Arthritis is the most prevalent long-term disability in the U.S., according to the Centers for Disease Control and Prevention (CDC). The National Health Interview Survey (NHIS) for 2010-2012 found that approximately one in five (22.7%) American adults reported having doctor-diagnosed arthritis. For adults aged 65 or older, this percentage skyrocketed to 49.7%; 30.3% for U.S. adults aged 45-64; 7.3% for those 18-44.

The burden of this disease will impact an even greater portion of the population, according to the CDC, as the number of Americans over 65 grows to 20% of the population—or nearly 72 million—by the year 2030. By this time, NHIS forecast that 67 million U.S. adults 18 and older will have doctor-diagnosed arthritis.

The widespread prevalence of this inflammatory joint disease, along with a growing aging population, has made joint health a primary concern among consumers. 

With an array of supplements available to soothe and protect joints, those looking to stave off age-related inflammation or arthritis have many options. However, new introductions and an evolving consumer base are shaking up the traditional joint health category.

Old Story vs. New
The 2014 HealthFocus U.S. Trend Study from HealthFocus International, St. Petersburg, FL, found that 47% of survey respondents were extremely/very concerned about joint health problems. The study also found 47% of consumers believed supplements could help in the treatment or avoidance of joint health issues. Additionally, 37% thought changes to their diet could help to treat these same conditions.

“The older shoppers that actually have arthritis are using more supplements, presumably glucosamine. Across the board they use more supplements, vitamins, etc.,” commented Barbara Katz, president, HealthFocus International.” So that’s sort of the old joint story, right?”

The new story, she suggested, is beginning to lead younger consumers to consider joint health, but not for the reason you’d expect. “Fifty three percent of 50+ year old respondents are extremely or very concerned by arthritis vs. 33% of 18-29 year olds. But while the incidence of those suffering back and neck pain goes up as shoppers get older, the concern from 18-29 year olds jumps up to 44%.”

She added that back and neck pain in many cases is a result of stress, and a more pressing concern for younger consumers today than a vague notion of arthritis. “Concern from the 50+ group over back and neck pain is still higher at 52%, but they are much closer. So, to make joint health interesting to younger consumers, it may have to be related to bigger issues. In the world of younger shoppers, stress is a huge issue.”

Ms. Katz further noted that only 28% of those 18-29 reported being, “extremely interested in buying or using supplements to promote healthier or flexible joints.” But when asked that same question with regard to reducing stress, 49% of the same age group was “extremely interested.” According to Ms. Katz, “That’s massive. So I’m not saying they aren’t interested in joint health—I’m saying there’s other stuff a lot more important to them and joint health needs to be made relevant. They may be interested in the joint related issues that come from excess stress and how they can reduce them.”  

Glucosamine & Chondroitin
Glucosamine and chondroitin sulfate represent the most commonly used, and highest earning ingredients in the $1.6 billion joint health category, according to Nutrition Business Journal (2013). 

The overall market has experienced some volatility in recent years, noted Weiguo Zhang, president, Synutra Pure, Ltd. Rockville, MD. “By Nutrition Business Journal (NBJ) data for years between 2002 and 2013, chondroitin/glucosamine supplement raw material sales peaked in 2008 at $117 million, and then retreated to $86 million in 2013—the same level as 2002. Sales of supplements containing chondroitin and glucosamine appeared at a low point of $787 million in 2013, according to NBJ. A National Institute of Health study showed that about 3.2% of U.S. consumers bought products containing these ingredients in 2008, while about 2.7% did so in 2012.”

Yet in discussing Synutra’s business, Mr. Zhang reported a rebound in sales over the past few years. He predicted “solid growth in the raw material market in the coming 12 to 18 months. Looking at our own order pipeline, a 15% volume and 25% value increase in ingredient sales are fairly certain in the coming year.”

A key component in turning the tides in the market, he said, is emerging clinical research validating the benefits of chondroitin sulfate and glucosamine.

A recent Cochrane Collaboration review on “Chondroitin Sulfate for Osteoarthritis,” published in January, reviewed 43 clinical trials over more than 20 years, involving 9,110 participants who used chondroitin for osteoarthritis (OA). The review found that chondroitin preformed better than placebo by safely improving pain and functional capacity in OA patients. 

Impacting more than 20 million Americans, OA is caused by the breakdown and loss of cartilage.

