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
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
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