By Lisa Olivo, Associate Editor03.01.19
Healthy bones and joints are the basis for fitness, athleticism, and mobility. However, wear and tear on the field, court, or at the gym can lead to injury and degradation. To prevent damage and support function and recuperation, consumers are seeking out targeted sports nutrition products.
“There is a growing understanding among athletes and active lifestyle consumers that exercise, diet, and nutrition have a direct impact on performance and recovery,” said Andrew Downey, marketing manager, Xsto Solutions, LLC, Morristown, NJ. “As awareness increases, consumers will look for supplements that support active lifestyles, especially with problem areas such as joints and bones.”
Nutritional products are an appealing alternative to consumers, he added, especially given “some of the scary side-effects of prescription and OTC pain relievers.” Products derived from whole-food sources—especially those backed by testing for banned substances—offer a way to “safely boost performance,” Downey noted.
Prevention & Performance
Discussing the demands of sports nutrition consumers, Diane Ray, vice president of strategic innovation with the Natural Marketing Institute (NMI), Harleysville, PA, highlighted key issues driving athletes and fitness enthusiasts to consider nutritional support for joints and bones.
A significant concern for sports consumers is avoiding injury. “Active individuals are looking at nutrition as a means of supporting joint and bone health, largely because they want to stay healthy, and they see it as a preventive measure. They’re looking to stay stronger longer, and prevent invasive procedures if they’re injured,” said Ray. “Athletes know injuries happen when you’re playing and working hard and nutrition is part of the whole package.”
Consumers are also looking to gain a competitive edge from products. “They recognize what they put in their body has the potential to change the body in conjunction with exercise,” Ray said. “So it’s not just, ‘am I stronger and fitter?’ It’s paying attention to whether you’re processing nutrients effectively, moving oxygen, removing waste, etc. with the hope that key ingredients help boost your performance.”
Active consumers are particularly knowledgeable about the importance of healthy bones. “When we talk about bone and joint health, people—especially athletes—understand that your muscles, tendons, cartilage, and the entire network are supported on the frame of the bones. So bones themselves need to stay strong.”
As a result, Ray pointed to a surge in the use of vitamins D and K as an indicator sports consumers are looking to bolster bone health. “Athletes are highly aware of the benefits of vitamin D and vitamin K for bone health,” she said. “Calcium is a classic bone health ingredient, though there is a lot of conversation regarding the right balance of bone strengthening ingredients to keep them strong, malleable, and not brittle. It’s about achieving the right balance in your bones over time.”
The booming popularity of protein and collagen exemplifies this quest “to safeguard your ‘frame’—protein for muscles that support bones, and collagen for cartilage support,” Ray noted. “Collagen science supporting bones/joints via cartilage is growing.”
She referenced clinical data from GELITA that showed its collagen formula helps rebuild cartilage over three months of supplementation (Osser, S. et al. 2007). “It is important to keep a finger on the pulse of emerging science and there has been strong investment in research that is just starting to yield insights.”
Emerging science is particularly promising for those looking to avoid surgery. “Nobody wants to have knee replacement surgery, or any invasive surgery, if they can avoid it,” said Ray. “Consumers, and athletes in particular, are looking for ways to keep replenishing their cartilage after years of wear and tear at the gym or on the field. And cartilage, of course, provides connective tissue support throughout your body.”
Clinical research like this is “the kind of data people are looking for,” Ray noted, as an educated consumer base seeks scientifically backed formulas. “Sports nutrition has come a long way, and the new science that is in the pipeline is going to continue to improve the category.”
Once reserved for digestive health, probiotic bacteria may also hold promise for sports nutrition. “There’s so much science focused on bacteria in general,” stated Ray. “Scientists are uncovering what bacteria is in the body, what it’s doing, how it works, and how consumers can optimize the right types of bacteria in the right places in their body. This science is truly at the ‘bleeding edge’ of innovation.”
She referenced a 2018 symposium sponsored by the International Probiotics Association in which a Harvard scientist, Johnathan Scheiman, presented research exploring the use of probiotics in athletes. “His presentation shared a discovery that one bacterial strain was either directly linked or correlated to exercise waste moving out of your muscles. Extreme athletes were found to have more of this particular probiotic in their gut than did lesser athletes. So their idea was to isolate that particular probiotic and see if supplementation with this strain could boost athletic performance by helping to remove exercise waste from the muscles. This is still exploratory, but it’s an exciting area of research in the field. Professional athletes closely following science that can help support their athletic and fitness goals and the mass market is eager to adapt scientific learning to its own benefit.”
