the growing collagen market and offers advice for those who wish to tailor to increasingly quality-conscious consumers.
Her tool of choice: the story.
“At Seagarden, we believe in the power of the story. And the best stories always start with the right setup”, she says.
Produced in Norway, in the historical region of Avaldsnes, once the Viking-capitol of the north, Seagarden’s collagen has the ingredients of a good nordic tale. Told today, it carries associations with some of the world’s strictest regulations and production standards.A quality that permeates the supply chain, allowing the finished product to wear the increasingly sought-after Marine Stewardship Council’s blue fish label.
“Our focus on traceability, transparency, and quality allows our clients to build a brand story with a compelling foundation that resonates with a large proportion of consumers”, Damm says.
By communicating clearly about origin and production standards, businesses have a unique opportunity to close the quality perception gap. With Seagarden’s Premium Marine Collagen, businesses gain access to:
- Strong global demand
- Clear functional positioning
- Clean-label compatibility
- Premium storytelling potential
- Opportunities for differentiation
Video: Here’s Inger Karin’s take on what’s important to Seagardens customers.
Tell a unique story
If you’re considering taking part in the growing collagen market, Damm and her team are ready to set you up from the start with the right ingredients for a unique story.
“We love exploring new possibilities with our clients. By channeling our shared creativity into unique blends of flavors, vitamins, and minerals, we develop concepts that appeal to clearly defined consumer segments. Even packaging, such as the increasingly popular pouches, is an arena for us to start differentiating your product”, she says.
“From adding a unique blend of flavors, vitamins, and minerals to developing creative packaging, that appeals to the right consumer segments, we’re ready”, Damm says.
The traceability of Seagarden’s Premium Marine Collagen sets the stage for those who wish to complete the story — with their own unique voice. With Seagarden’s Salmon Collagen, Made in Norway-certified, businesses have an unprecedented chance to build on unique products originating from Norway.
“We like to say that our Premium Marine Collagen has premium storytelling potential. And everyone loves a good origin story.”