Joint health positionings offer cross-generational appeal, propelling novel ingredients into spotlight

03 Nov 2021 --- While healthy aging continues to be a key focus of the mobility market, consumers of all ages and athletic abilities are also becoming increasingly aware of the importance of easy movement. 

In NutritionInsight’s industry roundtable discussion, experts from FrieslandCampina Ingredients, Bioiberica and PLT Health Solutions shed light on the demands narrowing the focus on key ingredients like protein and collagen.

“Rather than seeing huge diversification in the reasons for improving mobility health, we’re actually seeing greater crossover across demographics,” argues Jaume Reguant, healthcare director at Bioiberica.

One of these commonalities is an understanding that good mobility can lead to better overall health and quality of life. Research suggests that this belief is firm across all age groups.

“When you look at the consumers who are already taking actions to improve their mobility, a desire to age well and stay healthy for longer is a common driver across global demographics,” Reguant continues. Younger consumers are also taking an interest in their mobility health, which positions the trend in the mainstream.

Involving every part of the body
Mobility issues can be frustrating as they are closely linked with personal independence, explains Floris Daamen, marketing manager performance and active nutrition at FrieslandCampina Ingredients.

“Mobility can be affected by a range of factors including our physical health, age, flexibility, strength, sleep and whether we take medication. As such, it involves every part of our body from cognitive health to muscle and bone strength – and everything in between,” he continues.

However, most people start to notice mobility issues as they age or if they have had a period of illness. The main reason for this is a loss of muscle mass, strength and physical function – known as sarcopenia – which is associated with difficulty performing daily activities and delayed recovery from illness.

Beyond joint discomfort
Steve Fink, vice president of marketing at PLT Health Solutions, adds that many consumers think of mobility as solely focusing on joint comfort.

However, the company addresses a broader range of issues such as flexibility, range of motion, recovery from strenuous activity and exercise, muscle comfort and recovery, and the ability to restart everyday activities.

Daamen also stresses a holistic approach to mobility. For example, food, drinks and supplements can offer scientifically proven mobility benefits across a number of contributing factors like increased protein, gut health, bone strength, immunity support and cognitive support.

“Combining these nutritional solutions with regular exercise is also key.” Freedom from discomfort with enhanced mobility is a must-have for today’s aging population.

Generational differences
While mobility is fundamentally the ability to move freely without restriction, the definition of good mobility is broad and depends on the individual.

For an elderly person, it may mean being able to perform day-to-day tasks independently and without pain, whereas for an athlete, it’s more about being able to access the full range of movement or improving performance, notes Reguant.

Fink also sees opportunities in the joint health market for younger athletes who want faster recovery and better performance, as well as physical workers who can’t afford to take a day off from the job.

Other potential markets include middle-aged people who want to age gracefully, older people who want to keep going, and people in pain who need some “get up and go.”

“Ready-to-drink (RTD) beverages and gummies may prove popular with younger, active consumers who want convenient solutions on the go. Meanwhile, older people might prefer functional foods that can be easily incorporated into their daily regimen, removing the requirement for additional pills,” Reguant continues.

Making the most of the “silver pound”
Despite the broad market for joint health beyond seniors, elderly consumers are currently the largest demographic seeking nutritional mobility aids, according to Daamen.

“The pace of that aging might take some by surprise. In only 30 years from now, over 60s will account for more than a fifth of the population, according to the World Health Organization – that’s over two billion people,” he points out.

He sees more companies wanting to make the most of the “silver pound” and doing so by formulating products with older customers in mind. This includes convenient short drinks that boost protein intake, chewable or meltable supplements that combat any swallowing issues, and familiar yogurts with added nutritional benefits.

A tailored approach
There is no “one size fits all” when it comes to aging, Daamen emphasizes.

“While some people remain very active as they get older, others have a slower pace of life. There are also those that might need very specific nutritional support, while some maintain the same diet they’ve had for decades.”

Adding to the complexity, aging symptoms tend to be affected by many lifestyle and health factors. It is, therefore, essential that people listen to their bodies and make decisions that are best for them considering their personal circumstances, Daamen continues.

Turning away from glucosamine and chondroitin?
In addition to its diversifying target demographics, the joint health sector is also seeing changes in terms of popular ingredients.

Products that contain the top-selling joint health ingredients – glucosamine and chondroitin – have been declining in overall sales in the last five years, argues Fink.

“Both ingredients require relatively large doses and require a long time to show efficacy. Sixty days is a long time and six months is an eternity when you compare it to an over-the-counter alternative.”

On the other hand, ingredients like Boswellia extracts have efficacy in as fast as five days and with doses as low as 100 mg.

“PLT has developed water-dispersible, neutral-tasting versions of our Boswellia extracts. This dramatically increases the range of delivery systems we can use – to include things like beverages and gummies.” Milk also contains calcium, high-quality proteins and vitamins A, D and B12, which are all essential to aging people.

Protein appeals to older crowd
People need much more protein as they age, but many find their appetites decrease as they get older. Daamen emphasizes that making protein easy, enjoyable and accessible to these consumers is critical.

Given the central role of muscle in physical abilities, metabolism and resilience, this would indicate a clear opportunity for brands to develop products fortified with high-quality protein, with specific muscle-related positioning.

“With a high protein digestibility corrected amino acid score (PDCAAS) and digestible indispensable amino acid score (DIAAS), milk proteins can support muscle health and mobility and deliver essential amino acids extremely effectively,” says Daamen.

He adds that dairy products also have the added benefit of being very accessible to older people. Many grew up with and enjoy dairy products, which pack a nutritional punch even in relatively small quantities.

“If eating and drinking become more difficult – due to lack of appetite, dental problems or illness – for example, dairy can act as a carrier for additional healthy ingredients like omega 3s and be formulated in easy to consume drinks and yogurts.”

Dosage considerations
Dosage is also a key factor for Bioiberica, as ingredients that require a high dose to be effective are typically more difficult to formulate with, especially in complex food matrices.

For example, hydrolyzed collagen can cause protein off-notes and unpleasant organoleptic properties.

“Therefore, native undenatured type II collagen offers formulators increased flexibility and compatibility with other joint health ingredients, such as hyaluronic acid, chondroitin sulfate and glucosamine for enhanced efficacy. For consumers, it means they only need one supplement per day,” notes Reguant.

He adds that hyaluronic acid is another key ingredient for mobility formulations. In this space, Bioiberica’s Mobilee contains a patented combination of hyaluronic acid, mucopolysaccharides and collagen.

“As mobility continues to be a growing focus for a wide range of consumers, manufacturers are increasingly turning to such novel ingredients to create appealing solutions that can easily be added to consumers’ daily routines,” Reguant concludes.

By Katherine Durrell

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