Adding to the burgeoning benefits of probiotics, Ray pointed to a unique bone health formula recently launched by Sweden-based Probi. Probi Osteo contains the proprietary strains Lactobacillus plantarum HEAL9, Lactobacillus plantarum HEAL19, and Lactobacillus paracasei 8700:2, and has been linked to reduced bone loss and increased bone mineral content in clinical studies.
Additional ingredients consumers are gravitating toward for bone and joint support include glucosamine, chondroitin, astaxanthin, zeaxanthin, and even herbal ingredients like cannabidiol (CBD), Ray noted. “There’s a large range of ingredients for consumers to choose from and dietitians/sports nutritionists can help steer athletes toward new and exciting formulas.”
Herbal formulas that target the issue of inflammation could be an emerging category, she suggested, “as people look to recover from strenuous activity and stem some of the wear and tear.”
Looking ahead, Ray predicted new science and new uses for ingredients “will continue to fuel sports nutrition market growth for the foreseeable future.”
Dynamic Demographics
Aging consumers are a prime consumer group intent on preserving mobility, strength, and independence in the golden years.
“For the most part, the bone/joint health market has focused on the senior demographic,” observed Steve Fink, vice president of marketing for PLT Health Solutions, Morristown, NJ. “This is an excellent market and it is growing as populations in the West and around the world become older.”
However, healthy aging isn’t only relevant to older consumers. Heather Arment, marketing coordinator, North America for GELITA USA, Sergeant Bluff, IA, suggested all consumers, independent of age, may be focused on living better longer. “Modern consumers are looking to maximize health benefits through good nutrition and supplementation.” For instance, she said younger generations, even as teenagers, “become more aware of their own physiology, and they often turn to sports and higher levels of physical activity.” Then in adulthood, for those in the 35-40 age range, the first signs of aging can be a signal to focus on strengthening and preserving mobility. “We become more health aware and self-conscious as we juggle the many lifestyle issues of healthy nutrition, physical activity, and finding balance,” Arment said.
Millennials and “weekend warriors,” are now focused on joint and bone support too, said Cliff Barone, senior manager of global marketing, Lonza Consumer Health & Nutrition (CHN), Morristown, NJ. He suggested these two groups “have increasingly adopted a proactive approach to their long-term health and well-being. Millennials in particular have been the driving force for manufacturers to shape innovative sports and joint health products aimed at supporting their fast-paced lifestyle. As millennials have become increasingly more active and receptive to new sports trends, such as high-intensity interval training (HIIT), they desire practical, on-the-go functional products that will help prevent injuries and cartilage degradation and support muscle recovery, while also meeting their dietary preferences.”
A survey conducted by NMI and commissioned by Lonza CHN found 37% of supplement users in the U.S. said they were “very likely to use supplements that could provide support and help maintain joint health during periods of intense physical activity,” Barone added.
Elite athletes are a prime audience for formulas that enhance structural support of bones and joints. “Typically, we see athletes that endure high impact to their bones and joints, such as runners, endurance runners, CrossFit athletes, weightlifters, aging athletes, etc.,” explained Andrew Rice, director of product and brand strategy for Stratum Nutrition, Carthage, MO. “Most take supplements to prevent injury, but some can take them to reduce pain and inflammation, which is why ingredients on the market that offer multiple benefits within these key areas are important to formulate into new products within the sports category.”
Those participating in activities such as running, weight-lifting, and rugby should pay particular attention to joints and bones, stated Mariko Hill, product development executive for Gencor, Irvine, CA. “Athletes who undergo heavy mechanical loading or stress by repetitive bouts of movement are most likely the demographic for joint and bone related supplements.” Those participating in activities that induce a lot of sweat may also require supplementation as mineral levels may become depleted.
