Supplement Opportunities: Bone and Joint Health

Supplement Opportunities: Bone and Joint Health

Maintaining good bone and joint health is a nearly universal concern – we all have bones and joints to care for, after all. Especially among older consumers (think 55+), the desire to maintain an active, healthy, and independent lifestyle has made bone and joint supplements more popular than ever!

With nearly 77 million Baby Boomers currently between the ages of 49 and 67, it should come as no surprise that the bone supplement and joint supplement markets are booming! Fueled by an ever-growing consumer desire to remain independent well into the senior years, let’s take a look at three focus areas that have taken the supplement industry by storm:

Bone & Joint Health Focus Areas

Muscle Tone and Strength

Just as important as bones and joints themselves are the organs that make it possible for them to move at all – muscles! A growing trend, industry and consumer interest in “whole body” joint and bone treatments that include attention to muscles and muscle mass have been on the rise.

As we age, our bodies naturally experience a decrease in muscle mass and muscle tone. Especially over the last year, we’ve seen increased consumer and scientific interest in the potential benefits and effects of protein supplementation for seniors.

Preliminary studies have suggested that supplementation with certain amino acids and varieties of protein may help seniors maintain or improve muscle mass.1,2

Overall Bone Health

Strong bones serve as a foundation for a lifetime’s worth of good bone and joint health. For millions around the globe, conditions like osteopenia, osteoporosis, and the natural process of aging can leave their bones more susceptible to strain and fracture. Time and again, research has suggested that certain supplements may be able to support overall bone health.

Overall Joint Health

Similarly, conditions like arthritis (which happens to be one the most common disabling condition among older populations) can have a major quality on elderly consumers’ quality of life. Along with regular activity and exercise, certain supplements may support overall joint health and wellbeing.

Bone & Joint Ingredient Trends

After taking a closer look at the current bone and joint marketplace (along with reviewing 2015 research materials like this Council for Responsible Nutrition (CRN) survey), it becomes clear that there are certain ingredients (some more traditional than others) that have pushed their way to the top:

  • Calcium
  • Vitamin D
  • Vitamin K
  • Glucosamine
  • Chondroitin
  • Tumeric
  • Ginger Root

Along with “classic” bone and joint players like Vitamin D and Calcium, the industry is currently witnessing renewed consumer interest in traditional herbs and other “simple,” “clean” ingredients (like Tumeric and Ginger).

The Takeaway

It’s important to recognize that while an individual ingredient or the treatment of a specific ailment has the potential to incredibly valuable, finding a way to address full body wellness can be just as valuable.



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