As the population ages accross the world, more and more people need specific supplements to support the natural aging process of their bones and joints. The increasing number of bone fractures, arthritis, bone and joint pain, osteoporosis and rheumatism can have severe socioeconomic consequences, and therefore those health problems can’t be ignored anymore. Moreover, according to the World Health Organization, osteoarthritis will become the 4th most common cause of disability in the world by 2020, because of the progressive aging population. Supporting bone and joint health is therefore essential.
A market driven by an aging and sports population
Bone and joint health has gained an increasing interest in the last years as key regions’ populations live longer, in particular in the US and Europe. Overall, the United Nation Population Division has estimated the over-60 age group to jump from 800 million to 2 billion people by 2050, thus comprising 22% of the world population.
Nonetheless, the aging demographics is not the only consumer group that shows a growing interest for bone and joint supplements. The athlete and fitness groups demonstrate a surging demand for bone and joint supplements for various purposes: improve performance, release pain and inflammation, enhance tissue repair and recovery time1.
Opportunities on innovative forms
Some consumers may prefer gummies while others may use tasteless powders that can dissolve rapidly in their food or beverages1.
Overall, consumers are looking for bone and joint health products with convenient on-the-go formats that meet their physiological needs. Capsules, tablets, shots and one-serving-size sticks are among the most popular formats.
The functional food and beverage segment is also gaining strength on the market1, with an anticipated CAGR* close to 8% between 2017 and 20214. It is especially true for vitamin D-fortified yogurts, increasingly showing up in grocery stores in the past few years5.
*Compound Annual Growth Rate.
No pain no gain: consumers expect efficient and high-quality products
Reliable ingredients and product efficacy are crucial factors for success1. Strongly science-backed and highly bioavailable ingredients are essential when formulating a bone and joint health product. According to Deanne Dolnick, science director at TR Nutritionnals, the fact that consumers can truly feel the product efficacy makes the bone and joint health a unique nutraceutical category.
As a result, brands can expect to gain market shares with high-quality products backed by science.
The best nutrients for bone and joint health
Calcium, magnesium, vitamin D, chondroitin, glucosamine, vitamin K, collagen, or even fatty acids and hyaluronic acid are among the most popular ingredients with scientific studies that support bone and joint health benefits. Most of those ingredients, such as omega-3s and vitamin D, saw an increase in sales of nearly 13% between 2013 and 2015, however other big players such as calcium, magnesium and glucosamine saw minimal growth, even a decrease in sales6.
In this context, introducing innovative ingredients supported by science can be the right differentiating strategy.
Collasil®OSA and Osteosil®: silicium and phosphorus supplements for healthy bones and joints
Consumers have great demands regarding product quality and efficacy. They surge for minimal processed products: as a result, manufacturers are turning to natural ingredients.
Studies concluded that a silicon-rich diet supports a high bone mineral density7, promotes the enzymatic inhibition of stromelysin and collagenase implied in cartilage degradation8, and helps osteophytosis reduction9. Iontec combined the benefits of a highly-bioavailable silicon with marin collagen in Collasil®OSA to support bones and joints and improve the skin, hair and nails conditions.
Iontec has also developed Osteosil®, an innovative patented active with organic silicon and phosporus, with scientifically proven bones and joints health benefits8 such as anti-inflammatory activity, reduction of cartilage lesions, high bones mineral density, and stimulation of bone formation. Moreover, several scientific studies proved that Osteosil® has anti-arthrosis properties, hence it has a high potential in arthrosis treatment10.
Furthermore, with the growing interest for bone and joint health as well as skin care, there is a large spectrum of opportunities for products that adress both issues in an overall anti-aging nutraceutical formula.
1. Nutraceuticals World, 2016.
2. IFOP, 2016.
3. The Lancet, 2012.
4. Global Functional Foods and Beverages Market 2017-2021, Technavio, 2016.
5. Nutrikéo Consulting, 2014.
6. Euromonitor International, 2016.
7. Bone and Minerals Res., 2004.
8. Ex vivo study on chondrocyes, 1996 and In vivo study on dogs after resection of the anterior cruciate ligament of the knee,1997.
9. Sripanyakorn S. et al., The comparative absorption of silicon from different foods and food supplements. 2009.
10. J.Y. Reginster, Dr. Y. Henrotin, Bone and Joint Investigation Center.