Meanwhile, Stephanie Lynch, vice president of sales, marketing, and technology, International Dehydrated Foods, Inc. (IDF), Springfield, MO, stressed that active, young women specifically should be mindful of supplementation for joint and bone health. “Young female athletes especially are at risk for athletic energy deficit (AED), a condition resulting from unbalanced physical exertion and nutrition. The American Academy of Pediatrics warns young athletes to avoid unhealthy techniques that may result in rapid weight loss. Young athletes’ bones and muscles are growing, so they should consume healthy amounts of macronutrients, like proteins, and essential micronutrients, like calcium and iron.”
Research from NattoPharma USA, Inc., Edison, NJ, also underscored the need for growing children to protect their bones properly. A paper published in Nutrients in 2018 showed that kids with low vitamin K2 status had a greater risk of low-energy fractures (i.e., the result of falling from a standing height or less). “As parents encourage their kids to live active lifestyles, they also want to make sure their children are well protected,” noted Eric Anderson, senior vice president of global marketing and business development with NattoPharma. The study also pointed to other health issues contributing to this growing health concern, including “insufficient nutrition and nutrients, including calcium, vitamin D, and vitamin K.”
Dosage & Delivery
Product formulations continue to evolve with changing consumer needs, preferences, and lifestyles, said Barone from Lonza. Despite the array of options available, Lonza’s research with NMI showed 41% of survey respondents preferred capsules over any other delivery format. He suggested this was “because of their convenience, versatility, and easy-to-swallow format,” adding, “capsules suit a wide range of ingredients, and with the latest capsule technology and innovations they can address more than one health benefit in a single capsule, from bone and joint health to sports nutrition and weight management.” For instance, with Lonza’s DUOCAP capsule-in-capsule technology manufacturers can combine traditionally incompatible ingredients in one single dosage form. “This significantly broadens the spectrum of supplement combinations possible to formulators, while also helping to relieve ‘pill burden’ for consumers.”
Meanwhile, Arment with GELITA pointed to “clean labels, convenience, diversity, efficacy (support by science), portability, protein, and taste” as top considerations. “Gone are the days of consumers being satisfied with medicinal or poor tasting products,” she stated. “Consumers expect all of the benefits as well as the expectation that the product smells and tastes good.”
IDF, for example, is confident the next big trend in sports nutrition will be in the snack space. “According to Mintel, 94% of U.S. adults snack at least once a day, with 50% snacking 2-3 times per day,” noted Lynch. “As snacks continue to become a more ingrained part of the American diet, the market is ripe for supplement snack innovations.”
Other consumers are looking for the convenience of ready-to-drink (RTD) sachets, effervescent powders, and drink mixes, said Hill, from Gencor. “These formats are also leading in the category as consumers are straying away from capsules and tablets.”
New technologies and delivery systems are emerging to make supplementation “more convenient, functional, and even more bioavailable,” said Hill. For instance, LipiSperse, a delivery system developed by Australia-based Pharmako Biotechnologies, helps insoluble lipophilic ingredients such as curcumin, resveratrol, and palmitoylethanolamide (PEA) to disperse in water, increasing bioavailability and functionality. “Currently, the LipiSperse delivery system is used in two products, curcumin (HydroCurc) and PEA (Levagen+), which have been clinically shown to increase the ingredients’ absorption into the body for higher efficacy.”
Shaheen Majeed, president worldwide, Sabinsa, East Windsor, NJ, also noted that water-dispersible formulas are gaining favor among consumers. “Easily portable RTD (bottled) drinks have been incorporating ingredients—both formulated with the ever-popular protein and standalone with targeted ingredients,” he explained.
Functional ingredients that can be added to meals, soups, or shakes are also a popular option, according to Lynch. For example, the company’s chicken protein isolate powder CHiKPRO can be added to meals that young athletes already love to eat thanks to its savory flavor profile, she said. “The ingredient enriches popular foods like pizza and crispy snacks with complete, highly digestible protein, collagen, and minerals that are essential to bone health.”
Ease of use is always a prime factor when selecting nutritional products, according to Downy of Xsto. Preference for smaller dose applications has become a significant purchasing consideration. “An ingredient with a 300-mg dose stands to do better than an ingredient with a 2- or 3-gram dose,” he said. “It is important that a product is convenient and easily fits into the lifestyle of a healthy person.”
Regardless of format, products “need to be relatively fast-acting or even experiential,” according to Fink from PLT. Consumers want results they can see and feel, he added. “Ingredients that take 3 to 6 months to offer symptom relief aren’t going to cut it with a younger, more active demographic. There are too many alternatives to offer support ‘right now.’”
