Will the joint health segment continue to grow?
Picture this: the alarm goes off but you have to get out of bed in increments. First, you swing your legs over the side of the mattress. Next, you put your hands on your thighs and give yourself a push upward. Then, you stand in place for a few minutes, wincing against the pain in your knees, hips, back, neck or other areas of the body.
Sadly, for many Americans, this is a daily reality. Joint pain—particularly in the form of arthritis—is a common and growing concern for those in the medical field. It’s also a pain-filled ailment for the many individuals who suffer daily with it. The Centers for Disease Control and Prevention (CDC) states that from 2013 to 2015, there were approximately 54.5 million adults in the U.S. were diagnosed as having an inflammatory joint issue. That was in the form of common arthritis, rheumatoid arthritis, gout, lupus or fibromyalgia.
And according to the National Institute of Health (NIH), trends in joint pain are pointing upward. It statedthat in 2018, “About 91 million U.S. adults may have some form of arthritis,” and that number is expected to continue growing. This is especially worrisome as arthritis is a leading source of disability, according to the NIH. That means that more Americans in the workforce currently are at risk of becoming disabled or losing their jobs due to joint pain. Changing careers or dealing with work limitations attributed to this issue negatively affects both employees and employers.
Joint Health: Issues and Treatments
How is joint pain treated? And what other issues are at stake as doctors and other medical practitioners look to treat it?
Individuals suffering from joint pain are generally instructed by their doctors to use painkillers, ointments, creams, and/or prescription medications, depending on the type and severity of the individual’s pain. Over-the-counter pain medicines like Tylenol and Advil help to reduce discomfort but not the inflammation that is present. Creams and ointments that contain menthol or capsaicin are helpful as they normally provide some level of relief. More severe joint pain, however, is often treated with prescription medications such as opioids or corticosteroids, among others. These stronger medications can be risky, however, as they are often habit-forming and hard to wean off from.
In addition to medications, lifestyle changes are frequently recommended by medical staff. The Arthritis Foundation encourages those suffering from joint pain to look closely at three different areas: nutrition, exercise and mental health. Choosing an anti-inflammatory diet, like the Mediterranean diet, for example, is thought to help reduce joint pain. While foods such as sugar, saturated and trans fats, excessive amounts of omega-6 fat, refined carbohydrates, alcohol and others tend to increase inflammation in the body, others help to decrease it.
The Arthritis Foundation suggests incorporating more fruits and vegetables—nine or more servings a day is optimal—along with nuts and seeds, omega-rich fish sources, beans, and whole grains. Studies have shown these foods, along with others that make up the Mediterranean diet, reduce inflammation in the body which in turn, reduces joint pain.
Movement is another important tool that helps those suffering from joint pain to feel better. Walking is excellent says the Arthritis Foundation, as are other low-impact cardiovascular exercises like biking, using an elliptical trainer and a rowing machine. Adding in regular weight and resistance training is also highly beneficial.
Emotional wellness is equally important to the overall health of someone with joint pain. Having constant pain whether nagging or completely debilitating is stressful. Unfortunately, stress has been shown to cause increased inflammation in the body, an obviously unwanted side effect. Stress-reduction techniques like deep breathing, gentle yoga, meditation and prayer, are ways to offset the strain of everyday life. Additionally, getting a massage and some sunshine can also be beneficial. Writing in a journal or talking with a trusted friend or your spouse about your emotions helps to act as a release, letting the pressure that can be bottled up inside out safely and healthily.
Other beneficial therapies to add to one’s life are joint health products. These should always be talked about with a medical care professional, of course, as some can counteract with medications or other health conditions individuals may be dealing with.
What’s the Market Like for Joint Health Products Today?
When it comes to joint health products on the market today, there are many options for consumers to choose from. From products containing capsaicin to turmeric, Cat’s Claw to omega-3 fatty acids and more, aisles at natural food and grocery stores are brimming with opportunities to promote healthy joints.