Mr. Zhang suggested study findings could motivate consumers to seek out safe and effective chondroitin products. “These conclusions could now shift consumer attention to quality,” he said. “If one suffers from degenerative osteoarthritis pain, takes a joint health supplement containing chondroitin for some time, and still finds it not effective, most likely it is because the supplement ingredient is of low quality or adulterated, or because the supplement does not have adequate amounts of chondroitin in it.”

Similarly, the recently published MOVES study (Multicentre Osteoarthritis interVEntion trial with Sysadoa), published in Annals of the Rheumatic Diseases found that a combination of chondroitin sulfate plus glucosamine had comparable efficacy to the anti-inflammatory drug celecoxib after six months of treatment in patients with severe OA. This supplement combination elicited clinically relevant reductions in pain (50.1%), functional disability (45.5%), stiffness (46.9%), swelling (53%) and joint effusion (56%). Researchers suggested the efficacy and safety of the chondroitin and glucosamine combination make it a good alternative for patients with cardiovascular or gastrointestional problems who may wish to avoid long-term use of nonsteroidal anti-inflammatory drugs (NSAIDs).

More consumers are looking for alternatives to over-the-counter (OTC) and prescription medication, according to Paul Dijkstra, president and CEO of InterHealth Nutraceuticals, Benicia, CA. “Given the concern about joint health among numerous age groups and the consumer’s desire to turn away from OTC and Rx products that often come with significant side effects, the market for dietary joint supplements is almost certain to grow substantially over the next several years,” he said.

Mr. Dijkstra stressed that joint care ingredients backed by clinical research are positioned for success. “Glucosamine and chondroitin have become commodity ingredients and many manufacturers and retailers are looking for ways to offer consumers a new generation of joint health products that are proven safe and effective and based on solid science.”

InterHealth produces the patented, clinically tested ingredient UC-II, undenatured type II collagen, designed specifically for joint health. “It is backed by clinical data that shows just 40 mg of UC-II a day increases joint mobility and flexibility (Jounal of the International Society of Sports Nutrition, 2013),” Mr. Dijkstra said. This relatively small dosage does not increase pill size, which helps with compliance among consumers who have difficulty swallowing large pills, especially the elderly, he added.

Despite clinical studies bolstering sales of joint health ingredients, questions about the purity of many chondroitin ingredients could shake consumer confidence. Synutra has been a leader in efforts to weed out chondroitin adulteration, and set a safety standard for others in the industry. Mr. Zhang commented, “We are proud to have been the vocal advocate of widespread adoption of effective testing methods to detect and deter raw material adulteration. A leading analytical laboratory in the country that offers third-party chondroitin material adulteration tests by electrophoresis and specific rotation has recently reported an obvious drop in adulteration of raw materials screened for major manufacturers since the tests were first introduced early last year.”

Collagen: Versatility & Efficacy
Supplements utilizing collagen peptides are emerging as a growing alternative within the conventional joint health category. A January 2015 report from Innova Market Insights found that 8% of joint health supplements launched in 2014 contained collagen, up from just 1.4% in 2009. Data from Markets and Markets predicted that sales of collagen peptides would grow to $800 million by 2019, posting a compound annual growth rate (CAGR) of 7.1%.

Mai Nygaard, global director of Peptan at Rousselot, Son, Netherlands, pointed to two factors driving growth of collagen peptides. “First is their versatility in use. They’re being applied in supplements and nutricosmetics as well as many functional foods and drinks, including beauty beverages, bars, dairy products and powder blends. The second driver of growth in collagen peptides is the huge interest from the scientific community in their efficacy. Every year, more and more independent studies are published proving the clear benefits they have on bone mass density, protecting the joint matrix and, in people with joint problems, reducing pain and improving function.”

Rousselot offers type 1 collagen peptides under the brand name Peptan. “Peptan collagen peptides are obtained by a proprietary enzymatic hydrolysis of native collagen from porcine, bovine and fish origin. Available in several formats, Peptan is composed of 97% protein on dry weight basis. The specific amino acid sequence of native collagen renders Peptan’s amino acid composition unique with high levels of glycine, proline, hydroxyproline, glutamic acid and arginine,” Ms. Nygaard explained, adding that collagen is easily digested and highly bioavailable, leading to rapid absorption in the bloodstream after only a few hours.

