Plant-based collagen: a market shift or a strategic redefinition?

The question of whether collagen can truly be vegan, as posed by a recent Straits Times Life report, moves beyond a simple matter of biological origin. It touches instead on how industry defines and markets a category that has historically relied on animal byproducts. Holistic Way’s new hibiscus-derived formula, VC-H1, represents one such plant-based alternative. A 12-week study involving 98 adults, aged 35 to 60 with dry skin and wrinkles, reportedly showed improvements in skin hydration, elasticity, and wrinkle appearance after daily consumption of 1.5g of hibiscus extract.

This development is not merely about an ingredient swap; it signals a potential re-evaluation of what constitutes 'collagen' for consumers. For decades, collagen, a protein found in animals, has been marketed as essential for skin health, often sourced from marine or bovine origins. The market for these products, particularly in the Asia-Pacific region, has seen consistent demand. Yet, the introduction of plant-based alternatives like VC-H1, which aim to help the body produce collagen rather than directly supplying it, challenges the fundamental premise of the product category. The Straits Times article itself acknowledges the question: “Can collagen be vegan?”

The industry’s response to this question reveals a tension. Companies like Holistic Way are not creating 'vegan collagen' in the sense of replicating animal collagen's molecular structure from plants. Instead, they are offering compounds that support the body’s natural collagen synthesis. This distinction, while scientifically precise, could easily be blurred in marketing, leading to a consumer perception shift where 'collagen' becomes synonymous with 'collagen-supporting ingredients,' regardless of source.

Consider the established market for animal-based skincare, which, as a 2025 South China Morning Post report noted, includes diverse ingredients from bee venom to salmon sperm. This segment thrives on specific, often exotic, animal-derived compounds. The proliferation of plant-based options does not necessarily negate the demand for these traditional offerings but rather segments the market further. For consumers in Thailand and across Asia-Pacific, who are increasingly attuned to both ethical sourcing and product efficacy, this presents a choice that was previously unavailable.

The broader implication

The more significant implication lies in the redefinition of a product’s core identity. If the efficacy claims of plant-based alternatives like VC-H1 hold up — a 12-week study, even with reported positive outcomes, forms only one piece of evidence — then the traditional animal-derived collagen industry might face pressure to justify its continued prominence beyond mere historical precedent. The marketing of these new products will likely focus on the ethical and sustainable advantages of plant-based sourcing, a narrative that resonates with certain consumer demographics. This shift forces a reckoning for legacy brands: will they adapt their messaging or risk being perceived as less innovative or less aligned with evolving consumer values?

The market’s natural inclination is to expand rather than contract. What we are observing is less a direct replacement and more an expansion of the 'collagen' concept. The challenge for both producers and consumers will be to discern whether these new alternatives offer comparable benefits, or whether they simply represent a different, albeit compelling, path to the same desired outcome. The answer to 'Can collagen be vegan?' may therefore be less about chemistry and more about commerce, redefining a term to encompass new solutions.