Animal-Based Wellness: Protein, Tallow, and Colostrum Surge

Consumers are increasingly drawn to animal-based products for health and beauty, reversing a trend toward plant-based alternatives. From high-protein diets to tallow-based skincare, a shift towards ingredients our bodies readily recognize is underway.

Protein’s Resurgence

After adopting a high-protein diet, Siff Haider, founder of Arrae, reported enhanced skin radiance, improved focus, and stronger muscles. This mirrors a broader consumer shift toward animal-based products in wellness and beauty, encompassing high-protein diets and supplements.

Catherine Lockhart, founder of Shelter Skin, manages her PCOS symptoms using natural, beef tallow-based creams. This mirrors a larger consumer movement, as people are returning to animal proteins.

Circana executive vice president, Chris DuBois, noted the end of meat demonization. Experts suggest this trend stems from protein’s benefits, including muscle gain, satiety, and thicker hair. Muscle loss from GLP-1 usage has also accelerated this trend.

“Everyone’s shifting back because protein is one of the few vitamins and supplements that have heavily been researched and validated,”

—Mark Lacy, Raymond James Director

Women are driving this trend, with longevity taking precedence over bodybuilding. Haider highlights the importance of protein for women’s long-term bone health, supported by experts like Dr. Gabrielle Lyons and Dr. Stephanie Estima. Companies now target women, leading to market growth, as evidenced by Momentous, a supplement brand, which now has a 50/50 split between male and female customers.

Social media, especially TikTok and Reels, showcases athletic women using these supplements. Experts emphasize that plant-based proteins, lacking a complete amino acid profile, are less effective, more processed, and more expensive than animal-based options. Milk alternatives are also losing ground.

According to the USDA, ground beef remains a $15 billion category, growing 10-11% annually, despite high prices. This highlights the enduring popularity of animal protein in the market.

New Products and Formats

The protein bar company David, which provides 28 grams of protein per flavored bar, recently raised $75 million. These bars are popular due to their flavors and the use of EPG, a plant-based fat alternative that reduces calories. DuBois predicts more categories will incorporate real animal protein, expanding beyond just dairy and meat.

Khloé Kardashian’s Khloud popcorn, containing seven grams of protein per serving, has garnered 4.5 million weekly views on TikTok. Arrae’s Clear Protein + combines 15 grams of grass-fed protein, electrolytes, and collagen.

Haider emphasizes the demand for convenient protein options. Complementary products are also gaining traction, like AmplifyeP24, an enzyme supplement, and amino acids from brands such as Kion and BodyHealth.

Beyond Protein

Experts predict consumers will become more knowledgeable. Animal-based supplements, like colostrum, are also gaining traction. Collagen from cows and fish remains popular for skin and joint health.

Colostrum supplements have seen a 1,000% rise on TikTok. While clinical evidence is limited, consumers are drawn to its claimed benefits. Cowboy Colostrum and Cymbiotika offer different versions of colostrum, and Ballerina Farm combines protein, colostrum, and collagen.

Perelel and Arrae are betting on animal-derived collagens. Tallow-based products are also increasing in popularity. Beef tallow skincare searches are up over 1,000% from last year, with 11 million average weekly views on TikTok.

Thomasina Hutchins of Primally Pure highlights tallow’s benefits for skin. Consumers are more open to animal-based skincare. Bethany McDaniel, founder of Primally Pure, believes tallow is a whole, bioavailable ingredient.

Lockhart finds tallow an effective ingredient. While tallow can be costly, experts see more brands launching their own versions. The trend towards animal-based offerings reflects a desire for unprocessed products.

The global collagen market, valued at USD 4.87 billion in 2022, is projected to reach USD 7.57 billion by 2030, underscoring the rising consumer interest in these ingredients (Grand View Research, 2023).

“Consumers are craving transparency and time-tested solutions,” said McDaniel. “People are waking up to the idea that wellness isn’t about more products or complicated routines — it’s about getting back to what our bodies inherently understand and thrive on.”