Extensive research by the company has demonstrated the beneficial effects of collagen peptides in preserving joint health and reducing pain. A randomized, placebo-controlled clinical trial conducted in collaboration with the Shanghai 6th People’s Hospital and published in Agro Food Industry Hi Tech in 2014 found Peptan benefited joint function and flexibility. In the trial, 94 female participants with OA were randomly assigned either 8 grams of Peptan or a placebo daily for six months and assessed at regular intervals. According to Ms. Nygaard, “The assessments were based on two established methods: the WOMAC (Western Ontario and McMaster Universities Arthritis Index) score to measure joint pain, and the Lysholm score, which evaluates knee joint function in common everyday activities. Participants who were given Peptan reported lowering WOMAC scores over time and recorded significantly lower pain scores at the end of the study.” She noted that the Peptan group also recorded significantly increased scores on the Lysholm system, demonstrating better joint flexibility.

Headquartered in Newport Beach, CA, BioCell Technology, LLC specializes in the production of BioCell Collagen—a patented, naturally occurring matrix of hydrolyzed collagen type II (60%), chondroitin sulfate (20%) and hyaluronic acid (HA) (10%).

According to the company’s president, Suhail Ishaq, the clinically substantiated ingredient benefits from “its advanced, patented composition, which mirrors human articular cartilage.”

Mr. Ishaq referenced several human clinical trials using BioCell Collagen, demonstrating the ingredient’s benefits for joint health. “Results from human clinical trials on 185 men and women who took 2,000 mg daily showed BioCell Collagen safely improved joint comfort, mobility and quality of life,” he said.

A study published in the Journal of Agricultural and Food Chemistry in 2012 examined 80 subjects with advanced OA symptoms, including pain, stiffness and physical difficulties. BioCell Collagen was found to be significantly more effective than placebo at measurement points. Seventy-one percent of test subjects reported a 30% decrease in joint discomfort. When more stringent criteria were applied, more than 50% of subjects in the BioCell group reported improvement compared to 13% in the placebo group.

Custom Collagen, Addison, IL, also offers joint health solutions with its product Hydrolyzed Gelatin Collagen Peptides. Taylor Wisnewski, sales associate with the company, explained Hydrolyzed Gelatin Collagen Peptides utilize 100% hydrolyzed beef gelatin. She stated, “It can improve joint function and flexibility and is also used to improve muscle tone, gut health, body-fat-burning ability, detoxification, wound healing, liver function, skin tone, natural sleep, hair growth, nail strength, etc.” The company also added Fish Collagen Peptides to its product line as an alternative to beef. Ms. Wisnewski added, “It is easy to use, tasteless, soluble, kosher and convenient. It is also an excellent source of protein with 10 grams per serving.”

Results of a double-blind, placebo controlled study published in the Journal of the Science of Food and Agriculture in 2014 found that participants taking Wellnex Collagen Peptides, from Morrisville, NC-based Nitta Gelatin, experienced a 63% reduction in joint pain. Meanwhile, the placebo group had the complete opposite result, with 63% experiencing little to no improvement.

Discussing the mechanism of action, Erika Tchang, business development manager at Nitta Gelatin, explained Wellnex Collagen Peptides “help stimulate overall collagen synthesis in the body, which in turn helps our joints, as well as other parts of our body. Since natural collagen production declines as we age, simulating collagen synthesis may help reduce some aspects of aging, like painful joints.”

FORTIGEL collagen peptides from Germany-based GELITA AG, boast clinical backing, as well as a clean label profile. Oliver Wolf, head of global marketing and communication, noted, “No adverse events were registered in any clinical study. There are also no interactions registered with drugs or other ingredients. It is a foodstuff that can easily be incorporated into nutritional supplements and functional food products. Therefore, collagen peptides show great potential for versatile product developments in the joint health category.” FORTIGEL is a natural protein with a neutral odor and taste, and provides excellent solubility, he added. “It dissolves to deliver clear solutions and doesn’t interact with other ingredients.”

In addition to glucosamine and chondroitin, Certified Nutraceuticals, Murretta, CA, also specializes in chicken sternum collagen type II and hydrolyzed collagen I & III.

The company’s TendoGuard is a patented, proprietary blend of collagen type I, II, V and X, hyaluronic acid, chondroitin sulfate, and mucopolysaccharides. Offering anti-inflammatory and anti-bacterial properties, TendoGuard is designed to support recovery and maintenance of the tendons, bones and joints, according to the company. A 30-day human clinical trial found supplementation with TendoGuard at a dosage of 375-500 mg twice daily resulted in an 84.1% reduction in general pain, 74.7% reduction in range of motion related pain, and a 45% increase in flexibility.