“The joint health market is one of the largest and most important in the vitamin aisle,” said Suhail Ishaq, president of BioCell Technology LLC, in California. “With a broad base of active consumers that includes both young and older individuals, this category is well-positioned to see continued growth,” he said. BioCell Collagen is one of the company’s products which is seeing a great amount of crossover in age groups of consumers. “The perception is that it is older consumers buying joint health products,” said Ishaq. “The actual is any active adult who is concerned about joint health.” He noted that many consumers in their 20s are concerned about agility and begin supplementing to prevent joint problems later in life. “Clinical data from a pilot study suggests that BioCell Collagen can enhance recovery from intense weight training, which appeals to a younger demographic,” Ishaq explained.
Jolie Root, a senior nutritionist, and educator with Carlson Laboratories in Illinois agreed. “This market has expanded from what was initially a middle-aged and senior demographic to including young adults and even adolescents,” said Root. The cause? Joint issues because of competitive athletic sports, Root stated, are frequent reasons younger consumers are using joint health products today.
Amanda Ollenburger, senior director of marketing and international sales at Biova in Iowa, has noticed the same trend in younger consumers seeking out joint health products. “Traditionally the joint category has been targeted to an aging population,” said Ollenburger. “While this is still a key segment of the market, there is a younger more vibrant, and envelope-pushing population out there that is concerned with protecting their joints and obtaining natural relief from the effects of some of their more strenuous activities,” Ollenburger stated that this emerging consumer group is interested in what is new and hungry for joint health products that suit their active lifestyles.
New Joint Health Products and Ingredients in the Marketplace
Ted Parker, co-president of Vibrant Health in Connecticut, noted that the joint health market has always been healthy. While ingredients in the past were more likely to be glucosamine, chondroitin and MSM, products containing new ingredients have been revitalizing the joint health isles.
“Today turmeric, hyaluronic acid and collagen have taken the lead,” said Parker. He noted that all ingredients for joint health do one to three critical things: they reduce inflammation, hydrate or rebuild. “Interestingly enough, you can’t rehabilitate joints without doing all three. So, all of the ingredients mentioned above, and more are important to support healthy joints.”
Ramona Billingslea, manager of Betsy’s Health Foods in Texas, stated that collagen is an ingredient popular with consumers. “Our customers have shown an increasing interest in collagen for joint support. They’ve heard it can help with joint health and are willing to give it a try,” said Billingslea. “We have repeat sales on our collagen, so they must find that the nutrient helps.”
Vibrant Health has focused its attention on improving and rebuilding its product, Joint Vibrance, rather than putting out new and different products over the years. That said, Joint Vibrance is now in its fifth version, Parker said, which represents more than 10 formula updates since its inception in 1992. “Version five represents the latest nutritional science to support joint health and is our best effort to help consumers today turn the clock back on their joint health.”
Dr. Chris D. Meletis, director of science and research for Trace Minerals in Utah, said he is intrigued by new consumer groups looking for new ingredients to solve age-old joint health problems. While current and former athletes make up a wide margin, there is another type of consumer to consider: what Meletis terms the “professional desk-jockey.”
“The human body is not designed to sit for hours on end without moving. The impact on hips, knees, lower back, neck and shoulders lead to debilitating issues,” noted Meletis. With increased numbers of people working at home and self-isolating, more people are suffering from joint issues. “It was Thomas Edison that has been quoted as saying, ‘The chief function of the body is to carry the brain.’ Modern living, with its many conveniences, afford us many benefits, yet many hindrances as well. Of those hindrances, one of the biggest is deconditioned muscles,” said Meletis.
As far as new ingredients go, Meletis stated, “Without question, collagen peptides are all the rage when augmenting the old tried and true joint nutrients of glucosamine, chondroitin and MSM. Collagen peptides have been added as a complement to glucosamine, chondroitin, MSM and muscle recovery products,” said Meletis. “As a clinician, my best outcomes with patients with joint complaints are using the trifecta of collagen peptides, traditional glucosamine, chondroitin and MSM,” he explained. “And then strengthening and nourishing the muscles with supplemental nutraceuticals.”
Root noted that Carlson Laboratories introduced a new joint health product, Enhanced Mobility, which contains four potent joint health nutrients: boswellia, curcumin, ginger and tart cherry.
Other joint health products the company produces include ApresFlex AKBA Boswellia, CurcuWIN, produced with UltraSOL technology, and Gingever. Nutra-Support Joint is another of the company’s specialized formulas. It includes glucosamine, chondroitin, MSM sulfur and potassium, which Root explained promotes powerful joint nourishment.
