Consumer demand for healthy aging drives new joint health product development

The nutrition industry sees a growing demand for joint health solutions as younger consumers and an aging population seek to sustain an active lifestyle as long as possible. Experts observe an increased interest in personalized options for proactive health, combining sustainable and natural ingredients for fast results.

Nutrition Insight examines the evolving mobility space with Gnosis by Lesaffre, Lonza Capsules & Health Ingredients (CHI), OmniActive Health Technologies, Giellepi, Balchem, and GC Rieber VivoMega. 

“Mobility is gaining mind-space among young adults,” says José Luis Pinedo Rivera, brand manager for Chondroitin Sulfate at Gnosis by Lesaffre. “Although athletes have been protecting their joints as part of their overall regimens, more fitness-oriented individuals, such as trainers and serious gym-goers/workout enthusiasts, are buying joint-support products more than ever.”

He adds that seniors focus on living an active lifestyle. “But even the healthiest, most flexible, and toned may still experience cartilage degradation, leading to aches, stiffness, and thus reduced mobility. The forecasted growth of the aging population shows tremendous opportunity to deliver quality joint-support ingredients that hit all the high notes for today’s discerning health consumer.” 

Hanna Charron, associate director of Health Ingredients Product Management at Lonza CHI, says the company’s proprietary research reveals that 42% of adults aged 25–73 believe that joint health is “extremely important” for their overall health and wellness.

“Many are prioritizing their joint health to maintain an active lifestyle (76%), participate in their favorite physical activities (67%), and keep up with their children (42%),” she adds. “A diverse and multigenerational range of consumers are interested in bone and joint health products that support mobility, flexibility, and strength — helping them live more years in good health.”

Supporting an active lifestyle

Keya Shah, director of Category Management Joint Health and Mobility at OmniActive Health Technologies, says that consumers are looking for effective ingredients rooted in science that offer early benefits as they seek proactive solutions to sustain an active lifestyle or improve quality of life. 

“As mobility and musculoskeletal health categories gain attention across age groups, we need products beyond legacy joint solutions. Consumers are looking for multidimensional support and formulas that synergistically address the joints, back, connective tissues, fascia, ligaments/tendons, and muscle function. It’s all connected, so it’s best for products to address as much as possible.”

“There is also growing interest in combining mood, sleep, and mobility formulations, as comfort and mobility can directly impact sleep and emotional well-being,” she adds. 

According to Pinedo Rivera, fitness-oriented people like trainers and workout enthusiasts are buying joint-support products more than ever.Claudia Antenozio, scientific marketing at Giellepi, suggests joint health nutraceuticals go beyond traditional, long-term support. “Consumers increasingly seek fast-acting, science-backed solutions that deliver visible results and fit into modern, active lifestyles.” 

In addition to joint comfort, she sees a growing need in the market for clinically validated ingredients that support mobility, flexibility, and recovery. This is especially true as joint issues begin to affect younger populations due to physical strain, overtraining, or sedentary habits. 

“At the same time, older adults continue to look for effective solutions to maintain independence and quality of life. Natural, clean label formulations are especially in demand,  reflecting a broader shift toward plant-based wellness. As the category evolves, innovative,  multi-benefit, holistic ingredients will define the future of mobility nutrition.”

Product and format personalization

Meanwhile, Jessica Arnaly, senior marketing and business development manager at Balchem Human Nutrition & Health, highlights an increasing demand for personalization in joint health solutions, representing challenges and opportunities. 

“More and more people are looking for products made for their specific age, gender, lifestyle, or goals. Offering tailored solutions based on consumer preferences and needs will be key to standing out in the mobility market.” 

This also translates into delivery formats. Arnaly says that younger generations demand convenience, quality assurance, and transparency. “This means that fortified snacks and beverages such as functional bars, shakes, or ready-to-drink (RTD) options are favorable to best suit their on-the-go, busy lifestyles.” 

“And when these solutions incorporate science-backed ingredients that promote joint health and deliver additional benefits, that’s a deal.” 

Younger consumers seek fortified snacks and beverages — functional bars, shakes, or RTD options — to support an active lifestyle, says Arnaly.Balchem offers a methylsulfonylmethane (MSM) source in the joint health space, OptiMSM, which numerous studies have backed. “MSM functions as a source of organic sulfur, which acts as a key component of the building blocks of healthy cartilage, ensuring proper structure and function,” explains Arnaly. 

A recent trial demonstrated the potential benefits of OptiMSM in healthy individuals with mild knee pain at two grams daily. Moreover, she says that OptiMSM offers a form of MSM that can be used in various formats, such as tablets, stick packs, powders, bars, gummies, and RTD beverages. 

“By formulating with MSM, brands can create products that improve the quality of life and support the antioxidant response after exercise while also delivering additional skin health benefits, such as reducing the appearance of fine lines and wrinkles and enhancing skin texture and firmness.”

Sustainable solutions

Pinedo Rivera from Gnosis by Lesaffre details that the company has re-engineered the traditionally animal-sourced chondroitin to meet consumer demand for sustainable products with superior bioavailability and efficacy in small doses. 

He says MyCondro, crafted from the fermentation of microorganisms, is “suitable for any type of diet and diet restrictions.” 

He refers to two clinical studies demonstrating “MyCondro’s efficacy with a low dose of 600 mg/day — compared to the standard 800 to 1,200 mg/day for animal-derived chondroitin.”