Certified Nutraceuticals has also combined its pure chicken sternum cartilage collagen type II with the antioxidant support of Olea25 (25% hydroxytyrosol), pomegranate and green tea. The company claimed the combination supports mobility and flexibility, reduces inflammation and prevents free radical damage, within a liquid format that offers quick assimilation.

Antioxidants & Anti-Inflammatories
While ingredients like glucosamine, chondroitin and collagen make up a large portion of the joint health market, other nutrients promoting anti-inflammatory or antioxidant properties are also grabbing consumers’ attention.

Lynda Doyle, vice president of global marketing, OmniActive Health Technologies, Morristown, NJ, suggested there are a wide range of “interesting ingredients that support structure, or are potent antioxidants, or have anti-inflammatory properties.” Ingredients such as omega-3 fatty acids, SAMe, MSM, hyaluronic acid, and natural extracts such as boswellia, ginger and turmeric/curcumin, all offer unique support for joints, according to Ms. Doyle.

“Turmeric/curcumin is of particular interest because of its momentum in the market and the traction it’s gaining,” she explained. “Turmeric is a commonly consumed spice in Southeast Asia and has been used for centuries in high quantities to impart flavor and color to regional foods. Turmeric’s long history of use and multiple, scientifically supported health benefits make it appealing to a wide range of consumers. It is no wonder that, according to SPINS data, turmeric supplement sales showed a 26.2% increase in 2013, taking the top ranking in the natural channel and are gaining traction in the mass market as well.”

SPINS data for the 52-week period ending Jan. 18, 2014 found sales of turmeric supplements marketed specifically for joint health increased 61.2% in U.S. natural and conventional supermarkets. “Although the curcumin joint sector remains small, it is one of the top 10 fastest-growing supplements in the market (NBJ), and the combination of the huge joint health market mixed with the current boom of curcumin popularity creates the perfect opportunity for supplement manufacturers to enter into the emerging, largely untapped curcumin joint market,” Ms. Doyle added.

A January 2014 human clinical trial published in Nutrition Journal found OmniActive’s CurcuWIN Turmeric Extract Powder (20% curcuminoids) increased relative absorption of total curcuminoids 46 times over standard curcumin. Additionally, CurcuWIN demonstrated significantly higher bioavailability compared to other enhanced forms.

Catherine David, product manager, Neptune Technologies & Bioressources Inc., Laval, Quebec, Canada, said consumers are looking for more innovative natural health products that offer improved results. “While it is proven that glucosamine and chondroitin stimulate the formation and repair of articular cartilage, they do not act upon the inflammation, which is the actual cause of the pain. Therefore, cartilage is regenerated on an inflamed joint and continues to be painful with stiffness and functional impairment.” She suggested this is why some consumers, frustrated with stunted progress, are moving away from more popular joint health ingredients, and exploring new avenues.

She continued, “Neptune recently conducted a market survey in Canada with 750 omega-3 users and found that, in an open question when asked why they purchase omega-3 supplements, only 3% of respondents answered for joint health issues. Most of the respondents associated omega-3 supplements to general health followed by heart health. We anticipate this percentage to grow as consumers continue to move toward natural solutions.”

In response to this burgeoning area of consumer interest, the company recently launched NKO Flex, a proprietary formulation that combines Neptune Krill Oil with vitamin D, along with other vitamins and minerals. “Vitamin D is a well-known ingredient that helps in the development and maintenance of bones and teeth,” Ms. David explained. “Bone health and joint health go hand-in-hand, since bone loss leads to joint inflammation. Neptune conducted a study on NKO Flex, which resulted in up to two times increased digestion of vitamin D.”

The company’s flagship formula also offers anti-inflammatory properties. “A low daily dose of 300 mg significantly inhibits inflammation and reduces arthritic symptoms within a short treatment period of 7-14 days,” said Ms. David. “In fact, a clinical study showed that after 7 days of treatment NKO reduced both pain and stiffness (Journal of the American College of Nutrition, 2007).”

Dean Mosca, president of Proprietary Nutritionals Inc., Kearny, NJ, believes both the esterified fatty acids found in Celadrin and a hops extract in Perluxan have tremendous potential for growth and consumer reliance in the joint category.

