Tim Wright11.01.04
Osteoarthritis, which is the most common form of arthritis, has become one of the most common health issues in society today. In fact, it is one of the most frequent causes of physical disability among adults. More than 20 million people in the U.S. have the disease, according to the National Institute of Arthritis and Musculoskeletal and Skin Diseases (NIAMS), and by 2030 20% of Americans-about 70 million people-will have passed their 65th birthday and will be at risk for osteoarthritis.
Osteoarthritis is a degenerative joint disease that occurs when a thin layer of the joint's cartilage breaks down. Cartilage is the part of the joint that cushions the ends of bones and when it breaks down, the rough ends of bone come in contact with each other and the result can be pain, swelling, stiffness and, over time, loss of joint mobility. Osteoarthritis can range from very mild to very severe and primarily affects the hands and the weight-bearing joints such as knees, hips, feet and back.
Statistics indicate that nearly one in three Americans is afflicted with joint pain, according to Lara Niemann, marketing communications manager, Gelita North America, Sioux City, IA, developers of CH Alpha, a collagen hydrolysate product. "Our aging population has had a huge impact on the number of people living with chronic joint pain, particularly osteoarthritis," she said, adding "However, research shows that obese women have four times the risk of developing osteoarthritis of the knee and men have five times the risk."
Discussing the economic impact, she said, "There is no causal therapy for osteoarthritis. Up to now, only symptomatic therapeutic options exist. Experts project that osteoarthritis results in direct and indirect costs of more than $33 billion per year in the U.S. alone."
Over the years several drugs have flourished in the battle against osteoarthritis. But while these drugs address the swelling and pain of inflamed joints, they do not remedy the underlying problem, which is the loss of cartilage. This is why supplements such as glucosamine and chondroitin have been gaining recognition. However, Tom Fox, director of marketing, Emerging Products, Cargill Worldwide Acidulants Group, Naperville, IL, makers of Regenasure non-shellfish derived glucosamine, says in order for this market to remain healthy, positive findings must come from the National Institutes of Heath (NIH), Bethesda, MD, study on glucosamine and chondroitin. "The short-term future of the joint health market is healthy, however, the longer-term future hangs in the balance while the NIH conducts its comprehensive study on glucosamine and chondroitin, which will be completed next year," he said. "The only thing I can see on the horizon that might be negative for the joint care category is if the NIH study comes back inconclusive or negative. It is a major study and it would be a real threat to overall demand if the efficacy of glucosamine and chondroitin aren't established by the study."
Nutraceuticals for joint health, especially glucosamine and chondroitin, have been hailed for their ability help to build up and create the healthy cartilage and joint tissue the body needs, while also alleviating pain and inflammation in the process. Furthermore, they produce few, if any, of the negative side effects typically associated with prescription drugs, which is what led to Merck's recent recall of its popular arthritis drug Vioxx. In general, rising healthcare costs and soaring Medicare premiums are forcing U.S. consumers to seek new forms of healthcare, making alternative therapies, including supplements backed by solid science, even more attractive.
Natural products often present safe and effective long-term alternatives to prescription medications, according to Bill Downs, president, Allied Nutraceutical Ingredients, Lederach, PA, suppliers of bulk SierraSil, which is a proprietary blend of more than 65 macro and trace mineral elements. "Surveys estimate that more than 70% of the U.S. population uses dietary supplements as a safe, effective and affordable way to maintain a high quality of personal health and augment inadequate diets," he said. "A recently released study by the Lewin Group, a nationally recognized healthcare and human services consulting firm, showed that daily use of specific supplements showed substantial promise for improving health and quality of life in addition to reducing healthcare costs. Based on demographics and health concerns, the percentage of individuals exploring natural alternatives to pharmaceutical interventions will continue to increase."
Such consumer trend data, in addition to the climate created by the Vioxx recall, has presented a great opportunity for natural alternatives to fill the vacuum left by the popular drug. The recall is likely to spur increased demand for alternative therapies to relieve arthritis pain, as well as natural products to promote joint health. Jeremy Appleton, ND, director of scientific affairs, Cardinal Nutrition, Vancouver, WA, producers of OptiMSM, supported this theory. "It is obvious with millions of Vioxx users having to look elsewhere for joint relief that the supplement industry is in a good position to fill that gap. This will give many consumers the first opportunity they have ever had to re-think prescription drugs and their safety," he said. "People will also become more interested in taking something that controls not only symptoms but also works to solve the underlying joint issue."
