Mobility and health span pivotal consumer demands in collagen supplementation

04 Apr 2019 --- As life expectancy has increased globally, consumer attention is shifting towards improving the quality of senior life, in terms of mobility and maintaining activity levels. As such, collagen supplementation is interesting for a wide audience, as well as people suffering from mobility issues. Prevention is key and NPD is targeting a younger demographic of active consumers. Several industry players are responding by developing ingredients to support bone and joint health, aid in prevention and usher consumers into a healthier and more active senior life. 

Consumers see dietary supplements as a convenient and effective way to support joint health. A survey of supplement users commissioned by Lonza and conducted by the Natural Marketing Institute (NMI) found that seven out of ten consumers in Germany, France and Italy would consider purchasing a joint health product. 

“Such supplements are not only suitable for seniors or those with specific joint issues but are additionally used by millennials looking to proactively maintain their joint health. Indeed, mobility is now a top priority for the modern consumer, regardless of age,” says Dominik Mattern, Lonza Associate Director Business Development, Consumer Health & Nutrition.

Mattern also notes that professional athletes and budding fitness enthusiasts, or “weekend warriors,” also stand to benefit from supplements designed to support joint health. These active consumers are more at risk of cartilage damage through exercise-induced stress. Mattern also offered his insights on new collagen ingredients and joint health solutions during a recent NutritionInsight webinar.

“There is no doubt that healthy aging is paramount if older people are to remain independent and continue to enjoy a rewarding life with family and friends. We see that across the globe, people are already taking an increasingly proactive approach to counteracting the detrimental effects of aging by adopting healthier diets and more active lifestyles,” notes Oliver Wolf, Head of Global Marketing and Communication for Gelita.

Consumer demands guide NPD
The consumer base is expanding and companies are turning towards reformulations and new collagen ingredients. An increased desire for natural alternatives influences the way food and beverages are produced and positioned. As a consequence, there is a greater demand for clean label products, according to Wolf. 

“Data also shows that glucosamine and chondroitin sulfate have been the main promoted ingredients over the last ten years, while products with hyaluronic acid and native type II collagen are now among the three most used ingredients in joint health, in terms of innovation,” Jaume Reguant, Director of Bioiberica Healthcare BU, tells NutritionInsight.

Furthermore, consumers are looking for convenient products that can support their health while still being easily incorporated into their daily lives. “An example is collagen products, typically used in the bone and joint health category as a supplement. After its success in supplements, collagen has expanded beyond this sector, growing steadily in the food and beverage industry, opening up new consumer markets and applications,” says Lana Blagojevic, Content Marketing Specialist at PB Leiner. 

There is also a growing interest in vegan and vegetarian products, notes Vijaya Rani, Head of Marketing at Aurea Biolabs. 

Additionally, products that use branded ingredients have an advantage as consumers can easily research the ingredient and find out if the benefit is the one they are looking for, according to Douglas Jones, Global Sales & Marketing Manager, BioCell Technology.

Safety in formulations is an added concern for consumers. A Lonza endorsed study conducted in the UK found that the majority of respondents cited “unquestionable safety” and “scientific and clinical proof” as very important factors to them when deciding to purchase a joint health supplement.

Delivery format is important, with the study showing that 75 percent of UK supplement users prefer products that are easy to swallow. “Capsules remain the preferred dosage form for consumers, while also enabling the safe and secure containment of ingredients,” Mattern notes.

Product applications like ready-to-drink (RTD) beverages, liquid shots, gel sachets, gummies and effervescent tablets are the popular forms, according to Rani.

“We see a growing tendency to move from tablets and capsules to other forms. Pain management is also critical for joint care as very few supplements currently address this issue. Hence the use of endocannabinoids like beta-caryophyllene is quite unique,” Rani adds.

Ingredients to look out for
The joint health industry continues to evolve so it can meet the needs of both the elderly population and increasingly health-savvy consumers of all ages. Lonza is responding to this growing demand by creating a “next-generation joint health solution.” 

Lonza’s UC-II undenatured type II collagen is a clinically studied ingredient that supports joint comfort, flexibility and mobility. “It has a unique mode of action that works with the body’s natural repair processes to help rebuild damaged cartilage in the joints,” Mattern says. 

In the same space, Aurea Biolabs has developed a formulation based on Ayurvedic knowledge for bone and joint health called Acujoint. It is a supplement for articular cartilage degradation using technology that incorporates the extracts from a range of sources as well as a bioavailable curcumin ingredient. 

Gelita has launched Tendoforte, the latest addition to its range of Bioactive Collagen Peptides. According to the company, the ingredient has been optimized to strengthen tendons and ligaments and is touted as able to reduce the incidence of sports injuries and accelerate return-to-play.

Importance of nutrition
In combination with proper supplementation, a lifestyle that supports bone and joint health is also necessary to enter senior life as healthy as possible. Daily physical activity combined with weight management and a healthy balanced diet can support the health of muscles, bones and joints, Reguant notes.

“Apart from the intake of functional supplements, regular exercise and a healthy body weight are important to maintain the joint health. Yoga can also play an important role in healthy joints. Eating a healthy diet is also important because it helps to build strong bones and muscles,” Dr. Sreeraj Gopi, Chief Scientific Officer, Aurea Biolabs tells NutritionInsight.

Despite considerable medical progress, there is still no cure for osteoarthritis and only a few therapeutic remedies to treat the disease, according to Wolf, which is why supplementation in combination with a healthy lifestyle are important.

With governments and health bodies worldwide increasingly stressing the importance of leading a healthy, balanced lifestyle, it follows that more people than ever are taking part in sports and other fitness pursuits. Though the benefits of vigorous exercise are widespread, participating in high-impact activities can place exaggerated stress on joints and lead to degradation of joint cartilage, explains Mattern. Balance appears to be key.

By Kristiana Lalou