Joint Discussion

by Lisa Schofield | January 2, 2025

The joint health category is on the move, and customers are excited about the idea of protecting their mobility as part of a healthy longevity lifestyle.

Scientists are working on regrowing cartilage in an attempt to help people preserve their joints and stave off potential knee or hip replacements.

For example, in August of 2024, a team from Northwestern University announced it developed a new bioactive material that, in tests, successfully regenerated cartilage in knee joints of large animal subjects. The material is comprised of peptides, proteins and polysaccharides that the researchers said mimic the microstructure of natural cartilage. And, within only six months, they observed new cartilage growth in the subjects.

While the result of this research—a product or prescription on the market—is years away, supplements can help the average adult and the active adult to maintain mobility, specifically their joints.

And it isn’t just older active adults who regularly shop at your store. “Joint support is one of our more popular categories, as even active customers recognize the vital need to stay mobile in the quest to be one’s healthiest self,” said retailer Ramona Billingslea, marketing manager and educator for Texas-based Betsy’s Health Foods. “Customers usually tend to approach us discussing some level of discomfort in the joints, which opens the discussion to the structural and inflammation due to overexertion support we might be able to provide with our joint support products.”

Flexible Category

According to Grand View Research, the global market for bone and joint-support products was estimated to have reached $3.90 billion in 2023, and is expected to tag $6.33 billion in 2030, representing a CAGR of 7.26 percent each year from 2024.

The market research company also noted that Gen Z is seeking joint-health products to support active lifestyles.

Douglas Jones, global sales and marketing manager for BioCell Technology, LLC observed, “From some of the data I have seen it looks like younger (30s) consumers are entering the category. The goal is to maintain active lifestyles rather than treating issues.”

According to proprietary research from Lonza (2023), 75 percent of adults aged 25 to 73 want to maintain an active lifestyle. Healthy functioning joints are critical for this wish to come true.

“It’s important to note that the market for joint health supplements is not limited to the aging demographic,” stated Ståle Søfting, sales and marketing director, GC Rieber VivoMega, Norway.

And he added, on the other end of the spectrum, the WHO (World Health Organization) has predicted that with 1.4 billion people globally who will be over 60 in five years, the demand for bone and joint health supplements “is set to surge. This aging demographic, more susceptible to joint health issues, is driving the market for supplements that address joint pain, stiffness and limited range of motion.”

Whether it’s on the field or court, or just playing with the grandkids, people of all ages now turn to the joint-support category because joint protection is something they can control to a degree.

“The joint support and mobility enhancement supplement market has always been strong,” verified Darrin Starkey, ND, vice president of education and training with Utah-based Trace. “As Baby Boomers have aged, the market has seen significant growth as Boomers have turned to natural supplements to improve their joint health and support their mobility.”

He added that in 2025, as younger generations seek alternatives to traditional medical approaches for treating joint pain, the market is continuing to grow robustly. Millennials and Gen Z are becoming more educated about how to care for their joint health earlier than previous generations and are thus taking a proactive approach to joint support.

“Though both generations are seeking joint support, one of the biggest differences between the approaches of the current generation and past generations is that they are looking to address joint and mobility support by using a more well-rounded approach to their supplementation routine. This means that instead of focusing on just one or two specific nutrients, consumers are now also looking at herbal blends, vitamins and other supporting nutrients to include in their supplementation regimens.”

Neil Edward Levin, CCN, DANLA, senior nutrition education manager with Illinois-based NOW Foods, observes growth of demand for nutritional options to support the health of joint structures to maintain proper mobility in multiple areas. As more Baby Boomers become senior citizens and the oldest members of Gen X will reach 60 this year, they are still determined to maintain youthful health.

“But younger people also have challenges for joints and mobility,” he said. “Athletes, from young age to middle age, typically have aches and pains in their joints and muscles, as do many active people of all ages. And today’s athletes, both amateur and professional, include more active women than ever before.”

Retailers should note another non-age-related population that may be seeking joint support as they adopt healthy lifestyle habits—obese and overweight customers, as Levin pointed out that significant extra weight can be a major risk factor for joint deterioration in the hips, knees, ankles and lumbar.

Joint Supplement Solutions

For years, glucosamine and chondroitin dominated the fledgling joint-health supplement sector. A high number of studies have shown their worth in slowing joint wear and tear and promoting comfort. Methylsulfonylmethane (MSM) burst on the scene shortly thereafter. Glucosamine, chondroitin and MSM are the foundational ingredients needed to create and maintain joint structures. Hyaluronic acid (HA) is another well-known joint-support ingredient; in this case, HA of a high molecular weight (about 1 million Daltons) is needed to maintain synovial fluid levels, especially in weight-bearing joints like the knee, according to Levin.

Trace carries quite a few products that have been around for decades that are designed to support joint health. Its glucosamine/chondroitin/MSM supplement is formulated “to utilize these well-known synergistic benefits of its specific ingredients to support joint health,” said Starkey. In addition to the three main components of its formulation, the company added a full spectrum of ionic trace minerals that help with the activation, regulation and assimilation of those ingredients.

