Joint health market growth driven by consumer interest in dairy, plant-based and collagen solutions

13 Jun 2024 --- Demand for joint health products is on the rise, driven by both older consumers looking for mobility support and younger generations looking to optimize aging and maintain an active lifestyle. Nutrition Insight discusses the latest developments in joint health with industry-leading entities that highlight the expanding market potential.

We sit down with Balchem, Bioiberica, Giellepi, Lonza Capsules and Health Ingredients, PharmaLinea and Valio to discuss the increasing variety of joint health solutions, ranging from dairy-based to plant-based ingredients and collagen supplements.

“The world’s population is aging, where the percentage of individuals over 60 years old is increasing on every continent,” Dr. Anur Turpeinen, nutrition research manager at Finnish dairy manufacturer Valio, tells us.

“The elderly population already comprises a large consumer group and is steadily expanding in both number and purchasing power. The demand from older adults for healthier products and functional foods provides substantial market potential.”

Fabio Terruzzi, strategic business development manager at the Italian ingredient innovator Giellepi, adds: “While the older population still drives most trends related to joint health, younger generations have increased the interest in their mobility by taking joint health supplements for aging optimization.”

 “Moreover, joint, bone and muscle health are gaining traction into products designed for workout enthusiasts and gym-goers, as well as runners and others who participate in frequent cardio activities that may affect knee functionality.” 

Balchem’s senior marketing and business development manager, Jessica Arnaly, points out: “Nowadays, the younger demographic is taking a new proactive approach to well-being, prioritizing joint health to stay active as long as possible. There lies an exciting opportunity for brands to pave the way with solutions tailored for every age group.” 

Antonio Vendrell, marketing director at Bioiberica, continues: “In line with this demographic diversification, the variety of formats on offer in the joint health space has also exploded. The key trend in joint health right now is diversity — in terms of ingredients, formats and target audiences.”

Dairy is a well-known provider of many mobility supporting ingredients such as high-quality protein, calcium, magnesium, phosphorus and vitamin D.Dairy solutions
One of the most well-established ingredients for joint health and longevity are derived from dairy. Valio’s Turpeinen states that “dairy is a well-known provider of many mobility supporting ingredients such as high-quality protein, calcium, magnesium, phosphorus and vitamin D.” 

She explains that the functioning of bones, skeletal muscles and joints are closely tied, adding that Valio provides a wide range of milk powders for different needs. “Valio’s lactose-free, high protein milk powder EilaPRO contains 50% more protein than regular milk powder, along with calcium and vitamin D, contributing to the maintenance of muscle mass, healthy bones and joints.”

“Valio Nutri F+ powder is specially tailored to support healthy aging, is rich in high-quality milk protein and enriched with vitamins and milk minerals to support physical functioning.” 

Turpeinen points out that although milk and dairy products are a well-known source of bone and joint tissue building blocks, the majority of the world’s population is unable to consume regular dairy products due to lactose intolerance or lactose malabsorption. 

“This suggests great potential in the lactose-free market, also in connection to bone and joint health. Valio is a pioneer in lactose-free technology, and we were the first in the world to launch totally lactose-free milk in 2001. Today, Valio has the broadest assortment in lactose-free milk powders.”

Regarding the future development of the space, Turpeinen  notes: “We expect to see more hybrid products with both animal-based and plant-based ingredients to combine the benefits of both.”

Plant-based solutions
Terruzzi highlights Giellepi’s plant-based product for joint health. “With Axtragyl, a plant-based ingredient derived from Astragalus, we offer a clinically validated all-in-one ingredient for joint comfort, flexibility, mobility and recovery.” 

“Axtragyl has been specifically developed to provide a complete solution addressing all the critical areas of support for joint discomfort due to aging, overuse or sports activities,” he outlines. 

“Nowadays, the joint health space offers interesting growth opportunities mainly for two reasons: first, the aging population is aspiring for ease of movement and joint comfort; second, younger consumers are recognizing that the ability to move freely requires healthy joints, which function smoothly and recover well after exercise.”

“The biggest challenge that products built for joint support face is related to their ability to deliver efficacious results quickly. In fact, modern consumers would likely take a joint health supplement when formulated with a fast-acting ingredient. In this view, Axtragyl has been found to restore comfort and flexibility in as little as five days.”

