Vital Performance

What Vital Performance does

Vital Proteins is a US-based consumer wellness brand positioned as America's #1 Collagen Brand based on Circana, SPINS, Stackline (Amazon), and Nielsen (Whole Foods) data ending February 2026. The company's product portfolio centers on bovine-derived collagen peptides, formulated as powders (e.g., Collagen Peptides with Hyaluronic Acid and Vitamin C, Ice Pop limited edition, Advanced Collagen Peptides + Creatine), standalone Creatine, Ready-to-Drink shakes, and gelatin. Formulations are positioned as gluten-free, dairy-free, paleo-friendly, and free of artificial sweeteners, and target four consumer use cases: beauty-from-within (hair, skin, nails), active lifestyle and recovery, professional-grade supplementation via the Vital Proteins Professional (HCP) sub-brand, and specialized dietary lifestyles including pescatarian. Vital Proteins is backed by Nestlé Health Science as a strategic and financial partner within Nestlé's health and wellness portfolio.

Vital Proteins operates a hybrid go-to-market combining direct-to-consumer e-commerce (vitalproteins.com) with a subscription program offering 15% off plus free shipping, a B2B wholesale portal (wholesale.vitalproteins.com), and broad physical retail distribution spanning MULO+ chains, the natural channel, Amazon, and Whole Foods, with a store locator supporting offline discovery. Pricing is unit-based at roughly $22.99-$39.99 for powders and $9.99 for RTD shakes, with the subscription tier functioning as the recurring revenue lever. Marketing is content-led, anchored on Collagen 101 educational material, the Lively Blog, an email newsletter with a 15% first-order incentive, and the #VitalVersity community hashtag, supported by press release activity. The registered "Vital Proteins" trademark and the #1 brand ranking across four major US retail datasets constitute the principal intangible assets supporting the company's market position.

Name

Vital Performance

Legal name

Vital Proteins

Website

https://vitalperformance.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Vital Proteins is a US collagen and protein supplement brand, positioned as America's #1 Collagen Brand, selling powders, creatine, and ready-to-drink shakes via DTC, wholesale, and major US retail channels to beauty, fitness, and specialized-diet consumers.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Proteins & Functional Nutrition Ingredients (Plant/Animal Proteins, Collagen, Amino Acids) (CRADAOAJ), Amino Acids & Peptides (BCAAs, Collagen Peptides, Bioactive Peptides, L-Theanine) (AFAJAKAG)

Keywords

• Collagen supplements
• Protein powders
• Dietary supplements
• Beauty wellness nutrition
• Active lifestyle supplements

Headquarters

HQ city

Franklin Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through vitalproteins.com DTC storefront. Customers purchase directly with options for one-time purchase or subscription.
2. Wholesale Distribution: B2B wholesale channel through wholesale.vitalproteins.com for retailers and distributors.
3. Subscription Revenue: Recurring subscription model offering 15% discount on every order plus free shipping, generating predictable recurring revenue from loyal customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Vital Performance (operating as Vital Proteins) manufactures and sells collagen peptide powders, ready-to-drink collagen and protein shakes, creatine monohydrate supplements, and beef gelatin products formulated for beauty-from-within and active-lifestyle use. Offerings include flavored and unflavored collagen powders, collagen + creatine combination SKUs, ready-to-drink shakes, and a professional line (Vital Proteins Professional / HCP) targeting healthcare practitioners. Products are positioned as clean-label, gluten-free, dairy-free, paleo-friendly, and free of artificial sweeteners.

Product overview

Vital Proteins is a collagen and protein supplement company positioned as America's #1 Collagen Brand (per Circana Omnimarket data). The product portfolio centers on collagen peptides and protein powders, supplemented by ready-to-drink shakes, capsules, and gummies. The powder lineup includes seven products spanning collagen peptides, collagen-protein combinations, and standalone creatine supplements. The company also offers a professional line (Vital Proteins Professional) targeting health care practitioners. Key product differentiators include gluten-free, dairy-free, and paleo-friendly formulations, with added ingredients such as hyaluronic acid and vitamin C.

Differentiator

Problem solved

Functional benefit

Brands

• Vital Proteins Professional: Professional line of collagen products targeted at healthcare practitioners and professionals.

Products and services

• Vanilla Collagen & Protein Shake (Ready to Drink) Ready-to-drink protein shake combining collagen peptides with protein in vanilla flavor, sold as a single unit at $9.99 for individual consumers seeking on-the-go collagen and protein supplementation.
• Ice Pop Collagen Peptides (Limited Edition) Limited edition collagen peptides powder in an ice pop / lemonade-inspired flavor, sold as a 24oz canister at $39.99 for individual consumers.
• Advanced Collagen Peptides + Creatine (Unflavored) Combination supplement pairing collagen peptides with creatine monohydrate in an unflavored format, priced at $24.99 for active-lifestyle consumers seeking collagen and creatine in one product.
• Advanced Collagen Peptides + Creatine (Strawberry Lemon) Combination supplement pairing collagen peptides with creatine monohydrate in a strawberry lemon flavor, priced at $24.99 for active-lifestyle consumers.
• Vital Proteins Creatine Standalone creatine monohydrate supplement priced at $22.99 for active-lifestyle and fitness consumers.
• Chocolate Collagen & Protein Shake (Ready to Drink) Ready-to-drink protein shake combining collagen peptides with protein in chocolate flavor, sold as a single unit at $9.99 for individual consumers.
• Beef Gelatin (Unflavored) Beef-derived gelatin powder in unflavored format priced at $30.00 for individual consumers.

Quantifiable outcome

• Muscle protein synthesis peaks with 20-26 grams of high-quality protein intake

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bulletproof: Direct competitor in collagen protein and performance nutrition, with overlapping premium DTC positioning and content-led marketing to biohacker/lifestyle consumers.
• Further Food: Direct competitor in collagen peptides and functional beauty/wellness supplements, using DTC, subscription, and content-led marketing comparable to Vital Proteins.
• Designs for Health: Direct competitor via the practitioner/professional channel, selling professional-grade collagen and functional supplements to healthcare providers.
• Thorne: Direct competitor with a premium professional-grade supplement portfolio and an HCP/practitioner channel analogous to Vital Proteins Professional.
• Ancient Nutrition: Direct competitor in collagen peptides and bone-broth protein powders, multi-SKU functional supplements sold DTC plus in major retail. Overlaps head-to-head with Vital Proteins on collagen peptides and beauty-from-within positioning.
• Primal Kitchen: Direct competitor in collagen/protein/paleo-friendly products with similar retail footprint; competes head-on for the same paleo-conscious wellness shopper.
• Orgain: Direct competitor in protein powders and ready-to-drink shakes with broad retail distribution and clean-label positioning; overlaps Vital Proteins on RTD and powder formats.
• Garden of Life: Direct competitor in clean-label protein powders and sports nutrition sold through natural and MULO+ retail; competitive especially against Vital Proteins' paleo/certified-clean formulations.
• Sports Research: Direct competitor selling collagen peptides, supplements, and wellness powders through Amazon and DTC storefronts with very similar pricing, product mix, and lifestyle marketing.

Emerging players

• Codeage: Emerging direct-to-consumer collagen peptide brand with multi-ingredient formulations and strong Amazon presence; competes for the same online collagen shopper as Vital Proteins.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/vpnolimits
• LinkedInlinkedin.com/company/vital-performance

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vital Performance