An expanding aging population and increased consumer awareness has propelled growth for the U.S. bone and joint health ingredients market, according to a new report from Frost & Sullivan.

Consumers increasingly seek supplements and functional foods that enhance their wellness quotient and have strong scientific support, the report states. The rise in the incidence of osteoporosis and osteoarthritis also reinforces the need for well-researched ingredients that deliver tangible advantages.

Osteoporosis and osteoarthritis affect nearly 44 million and 34 million people, respectively. The estimated cost of osteoporosis-related fractures was estimated at $19 billion in 2005, and is projected to reach $25.3 billion in 2025.

New analysis from Frost & Sullivan finds the market earned revenues of more than $178 million in 2008 and estimates to reach $246 million in 2015. The study offers individual market forecasts for calcium, prebiotics, soy isoflavones, glucosamine and chondroitin sulfate. In addition, it provides qualitative analysis of ingredients such as vitamin D, methyl sulfonyl methane (MSM), hyaluronic acid, collagen and other botanicals positioned for bone and joint health benefits.

Frost & Sullivan analysts indicate that the target demographic for these ingredients is widening, with an increasing number of men and younger adults being diagnosed with osteoporosis or at high risk due to low bone mass.

The National Institute on Aging reported that in the U.S. more than two million men have osteoporosis, with more three million at high risk of contracting this disease.

The prominent competitive factors in the U.S. bone and joint health ingredients market include price, quality, distribution efficiency, ability to provide a point of differentiation through novel ingredient combinations, and value-added services that include assistance in product formulation and regulatory support.

The ongoing economic slowdown is a key factor affecting the food and beverage industry. While the average share of consumers’ food budget relative to their total income increases, there is a shift from lavish spending to a more conservative purchase pattern. Consumers move away from specialty products and opt for value alternatives.

Tight financial resources, however, reduce manufacturer spending on product innovation at the ingredient and end-product level. Furthermore, the U.S. bone and joint health ingredients market faces stiff competition from Asian manufacturers in certain market segments such as glucosamine, chondroitin sulfate, hyaluronic acid and isoflavones. These low-cost alternatives have narrowed the margins for local manufacturers. The U.S. market is already highly price sensitive, and competition from Asian manufacturers amplifies this price sensitivity.

In addition, there is a growing threat from alternative ingredients, particularly in the joint care segment. Glucosamine and chondroitin sulfate are established in this sector, but newer ingredients are positioned for joint health benefits.