“Celadrin, an effective natural anti-inflammatory compound, comes from specific esterified fatty acids,” he stated. “It can be used as a topical cream directly on the area in pain or in supplement form. Celadrin works much like essential fatty acids EPA and DHA from omega-3 fish oils, but with a much more dramatic result because it causes change at the body’s cellular level. It works by decreasing inflammation and lubricating cell membranes throughout the body, restoring fluids that cushion bones and joints to promote flexibility and mobility.”

Perluxan, on the other hand, is a natural food ingredient made up of a supercritical extract from hops cones (Humulus lupulus L.). “Perluxan is formulated to address pain and stiffness. Unlike glucosamine and chondroitin, which can take weeks or months to work, Perluxan can start relieving minor pains within the initial 30 minutes of taking it orally by supplementation,” explained Mr. Mosca.

A study examining Perluxan efficacy compared to ibuprofen found the hops extract exhibited COX-2 inhibition for more than 9 hours, with no gastrointestinal side effects. Two tablets of ibuprofen (400 mg) would be needed to achieve the same results but might pose risk of side effects. “In another randomized, double-blind human clinical study, Perluxan significantly reduced pain in individuals with osteoarthritis of the knee in as soon as two hours after administrating.”

Nutrient-rich egg membrane from Biova LLC, Johnston, IA, offers benefits for joint health in a patented, water-soluble format. Meeting the needs of older consumers that have difficulty swallowing pills, the company’s BiovaFlex is available in a powdered formula, with a neutral taste profile, that dissolves completely in water. The sachets offer on-the-go convenience in a 450 mg per day dosage.

“What makes water-soluble egg membrane (WSEM) so compelling for joint health applications is not just the fast, short-term 5-7 day results, but the longer-term 30- and 60-day sustained range of motion improvements indicated across multiple studies. Further, water-solubility means BiovaFlex is viable for the 40-70% of adults who have issues swallowing pills,” explained Matt Stegenga, president of Biova. “This is exciting for companies looking for a new ingredient to expand their joint health market reach beyond capsules and tablets.”

MSM (methylsulfonylmethane) is also beneficial to healthy joint function for both humans and their furry friends, according to Tim Hammond, vice president of sales and marketing for Bergstrom Nutrition, Vancouver, WA. “Bergstrom Nutrition pioneered the use of MSM for both animal and human health use and has remained the leading manufacturer of MSM for over 25 years. Crafted only in the U.S., our OptiMSM is the only Generally Recognized As Safe (GRAS)-designated MSM available.” The company utilizes a unique four-stage distillation process that guarantees optimal purity, quality, consistency and traceability.

Mr. Hammond noted that Bergstrom Nutrition continues to invest in new research and applications for OptiMSM, extending its joint health benefits to also include immune response, skin care and healthy aging.

Herbal ingredients also present a wide range of options for joint health consumers. “Newer ingredients like Natreon’s AyuFlex are positioned to make in-roads as consumer awareness builds and new line extensions enter the market,” said Rick Kaiser, vice president of sales and marketing, Natreon, New Brunswick, NJ.

AyuFlex is a clinically proven, water-soluble, vegetarian, organic, non-GMO product derived from the edible fruits of Terminalia chebula standardized to high levels of bioactives. The ancient Ayurvedic plant has been used in India for thousands of years for its anti-inflammatory and analgesic effects. According to Natreon, the ingredient’s efficacy relies on its ability to inhibit COX-1, COX-2 and 5-lipoxygenase (5-LOX) enzymes.

PLT Health Solutions, Morristown, NJ, markets two boswellic acid extracts—5-LOXIN and AprèsFlex—which have both been shown to inhibit 5-LOX and matrix metalloproteinase (MMP-3) enzymes. Dr. Barbara Davis, PhD, RD, vice president of medical and scientific affairs with PLT, said it is this process that supports healthy joints and connective tissue.

Dr. Davis cited a recent human study in which 100 mg and 250 mg of 5-LOXIN daily provided improvements in joint comfort and mobility within 7 days. “Daily consumption provided significant benefits in WOMAC, VAS and LFI standardized testing methodologies for joint health and positively impacted biological markers associated with joint and general health, including TNFa, CRP, and IL-6. 5-LOXIN was also shown to significantly inhibit MMP-3, enzymes that break down cartilage, collagen and connective tissues.”

AprèsFlex, she noted, is the “next generation boswellia extract.” The unique composition is based on the clinically studied Boswellia serrata extract providing acetyl-11-keto-beta-boswellic acid (AKBA). Dr. Davis said AprèsFlex offers improved bioavailability and bioactivity of the AKBA. She added, “ApresFlex has been clinically evaluated in three studies, two of which are published, showing joint health benefits in as early as 5 days from 100 mg.”

