GNC Seeks To Raise The Bar With Premier Collagen Launch
GNC has long been known for its assortment of vitamins and supplements designed to help its shoppers stay healthy and improve what’s happening on the inside of their bodies.
The specialty retailer is now expanding that focus to the exterior and recently launched Premier Collagen, which according to the company is designed to help consumers achieve youthful-looking skin from the inside out. The new line, sold under the GNC brand, features quick-absorbing marine and bovine collagen peptide formulas and was developed in response to international beauty trends, particularly the increasing demand for marine collagen in Hong Kong and South Korea.
To gain additional insight into the new line, Store Brands spoke with Rachel Kreider MPH, RD, vice president of Product Innovation & Sciences at GNC. She discussed the motivating factors that led to the development of Premier Collagen, the science behind the new line, and how the assortment will meet the evolving needs of consumers as they age.
STORE BRANDS: What led GNC to develop the Premier Collagen line, and how does it align with the brand’s overall wellness strategy?
RACHEL KREIDER: At GNC, we’ve always been at the forefront of science-backed supplementation, and collagen was a natural next step. With locations in more than 40 countries, we have great insight into what consumers worldwide are looking for, which includes clinically proven beauty solutions that fit into their everyday wellness routine. With 90 years of expertise in nutrition, we saw an opportunity to raise the scientific bar in the healthy aging space by creating a premium, highly absorbable collagen formula that delivers real results. The trend toward healthy aging is projected to grow significantly in the next five years, and Premier Collagen is a perfect, natural extension within the space.
SB: How does Premier Collagen differentiate itself from other collagen supplements on the market?
RK: Premier Collagen is centered around using clinical evidence to guide our choice of ingredients and the doses of each. Our formulas feature clinically studied ingredients, including Naticol hydrolyzed marine collagen, which has been proven in human trials to improve skin smoothness and hydration. Many other brands offer collagen, but they don’t prioritize bioavailability and efficacy like Premier Collagen. Premier Collagen’s peptides are quick-absorbing and paired with added vitamins and minerals for enhanced beauty benefits. Another thing that we are excited about within this assortment of products is the diversity of delivery formats. For example, we’ve created a delicious collagen shot because this format is extremely popular in Asia, and we wanted to bring it to all of the markets that we serve. We’re also offering diverse product formats (powders, ready-to-drink shots) that offer easy solutions for everyone, whether you’re at home or on the go. We’ve got some other delivery formats on the horizon, so more to come on that.
SB: Can you elaborate on the science behind Premier Collagen’s quick-absorbing marine and bovine collagen peptide formulas?
RK: We chose to use hydrolyzed collagen in these products because hydrolyzed collagen has been enzymatically digested to break the protein into shorter and more rapidly absorbed peptides. All of the research that we reviewed on the efficacy of collagen led us to believe that when it comes to collagen, peptides are required for efficacy. GNC’s Premier Collagen Advanced Shot specifically contains 13 grams of Naticol hydrolyzed marine collagen, which is a premium source of collagen that has been clinically proven for healthy skin and has been clinically studied in two published clinical trials with visible results like smooth, firm, and healthy looking skin. Our Premier Collagen powders feature a 10-gram blend of unflavored bovine and marine collagen that easily mixes in both hot and cold drinks and meals. These powders also contain collagen in peptide form, contributing to the absorbability and efficacy of the collagen.
SB: Why did GNC decide to launch this line under its private brand?
RK: First and foremost, we listen to our customers. They have been asking us to deliver high-quality, science-backed collagen supplements and we’re excited to meet the demand. We’ve been truly inspired by the growing global interest in proven skincare solutions, alongside the increasing adoption of healthy aging trends. Launching under our private brand gives us control over the formulation, and allows us to evaluate every ingredient, so we know they meet our rigorous quality standards.
SB: How does this launch fit into GNC’s broader strategy to expand in the beauty and wellness space?
RK: Over the past 90 years, GNC has built a reputation for innovation in supplementation, and with the global rise in healthy aging trends this was a natural extension for GNC. We are the trusted source for supplement solutions in active nutrition, wellness, and weight management, and we're now poised to expand this leadership into healthy aging. Our strategy includes growing the healthy aging category alongside other GNC products focused on beauty-from-within, with new additions from our third-party partners to better meet the evolving needs of today’s consumers.
SB: At the time of launch, GNC mentioned that demand for marine collagen in markets like Hong Kong and South Korea influenced the development of Premier Collagen. What insights from these markets helped shape the product?
RK: Our initial research was strengthened through collaboration with our teams in Hong Kong and South Korea, which reinforced that beauty and healthy aging are viewed as preventative and integral into daily life, rather than reactive or an afterthought. These markets, and others in Asia, are extremely educated and well-versed in this category — it’s second nature for most consumers, and these consumers are always looking for the “next big thing.” With this, we identified that quick-absorbing and clinically proven collagen and other targeted ingredients should be used, along with different formulations and delivery formats, so there is truly something for everyone.
SB: How does GNC stay ahead of international beauty trends, and are there other global trends influencing future product development?
RK: We utilize a variety of consumer and trend data, and we have an amazing network of in-country teams that we work with to evaluate the immediate and future trends in various categories and external influences across the wellness categories. In addition, we have a team of innovators, product designers, merchants, and global insights experts that focus on the key wellness categories that resonate with customers. This is what drives us to have the best brand assortment possible globally.
SB: What type of consumer is GNC targeting with Premier Collagen, and how does the company plan to market the product?
RK: We’re targeting both men and women of all ages who regard skincare and “beauty from within” as an essential component of their overall well-being. They value quality, prioritize products with strong efficacy claims, and are constantly searching for innovative solutions. We’re taking a premium, yet approachable, direction when it comes to marketing the product, focusing on the items in use and their everyday benefits.
SB: Where will Premier Collagen be available—exclusively in GNC stores and online, or through other retail partners?
RK: Premier Collagen is available globally through GNC stores, GNC.com, and select retail partners. We meet our customers where they are, and we’re making this product available to customers worldwide – whether they prefer to shop in-store or online.
SB: Will Premier Collagen be a standalone product, or do you anticipate expanding the beauty supplement line further?
RK: We do have long-term expansion plans for proven self-care solutions, such as advancements in the hair care category, among others. Expect to see some newness in 2025.
SB: How does this launch reinforce GNC’s commitment to innovation within its private brand portfolio?
RK: Innovation is at the core of GNC. For 90 years, we’ve been setting the standard in science-backed wellness. And with an industry-leading presence in more than 40 countries, we can stay ahead of trends, meet customer demand, and develop high-quality solutions that go beyond basic supplementation. Consumers today are overwhelmed with new brands and products popping up every day. GNC and our Premier Collagen cut through the noise with real, research-backed results.
SB: Are there other categories where GNC sees potential for premium private label expansion?
RK: GNC has built a strong reputation for innovation, particularly in the active nutrition, weight management, and healthy aging sectors. While we will always answer the call for any supplement needs that we have expertise in, we will continue to listen to our customers and put our focus on the solutions they are looking for. Expect to see more coming from GNC throughout 2025 and beyond.
