Demand Growing for Bone and Joint Health Supplements

"Prevention is better than cure" is an old adage that aptly characterizes bone health. Research affirms that the earlier you start taking care of your bones, the less likely you are to suffer from age-related bone health concerns. With widespread publicity and growing public awareness, the trend towards self-oriented, proactive measures for leading healthier, longer and more active lifestyles is on the rise and is helping to improve the market for bone and joint health supplements.

Scope of the Bone Health Supplements Market

Bone health has become a major public health concern across the globe. About 75 million people in the United States, Europe and Japan suffer from osteoporosis or age-related degeneration of the bones and the statistics are growing at alarming rates as more baby boomers enter their 60's and early 70's. Global Industry Analysts, Inc. (GIA), a market research firm based in San Jose, CA predicts the market for joint health supplements will reach $9 billion by the year 2017. 1-2

In the United States alone there about 10 million men and women who suffer from osteoporosis or low bone mass and about 34 million are at risk, according to the National Osteoporosis Foundation (NOF). Half of the population aged 50 and older has osteoporosis and the statistics grow as age increases. Two out of four women and one out of four men over the age of 50 will break a bone because of osteoporosis. While these statistics are alarming, the good news is that you can work with a supplement manufacturer, like Nutricap Labs, to create a product that nutritionally supports bone health. 3

Popular Ingredients for Bone and Joint Health Supplements

Age-related bone health concerns are not the only reason why people are turning to joint health supplements. The consumer base increases as we include the growing number of overweight or obese people who require effective joint health formulas. Being overweight puts a heavy toll on the bones, causing joints to deteriorate more rapidly. Sports injuries, even repetitive forms of exercises can wear out joints more quickly, leading to irreparable damage. Consumer demand for joint health supplements/ingredients is, therefore, continually on the rise. While calcium obviously dominates the bone and joints supplement market, other bone health ingredients were projected to grow at 6% during the analysis period (2011 through 2017). 4

If you're interested in manufacturing effective joint health supplements, here are a few bone health ingredients that you may want to consider including:

Vitamin D and Calcium - Calcium forms the main building structure of bones but the body cannot absorb calcium without the help of Vitamin D. A double-blind study showed improved bone mineral density (BMD) in older women who had suffered from a hip or upper body fracture through the supplementation of 1400 IU of vitamin D (as cholecalciferol) in addition to sufficient calcium. Researchers demonstrated that this was more effective in improving BMD than 200 IU of vitamin D alone. 5

Magnesium - A report on magnesium from the Institute of Medicine's Office of Dietary Supplements states that magnesium deficiency alters calcium metabolism and the hormones that regulate calcium pose an additional risk for osteoporosis in postmenopausal women. A 1999 research paper published in the American Journal of Clinical Nutrition showed greater intake of magnesium was seen to maintain better bone mineral density than a lower intake of magnesium. 6-7

Non-Radio Active Strontium - Strontium has been shown to improve bone mineral density and may be used with calcium and other bone health nutrients. Boron and other trace minerals have demonstrated their efficacy in improving calcium absorption. 8

Vitamin K2 - Vitamin K2's plays an important role in maintaining bone health. Its active proteins are believed to be responsible for the utilization of calcium in the bones. 9

Fish Oil - A pilot study reports that a daily intake of fish oil supplements may help to reduce joint stiffness and joint pain resulting in less dependency on pain killers such as NSAIDs. 10

Trends towards Proactive Bone and Joint Care

According to a recent report from GIA, several factors are encouraging consumers to adopt proactive lifestyles:

Growing consumer awareness of bone and joint health. In 2004, the Surgeon General's Report on Osteoporosis and Bone Health marked bone health as a major public health concern for the United States and encouraged Americans to change their diets and lifestyle to avoid age-related bone health problems. 11 Since then, bone health education through various associations and organizations has helped motivate consumers to adopt healthier lifestyles and become aware of the proper nutrition, exercise and medical attention needed to maintain healthy bones.

As a result, consumers are realizing that joint pain associated with low bone mass is not an inevitable process of aging. Women may be the key drivers of the bone health market, since 80% of the 10 million who suffer from osteoporosis are women. 12 Women, in particular, are increasingly recognizing the need for bone health supplements as they enter menopause. Younger women are growing more aware of the importance of achieving peak bone mass in the early years of life. Peak bone mass at this stage has been shown to improve bone density and decrease age-related bone problems.

High costs of healthcare. According to the National Osteoporosis Foundation (NOF), in 2005 there were 2 million fractures related to osteoporosis accounting for $19 billion in healthcare costs. As the population continues to age, these costs are likely to go up even higher. By 2025, three million fractures are predicted with an estimated cost of $25.3 billion. These costs do not take into consideration the economic impact osteoporosis may have on the life of the individual and their families. 13 These costs may be avoided by adopting preventive bone health care measures, which include exercise and well-formulated bone health supplements.

