Maneuvering Bone & Joint Supplements

by Eric Munson | May 1, 2026

Addressing issues and obstacles for the bone and joint health category.

While mobility maintenance remains a growing category for consumers’ health and wellness, active lifestyles and sports participation are also popular.

According to a 2025 Innova Health & Nutrition survey, there are four consumer trends driving the mobility and fitness supplements category: self-care focus, convenience/at home exercise, digital assistance (fitness and health apps), and value-for-money.

These products are still perceived as somewhat expensive, so consumers want to know there is clinical proof of positive results, according to Emily Harris, MS, RD, associate director of marketing, Americas at Gnosis by Lesaffre (France/Milwaukee, WI).

The survey also found supplements consumed for sports/intense exercised differed dramatically—40 percent for Boomers, 46 percent for Generation X, 77 percent for Millennials, and 83 percent for Generation Z.

Older consumers are also much more likely to consume supplements to improve bone and joint health with the goal of improving comfort of movement to remain active, Harris added.

“Additionally, consumers are now understanding the concept and benefits of high bioavailability that occurs from excellent absorption,” Harris explained.

Bone and Joint Trends

According to Slawek Gromadzki, nutritionist at California-based HealthAid America, the bone and joint category continues to grow as more consumers are looking for proactive ways to support mobility and long-term wellness. He observed a strong interest in multi-ingredient formulas, naturally sourced ingredients and products derived for daily support.*

“Growth is being driven by trends in preventative health, active aging and inflammation management, with increasing demand for ingredients like turmeric, boswellia and collagen. Consumers are also gravitating toward clean-label, science-backed products that support long-term mobility, flexibility and overall quality of life—rather than simply addressing joint pain after it occurs,” added Scott Cloud, president of Maximum Living (St. Peters, MO).

Dr. Darrin Starkey, manager of education and training at Utah-based Trace Minerals, said the bone and joint market is shifting from reactive care to proactive, long-term mobility support. It is no longer just about aging—it’s about wellness longevity and maintaining quality of life.

“While older consumers remain a key driver, younger demographics are increasingly investing in preventive health, expanding the category’s reach. At the same time, growing awareness around women’s health—particularly menopause and maternal health—is shaping product innovation,” Starkey said. “One of the fastest-growing ingredients in this space is collagen. It bridges joint health and beauty by supporting skin firmness, elasticity and hydration, and this cross-category appeal has contributed to a surge in demand.”

Retailer Pat Sardell, co-owner of Country Vitamins in Corvallis, OR, said that years ago—mainly in the 1970s and 80s—consumers (primarily women) sought forms of calcium for bones, but joints were ignored. With the arrival of glucosamine, chondroitin and MSM in the 1990s, there was great interest and use of this combination.

“While it was used in veterinary medicine in the 1970s, it gained popularity as an oral joint supplement in the 1990s following research and patents by the Italian company Rottapharm,” Sardell said. “Now, there are many combination options for both bone and joint health, including anti-inflammatory supplements. The latest in the mix now for bones are magnesium, silica and collagen.”

Cori Lorts, PhD, RDN, senior nutrition scientist at Piping Rock Health Products (Bohemia, NY) said the bone and joint health category continues to demonstrate steady growth. Traditional nutrients such as calcium and glucosamine remain top sellers, but the category is expanding to include a broader range of supplements such as collagen, peptides, amino acids and multi-ingredient blends to support mobility, strength and overall health.

“Consumer demand is also shifting toward maintaining health span and longevity. Younger, active consumers are entering the category for fitness recovery and joint resilience, while aging populations continue to seek support for bone density and mobility. Additionally, there is growing interest in delivery formats that fit consumers’ lifestyles, such as powders, gummies and liquids,” Lorts said.

Addressing Bone and Joint Issues

Angie Rimel, marketing communications manager at Gelita USA (Sergeant Bluff, IA), said high bone mineral density is essential for maintaining bone health and preventing fractures.

Unfortunately, the human body reaches its peak bone mineral density at around 30 when it begins to decline. Low bone density is associated with osteoporosis—a disease that makes bones more susceptible to fragility—and hormonal changes during menopause can increase the risk of osteoporosis, she said.

“Here, collagen is key to bone health. While regular physical activity, reducing alcohol intake, and quitting smoking can help prevent osteoporosis, it is unlikely to improve once diagnosed. People with osteoporosis are advised to take calcium and vitamin D, but this has not been shown to significantly reduce the progression of the disease or the risk of fractures,” Rimel explained.

According to Harris, true mobility requires both structure and function. Gnosis continues to focus on and address core health solutions—one critical area of concentration being performance and mobility health.

Its nutraceutical innovations are designed to help healthy older adults sustain independence, participate in physical activities and engage socially through maintaining desirable mobility, she said.