Trace also offers ActivJoint, which is vegan/vegetarian friendly, and ActivJoint Platinum. Both offer what he called a well-rounded approach to joint support supplementation featuring an herbal blend that supports joint function and provides vitamins, enzymes, macro minerals and a full spectrum of ionic trace minerals to help with the activation, regulation and assimilation of the other nutrients.

The ActivJoint Platinum, which also includes glucosamine, chondroitin and MSM, “was involved in a double-blind placebo-controlled study that showed all participants experienced some kind of improvement in their mobility,” he said.

Vibrant Health’s Joint Vibrance offers 10,600 mg collagen per serving, along with glucosamine and chondroitin for structural support. In addition, the formula contains flexibility-support ingredients MSM hyaluronic acid, which promotes normal hydration in cartilage, ApresFlex and turmeric, which supports healthy inflammatory response.

Carlson Nutra-Support Joint, from Carlson Laboratories, Illinois targets joint support with glucosamine, chondroitin, MSM sulfur and potassium, “which together promote powerful joint nourishment to support joint function, ease of movement and healthy cartilage,” explained Jolie Root, senior nutritionist and educator.

To support the joint structures and promote joint mobility and comfort, NOW offers BioCell Collagen Hydrolyzed Type II Capsules. BioCell Collagen is described as a versatile supplement that supports joint health; it is a pre-digested complex from chicken sternal cartilage containing hydrolyzed collagen and other naturally occurring elements of healthy connective tissues, including chondroitin and hyaluronic acid.

One of NOW’s more recent offerings is Sports Advanced Joint Support, a combination of three key ingredients—glucosamine, HA and ApresFlex boswellia to support healthy joint structures and function, as well as to help to relieve occasional minor pain resulting from overexertion or stress.

At Betsy’s Health, “We have a super popular product in our store brand called InflamMove that is chock full of helpful ingredients for joints, including turmeric and boswellia,” shared Billingslea. “I am no scientist, but I believe these two ingredients along with fish oil supplements have plenty of studies to back their claims to efficacy. Many of our customers also use collagen peptides to help them with joint health, another supplement with growing science as manufacturers continue to innovate.”

Most of the retailer’s joint-support products are showcased in one section with InflamMove featured “on our best endcap. We will highlight joint support on occasion as part of our monthly app deals and by making InflamMove a product of the month, which means it is super sale priced,” she noted.

Carlson Enhanced Mobility is a blend of four specific branded joint-support ingredients: boswellia, curcumin, ginger and tart cherry. ApresFlex boswellia extract promotes joint and connective tissue health. CurcuWIN enhanced curcumin extract supports joint health and flexibility and is produced with UltraSOL technology, making it highly soluble and bioavailable compared with standard curcumin, according to Root. “Gingever ginger is an antioxidant that protects joints from free radical damage; helps us move freely and easily; and promotes strong, healthy muscles. And CherryPURE tart cherry provides the antioxidant power of proanthocyanidins, which help protect the body from free radicals and promote joint and muscle health.”

Ingredients to Look For

There are numerous branded ingredients you will see in many supplement (and functional beverage) formulas. Here’s a roundup.

BioCell Technology’s BioCell Collagen is derived from chicken sternal cartilage which is abundant in type 2 collagen, hyaluronic acid and chondroitin sulfate. According to Jones, clinical studies show that BioCell Collagen stimulates chondrocytes, which are involved in the renewal mechanism of cartilage. It also can inhibit hyaluronidase, the enzyme that degrades hyaluronic acid, which contributes to a loss of viscoelasticity of joint synovial fluid.

Omega-3 EFAs have been shown through numerous studies to reduce inflammatory-induced discomfort in joints. A 2023 meta-analysis that examined nine randomized clinical trials with a total of 2,070 participants living with OA (osteoartnritis), showed that daily EPA and DHA supplementation significantly relieved arthritis pain compared to placebo and was also associated with improved joint function. “Interestingly, the observed improvement in arthritis pain was better in patients below 65 years than in older patients above 65 years,” noted Søfting.

GC Rieber VivoMega oils deliver pure EPA and DHA omega-3s “without containing significant contaminants and other unnecessary fatty acids, ensuring the end consumer receives a high dose of the beneficial omega-3s. Our vegan and marine-derived concentrates have industry-leading total oxidation value (TOTOX) parameters, and we put an extreme focus on raw material utilization, leaving little to no waste. Our proprietary processes for both products ensure quality, consistency and stability for a better sensory profile,” he described.