Maja Orešnik, science and research director at PharmaLinea, similarly argues that plant solutions are thriving in the joint health space. “Nowadays, anti-inflammatory plant extracts, such as curcumin and Boswellia, are gaining popularity. Importantly, many branded ingredients are also available now with extensive clinical support and the ability to support several different joint health aspects.”

Undenatured type II collagen offers mobility benefits for a younger demographic of healthy, active adults.Collagen for joints
Amy Sunderman, director of research and development at Lonza Capsules and Health Ingredients, highlights collagen as a trending ingredient in joint health products. 

“Within the collagen landscape, undenatured type II collagen, such as Lonza’s UC-II, stands out as a leading ingredient for joint health — offering science-backed mobility benefits specifically for a younger demographic of healthy, active adults. UC-II undenatured type II collagen has been recognized as the number one undenatured type II collagen brand globally in terms of market penetration.” 

She states that Lonza’s UC-II undenatured type II collagen is clinically proven to reduce joint discomfort after physical activity and significantly decreased knee discomfort when twisting or pivoting the knee, walking downstairs and walking on a flat surface, compared to placebo at 180 days.

“Lonza’s collagen ingredient also supports mobility. According to Lonza’s research, participants supplementing with UC-II undenatured type II collagen who walked over 1/4 miles (0.4 km) more per day indicated that it helps make walking more comfortable and supports people’s ability to hit their daily step goals when compared with placebo.”

Bioiberica’s Vendrell highlights the company’s collagen product: “Take our native (undenatured) type II collagen — Collavant n2 — for instance. In a recently published study, researchers investigated the impact a low dose of Collavant n2 (40 mg/day) could have on joint functionality and quality of life in women with knee osteoarthritis. It was observed that the ingredient enhanced joint functionality and comfort after just six weeks of supplementation, illuminating its value in the growing women’s health space.”

“Even more notable are the findings of another new clinical trial which, for the first time, demonstrates the benefits Collavant n2 can offer healthy individuals. Collavant n2 consistently supported faster recovery from discomfort after exercise during the trial — markedly outperforming the placebo group by day 180. The outcomes of this trial, taken with the results from the women-only study, highlight Collavant n2 as a universal solution for joint health — as applicable to healthy individuals as those suffering from mobility-limiting diseases. “

Sulfur and joint health
Balchem’s Arnaly further highlights sulfur as another ingredient that positively affects the joint. She explains that sulfur can be found in dietary supplements in the form of methylsulfonylmethane (MSM). 

“As a source of sulfur, MSM is a critical component of the building blocks of joints and connective tissues, ensuring proper protein structure and function. One of our star players in the joint health market is OptiMSM, Balchem’s industry-leading source of MSM,” she asserts.

“Supplementation with OptiMSM has been shown to contribute to overall joint and physical function by providing cartilage with much-needed nutrients. To expand their offering, brands can combine this solution with more common joint health and mobility ingredients such as collagen and glucosamine, boosting effectiveness.”

As a source of sulfur, MSM is a critical component of the building blocks of joints and connective tissues.Arnaly argues that the benefits of OptiMSM have been demonstrated in numerous clinical studies, “including the recent trial published in the peer-reviewed journal Nutrients that sets out to evaluate the effects of oral consumption of MSM in relieving mild knee joint pain.”

“While previous studies involved patients diagnosed with osteoarthritis, this is the first trial carried out on healthy adults and offers a great opportunity for proactive consumers. Moreover, the study revealed OptiMSM’s potential to be effective at just two grams per day, allowing for more flexibility in formulation.”

Combined solutions 
Matevž Ambrožič, marketing director at PharmaLinea, points to the company’s Your Arthro Ease Capsules — “a clinically studied next-generation product for joint pain relief and ease of movement, designed for multimodal tissue regeneration and are highly effective at a low dose.”

“The product is based on Qllagen, PharmaLinea’s branded, highest quality type II undenatured collagen, which requires a much lower dose than hydrolyzed collagen, Boswellia extract, MSM, vitamin C and vitamin D.”

He explains that Boswellia is clinically proven to improve pain, stiffness and joint function. “MSM can prevent the degradation of cells by modulating the expression of genes involved in chondrogenic and osteogenic differentiation of cells. The combination of MSM and Boswellia acids have demonstrated promising outcomes in the management of inflammation and joint degradation.” 

“We believe more joint pain supplements will be launched in the future. Ingredients that are used in these novel product launches in the segment include curcumin, Boswellia, black pepper and ginger,” he concludes. 

By Milana Nikolva