Suhail Ishaq, vice president, BioCell Technology, Newport Beach, CA, makers of BioCell Collagen II, a collagen and hyaluronic acid ingredient, feels the Vioxx ban further reinforces the notion that treating the symptoms of an ailment doesn't always solve the problem. He pointed out, "In many cases, as with Vioxx, pharmaceutical drugs serve as culprits for new problems, which can be far more deadly."
Expressing similar thoughts was Scott Steil, executive director of sales and marketing, Humanetics Corporation, Eden Prairie, MN, suppliers of MicroLactin, which is a milk protein concentrate taken from hyper immune milk made in New Zealand. "Anytime a product is removed from the marketplace due to safety concerns it is bad news for many consumers who have had success and relief of symptoms using that product," he said. "However, if a product is not safe, it should not be on the market. Specific to supplements, I see the removal of Vioxx as a huge opportunity for our industry."
The joint health market is stronger than ever. It is one of the leading categories for dietary supplements and will continue to grow as the population ages and increases the amount of physical activity in daily life. This increased activity will fuel the need for consumers to be more focused on selecting products that help in keeping their joints healthy.
Humanetics' Mr. Steil said the current trends driving the market forward include a solid glucosamine base, increasing acceptance of alternative therapies by mainstream physicians and consumers and the vast number of companies that offer joint care products in all channels. "Glucosamine has really established itself in the marketplace and has done a solid job in gaining support of the medical community," he said. "However, it only addresses one component of healthy joint maintenance-rebuilding cartilage." In the future, Mr. Steil sees companies looking outside of cartilage rebuilding agents and more toward products that address other joint issues.
According to Sonya Cropper, director of operations, Geni Herbs, Noblesville, IN, developers of WokVel, a boswellia serrata extract, people tend to focus on the next new ingredient instead of reviewing the ingredients that do work and staying informed on new research results. "The main obstacle in the joint market is satisfying the need for long-term studies. Osteoarthritis is a degenerative disease, which in itself holds many complex pathways of inflammation and treatment options," she said. "Due to the long-term use of any treatment, long-term toxicity studies are required, including efficacy studies. Again, once ingredient makers study the product, it is often formulated with other ingredients, which requires additional work to be done on both efficacy and adverse reactions, all of which are very costly."
As Baby Boomers age, the incidence of arthritis will continue to grow proportionally, which in turn will drive the joint health market forward, according to Allied Nutraceuticals' Mr. Downs, who said, "While this industry is known for innovation in product development, current trends seem to be focused on improving the sources of glucosamine. This is a positive development, however, there is always going to be a push and demand for new and exciting products," he said. "The challenge is to figure out how to navigate the market and position your product in the presence of established competition, especially in the joint health market."
Consumers, particularly aging baby boomers, have become acutely aware of products that can help them remain active while they age and maintaining joint health is a significant part of that goal. Given the state of the joint health ingredients market today most industry experts feel that the potential for this market to move to the next level hinges on properly educating the public as to the benefits of various joint health products.
Consumer awareness (and education) is a main priority when dealing with joint and bone health, but there is a lot more to be accomplished on this front, according to Hilary Hursh, food and nutrition scientist, Orafti Active Food Ingredients, Malvern, PA, suppliers of Raftilose Synergy 1. "Consumer awareness of the health benefits of joint and bone health ingredients is increasing," she said. "However, consumers have a hard time recognizing joint and bone health ingredients."
Kim Jacobsen, vice president of new product development, Renutra Natural Health Products, Watertown, SD, said although there is still a long way to go, the average consumer is becoming more aware of natural joint health ingredients due to the recent Vioxx situation. However, he said, "Even before the recall we believed there was an emerging trend of an evermore savvy and knowledgeable consumer base looking for natural alternatives to pharmaceuticals, which only arrest symptoms rather than improve overall health. The Vioxx recall simply serves to accelerate the process and propels joint health supplements to the forefront of that trend."