Levagen+ from Gencor Pacific “is an improved version of palmitoylethanolamide (PEA) that utilizes LipiSperse technology,” said Christopher Bailey, PhD, CISSN, ACSM-EP, director of scientific affairs. “The addition of this technology to PEA allows the material to be not only cold water dispersible, but also offer almost double the bioavailability of unformulated PEA. Furthermore, in a double-blind, randomized, placebo-controlled clinical trial, adults consuming just 350 milligrams per day of Levagen+ for two weeks were found to have significantly reduced joint discomfort in comparison to the placebo group.

Turmeric is included in numerous joint-support products aimed at easing discomfort.

Gencor’s HydroCurc is a curcuminoid-rich turmeric (Curcuma longa) extract that like Levagen+ utilizes LipiSperse technology to make the material cold water dispersible and offers improved bioavailability, he added. Similar to Levagen+, a clinical trial with a similar design revealed that adults consuming HydroCurc experienced significantly less joint discomfort in the morning compared to the placebo group.

TurmXTRA from Nutriventia is clinically validated to support joint function. Human pharmacokinetic and clinical trials established bioequivalence of 250 mg TurmXTRA 60N with 1,575 mg of standard turmeric extract and a recent study showed it was just as effective compared to three 500 mg doses of a turmeric-plus-piperine extract. In one randomized, double-blind, placebo-controlled study, participants consuming 250 mg TurmXTRA reported improved joint comfort, joint performance and mobility. Participants who had chronic knee pain showed improvement in inflammatory biomarker levels.

Backed by four randomized, double-blind human clinical trials, ApresFlex 5-Day Joint Support is an ingredient from New Jersey-based PLT Health Solutions. AprèsFlex is a patented, low-dose, synergistic Boswellia serrata gum resin extract.

In a recently completed randomized, double-blind, placebo-controlled clinical trial, 80 normal-to-overweight women and men (age 40-75) supplemented with either 100 mg/day of AprèsFlex or a placebo for six months. Study endpoints included joint comfort (WOMAC, VAS, Lequesne Functional Index); functional capacity testing (six-minute walk, stair climb); MRI evaluation of the knee joints to assess joint space narrowing, cartilage thickness and cartilage volume; and analysis of several biomarkers related to cartilage breakdown and inflammation.

Participants consuming AprèsFlex experienced steady improvement in joint comfort, with up to a 70 percent reduction in pain by the end of the study. They also experienced 25 percent less stiffness in the first month and a 72 percent reduction in stiffness at six months, at which point they also had a 71 percent improvement in physical function at six months.

However, the placebo group experienced reductions in femoral, patellar, lateral tibial, and medial tibial cartilage thickness as measured by MRI; cartilage thickness and volume were maintained and even slightly improved in the AprèsFlex group at 180 days. Significant decreases compared to placebo in three biomarkers of cartilage degradation validated these cartilage-protective effects of AprèsFlex. Biomarkers of systemic and joint inflammation were also significantly improved in the AprèsFlex group compared to placebo, according to Jen Murphy, director of innovation and clinical development.

“Having previously shown that AprèsFlex was effective and fast-acting, this new study demonstrates that the improvements in comfort, stiffness and function experienced with AprèsFlex correlate with the preservation and long-term protection of cartilage,” she commented.

OptiMSM, from Balchem’s Human Nutrition and Health has a 30-year history of providing nutritional support for healthy joints, mobility and connective tissue. OptiMSM is also known to support the body’s glutathione production, an antioxidant essential for healthy immune function. As such, it may help reverse chronological decline by managing the body’s overall inflammatory response.

Extensive research demonstrates OptiMSM reduces joint pain, improves stiffness and swelling, and increases the range-of-motion and physical function of individuals with osteoarthritis. The reduction of joint pain has also been shown in healthy athletes. OptiMSM’s likely mechanism stems from its ability to decrease pro-inflammatory cytokines, reduce oxidative damage and the ability to supply the body a rich source of sulfur.

These ingredients and products are relevant for nearly all your customers who either want to reduce joint discomfort or want to preserve healthy structure and function for as long as possible. Said Søfting, “Given that this segment covers a wide age range, there’s a significant opportunity to expand your market beyond the 55-plus audience. By offering a diverse range of products with popular joint health support ingredients like omega-3s, turmeric, collagen, glucosamine and more, in various delivery formats such as gummies, pills, powders, shots and more, you can potentially cater to a wider customer base.”

Overall, Levin noted, many joint-health formulas provide functional support over structural support. “Joint function is related to mobility and lack of pain; therefore, most of these formulas tend to be remedies for a short-term gain rather than products that support the physical structures in the joints with repairs and damage resistance over time.”

However, he is quick to state, “I would caution people not to neglect nourishing the underlying basic nutritional compounds supporting the structural integrity of joints and related tissues, in order to minimize potential damage from wear or disuse that might increase joint discomfort and thereby reduce mobility.”

We don’t notice our joints until they ache, either through aging wear-and-tear, or vigorous fitness. You can lead customers to products that include ingredients that are the building blocks of joint tissue for joint nourishment and repair as well as supplements that curb aches that often stem from exercise-induced overexertion. Joint health is relevant for everyone!VR