“As we are packing more life into our years, and hopefully more years into our lives, mobility is an essential piece of the puzzle. Mobility is not just the absence of pain, but the key to quality of life,” Harris said. “This motivates consumers of all ages to proactively maintain fluid movement, flexibility and strength, which collectively enhance vitality. And Gnosis by Lesaffre, together with our brand partners, will be meeting them at the intersection of what they need and where they want to go.”

Gromadzki said HealthAid addresses bone and joint health by formulating comprehensive products that support joint structure, mobility and overall comfort.* The focus on combining complementary ingredients that help maintain healthy connective tissue and support an active lifestyle.*

According to Lorts, Piping Rock aims to provide premium products that support consumers’ wellness so they can “continue doing what they love at every stage of life.”

“We offer a range of targeted supplements designed to support bone density, joint function and overall mobility across the lifespan. Bone and joint health are no longer just an ‘aging’ concern,” Lorts explained. “Consumers are seeking supplements earlier in life to support their active lifestyles and promote long-term skeletal health and quality of life. In response, we provide a comprehensive portfolio of products to address multiple aspects of the bone-joint-muscle connection.”

At Maximum Living, Cloud said, the company has taken a comprehensive and evolving approach to bone and joint health by first addressing foundational nutrients and then advancing into targeted mobility support. Products such as MineralRich work by replenishing more than 70 trace minerals essential for bone density, collagen formation and overall skeletal integrity—going beyond traditional calcium-based solutions.

According to Starkey, there’s a growing awareness that vitamins, minerals and amino acids work better together, driving demand for comprehensive formulations instead of single-ingredient products. Bone health depends on more than calcium alone—it’s about how nutrients work together.

Trace Minerals approaches bone and joint health through specialized supplements focused on nutrient synergy. This includes incorporating essential trace minerals that support skeletal structure, cartilage and overall joint function by including ConcenTrace Trace Minerals as a foundational ingredient, Starkey said.

“Many consumers recognize the importance of elements such as boron, zinc, and manganese for bone formation, density and maintenance,” Starkey explained. “However, a full spectrum of trace minerals provides broader support. These elements play a critical role in activating, regulating and supporting the absorption and utilization of vitamins, macro minerals, amino acids and other nutrients that make bone and joint support possible.”

Products and Ingredients

Supplement manufacturers and ingredient suppliers have a variety of products that help benefit bone and joint health.

Sardell said many customers are seeking powder mixes because of pill fatigue. They mostly want high-quality products that work.

“For bone health we offer microcrystalline hydroxyapatite (MCHA) combinations, silica formulas and multi-collagen mixes. For joint support we suggest glucosamine, chondroitin, MSM and hyaluronic acid combinations. For joint inflammation we offer a variety of curcumin and boswellia products, CBD supplements and vitamin C,” Sardell said.

Gnosis has two ingredients that can be combined as a complete mobility system. MenaQ7 Vitamin K2 as MK-7 provides structural bone support and MyCondro provides functional joint support.

HealthAid’s JointActive formula is designed to support joint healthy, flexibility and mobility.* It features green lipped mussel extract from New Zealand, chicken collagen, MSM and other supportive nutrients in a slow-release formula designed for gradual nutrient delivery. These ingredients help support connective tissue, cartilage and overall joint function,* Gromadzki explained.

Dr. Olivia’s Turmeric+ from Maximum Living supports bone and joint health through a synergistic blend of turmeric, boswellia and ginger, which helps reduce inflammation, improve joint flexibility and protect cartilage and connective tissue. The addition of BioPerine enhances absorption, ensuring the ingredients effectively reach joint and bone tissues.

“Dr. Olivia’s Turmeric+ reflects our shift toward functional joint support, using key ingredients like curcumin, boswellia and ginger to promote a healthy inflammatory response and enhance mobility. Together, these formulas represent our holistic philosophy of supporting not just bone structure, but the underlying systems that drive long-term joint health and performance,” Cloud said.

Trace Minerals’ Beef Organs supplement reflects a shift to nutrient-dense solutions, offering a blend of liver, heart, kidney, pancreas and spleen—a broad spectrum of naturally occurring nutrients. It also includes ConcenTrace Trace Minerals, adding an additional layer of mineral support. This combination of beef organs and trace minerals enhances how these nutrients are absorbed and utilized.

“Organ meats naturally provide bioavailable nutrients that contribute to bone structure and maintenance, along with amino acids and cofactors that support collagen production that is important for joints,” Starkey explained. “Positioned as a ‘superfood’ supplement, this product is another example of how Trace uses a cross-category approach to meet a wide variety of consumer needs. Not only does Trace Minerals’ Beef Organs supplement support bones and joints, but also energy, immunity and overall vitality.”

NeoCell and Rainbow Light—divisions under Piping Rock—continue to innovate with well-established ingredients to meet consumer’s needs for bone and joint health.

