Joint health supplements are for everyone, no matter the age, and the market for joint health ingredients is steadily growing. “Many people don’t realize maintaining joint health is not just a concern for the aging population, but for everyone,” said Nena Dockery, technical services manager, Stratum Nutrition. The global bone and joint health ingredients market is expected to reach US$3.3 billion by the end of 2023, growing at a compound annual growth rate (CAGR) of 6.4 percent, according to Mordor Intelligence.

For companies looking to get their share in the joint health market, identifying the right ingredient or combination of ingredients offering efficacy based on scientific proof is key, along with meeting consumer demands for joint health products. In general, consumers are seeking more custom formulations for joint health with ingredients shown safe for long-term usage, according to Dockery. Playing into this is a proactive, preventive, custom approach to joint health, “combining ingredients to enhance desired joint health benefits,” said Oliver Wolf, head of B2B marketing, global, GELITA.

Aging and active populations are looking toward natural solutions to support range of motion, fluidity and flexibility of joints, said Samantha Ford, business development director, AIDP.

Appealing specifically to older consumers interested in joint health supplements is a small, once daily dose along with ingredients boasting well-documented, broad-spectrum safety profiles verified by extensive toxicology testing and ingredient efficacy, and backed by robust clinical trials, explained Juliana Erickson, senior marketing manager, Lonza Consumer Health & Nutrition. It’s through robust testing and trials that brands build trust and confidence with the healthy aging populations as well as healthcare practitioners, Erickson continued.

Popular ingredients include all types of collagens, egg shell membrane and methylsulfonylmethane (MSM); however, newer ingredients are being discovered, including deer bone extract.

To continue reading this article about joint health and the wide range of clinically studied ingredients available to formulators, check out INSIDER’s Joint Health Digital Magazine.