Tart cherry is perfect for those with post-workout soreness, said Root. “One serving provides 1,000 mg of Montmorency tart cherry freeze-dried powder, which supports joint health and immune system function and promotes muscle health and reduced recovery time after vigorous exercise.” Lastly in the joint health lineup, Carlson Laboratories offers Curcumin which is made from turmeric and contains what Root called, “one of nature’s best-kept secrets,” curcuminoids.
“Curcuminoids are powerful phytonutrients that give turmeric its yellow hue and offer a variety of health benefits,” said Root. These include supporting a healthy inflammatory response, joint health, antioxidant protection, heart health and healthy cognitive functioning, Root noted.
Billingslea has observed that customers at Betsy’s Health Foods gravitate toward one joint health product, in particular, the store brand “Betsy’s Basics,” called InflamMove. “Customers also look to the more traditional glucosamine and chondroitin for joint products. Besides trending collagen for joints, customers have an interest in how CBD products might help with joints, especially topical products.”
Studies and Trends: What’s New for Joint Health Products?
One trend that Ollenburger observed and which offers an opportunity for companies to expand upon, is what she calls a lack of new information for new consumers. “New ingredients have come out, but it appears that the appetite for educating the consumer on these new options is low. The joint category just hasn’t kept up with the progression of the rest of the dietary supplement industry,” Ollenburger said. “There is a big opportunity for companies that launch an efficacious product and are willing to put some resources into showing the consumer that there is more to joint health than glucosamine and chondroitin.”
Parker noticed another interesting trend beginning in 2015: a surge in collagen offerings. “Amino acids are the building block of cartilage and connective tissue,” Parker noted. “As such, you need to provide chondrocytes—cartilage and connective tissue rebuilding cells—an abundance of amino acids to begin the rebuilding process.”
Parker explained that collagen is the best and most abundant source of these building blocks. And as an added benefit, taking collagen in doses of 10 grams or more per day Parker stated, results in filling in fine lines and wrinkles in the skin. “Grand View Research estimates the global collagen market to reach 7.5 billion by the end of 2027. That’s a compounded annual growth rate of 5.9 percent. Bovine derived collagen represents a 35 percent share as of 2019,” Parker said.
Busy Retailers Look for Creative Merchandising
For busy retailers—and that means most if not all—what creative merchandising ideas can help get joint health products into their customers’ hands more easily?
Parker has this advice: “One of the best merchandising tips I have is to keep all of the ingredients for joint support in the joint health set. This strategy may mean the dual placement of collagen and hyaluronic acid in both Skin and Joint, but it will be worth it. The bottom line is that you cannot rebuild without collagen, and you cannot hydrate effectively enough to restore enough synovial fluid without hyaluronic acid.” Parker explained, “We must also realize that consumers are going through pill fatigue, so recommend products that combine many of these ingredients into one serving rather than taking 10 or more capsules to get the same dose. In this case, a powder that you can add to your favorite drink or smoothie may be the best option,” he said. “Joint Vibrance is one such product that combines all of the most studied ingredients to reduce inflammation, hydrate and rebuild, all at effective potencies.”
Meletis stated that Trace Minerals has found end caps and floor displays generate increased interest in joint health products, especially when combined with a discount to consumers. “When the focus is put on these products front and center on store shelves, consumers will likely respond well because they will be reminded of their joint pain and how a supplement can help with relief,” said Meletis.
What’s the Outlook for Joint Health Products in the U.S.?
Though the outlook for joint health products in the U.S., is strong, there is still room for improvement in education and marketing. Unlike some of the “hotter” trends in supplements, such as CBD and cognitive health products, the growth in joint health products is slower.
“Joint health products are easily in the top five areas of interest, maybe even the top three,” Billingslea stated of Betsy’s Health Foods’ customers. Many Americans suffer from joint pain, arthritis and other joint-related health issues so the market is there, just perhaps not as well served as it could be. With fresh, updated information and new studies being done on a growing number of new ingredients to promote joint health, this is an area of the market with room to continue growing. VR
For More Information:
BioCell Technology, www.biocelltechnology.com
Biova, www.biova.com
Carlson Laboratories, www.carlsonlabs.com
Trace Minerals, www.traceminerals.com
Vibrant Health, https://vibranthealth.com