Offering a different perspective was Gelita's Ms. Niemann, who said as the population continues to age and get heavier at the same time, joint health conditions are on the rise. As a result, she said, consumer awareness is also on the rise because consumers are taking a more active role in their own health and are more aware of treatment and prevention therapies. "Consumers are not only interested in treating existing conditions, but are more and more concerned with preventing conditions from happening in the first place," she commented. "Research conducted by the Natural Marketing Institute (NMI) indicates that 29% of the population is currently managing or treating arthritic conditions. Expectations are that this percentage will grow given the nature of the aging population in the U.S. and consumers' increased desire to manage and prevent conditions."
Formulation and delivery of joint health products are two aspects of the development process that pose significant hurdles for companies to overcome. In terms of delivery, the industry has its work cut out for it as consumers are becoming savvier. These days they expect easier delivery and more convenient and portable products.
Commenting on delivery forms for joint health products, Mr. Steil said, "I have not recently seen any novel delivery forms for joint health products. Pills and capsules are still the mainstay, although there have been some advancements in liquid and chewable products."
As for formulation, the quality of the ingredients, dosage, stability, bioavailability and dosage cost are all issues formulators must face. Mr. Steil also tackled this issue. "Creating a combination product presents the challenge of getting efficacious amounts of the various ingredients into a pill or capsule. The majority of joint care ingredients require large doses, usually above a gram," he said. "Combining various ingredients together requires a solution that allows a daily dose of five grams to be delivered to the consumer in a friendly format." Mr. Steil said his company is currently working to remedy this issue by working with contract manufacturers to create a unique combination tablet, as well as powders and concentrated liquids that can be added to beverages.
Also discussing formulation challenges was Sam Wright, president and CEO, The Wright Group, Crowley, LA, suppliers of various ingredients for joint health. "When we talk to our customers, we find their greatest concern in creating joint health functional foods/supplements is the challenge of integrating antioxidants, nutraceuticals and micronutrients together into a functional premix that still delivers desired function without compromising ingredient integrity and product flavor," he said.
Mr. Wright said that when his company examines the available medical research, the findings point to a significant benefit in combining established vitamins and minerals with other ingredients, such as MSM, glucosamine and chondroitin, to increase joint lubrication and reduce the effects of osteoarthritis. In terms of product application, he said, "Most of the product developers and marketers that we talk to are looking to create nutritional premix solutions that are extensions of conventional products, be it fortified breakfast bars, juices and cereals, and even confectionary."NW
Osteoarthritis is a degenerative joint disease that occurs when a thin layer of the joint's cartilage breaks down. Cartilage is the part of the joint that cushions the ends of bones and when it breaks down, the rough ends of bone come in contact with each other and the result can be pain, swelling, stiffness and, over time, loss of joint mobility. Osteoarthritis can range from very mild to very severe and primarily affects the hands and the weight-bearing joints such as knees, hips, feet and back.
Statistics indicate that nearly one in three Americans is afflicted with joint pain, according to Lara Niemann, marketing communications manager, Gelita North America, Sioux City, IA, developers of CH Alpha, a collagen hydrolysate product. "Our aging population has had a huge impact on the number of people living with chronic joint pain, particularly osteoarthritis," she said, adding "However, research shows that obese women have four times the risk of developing osteoarthritis of the knee and men have five times the risk."
Discussing the economic impact, she said, "There is no causal therapy for osteoarthritis. Up to now, only symptomatic therapeutic options exist. Experts project that osteoarthritis results in direct and indirect costs of more than $33 billion per year in the U.S. alone."
Over the years several drugs have flourished in the battle against osteoarthritis. But while these drugs address the swelling and pain of inflamed joints, they do not remedy the underlying problem, which is the loss of cartilage. This is why supplements such as glucosamine and chondroitin have been gaining recognition. However, Tom Fox, director of marketing, Emerging Products, Cargill Worldwide Acidulants Group, Naperville, IL, makers of Regenasure non-shellfish derived glucosamine, says in order for this market to remain healthy, positive findings must come from the National Institutes of Heath (NIH), Bethesda, MD, study on glucosamine and chondroitin. "The short-term future of the joint health market is healthy, however, the longer-term future hangs in the balance while the NIH conducts its comprehensive study on glucosamine and chondroitin, which will be completed next year," he said. "The only thing I can see on the horizon that might be negative for the joint care category is if the NIH study comes back inconclusive or negative. It is a major study and it would be a real threat to overall demand if the efficacy of glucosamine and chondroitin aren't established by the study."
