Mobility focus: Spotlighting collagen, supplement versatility and healthy aging across generations

17 Nov 2022 --- Mobility is quality of life. As consumers age, their interest in products and foods that facilitate healthy aging grows. However, younger generations are more informed than ever about the health aspects of the foods they eat; a significant portion of consumers are starting to focus on their future mobility and healthy aging many decades in advance.

NutritionInsight speaks to industry players from Rousselot, Lonza, FrieslandCampina and Fonterra to unlock the secrets of a changing category.

Research by Lonza shows that an equal percentage of Millennials and Baby Boomers (38%) are likely to be interested in joint health. In the same vein, Vicky Davies, global marketing director of performance and active nutrition at FrieslandCampina Ingredients, explains that one-third of consumers planning to improve their mobility are aged 25 to 34.

Moreover, Fonterra’s data reveals that 85% of global consumers between 16 and 54 want to manage their health earlier to avoid future well-being issues.

Early focus into mobility
Victoria Lam, GM marketing – active living at Fonterra, explains that while mobility solutions are generally targeted at the older generations, successful mobility foundations are made during youth.

“Without intervention, loss of muscle mass starts as early as the age of 30, with a 3-5% loss per decade. In addition, our peak bone mass is reached before we are 30 years old, so it is important that we are addressing mobility foundations in these younger demographics.”

Younger consumer interest creates a promising space for brands to expand healthy aging products beyond traditional demographics. 

“An increasing number of older consumers are looking to maintain good mobility so they can keep doing the things they love,” explains Davies.“While the primary consumers in this space are still older people aged 55 to 70+ years, we are seeing a shift in interest from younger generations who are becoming more proactive and taking preventative actions to manage long-term health,” continues Lam. 

“Consumers recognize that outcomes, such as bone health and mobility, are improved by lifestyle choices made across our lives, not just in senior years, and understand the value of nutrition in improving mobility across all ages,” she explains.

“Almost every age group has some degree of mobility issues that need to be addressed. For example, professional athletes and amateur sports people’s bones, joints and muscles can come under stress because of regular exercise and high-intensity sessions. At the same time, the overweight population may suffer from similar pain because of the extra strain during day-to-day life,” adds Florencia Moreno Torres, global business development manager of health & nutrition at Rousselot. 

Lindsey Toth, director of global marketing at Lonza capsules & health ingredients, stresses that times are changing. “Joint health products are now gaining momentum with consumers of all ages, including Millennials, active adults participating in high-intensity exercise, and even busy parents.”

Toth reveals that Millennials’ increase in disposable income is driving their supplement purchases – with the generation doubling their expenses in the category since 2010.

Davies also notes an “interesting shift” in the market into an all-round movement to improve quality of life.

“An increasing number of older consumers are looking to maintain good mobility so they can keep doing the things they love, such as hiking or playing sports, as opposed to mostly seeking to manage pain.”

Protein, the key ingredient in mobility
Davies emphasizes that protein is a fundamental ingredient in the mobility category, helping with strong bones, repairing of cells, tendon health and muscle strength. 

“[Protein] as the building blocks for our muscles, it’s a tried and tested ingredient for boosting strength – and therefore overall mobility. As a result, protein remains the go-to for categories like active aging and sports nutrition, where maintaining or improving mobility are key consumer concerns.”

She highlights dairy protein as the “gold standard” for muscle and mobility solutions. “dairy not only has a strong nutritional profile, containing essential amino acids but has high digestibility, meaning it’s easily absorbed by our bodies.” 

However, she admits that “dairy protein is no longer the only player in the field” as plant-based proteins “storm into the scene” and gain terrain in the mobility and active aging categories.

Nonetheless, not all proteins are suitable for the mobility category, according to Lam. Only complete proteins containing all nine essential amino acids, such as leucine, lysine and valine, can be used for mobility goals. Lam explains that while mobility solutions are generally targeted at the older generations, successful mobility foundations are made during youth.

Dairy proteins, like milk protein concentrates or calcium caseinate, are suitable as they are high in essential amino acids, especially in branched-chain amino acids. 

“Regardless of physical activity and lifestyle, most elderly consumers will experience a loss of muscle that could hinder mobility. Combining exercise with protein consumption is a proven strategy to keep active. There is a growing body of evidence which supports collagen protein’s status as a preventative supplement for mobility-related issues, especially those that tend to develop as we get older,” says Moreno.

It can also help younger consumers to recover from strenuous exercise and reduce soreness.

Tapping into protein-rich collagen
Compared to other supplements in the category, collagen plays a “huge role” in supporting the musculoskeletal system as a whole, according to Moreno.

“Collagen also stands out for its virtually limitless formulation flexibility thanks to its compatibility with other nutrients and its neutral sensory profile. But that’s not all. Because collagen peptides are widely bioavailable, they are important in making supplements attractive to shoppers. After all, it’s bioavailability that allows molecules to be absorbed and used by the human body, so consumers can actually feel the benefits.”

The ability to directly and quickly feel the benefits of collagen supplementation is one of the reasons for the supplements’ incredible sales growth, flags Moreno. She highlights how Collagen ingredient sales grew 56% in the first nine months of 2021.

Toth adds that in 2020, collagen used in joint health products grew 30% in a year. She explains how collagen type II is particularly more effective in the category, which the company uses for its products. 

“A 2016 study proved it to be significantly more effective at alleviating the symptoms of knee osteoarthritis than glucosamine & chondroitin, as measured by the Western Ontario and McMaster Universities Osteoarthritis Index.” 

85% of global consumers between 16 and 54 want to manage their health earlier to avoid future well-being issues.Versatility, for consuming convenience
Lonza’s product – Lonza UC-II – uses a small 40mg dose that allows for multiple applications, from capsules to bars, foods and beverages.

Moreno also notes that Rousselot offers versatile products to suit different applications and consumer groups. From functional foods to beverages, gels and shots, passing through innovative forms such as functional gummies or fruity snacks.

“For consumers of any background seeking muscle and mobility support, convenience and ease of consumption is key. But despite this common ground, trending formats may differ depending on different demographics’ needs,” underscores Davies.

For young consumers, Davies highlights that snacks like health bars hit the mark as 24% of consumers skip breakfast and 26% skip lunch thrice per week. 

For adults, high-protein drinks are easier to incorporate into their routines.

“Gummies are growing in popularity, with the market for gummy supplements projected to witness a CAGR of 10.27% by 2027,” Davies notes.

By Marc Cervera