Joint and Bone Health are Connected

Joint and Bone Health are Connected

“The boomer and senior population is growing, so joint and bone health are top of mind for that demographic,” says Mintel’s Krista Faron, senior new-product analyst. “When it comes to supplements, calcium, vitamin D and magnesium dominate for bone health. Glucosamine, chondroitin and omega-3s are dominating the joint category. These traditional ingredients will continue to dominate but unexpected forms will emerge.”

For example, Bonemilk, a milk product with extra calcium plus glucosamine, was just recently launched. However, Minute Maid Active with glucosamine — despite the marketing heft of a leading mainstream brand — was pulled from the shelves after two years on the market. Formulators are also taking traditional joint-health ingredients and re-orienting them to the performance field, as with Vuel grape sports drink, a joint-rejuvenating beverage containing glucosamine, MSM and electrolytes.

“Once you move away from pills, joint health is an untapped area for joint-health drinks and foods,” Faron says. More consumers are now turning to foods — up 29 per cent— and beverages — up 11 per cent — fortified with joint-health ingredients, according to Nielsen data.

A compelling option is type II collagen, an ingredient that provides a naturally occurring matrix of chondroitin sulphate, hyaluronic acid and hydrolysed collagen type II, as well as glucosamine and other proteoglycans. Its dollar sales in 2007 were up 98.75 per cent, accoding to Nutrition Business Journal.

MSM, third in ingredient sales for the category, is worth $5 million. “A strong evidence base supports the utility of MSM for the promotion of joint health,” says Tony Keller, president of TandemRain Innovations, supplier of ActivMSM. “With ActivMSM being FDA GRAS, we see a significant opportunity for the entry of MSM into conventional foods and beverages, extending its joint-health pedigree and ushering in new applications for cardiovascular health. The suggestion of MSM being a sulphur metabolism modifier also opens up platforms for skin/hair/nails applications.” Beyond these major players, there is no shortage of ingredients looking to get in on the joint-health action.

4 thoughts on “Joint and Bone Health are Connected

  1. Simply wanted to say I genuinely appreciate your work on this blog and the quality blogposts you make. These type of posting are generally what keeps me personally going through the day time. I discovered this post after a good close friend of mine recommended it to me. I perform a little blogging myself and I am always pleased to see others giving good quality data towards community. I most certainly will absolutely be following and now have bookmarked your webblog to my personal myspace account for others to check out.

  2. Reading some of your blogposts I really found this specific one to generally be excellent. I have a blogging site also and would choose to repost a few snips of your respective articles on my personal blog. Would it be okay if I do this so long I reference your blog post or create a inbound link towards the post I procured the snip from? If not I realize and would not do it with out your authorization . I have book marked this article to twitter and flickr accounts intended for reference. Regardless appreciate it either way!

  3. Hi there,Thank you for your great post, there are many nice information that I am really sure a huge number of people out there do not know.

  4. Pingback: The supplement issue rises again…this time I want smack it down … | Senior Health Wisdom

Leave a Reply

Your email address will not be published.