Standing in the Wake of the Vioxx Recall
Nutraceuticals for joint health, especially glucosamine and chondroitin, have been hailed for their ability help to build up and create the healthy cartilage and joint tissue the body needs, while also alleviating pain and inflammation in the process. Furthermore, they produce few, if any, of the negative side effects typically associated with prescription drugs, which is what led to Merck's recent recall of its popular arthritis drug Vioxx. In general, rising healthcare costs and soaring Medicare premiums are forcing U.S. consumers to seek new forms of healthcare, making alternative therapies, including supplements backed by solid science, even more attractive.
Natural products often present safe and effective long-term alternatives to prescription medications, according to Bill Downs, president, Allied Nutraceutical Ingredients, Lederach, PA, suppliers of bulk SierraSil, which is a proprietary blend of more than 65 macro and trace mineral elements. "Surveys estimate that more than 70% of the U.S. population uses dietary supplements as a safe, effective and affordable way to maintain a high quality of personal health and augment inadequate diets," he said. "A recently released study by the Lewin Group, a nationally recognized healthcare and human services consulting firm, showed that daily use of specific supplements showed substantial promise for improving health and quality of life in addition to reducing healthcare costs. Based on demographics and health concerns, the percentage of individuals exploring natural alternatives to pharmaceutical interventions will continue to increase."
Such consumer trend data, in addition to the climate created by the Vioxx recall, has presented a great opportunity for natural alternatives to fill the vacuum left by the popular drug. The recall is likely to spur increased demand for alternative therapies to relieve arthritis pain, as well as natural products to promote joint health. Jeremy Appleton, ND, director of scientific affairs, Cardinal Nutrition, Vancouver, WA, producers of OptiMSM, supported this theory. "It is obvious with millions of Vioxx users having to look elsewhere for joint relief that the supplement industry is in a good position to fill that gap. This will give many consumers the first opportunity they have ever had to re-think prescription drugs and their safety," he said. "People will also become more interested in taking something that controls not only symptoms but also works to solve the underlying joint issue."
Suhail Ishaq, vice president, BioCell Technology, Newport Beach, CA, makers of BioCell Collagen II, a collagen and hyaluronic acid ingredient, feels the Vioxx ban further reinforces the notion that treating the symptoms of an ailment doesn't always solve the problem. He pointed out, "In many cases, as with Vioxx, pharmaceutical drugs serve as culprits for new problems, which can be far more deadly."
Expressing similar thoughts was Scott Steil, executive director of sales and marketing, Humanetics Corporation, Eden Prairie, MN, suppliers of MicroLactin, which is a milk protein concentrate taken from hyper immune milk made in New Zealand. "Anytime a product is removed from the marketplace due to safety concerns it is bad news for many consumers who have had success and relief of symptoms using that product," he said. "However, if a product is not safe, it should not be on the market. Specific to supplements, I see the removal of Vioxx as a huge opportunity for our industry."
Joint Health Ingredients
The joint health market is stronger than ever. It is one of the leading categories for dietary supplements and will continue to grow as the population ages and increases the amount of physical activity in daily life. This increased activity will fuel the need for consumers to be more focused on selecting products that help in keeping their joints healthy.
Humanetics' Mr. Steil said the current trends driving the market forward include a solid glucosamine base, increasing acceptance of alternative therapies by mainstream physicians and consumers and the vast number of companies that offer joint care products in all channels. "Glucosamine has really established itself in the marketplace and has done a solid job in gaining support of the medical community," he said. "However, it only addresses one component of healthy joint maintenance-rebuilding cartilage." In the future, Mr. Steil sees companies looking outside of cartilage rebuilding agents and more toward products that address other joint issues.
According to Sonya Cropper, director of operations, Geni Herbs, Noblesville, IN, developers of WokVel, a boswellia serrata extract, people tend to focus on the next new ingredient instead of reviewing the ingredients that do work and staying informed on new research results. "The main obstacle in the joint market is satisfying the need for long-term studies. Osteoarthritis is a degenerative disease, which in itself holds many complex pathways of inflammation and treatment options," she said. "Due to the long-term use of any treatment, long-term toxicity studies are required, including efficacy studies. Again, once ingredient makers study the product, it is often formulated with other ingredients, which requires additional work to be done on both efficacy and adverse reactions, all of which are very costly."