“Rainbow Light D3 K2 provides a synergistic blend of vitamin D3 and K2 in a convenient liquid that can be taken sublingually to support bone health. NeoCell Advanced Joint Complex capsules combine Type 2 Bioactive Collagen Peptides with hyaluronic acid for total joint support,” Lorts said. “For consumers who prefer powders, NeoCell Collagen BioActive Collagen Peptides can be easily mixed into beverages or smoothies and come in unflavored and flavored options. Rainbow Light Calcium with Magnesium and D3 supports bone density and muscle health in one convenient tablet.”

According to Rimel, supplementation with specific collagen peptides can play a crucial role in slowing down the decline in bone health in later life. Gelita developed Bioactive Collagen Peptides Fortibone, with its effectiveness for bone health proven in numerous clinical studies.

Gelita also has Fortigel, an innovative ingredient for the regeneration of joint cartilage. Often the symptoms of joint problems are treated by therapy but not the cause. However, Fortigel stimulates the cartilage cells to increase production of both collagen and proteoglycans—two major components that make up almost 90 percent of cartilage dry mass.

“As a critical component of bones and joints, collagen makes up 95 percent of the human body’s bone matrix and is essential for bone health as it helps to prevent brittleness and breakage. The organic part of the bone matrix consists of 95 percent collagen fibers and 5 percent bone cells, and other non-collagenous proteins,” Rimel said. “Collagen provides the scaffolding for mineralization, which is essential for bone formation. By increasing the number of collagen fibers, bone can increase mineralization, and density and elasticity increase. If the bone matrix is weak, there are not enough binding sites for calcium, and bone density cannot be built.”

Obstacles for the Industry

Even though bone and joint health are popular trends and crucial for consumers, there are still many barriers and obstacles when formulating such products.

“One key challenge is educating consumers clearly and responsibly about product benefits. In addition, ingredient quality, sourcing and standing out in a crowded market remain important considerations across the category,” Gromadzki said.

Cloud added the bone and joint category has faced numerous challenges including limited ingredient absorption, crowded markets and consumer skepticism about the effectiveness of natural alternatives.

“The industry has also needed to educate consumers on preventative, long-term joint and bone health and ensure claims are science-backed and regulatory compliant. Success depends on combining innovative formulations, clinical research and clear messaging to deliver effective, trusted products,” Cloud explained.

“While dietary supplements and integrative therapies can be valuable, effective tools to support your health, it is also important to have a strong foundation in practicing healthy lifestyle, diet and exercise routines. There is no substitute for high quality, healthy dietary choices and getting the body moving. Almost any type of exercise and movement is important in people’s health quest,” Cloud added.

According to Lorts, one challenge within the bone and joint category is providing effective doses in delivery forms that consumers enjoy and will take consistently. Certain ingredients, such as collagen, calcium and glucosamine, require higher serving sizes, which has driven innovation in alternative formats such as powders, liquids and gummies.

Another obstacle is that the innovation pipelines has changed significantly in recent years. Historically, trends were driven by the natural channel, but many new products gain traction through direct-to-consumer (DTC) platforms and social media before entering brick-and-mortar retail, Lorts explained.

“This shift has accelerated the pace of trends, requiring brands to be more agile in both product development and marketing strategies. Bridging digital marketing with in-store experiences is more important than ever. Brands must ensure that their online marketing strategies translate seamlessly to the shelf, where purchasing decisions are also made,” Lorts said.

Starkey said that while Trace Minerals has offered bone and joint supplements for decades—backed by its “feel the difference” guarantee—the primary challenge is consumer awareness. Many consumers do not immediately associate trace minerals with joint health, making education a critical part of the brand’s marketing and sales strategy.

“Despite the challenge of a lack of consumer understanding about how trace minerals work, we look at this as an opportunity to help consumers understand why supplementation with trace minerals also matters,” Starkey said. “As consumers become more informed, they’re starting to look beyond just single ingredients, and that’s where our approach really stands out and why education on trace minerals continues to be a key focus for our company.”

Sardell said her staff participates in weekly trainings to be up to date, knowledgeable and accurate when customers ask questions or need recommendations. They also offer free books, pamphlets and information sheets.

Additionally, Country Vitamins offers monthly magazines which address a variety of conditions while elaborating on the latest research. They also have articles on the website that change monthly on a variety of subjects. The team who writes the magazine and website articles make sure everything is up to date, top notch and easy to understand.

“What is most frustrating is the proliferation of cheap, low-quality products being peddled online for these categories and seem attractive due to low prices but are only ‘window dressing’ products—to the consumer they seem to have all of these popular ingredients, but are not at adequate potencies that help and in some cases, are lacking what the labels claim,” Sardell said. “This is fraud and these are the outliers who harm our industry and integrity. It is important for shoppers to purchase their supplements at brick-and-mortar stores or reputable websites, which offer quality trusted brands with products proven to be and do what they claim.”VR

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.