Make No Bones About It: The Serious Health Implications of Osteoporosis

According to the National Osteoporosis Foundation, “Osteoporosis, or porous bone, is a disease characterized by low bone mass and structural deterioration of bone tissue, leading to bone fragility and an increased susceptibility to fractures.” The health-related implications of osteoporosis-related fractures are quite serious and can severely damage one’s quality of life or possibly even lead to death. On average, nearly one-quarter of fracture patients, age 50+, die in the year following their fracture.

It is estimated that osteoporosis affects 10 million people in the United States; another 34 million Americans have low bone mass, making them susceptible to the disease. U.S. research conducted by Natural Marketing Institute (NMI) reveals 7 percent of the general population is actively managing/treating osteoporosis. And four out of ten consumers indicated restricted mobility or difficulty getting around was their biggest fear about aging. More specifically, 15 percent of consumers said that osteoporosis was their biggest fear about aging (Figure 1).

While osteoporosis is more common in older people, affecting more than half of those ages 50+, it also strikes younger individuals. The disease is skewed toward females, and NMI research indicates significantly more women are actively managing/treating osteoporosis, compared to men (15 percent vs. 3 percent, respectively). While people of all ethnic backgrounds are at a significant risk of developing osteoporosis, Caucasians and Asians have the greatest risk of developing the disease.

NMI research has found nearly two-thirds of total U.S. consumers are “a lot/a little” concerned about preventing osteoporosis. Not surprising, concerns are more prevalent among women aged 40+ who are more at risk of developing the condition.

Since most adult bone mass is acquired during childhood and adolescence, it is important to begin building strong bones at an early age. However, there are steps adults can take to help prevent osteoporosis, including getting the daily recommended amounts of calcium and vitamin D. Only half of consumers understand vitamin D benefits bone health. Even more concerning, more than one-quarter of consumers feel they are deficient in calcium and 19 percent think they’re deficient in vitamin D. Those individuals managing osteoporosis/bone health are at least 20 percent more likely to feel they are deficient in calcium and vitamin D, compared to total consumers—an obvious marketplace opportunity.

Half of consumers and significantly more females indicate they are more concerned today about supplementing their diet with calcium-rich foods. Further, a little more than half of consumers indicate they would be willing to use foods and beverages to prevent osteoporosis and enhance bone health. However, it is not always easy to get the required amounts of either calcium or vitamin D in one’s diet, especially as more consumers are turning to dairy-free diets due to allergies, health requirements or even environmental consciousness. In fact, two out of five consumers (41 percent) indicate they have used dairy-free foods in the past year, with the youngest age group, those 18 to 29, being the highest users of dairy-free (48 percent). Opportunities continue to exist for fortification of non-dairy foods to help consumers get their daily calcium and vitamin D requirements. Nonetheless, even with consumers looking for more calcium-rich foods, including fortified foods, sometimes diet isn’t enough and supplementation may be required.

A majority of consumers (nearly two-thirds) indicated they would most likely use supplements to prevent osteoporosis (Figure 2). A third of the population (35 percent) indicate they are currently taking a calcium supplement, 15 percent are taking vitamin D as a separate supplement from their multivitamin, and about one out of 10 are taking supplements specifically for osteoporosis and bone health. Bone health managers are doing a little better supplementing their diet and are five times more likely as total consumers to use supplements for osteoporosis/bone health (42 percent vs. 8 percent, respectively).

One of the simplest ways to keep bones strong and healthy is by doing regular muscle-strengthening exercises. While the majority of consumers agree exercise is a primary way to promote healthy aging and strengthen bones, actual consumer behavior is falling short. Fewer than one out of 10 consumers is exercising on a somewhat daily basis (6 to 7 days/week) with one-third stating they exercise only two days or fewer a week, and more than a quarter (27 percent) indicating they do not exercise at all.

If detected early, osteoporosis can be a manageable condition. Treating osteoporosis can involve vitamin D and calcium supplementation as well as weight-bearing exercises. In addition to diet and supplementation, there are various prescription therapies available to treat osteoporosis. In fact, NMI research shows that nearly half of osteoporosis/bone health managers are using prescription drugs for osteoporosis.

As the population ages, and the largest demographic of consumers (Baby Boomers) enters their 60s, the prevention and treatment of osteoporosis is becoming even more vital. Lowering the incidence of osteoporosis will not only help lighten the load on the health care system, but will ensure freedom of mobility and independence among an aging population. With increased research and education, the future outlook for osteoporosis prevention looks promising and opportunistic. q

Steve French is managing partner at The Natural Marketing Institute (NMI), a strategic consulting, market research and business development firm specializing in the health, wellness, and sustainability marketplace. For more information on NMI’s services or proprietary research tools, contact French at steve.french@NMIsoluions.com or visit NMIsolutions.com.