Gut health, immunity, better hair, skin and nails? Colostrum promises it all in just a few daily scoops.
Following the launch of Armra, which recently expanded its flavor assortment with Sungold Apricot, the ingredient colostrum, while still niche, has been gaining traction and now a slew of brands, including Vital Proteins and Bloom Nutrition, are launching their own versions, getting in on the trend early.
Colostrum is the first milk a mammal provides after birth and when it comes to supplements, it is typically sourced from cows. And while it has existed since the beginning of time, the ingredient is starting to pick up in the wellness industry. According to Spate, searches for colostrum have grown more than 100 percent in the past year.
Brands are touting the many improvements it could provide, including immunity, gut health and beauty benefits, but experts say the research is quite minimal.
“A lot of the research samples have been smaller in nature, and not large sample sizes with definitive results. There’s a lot of controversy,” said Mark Lacy, an investment banking director at Raymond James, who specializes in healthy living.
That being said, experts agree that the ingredient is gaining buzz thanks to what it could provide.
“It is buzzy enough and successful enough that there is a market size and a desire to enter the space,” said Rachel Hirsch, founder of Wellness Growth Ventures.
Lacy added: “The important thing about colostrum is the demand is there.…Colostrum is supposed to help or alleviate a lot of ailments that people care about nowadays, like gut health, muscle recovery and immunity.”
Even though research is limited, anecdotal evidence is promising. Mega-influencers like Kourtney Kardashian Barker and Sofia Richie have touted the benefits, while brand reviews are positive, especially when it comes to gut health and muscle recovery. Erewhon has also been bullish on the ingredient, adding colostrum-based brands to its assortment and adding it to the viral smoothies. In addition, the health impacts the ingredient has on animals has been well-proven.
While users love the products and more brands launch their own versions, the question remains if the lack of research will impact the category being able to grow to the size of something like collagen. It’s not impossible. It’s just early days, experts say.
“It’s just still in its infancy stages for human consumption,” Hirsch said.
Lacy added: “The potential is certainly there. It just needs to be validated by research.”
Here, a look at five new colostrum launches.
Fasted Athlete PureGold Colostrum
$50 at fastedathlete.com and Amazon
Fasted Athlete’s newest unflavored colostrum powder is sourced from grass-fed cows in New Zealand. The product comes with 30 stick packs for convenient on-the-go use. According to the brand, this product is expected to reach $250,000 in first-year retail sales.
Bloom Nutrition Colostrum & Collagen Peptides
$30 at Target, Amazon and bloomnu.com
Thanks to health influencer and founder Mari Llewellyn Bloom Nutrition has gone viral several times over, first for its greens powder and more recently for its energy drinks. Now, the brand is looking to do the same with its colostrum iteration, which also includes collagen peptides for added beauty and muscle benefits. Industry sources say the launch, which comes in unflavored, orange cream and strawberries and cream, could reach $400,000 in first-year retail sales.
Sports Research Colostrum Powder
$54 at sportsresearch.com and Amazon
Like many others on the market, Sports Research is betting on the unflavored powder format, as many are adding colostrum to coffee, smoothies and versions of “sexy water.” Industry sources say Sports Research’s version could near $300,000 in first-year retail sales.
Cowboy Colostrum in chocolate
$69 at cowboycolostrum.com and Erewhon
Cowboy Colostrum has become a fan favorite used in signature Erewhon smoothies and, most recently, the brand tapped Isaac Boots as its lead brand ambassador. Its latest flavor chocolate could exceed $200,000 in first-year retail sales, according to industry sources.
Vital Proteins Colostrum Capsules
$45 at vitalproteins.com and Amazon
Known for its collagen peptides, Vital Proteins is also jumping on the colostrum bandwagon, though its opting for a different format than most with capsules. Industry sources say the ease and appeal of a capsule format could catapult the product to near $1 million in first-year retail sales.
