The number of Americans age 65 and older is projected to more than double from 46 million in 2016 to over 98 million by 2060, and the 65-and-older age group’s share of the total population will rise to nearly 24% from 15%, according to the U.S. Population Reference Bureau.

An aging population of consumers who are living longer has profound implications for society overall. With a disease-treatment healthcare model, and soaring costs, many consumers have turned to natural, preventive solutions to major concerns like muscle loss and joint pain.

At the same time, active, healthy living appeals to many younger consumers, who are well aware of the cost of injury or ill health. As they’ve aged, their spending power has matured as well, and they are now prime targets for marketers and product developers.

Who’s Buying?
Overall, the sports/active nutrition market is one of the fastest-growing categories of dietary supplements, noted Shaheen Majeed, worldwide president, Sabinsa, East Windsor, NJ. “Sports nutrition is gaining a lot of traction as more and more individuals around the world, irrespective of age and demographic group, are embracing healthy living and an active lifestyle.”

Once dominated by professional athletes and bodybuilders, sports nutrition now appeals to a whole influx of new consumers, including millennials, exercise enthusiasts, active seniors, and weekend warriors, he added. “A diverse range of consumers are now potential customers. Young people and adults who are fitness enthusiasts, or ‘weekend warriors,’ need to supplement themselves to improve their focus and skill, and to be physically fit to finish the task.”

At the same time, older active consumers typically in the age range of 55-65 years, rely on supplements to preserve mobility and independence, Mr. Majeed said. “They also want to maintain their bone and joint health. Professional athletes and bodybuilders form another section, seeking nutrients that aid in improving their performance and endurance, and support recovery from injury or pain and tenderness post-exercise or performance.”

Over time, bones start to become less flexible and joints are more susceptible to wear and tear, noted Samantha Ford, business development manager, AIDP, City of Industry, CA. “As we age, bones and tissues start to lose fluidity, making us more prone to discomfort with longer recovery time.” High quality supplements that contain science-backed ingredients can help adults maintain an active lifestyle well into their later years, she added.

Younger athletes and fitness enthusiasts may not normally think about the importance of joint support, said Mitch Skop, senior director, Pharmachem Laboratories Inc., division of Ashland, Kearny, NJ. “But when reasonably healthy individuals who work out and/or play sports enter their 40s, this is the time when joint discomfort from all that repetitive motion/stress begins to be felt. This age demographic (consisting of generation Xers) is also prime for natural solutions and supplementation.”

Healthy aging is relevant to everyone, independent of age, said Heather Arment, marketing coordinator, North America, Gelita, Sergeant Bluff, IA. “Today’s consumers are more informed than ever about the importance of exercise, proper nutrition, and supplementation. They strive to optimize mobility, health, and appearance—at any and every age—and they also recognize that what they do today affects their quality of life today and tomorrow.”

Eventually, everyone succumbs to the natural effects of aging and physical activity as bodies wear down over time, said Tim Hammond, vice president of sales & marketing for Bergstrom Nutrition, Vancouver, WA. “Supplements are an important part of the toolkit for today’s fitness enthusiast. Understanding that the benefits of joint maintenance and active recovery are very real, fitness enthusiasts are more proactive than ever in seeking recovery and improving their performance. People wanting to maintain their quality of life can look to science-based ingredients and products to improve joint function and mobility as a way to remain active.”

What They Want
Experts agreed that consumers are seeking quality, efficacious products to support their health goals. “Though various factors are playing a role in market growth, demand for safe and effective natural products is always high because consumers prefer natural ingredients that are scientifically validated for their health and fitness needs,” said Mr. Majeed.

Demand continues to grow for evidence-based ingredients that support joint health and sports recovery, said Sébastien Bornet, vice president of global sales & marketing at Horphag Research. “While there has traditionally been an older consumer demographic for this category, we are seeing more interest and purchase from younger consumers. There is recognition that taking care of your joints throughout your life can be part of supporting stronger joints later in life.”

These consumers are seeking products and ingredients with proven benefits supported by published research to strengthen joints, alleviate joint discomfort, and support post-workout recovery, he added.

Ultimately, consumers want validation that the products they buy will work, said Ms. Ford. “They want to know what’s in the products and be assured the ingredients are high quality, efficacious, and scientifically proven. Clean label and transparency is of extreme importance to today’s consumer. Consumers are also drawn to products that are recommended by their trusted healthcare professionals.”