“Participants with moderate osteoarthritis in the knee consumed MyCondro or placebo for three months and were assessed with WOMAC (Western Ontario and McMaster Universities) score and TLKS (Tegner Lysholm Knee Score),” explains Pinedo Rivera. “Additionally, inflammation was assessed by measuring pro-inflammatory markers CRP and ESR.”  

Shah sees a growing interest in combining mobility formulations with mood and sleep support.“Results showed that those in the MyCondro group had significantly reduced WOMAC scores by 19% compared to an increase of 8% in the placebo group, and a 14% increase in TLKS score compared to a 2% reduced score in placebo. Further, measurements of CRP and ESR were significantly reduced in the supplement group.”

Pinedo Rivera adds that a subsequent study on obese adults with moderate knee osteoarthritis confirmed these results. After two months, participants recorded improved knee function and comfort and reduced inflammation. 

Clearing up collagen confusion

Lonza CHI’s Charron says the growing collagen market offers an opportunity for brands looking to tap into the joint health market. However, she notes that over half of collagen users don’t know about the different types of collagen available. “While collagen is primed for growth, the market is ultimately confusing.” 

“Brands can turn this into an advantage by providing clear and educational information on their collagen ingredients,” she adds. “For instance, Lonza CHI’s UC-II undenatured type II collagen is the most researched brand of undenatured type II collagen, which means it has the robust scientific backing needed to clear the fog in the collagen arena.” 

“By providing science-backed benefits, brands can launch joint health solutions consumers trust and understand.”

Charron says the company’s UC-II undenatured type II collagen offers a new way to support the aging population’s active lifestyle, “helping joints feel ten years younger.” 

“By triggering the body’s immune system to support the natural cartilage repair process, UC-II undenatured type II collagen is highly effective in reducing the long-term effects of aging on cartilage.” 

Charron suggests brands provide clear and educational information on their collagen ingredients to clear up consumer confusion.In addition to improving joint flexibility, Charron says the ingredient reduces joint discomfort during physical activity and makes walking more comfortable, “helping people reach their daily step goal by increasing step count by a half-mile (0.8 km) more per day.”

Omegas for bone and joint health

GC Rieber VivoMega’s sales and marketing director, Ståle Søfting, highlights omega-3 fatty acids as “one of the top-selling supplements for joint health.” 

“Omega-3 EPA and DHA have been shown to contribute to bone and joint health by supporting increased calcium absorption, promoting a healthy inflammatory response, and enhancing joint lubrication.”

Søfting adds that higher fish and seafood intake and omega-3 blood levels have also been associated with protection against bone loss and osteoporosis in older men and postmenopausal women. 

“A recent meta-analysis covering nine randomized clinical trials and 2,070 patients with osteoarthritis showed that daily EPA and DHA supplementation significantly relieved arthritis pain compared to placebo and was also associated with improved joint function in these individuals.” 

“Interestingly, the observed improvement in arthritis pain was better in patients under 65 than in older patients over 65,” notes Søfting. “In addition, a meta-analysis reported that after three to four months of supplementation with omega-3 EPA and DHA, study volunteers experienced improved aching joint intensity, morning stiffness, tender joints, and consumption of nonsteroidal anti-inflammatory drugs.”

At the same time, he stresses the importance of quality and purity in omega-3 fatty acids, noting that GC Rieber VivoMega offers pure, sustainable, and high-quality fish and algal omega-3 concentrates. 

Søfting says that EPA and DHA contribute to bone and joint health through calcium absorption, healthy inflammatory response, and joint lubrication.“Our vegan and fish-derived concentrates have industry-leading total oxidation value parameters, and we place an extreme focus on raw material utilization, resulting in minimal waste,” says Søfting. “Our proprietary processes for both products ensure quality, consistency, and stability, resulting in a superior sensory profile.”

Natural offerings

OmniActive Health Technologies and Giellepi highlight botanical bone and joint health solutions. 

Shah says OmniActive Health Technologies focuses on clinically supported, versatile ingredients to meet the demands of traditional and emerging consumers seeking mobility and comfort. For example, its highly bioavailable curcumin ingredient, Curcuwin Ultra+, supports sports nutrition and people with an active lifestyle.

She notes that clinical research supports the ingredient’s benefits in joint comfort and mobility within five days. “In a 2023 randomized, placebo-controlled clinical study, Curcuwin Ultra+ was shown to improve functional outcomes in healthy adults experiencing joint issues associated with physical activity and reduce joint discomfort as a result of exercise.” 

In addition, Shah says Curcuwin Ultra+ “significantly improved knee flexion and extension muscle strength along with supporting cartilage (integrity), joint flexibility, and healthy inflammation.” 

Meanwhile, Giellepi is investing in fast-acting, natural solutions in the joint and mobility health space. Antenozio details: “At the core of our strategy is Axtragyl, a novel botanical ingredient derived from Astragalus radix.” 

“Clinically researched and fully standardized, Axtragyl has demonstrated significant improvements in joint comfort, mobility, flexibility, and post-exercise recovery, with results in as little as five days. This rapid onset of action makes it highly attractive to younger individuals looking to sustain an active lifestyle and older adults seeking relief from age-related  joint discomfort.” 

Antenozio says that Axtragyl’s natural origin and scientific validation position it as a “future-forward solution in a category that increasingly values efficacy, clean label formulations, and consumer-centric design.”