Older adults prefer taking supplements. According to Centers for Disease Control and Prevention, more than 50 percent of Americans are taking some type of dietary supplement. The findings from a 2003 nationwide Government survey indicate the highest usage is among people between the ages of 50-59. The survey conducted by AARP/NCCAM identified herbal or dietary supplements as the most popular products amongst this age group, reporting a 37 percent usage. 14

Busy lifestyles and the desire to live healthy, independent lifestyles are trends that are further driving the growth of the bone health supplements market.

New Trends in Bone Health Supplement Manufacturing

GIA reports that the market for specialty dietary supplements is expanding fast. Products supported by strong scientific research should have high consumer appeal. Trends include:

Vegetarian-Based Glucosamine. Glucosamine is typically derived from shellfish and other animal sources but consumers are showing keen interest in an alternative vegetarian source of glucosamine catering to the needs of the vegetarian population, environmental conservationists, those allergic to shellfish, and those who follow a kosher diet. A mixture of glucosamine with other bone health components such as chondroitin (known to promote cartilage health) is also being recognized by consumers. 15

Bone health supplements in liquid or powder form are perceived by consumers to have higher bio-availability and quicker absorption rate. Convenience and easy delivery of nutrients are still driving factors and trends are moving towards functional foods and beverages fortified with calcium and other bone health ingredients.

Customize or Private Label Your Own Brand of Bone and Joint Health Supplements

Bone health is becoming a key health priority as people are living longer, working beyond retirement age and want to live active, independent lives for as long as they can. Supplement companies can make a difference by including key bone health ingredients in the formulation of their joint health supplements. Call (800) 494-6154 to speak to one of our product advisors and learn how you can offer your customers a well-formulated nutritional product that supports the health of their bones and joints! You may also submit a request to receive a free product quote in 48 hours or less!

References:

1. EFFO and NOF (1997) Who are candidates for prevention and treatment for osteoporosis? Osteoporos Int 7:1. http://www.iofbonehealth.org/facts-and-statistics.html

2. Bone and Joint Health Supplements, August 1, 2011, Global Industry Analysts, http://www.marketresearch.com/Global-Industry-Analysts-v1039/Bone-Joint-Health-Supplements-6510714/

3. National Osteoporosis Foundation, Fast Facts, http://www.nof.org/node/40

4. Bone and Joint Health Supplements, August 1, 2011, Global Industry Analysts, http://www.marketresearch.com/Global-Industry-Analysts-v1039/Bone-Joint-Health-Supplements-6510714/

5. Bone mineral density and bone markers in patients with a recent low-energy fracture: effect of 1 y of treatment with calcium and vitamin D, Am J Clin Nutr July 2007 vol. 86 no. 1 251-259. http://www.ajcn.org/content/86/1/251.abstract

6. Potassium, magnesium, and fruit and vegetable intakes are associated with greater bone mineral density in elderly men and women, Am J Clin Nutr April 1999 vol. 69 no. 4 727-736. http://www.ajcn.org/content/69/4/727

7. Magnesium, Office of Dietary Supplements, National Institutes of Health, http://ods.od.nih.gov/factsheets/magnesium

8. Strontium Ranelate Treatment Improves Trabecular and Cortical Intrinsic Bone Tissue Quality, a Determinant of Bone Strength, Journal of Bone and Mineral Research, Volume 22, Issue 9, pages 1419–1425, September 2007. http://onlinelibrary.wiley.com/doi/10.1359/jbmr.070607/full

9. Vitamin K2 stimulates osteoblastogenesis and suppresses osteoclastogenesis by suppressing NF-κB activation, Int J Mol Med. 2011 Jan;27(1):3-14. doi: 10.3892/ijmm.2010.562. Epub 2010 Nov 11. http://www.ncbi.nlm.nih.gov/pubmed/21072493

10. Fatty acids oil) as an anti-inflammatory: an alternative to nonsteroidal anti-inflammatory drugs for discogenic pain, Surgical Neurology, Volume 65, Issue 4 , Pages 326-331, April 2006. http://www.surgicalneurology-online.com/article/S0090-3019%2805%2900774-3/abstract

11. Surgeon General's Report on Osteoporosis and Bone Health, 2004 http://www.surgeongeneral.gov/library/bonehealth/docs/OsteoBrochure1mar05.pdf

12. National Osteoporosis Foundation, Fast Facts, http://www.nof.org/node/40

13. Ibid.

14. What People Aged 50 and Older Discuss With Their Health Care Providers, AARP and National Center for Complementary and Alternative Medicine Survey Report, April 2011. http://nccam.nih.gov/news/camstats/2010/NCCAM_aarp%20survey.pdf

15. Chondroitin and glucosamine sulfate in combination decrease the pro-resorptive properties of human osteoarthritis subchondral bone osteoblasts: a basic science study, Arthritis Research & Therapy 2007, 9:R117 doi:10.1186/ar2325