Protecting joints should be a life-long endeavor, noted Nena Dockery, technical services manager for Stratum Nutrition, Carthage, MO. “Injuries and wear and tear on joint tissue are often experienced early in life, paving the way for accelerated breakdown of cartilage.”

Most consumers look for products with ingredients they recognize, she added, although that’s not the best way to evaluate the quality of an ingredient or product. “Some ingredients, such as chondroitin and turmeric for example, have become commoditized, resulting in a wide range in ingredient quality. Better informed consumers will look for specific trademarked ingredients that perhaps they have researched, or they will seek products from companies that they trust to provide high quality products.”

To meet demand of different target groups, product concepts need to deliver real benefits, according to Gelita’s Ms. Arment. “Consumers are looking for foods to deliver more than just satiety (fuel) and enjoyment; modern consumers are looking to maximize health benefits through good nutrition and supplementation. Consumers in this space will likely demand products and ingredients substantiated by a high level of efficacy and research. Clean label ingredients with non-allergenic potential will continue to be preferred. And, as the active or sports consumer is interested in promoting health, those ingredients and products with low/no calories, carbohydrates and fat are ideal. Gone are the days of sports nutrition consumers being satisfied with poor/medicinal tasting products. These consumers expect all the benefits of a sports nutrition product—with the expectation that the product smells and tastes good.”

Concerns about joints and flexibility are no longer reserved for older consumers, noted Andrew Wheeler, corporate director of marketing, Van Drunen Farms and FutureCeuticals, Momence, IL. “Healthy living, nutrition, and staying fit is part of an overall active lifestyle that spans generations and lends to the proactive health-mindedness from those in their 20s to those in their 50s, female and male alike.”

Increasingly, consumers are reading product labels carefully and they want to know the origin of ingredients, he added. Ultimately, they want to know the product works and expect to feel the difference.

Certification & Clean Labeling
As a category, sports nutrition has been a target for adulteration, which has fueled criticism about product quality overall. In order to communicate product integrity with athletes and everyday consumers, companies have turned to third-party certifications to validate that what’s on the label is actually in the product.

“Independent certifications and any third-party evidence to support the compositional analysis, testing, and compliance is necessary to show that no adulteration of materials is taking place,” said David O’Leary, commercial manager of Ireland-based Marigot Ltd., the creators of Aquamin marine minerals. “Consumers need to have confidence in the products they use and know that these are tested without any bias.”

For example, through NSF International’s Certified for Sport program, supplements are tested on a lot-by-lot basis for more than 270 athletic banned substances. Label claims are verified and products are tested to verify formulation. Products are also tested for harmful levels of contaminants or fraudulent ingredients. NSF International’s Certified for Sport is recommended in the U.S. by the MLB, NFL, PGA, LPGA, CCES, CPSDA, and Taylor Hooton Foundation, as well as many other sports organizations. NSF’s newly-updated Certified for Sport app gives consumers and athletes a quick and convenient way to search for products that have earned the NSF Certified for Sport mark.

Generally, dietary supplement manufacturers must comply with specific regulatory standards to ensure their products are produced under safe, sanitary conditions. They also need to ensure their products actually contain what they say on the label. “Third party verifications offer that extra step to ensure products uphold these strict standards for quality and safety,” said AIDP’s Ms. Ford.

Claims for sustainably sourced, non-GMO, or Kosher/Halal certified ingredients have become crucial criteria in decision-making for many consumers, according to Stratum’s Ms. Dockery. “In addition, competitive athletes usually seek out products that have been approved by programs such as USP verification or NSF Certified for Sport. The main concern for these consumers is avoidance of products that might be adulterated or contaminated with banned substances, which unfortunately has been an ongoing issue for sports supplements.”

With the dietary supplements industry on the radar of both regulatory agencies and the mainstream media, reputable industry members adhere to country-specific regulatory compliance and often opt for an independent third-party certification/verification to convey that their products are indeed safe and of high-quality, said Mr. Majeed. These certifications communicate to formulators and consumers that “the product ingredients are devoid of any banned substances, do not contain unsafe levels of contaminants, and are accurately labeled.”

Pharmachem’s Mr. Skop said third-party certifications will become invaluable as consumers learn to place trust in them. “Most consumers don’t understand this concept, so brand marketers must make a coordinated and concerted effort to teach them.”