As Baby Boomers age, the incidence of arthritis will continue to grow proportionally, which in turn will drive the joint health market forward, according to Allied Nutraceuticals' Mr. Downs, who said, "While this industry is known for innovation in product development, current trends seem to be focused on improving the sources of glucosamine. This is a positive development, however, there is always going to be a push and demand for new and exciting products," he said. "The challenge is to figure out how to navigate the market and position your product in the presence of established competition, especially in the joint health market."
Consumer Awareness
Consumers, particularly aging baby boomers, have become acutely aware of products that can help them remain active while they age and maintaining joint health is a significant part of that goal. Given the state of the joint health ingredients market today most industry experts feel that the potential for this market to move to the next level hinges on properly educating the public as to the benefits of various joint health products.
Consumer awareness (and education) is a main priority when dealing with joint and bone health, but there is a lot more to be accomplished on this front, according to Hilary Hursh, food and nutrition scientist, Orafti Active Food Ingredients, Malvern, PA, suppliers of Raftilose Synergy 1. "Consumer awareness of the health benefits of joint and bone health ingredients is increasing," she said. "However, consumers have a hard time recognizing joint and bone health ingredients."
Kim Jacobsen, vice president of new product development, Renutra Natural Health Products, Watertown, SD, said although there is still a long way to go, the average consumer is becoming more aware of natural joint health ingredients due to the recent Vioxx situation. However, he said, "Even before the recall we believed there was an emerging trend of an evermore savvy and knowledgeable consumer base looking for natural alternatives to pharmaceuticals, which only arrest symptoms rather than improve overall health. The Vioxx recall simply serves to accelerate the process and propels joint health supplements to the forefront of that trend."
Offering a different perspective was Gelita's Ms. Niemann, who said as the population continues to age and get heavier at the same time, joint health conditions are on the rise. As a result, she said, consumer awareness is also on the rise because consumers are taking a more active role in their own health and are more aware of treatment and prevention therapies. "Consumers are not only interested in treating existing conditions, but are more and more concerned with preventing conditions from happening in the first place," she commented. "Research conducted by the Natural Marketing Institute (NMI) indicates that 29% of the population is currently managing or treating arthritic conditions. Expectations are that this percentage will grow given the nature of the aging population in the U.S. and consumers' increased desire to manage and prevent conditions."
Delivery & Formulation Challenges
Formulation and delivery of joint health products are two aspects of the development process that pose significant hurdles for companies to overcome. In terms of delivery, the industry has its work cut out for it as consumers are becoming savvier. These days they expect easier delivery and more convenient and portable products.
Commenting on delivery forms for joint health products, Mr. Steil said, "I have not recently seen any novel delivery forms for joint health products. Pills and capsules are still the mainstay, although there have been some advancements in liquid and chewable products."
As for formulation, the quality of the ingredients, dosage, stability, bioavailability and dosage cost are all issues formulators must face. Mr. Steil also tackled this issue. "Creating a combination product presents the challenge of getting efficacious amounts of the various ingredients into a pill or capsule. The majority of joint care ingredients require large doses, usually above a gram," he said. "Combining various ingredients together requires a solution that allows a daily dose of five grams to be delivered to the consumer in a friendly format." Mr. Steil said his company is currently working to remedy this issue by working with contract manufacturers to create a unique combination tablet, as well as powders and concentrated liquids that can be added to beverages.
Also discussing formulation challenges was Sam Wright, president and CEO, The Wright Group, Crowley, LA, suppliers of various ingredients for joint health. "When we talk to our customers, we find their greatest concern in creating joint health functional foods/supplements is the challenge of integrating antioxidants, nutraceuticals and micronutrients together into a functional premix that still delivers desired function without compromising ingredient integrity and product flavor," he said.
Mr. Wright said that when his company examines the available medical research, the findings point to a significant benefit in combining established vitamins and minerals with other ingredients, such as MSM, glucosamine and chondroitin, to increase joint lubrication and reduce the effects of osteoarthritis. In terms of product application, he said, "Most of the product developers and marketers that we talk to are looking to create nutritional premix solutions that are extensions of conventional products, be it fortified breakfast bars, juices and cereals, and even confectionary."NW
