With foods getting more functional, supplements seeking new delivery formats and protein, well ... everywhere, it's no wonder that collagen is dominating. Not just any protein, collagen is a bioavailable hair, skin, nail, joint and bone protein. As such, it's proving to be the connective tissue across categories. Natural Products Expo West 2017 revealed this with supplement company NeoCell taking its collagen into food, and functional food driver Primal Kitchen showing up with its NEXTY-finalist collagen powder.