Steve Dillingham, global director, AlaskOmega ingredients, Coshocton, OH, noted that when it comes to omega-3 fish oils, consumers are interested in the amount of EPA and DHA per serving, oil freshness and purity, independent verification of quality, the source of the oil, and third-party validation of sustainability, like that offered by the Marine Stewardship Council.

The opportunity for clean label products continues to grow with consumers demanding high-quality, natural, and clean label products, with easily identified ingredients, noted Mr. Majeed. “Clean labels will be able to satisfy consumers by providing information with a greater transparency, which is certainly helpful in taking a brand to the next level of trust.”

In the context of nutritional products (both foods and supplements), a clean label generally refers to product labeling that depicts a simplified ingredient list and absence of ingredients for which the purpose in the product is unclear, said Ms. Dockery. “The relevance of clean labeling in sports nutrition products depends a lot on the focus of the consumer. Individuals who consume sports nutrition products as part of a regimen to sustain a healthy, active lifestyle for the long-term are usually very attentive to clean labeling as well as product certifications and verifications. On the contrary, persons who are more focused on an outcome (e.g., bigger muscles, increased stamina during an athletic event such as bodybuilding, etc.) might not be as attentive to the non-active ingredients that are in a desired type of product.”

Ingredients & Research
Ultimately, consumers are looking for products with demonstrated safety and efficacy, as well as clean labels and identifiable ingredients, said Mr. Majeed. “Products backed by research from plant-based ingredients are quite popular in this marketplace. Some of the natural ingredients that have caught the market’s attention include curcumin, ashwagandha, Boswellia serrata, and amla, all of which are known to be beneficial in managing pain and inflammation experienced through exercise as well as protection against oxidative stress during training or performance. Coconut water (liquid endosperm of Cocos nucifera), which is loaded with micronutrients, can rejuvenate the body post intense workout.”

Consumers are diving deeper into research on products and ingredients before purchasing, noted Mr. Bornet, and they’re becoming increasingly interested in natural ingredients backed by science to improve their health concerns. “Consumers are looking for trusted, branded ingredients with research to support their health claims.”

Horphag Research’s flagship ingredient, Pycnogenol French maritime pine bark extract, is backed by more than 40 years of research, noted Mr. Bornet. One of its primary mechanisms of action is its anti-inflammatory effects. “This super antioxidant is shown to support joint health and reduce underlying inflammation that is often a source of discomfort. In addition, Horphag’s latest ingredient, Robuvit French oak wood extract, is shown to boost muscle recovery post-workout by reducing oxidative stress and providing natural, caffeine-free energy by supporting ribosomal cellular function.”

Pycnogenol and Robuvit have been shown to benefit joint health and sports recovery in several studies. Most recently, a 2017 study published in MDPI’s Journal of Nutrients found that the polyphenols in Pycnogenol are directly distributed into joint synovial fluid to reduce C-reactive protein (CRP) levels and inhibit nuclear factor-kappa B to reduce inflammation at the source. Pycnogenol consumption was also found to decrease the expression of 5-LOX and Cox-2 in humans, further decreasing inflammation and providing a significant contribution for lowering joint discomfort.

A 2015 study published in Minerva Cardioangiologia found Robuvit to improve triathlon time for athletes by up to 11%, and helped to alleviate post-workout cramps and soreness so athletes were able to get back to training faster.

Stratum’s Ms. Dockery, said vitamin C is often found in supplements for sports applications mainly for its strong antioxidant attributes. However, it is also necessary for collagen production, and therefore plays a vital role in both muscle and joint recovery.

Anti-inflammatory ingredients are also popular in joint formulas, she added, along with many botanical ingredients that have a long history of traditional medicinal use reinforced in clinical trials. Ingredients such as turmeric (curcumin), Boswellia serrata, tart cherries, and ginger fall into this category.

Other research-backed ingredients often added to formulations for sports-related joint support include bone health ingredients such as calcium and vitamin D, as well as omega-3 fatty acids and glycosaminoglycans, especially chondroitin sulfate.

“All of these ingredients provide partial support, and some of them take several months before their benefits can be realized,” noted Ms. Dockery. “Therefore, their real advantage for exercise-related joint support can be offset by the body’s own acclimation to the exercise routine. Most are best combined in formulations containing a group of well-researched ingredients with a balance of joint support attributes.”

