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Targeting younger consumers for joint support

Once considered solely for the elderly, the joint health and soft tissue supplement market is ripe for expansion into younger demographics.

Typically when picturing a joint health supplement consumer, Baby Boomers or their parents come to mind. And with estimates that half of men and two-thirds of women over age 65 have concerns related to joint or soft-tissue health, according to, it’s no surprise that thoughts of “joint health” are paired with thoughts of “the elderly.” However, the market for supplements targeted at joint health and soft-tissue support is far greater than what the senior saints journalist Tom Brokaw popularized as “the greatest generation.”

Consumers of all ages and lifestyles can benefit from a soft tissue and joint support supplement regimen, from professional or recreational athletes to teen and adult sportsters to weekend warriors simply trying to maintain health over time. Undoubtedly part of a healthy living plan, exercise does cause the body to produce an inflammatory response. Post-workout muscle soreness, for example, is a symptom of minor inflammation. This negligible, self-resolving inflammation isn’t necessarily a sign of disease, since the body needs these signals to build muscle tissue post-workout. Still, consumers are looking for ways to support their joint and soft-tissue health with supplements.

According to research from Technavio, the global bone and joint supplement market is expected to grow at a compound annual growth rate (CAGR) of 6.72 percent between 2017 and 2021. And turmeric (or curcumin), which has earned superfood status thanks to its noted antioxidant properties, is on the rise with consumers experiencing occasional minor, self-resolving inflammation. In fact, the latest Annual Survey on Dietary Supplements from the Council for Responsible Nutrition (CRN) found roughly one out of 10 supplement users takes this herbal supplement. Other popular ingredients in the category are glucosamine, chondroitin and methylsulfonylmethane (MSM).

This is an excerpt from the article, “Widening the Arena for Soft Tissue and Joint Health Supplements.” To continue reading, download INSIDER’s Joint Health/Inflammation Digital Magazine.

This article was submitted by National Enzyme Co. and written by Melissa Kvidahl Reilly. Reilly is a freelance writer with 10 years of experience covering the natural products industry, from food and beverage to personal care, from research developments to market trends. Her work appears in a number of industry publications, including Natural Products INSIDER, Food Insider Journal, Natural Foods Merchandiser, Delicious Living and more. She lives and writes in New Jersey. She can be contacted at

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