An estimated 77 million Baby Boomers are entering or are already experiencing the inevitable phase of life when joints ache and bone strength isn’t what it used to be. While there is no shortage of pharmaceutical solutions to age-related problems such as osteoporosis, calcium loss, osteoarthritis, bone fractures and other bone and joint diseases, spiraling healthcare costs, hectic lifestyles and the desire to lead a longer and more active life continues to prompt consumers across the age spectrum to shift from reactive to proactive lifestyles. This includes embracing healthier eating habits and nutritional fortification—two factors driving growth in the bone and joint health supplement market.  

According to “Bone and Joint Health Supplements: A Global Strategic Business Report,” published by San Jose, CA-based Global Industry Analysts, Inc. (GIA), the global market for bone and joint health supplements is forecast to reach more than $9 billion by the year 2017, led interestingly by developing markets in Asia-Pacific, where demand continues to grow for calcium, glucosamine, vitamins, soy isoflavones and other related bone and joint health supplements.

The report said the U.S. market, driven by aging Baby Boomers, represents the single largest market. The growing incidence of obesity, sports injuries and consumer awareness is boosting demand for joint health supplements/ingredients, including glucosamine.
 
Japan trails close behind the U.S. as another important market, where market deregulation, healthcare expenditure, stress on healthy diets and a rapidly aging population are credited for the rise in demand. The study noted that the Asia-Pacific region, largely spurred by China, ranked as largest producer and supplier of glucosamine globally, and was forecasted to surge ahead at the overall fastest CAGR of nearly 7% through 2017.
 
Specialty Supplements in Demand
 
No surprise, the report found calcium supplements to hold the dominant share of the bone and joint supplements market. The category for other supplements such as vitamin D, vitamin K2, MSM, soy isoflavones and collagen were projected to expand at a “robust pace” of 6% during the analysis period.
 
A more interesting finding was the report’s assertion that the market for general dietary supplements was “losing sheen” while the demand for specialty supplements has been “growing at a heady pace,” driven by scientifically-validated claims that have been primarily marketed toward self-help oriented customers.
 
Vegetable-sourced glucosamine is the latest product following the aforementioned trend. “Manufacturers are increasingly using vegetarian ingredients for catering to the needs of the growing ‘green’ and vegetarian population,” the report stated. “Since glucosamine is derived from shellfish and other animal sources, the trend is gaining popularity not just with vegetarians, but also with people allergic to shellfish and those following a kosher diet.”
 
The report pointed to tried and true combination supplements—such as glucosamine and chondroitin—as growing in importance because of their perceived ability to offer higher clinical efficacy compared to single or standalone ingredients.
 
Other ingredients were also expected to make inroads in the bone and joint care supplement market. Fish oils, herbal supplements and other natural offerings such as probiotic acidophilus and detoxes have begun to emerge as alternatives to conventional synthetic supplements.
 
More than 200 million people around the world are affected by osteoporosis. At the same time, there has been an alarming rise in bone and joint related diseases. Bone and joint health supplements are progressively finding a place in the functional foods industry, with calcium fortification, glucosamine, MSM, vitamins and soy supplements enjoying increased popularity.
 
Looking ahead, the report confirmed that the increased inclination toward value-added products and preference for supplements and/or medications used in the treatment of age and gender-related disorders supported future market development and growth, with Asian and Caucasian women who are more prone to age related bone and joint diseases representing key demographics for escalating interest levels in ingredients and products that promote and support bone and joint health.
 
The demand for and the promotion of solid research in this market segment is critical for maintaining category growth. “Scientific research and clinical trials backing claims of safety and efficacy of supplements and remedies remain a critical factor in determining long-term success of the category,” the report stated. “Future growth prospects for food supplements would depend on media promotion and attention since it plays a key role in generating consumer interest.”