One research-supported ingredient that does exhibit a broad range of joint benefits and provides a multi-faceted approach to joint protection and maintenance is NEM brand partially hydrolyzed eggshell membrane, she added. “NEM has been shown in multiple human clinical trials, in vitro and in vivo mode-of-action studies, and veterinary studies to support joint health through ameliorating joint pain and inflammation, and by protecting joint cartilage from degradation. And the benefits of NEM can be demonstrated in a matter of days, not weeks or months.”

NEM is manufactured using a patented process that retains the natural components, including multiple collagen types, complex proteins, peptides and sulfur-containing amino acids, calcium, and glycosaminoglycans such as chondroitin sulfate and hyaluronic acid.

Collagen is a major component of the human body, comprising about 30% of total protein, noted Gelita’s Ms. Arment. “One of the primary structural proteins of connective tissues, it is a vital component of our whole body, so collagen peptides supplementation helps us stay strong, mobile, flexible, and beautiful for longer. This is exciting because of the advances in collagen peptides research as it relates to the body’s collagen metabolism and human physiology.”

Collagen supplementation should not be considered a one size fits all solution, she added. “Different collagen peptides offer optimized benefits for different areas of the body. Research shows that GELITA Bioactive Collagen Peptides are optimized to maximize the stimulatory effects on specific cells in the body, and the level of stimulation is different for varying collagen peptide compositions.”

To support joint health and mobility, GELITA’s FORTIGEL, optimized collagen peptides, have been shown to activate the growth of new cartilage by stimulating cells helping to make the joints smooth and mobile. Rather than addressing only the symptoms, FORTIGEL has been proven to protect and repair cartilage, said Ms. Arment.

Fat is an important source of fuel for athletes, noted Gretchen Vannice, MS, RDN, head of global nutrition education, AlaskOmega. “This is true both for weekend sports enthusiasts who engage in family fun events and trained endurance athletes who rely on body fat stores to provide fuel to their muscles during events. Common sources of fat in the diet are meat, dairy foods, nuts, and seeds. However, long-chain omega-3 fats (EPA and DHA) are different. EPA and DHA are constituents of cell membranes and perform highly unique functions in the cells where they reside. They are the precursors—or the source—for metabolically active compounds that are involved with managing heart rate, oxygen utilization, breathing, circulation, muscle contraction, inflammation, body temperature, immune function, and more.”

Scientists have identified another role for EPA and DHA in the innate process of resolving acute inflammation (return to homeostasis), Ms. Vannice said. EPA and DHA can improve post-performance recovery, enabling the muscles and joint tissue to recover quicker. “Emerging evidence shows that EPA and DHA help preserve both muscle mass and strength as we age. This is becoming more important for preservation of lean body mass, particularly among aging performance athletes.”

Pharmachem’s Mr. Skop, said the company’s Celadrin, a proprietary blend of esterified fatty acids, supports healthy inflammatory responses to address the strain often placed on knees. In studies, adults have shown benefits of reduced swelling, increased movement, and reduction of inflammatory factors when using Celadrin, he noted.

Results of a double-blind, multi-center, placebo-controlled trial published in the Journal of Rheumatology found that Celadrin, when taken orally, improved parameters of aging joints, such as mobility and discomfort. In this study, 64 participants between the ages of 37 to 77 were given Celadrin capsules. They were evaluated at the beginning, at 30 days and at the end of the 68-day study. Compared to those in the placebo group, participants who consumed Celadrin had more flexibility.

Research performed on methylsulfonylmethane (MSM) suggests multiple benefits to support healthy joints and an active, physical lifestyle, according to Bergstrom’s Mr. Hammond. OptiMSM (a branded form of MSM) provides nutritional support for mobility by keeping joints and connective tissue healthy. “MSM enhances recovery by accelerating muscle repair and mitigating the pain, muscle damage, and soreness post-workout. Plus, MSM also bolsters the immune system following exhaustive exercise. Use of OptiMSM points to shorter recovery times and more vigorous training regimes.”

Rodney Benjamin, director of research and development for Bergstrom Nutrition, also noted that data published in the January 2018 issue of the journal Nutrients confirmed that OptiMSM is a sulfur donor. “This has long been suspected but data now confirms that the sulfur moiety from MSM is incorporated into proteins. Sulfur is a functionally important building block for protein synthesis and healthy collagen structures.” 