Antioxidant-rich French maritime pine bark extract has clinically proven benefits for joint health, along with a wide array of other health applications. This natural botanical extract, Pycnogenol, benefits joint mobility, flexibility and naturally relieves aching, according to Sébastien Bornet, director of global marketing for the Switzerland-based Horphag Research (the exclusive worldwide supplier of Pycnogenol).

Commenting on Pycnogenol’s efficacy, Mr. Bornet said, “Consumption of Pycnogenol was shown to limit the activation of the pro-inflammatory NF-kB by 15.8%. This commands the mobilization of all pro-inflammatory molecules, which play a destructive role in arthritis. Interestingly, Pycnogenol was also found to increase regeneration of hyaluronic acid by 44%. Hyaluronic acid is found in the synovial fluid of joints and plays a key role in joint lubrication and shock absorption.”

Emerging Opportunities
Product manufacturers in the joint health space are looking to expand their consumer base outside of the typical “aging active” demographic. Research, as well as educational platforms targeting younger generations, are introducing joint health supplements to an emerging audience.

In February 2015, Ronkonkoma, NY-based NBTY launched a public education and marketing campaign promoting its Osteo Bi-Flex joint health supplement. The campaign looks to educate U.S. consumers about the steps they can take to help strengthen their joints at various points across their lifespan—not just in old age.  

In a press release from the company, John Frame, senior director of brand marketing for Osteo Bi-Flex, said, “While occasional joint issues are commonly associated with aging, our research shows joint health as an emerging concern—nearly 70% of Gen Xers and Boomers are feeling the effects of stressed joints. Our team of researchers, scientists and formulators are committed to providing consumers with the highest quality joint health supplements, and we believe we can help improve their quality of life. Consumer education on joint health and wellness is part of our core mission.”

Younger shoppers in general are stimulating the overall supplement market, according to Mr. Bornet of Horphag. “As a whole, the Millennial generation is driving growth in the supplement market and believes in the efficacy and safety of natural research-based products. Because our joints are subject to wear and tear with age, the joint market is continuously growing and the younger consumers are looking at scientific evidence with a focus on improved joint health and protecting their joints both in the immediate and long-term.”

InterHealth’s Mr. Dijkstra, pointed to sports nutrition as a key opportunity for joint health supplements. “InterHealth’s joint health ingredient UC-II is getting a lot of interest lately from athletes wanting to incorporate a joint health component into their sports nutrition supplements. Maintaining knee joint function supports mobility, increases flexibility and supports the ability to exercise longer and more regularly. The knee provides stability, flexibility and strength needed for comfortable workouts and sports-related activities. Knee extension is important for all movements in sports such as running, jumping, kicking, lifting, lunging, etc. The inclusion of joint-health ingredients such as InterHealth’s UC-II can be the perfect addition to many sports recovery products.”

Ms. Nygaard of Rousselot suggested the overlap provided by collagen in the nutricosmetics and joint health market make supplements designed for women a prime opportunity. “Gender targeting is a growing trend: supplements for pregnant or menopausal women have been available for many years, and increasingly we’re seeing products aimed at men too.” As women approach their senior years, she added, they’re particularly at risk for OA. Data from the CDC found women have a higher incidence of OA, especially after the age of 50. Additionally, men have a 45% lower risk of incident knee OA and 36% reduced risk of hip OA compared to women.

Lifestyle can play a critical role in joint health too. “According to the National Institute of Arthritis and Musculoskeletal and Skin Diseases, joint pain and osteoarthritis are more likely to occur in people who are overweight and in those with jobs that stress particular joints,” Mr. Bornet noted, adding “unhealthy slimming practice or sedentary lifestyle may have negative influence on joint health as well.”

While joint health products are still primarily used by seniors, Ms. Doyle of OmniActive said new consumers coming into the category are a promising sign for the overall market. “Given that 10% of men and 18% of women over the age of 60 already suffer from symptomatic osteoarthritis, according to the Organization for Economic Co-operation and Development, the market for ‘natural’ joint health products will likely remain strong for years to come. However, joint health products for younger consumers are becoming more common, especially with the rise in healthy aging, preventive medicine and sports nutrition trends; and in time this could provide an important new source of growth for the market.”