5 things you need to know about the bone and joint sector
Traditionally, collagen peptides for bone and joint health targeted the elderly population and a lot of studies were performed on this demographic. However, in recent years we have seen a huge growth in the sports nutrition market featuring collagen products for bone and joint health. Both aging and young consumers are taking a more proactive approach to their health in order to stay healthy and active for longer.
How is the bone and joint sector looking and what is the role of collagen in this market?
1. The bone and joint market is growing
The US is by far the largest market for joint and bone health, but it is also clearly a very mature market. On the other hand, the most promising regions appear to be Asia (mainly China and Indonesia) and Europe (mainly Poland, Turkey, France, Spain, and Norway), based on innovation rate and value growth outlook.
2. Collagen is growing fast as a bone health ingredient
In 2020, there were over 6,500 new product launches of food, beverages and supplements with a bone health claim and collagen is increasingly more popular ingredient in this segment.
3. Collagen is also one of the fastest growing joint health ingredients
Collagen peptides have taken the position as the fastest growing joint health ingredient over the last 5 years (except for Devil’s Claw, the market share for this is only marginal).
4. Bone and joint health are one of the top reasons why consumers take collagen peptides
Consumers strongly associate collagen with bone and joint health; only beauty is a more commonly associated health benefit with collagen.
5. Collagen is an increasingly popular bone and joint ingredient among consumers
In the last few years, there has been an increasing number of new joint and bone health ingredients that have been backed up by scientific data.
Growing interest and scientific data with regard to collagen-based ingredients for bone and joint health have recently catalyzed interest in collagen-rich foods, especially 'bone broths', which are often promoted by celebrities such as the athlete Tom Brady and social media influencer Kim Kardashian.
Moreover, with the growth of the sports nutrition market, we have also seen an increasing number of sports nutrition products with bone and joint health claims that provide a holistic natural solution for active men and women of all ages.
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