Keep on Moving
The baby boomers are at it again – this time they’re the group primarily behind the interest in bone and joint health ingredients.
According to recent statistics, the bone and joint health ingredients market in the U.S. is expected to reach US$246 million by 2015. And, says Frost and Sullivan, it’s the aging population that’s fuelling the growth.
Staying active
While the bone and joint health ingredients market hasn’t yet hit its stride – compared to the functional foods 
market in general and antioxidants, which have both seen explosive growth – there seems to be a future for products fortified to support bone health. There isn’t as much of a focus on joint health because as Heather Biehl suspects, “when people have pain they’re going to go to their doctors instead of looking toward foods and beverages.”
Biehl is manager, H.I.T.S. (Health Ingredient Technology & Solutions) with Erlanger, Ken.-based Wild Flavors Inc. She says that boomers are increasingly looking to maintain bone and joint health and flexibility “so they can maintain the active lifestyles they’re used to.”
Wild Flavors’ H.I.T.S. features a line of ingredients and concepts that address the concerns of boomers. The variety and number of ingredients goes to show that interest is also fuelling research and development. The line includes MSM (methylsulfonul methane), a naturally occurring sulfur compound and an important component for the maintenance of collagen (connective tissue). There’s also Hyaluronic Acid, and Boswellia Serrata, which can block the immune cells responsible for inflammation. Other ingredients include collagen hydrolysate, horsetail extract, devil’s claw, olive polyphenols, soy isoflavones, and pomegranate extract.
According to the research and manufacturers, the ingredients that are most widely used are calcium and vitamin D for bone health, and glucosamine and chondroitin sulfate for joint health. A report from Parsippany, N.J.-based DSM Nutritional Products called Strengthen your bones explains that during childhood and adolescence it’s critical to maximize the amount of bone tissue in the skeleton until the bones reach their peak strength and density, which is around the age of 30. And the most important nutrients that build peak bone mass? Those are calcium and vitamin D, with vitamin K, protein, phosphorous, magnesium and zinc contributing as well.
The boomer market
Todd Sitkowski, senior Marketing manager at DSM, agrees that the bulk of the growth in bone and joint health 
ingredients is coming from boomers. Right now, he says, “bone health is the number-3 concern among shoppers – right behind mental sharpness and maintaining the ability to continue with normal activities as aging progresses.” DSM offers ingredients such as Ropufa, which are long-chain omega-3 fatty acids that may have bone-preserving qualities; and geniVida, which can play a critical role in the bone remodelling process in menopausal and postmenopausal women. Other ingredients include Quali-D, Quali-C, and Quali-B.
While there are myriad ingredients, Sitkowski says calcium has been historically linked to bone health and vitality. And awareness of the role vitamin D plays in bone health has increased dramatically over the past few years. Consumers are also now more knowledgeable of the benefits of these ingredients and are being proactive in ensuring they have sufficient levels of them. This explains why we’re seeing products that are fortified with calcium and vitamin D beyond the dairy aisle, into ready-to-eat cereals, grain-based products such as pastas, and energy bars. “With the baby boomer segment coming into their older years, they have the mentality of wanting to stay active and involved in their communities and families,” says Sitkowski.
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