Deanne Dolnick, science director, TR Nutritionals, Alpharetta, GA, noted that since most people don’t consume an ideal diet, supplements can help reduce joint inflammation, generally support joint health, and aid in recovery from exercise and sports.

Glucosamine is an amino sugar that is naturally present in the body, she noted. “It’s found in the fluid around the joints and therefore helps to cushion the joints. Glucosamine stimulates chondrocytes, the cells in the joint that produce cartilage. This is extremely important if part of the workout includes weight-bearing exercise.”

Meanwhile, chondroitin sulfate is a glycosaminoglycan comprised of N-acetylgalactosamine and glucuronic acid. It is an important structural component of cartilage and supports joints. “Taking chondroitin sulfate in supplement form may help delay the breakdown of cartilage or help to rebuild cartilage that has begun to deteriorate,” said Ms. Dolnick. “Although we work out hoping that we will delay this process, it can in fact cause the breakdown of the cartilage more quickly.”

Hyaluronic acid is a glycosaminoglycan and one of the main constituents of the extracellular matrix. It surrounds the connective tissue and acts as a cushion to the joints. “Joints need all the cushion they can get when working out,” said Ms.  Dolnick.

Turmeric has become one of the most popular joint support products as it has potent antioxidant capabilities.

A new pilot human study published in the European Review for Medical and Pharmacological Sciences confirmed that supplementation of Meriva, Indena’s proprietary lecithin-based and diet inspired delivery system of curcumin, may represent a promising, safe means to preserve osteo-muscular efficiency when performing intense, high impact, physical activities, exerting its beneficial effect even with a short-term treatment.

The study enrolled 50 male rugby players with osteo-muscular discomfort due to repeated hard tackles, physical overload or acute episode of recurrent discomfort. They received a Meriva-based product containing 2 grams of curcumin Phytosome (n=25, 1 tablet containing 1 gram of Meriva every 12 hours) for 5 or 10 days or best standard management (n=25). Even with short-term treatment, the group supplemented with Meriva showed improvement on impaired physical functions and on the feeling of physical discomfort.

AIDP has several ingredients to support mobility, joint health, and exercise recovery, according to Ms. Ford. KoAct, a patented combination of collagen and calcium, has been shown to improve bone mineral density, bone strength, and flexibility.

“Bone mass is made up of 75% calcium and inorganic minerals, and 25% collagen,” she said. “The collagen component is critical to bone structure and function because it helps keep bones flexible and absorb impact, especially during physical activity. KoAct is ideal for women who pursue active lifestyles or those concerned with bone health. KoAct’s patented composition drives collagen to the bone matrix, providing a stronger more flexible bone.”

KollaGen II-xs is a unique, specialized collagen type II designed to support joint health, including range of motion, flexibility, and overall joint comfort. KollaGen II-xs is produced from avian sternum through a proprietary, solvent-free technology that preserves the integrity of key joint health nutrients.

TendoGuard is a proprietary (patented formula that provides a blend of 100% avian eggshell membrane and sternum cartilage to support healthy mechanical properties of connective tissue. TendoGuard contains a balance of collagen type I, type II, type V, type X, hyaluronic acid, chondroitin sulfate and mucopolysaccarides, nutrients critical to collagen synthesis and flexible, lubricated joints, and connective tissues.

Clinical data has documented that FutureCeuticals’ FruiteX-B calcium fructoborate is a low dose and fast acting joint and flex relief solution that can work in as little as seven days.
“FruiteX-B has been shown to lead to healthy inflammatory response, lowers C-reactive protein, and is a take it-feel it solution for active individuals,” said Mr. Wheeler. “Supporting a healthy response to post normal exercise inflammation and joint discomfort is extremely important to athletes. High-impact, repetitive exercises such as running and lifting place huge strain on weight-bearing joints such as the knees and hips. FXB has been shown to have a significant, fast-acting impact on key biomarkers associated with joint comfort.”

Elite athletes and fitness enthusiasts are also turning to Montmorency tart cherries as a natural approach to healthy muscle recovery, he continued. “However, the majority of the Montmorency tart cherry materials on the market are either from juice or skins (waste stream of the juicing process), claiming a high level of total anthocyanins but missing the complete phytonutrient profile from its whole food. VitaCherry Sport delivers the full complement of phytonutrients from minimally processed, whole Montmorency tart cherries, which includes the key phytonutrient compounds linked to a healthy inflammatory response to exercise.”