Vitamins & Minerals
Vitamin and mineral supplements are well acknowledged for their support of athletes and active individuals, particularly when it comes to bone health.
Calcium, of course, has long been the mainstay for skeletal support. “However, most consumers now recognize that calcium doesn’t work alone to protect the skeletal system,” noted Nena Dockery, technical services manager, Stratum Nutrition. Vitamin D3 is almost always added to bone support formulations, and frequently magnesium as well, she noted. “A formulation that is specifically targeted for maximum bone support may also contain additional nutrients such as vitamin K, manganese, and boron. These nutrients can provide much needed skeletal support for the athlete, so it is important that the individual forms be of high quality and in efficacious amounts.”
Dockery called calcium in the form of eggshell calcium (ESC), “a natural, beneficial form of calcium carbonate without the heavy metal concerns,” as well as calcium citrate malate, “a highly bioavailable synthetic form of calcium,” which are both “high-quality, non-commodity forms” of the mineral.
While vitamin K2 “has yet to be a star ingredient in sports-specific formulas,” Anderson from NattoPharma suggested it shows great potential. “Not only is MenaQ7 vitamin K2 as MK-7 clinically shown to support bone health by improving bone mass and strength, but emerging research is showing vitamin K2 allows the body to make more adenosine triphosphate (ATP) production (i.e., energy for cells),” he noted. According to research, from Texas Tech University, “When you measure ATP production you can see the oxygen consumption capacity of a cell. We found that addition of vitamin K2 to cells in culture improved their oxygen consumption ability by 60%.”
Further, a 2018 study published in PLoS One showed that K2 improves the proliferation and migration of bovine skeletal muscle cells in vitro. Anderson said that according to the authors: “Bone mineral density and subsequent bone strength is determined by a fine-tuned balance between the activity of osteoblasts (bone production) and osteoclasts (bone resorption), both regulated by vitamin K2. There is a close relationship between bone and muscle, these two tissues share common regulatory signaling pathways, and numerous studies indicate that an increase in bone mineral density and reduced bone fraction risk is associated with an increase in muscle mass.”
Collagen
Samantha Ford, business development director for AIDP, City of Industry, CA, called collagen “one of the hottest ingredients,” with clinical results demonstrating its benefits for joint cartilage, as well as supporting joint strength and comfort. “Type II collagen is naturally found in the joint tissue, and studies have shown that hydrolyzed type II collagen is well absorbed, preferably accumulates in the joint, and helps to activate certain components of cartilage-building cells,” she said.
While collagen is often associated with support for joints and soft tissue, Ford underscored its lesser-known benefit for bone health. “In terms of bone health, people underestimate the importance of collagen alongside traditional bone health ingredients such as calcium,” she said.
“While the bone is made up of primarily calcium and inorganic minerals, roughly one quarter of its composition is collagen. This component is critical to bone strength and flexibility—it keeps bones from being too brittle and helps to absorb impact.”
AIDP offers KoAct, a patented combination of collagen and calcium that has been shown to benefit bone mineral density, bone strength, and flexibility. “KoAct’s patented composition drives collagen to the bone matrix, providing a stronger more flexible bone. A randomized controlled trial of post-menopausal women demonstrated that KoACT is far superior to calcium and vitamin D in slowing down the leaching of calcium from bones and leads to significant improvements in markers of bone synthesis (Journal of Medicinal Food, 2015).”
Another orally ingested collagen ingredient is GELITA’s FORTIGEL, which targets the regeneration of joint cartilage. Arment explained FORTIGEL stimulates cartilage cells to increase the production of both collagen and proteoglycans—the two major components that make up almost 90% of cartilage dry mass. “According to published research, when ingested orally, FORTIGEL is absorbed in the intestines and accumulates in cartilage. By treating the actual causes, FORTIGEL considerably improves joint mobility and produces a lasting quality of life. The effectiveness of FORTIGEL in joint cartilage recovery has been scientifically proven by GELITA in several clinical and pre-clinical studies.”
In addition, GELITA offers FORTIBONE, an ingredient found to increase bone density, promote bone health, and reduce the degradation process. Arment said FORTIBONE supports active individuals by “making bones more elastic and stable and helping to reduce bone loss and bone fragility.” She further noted the specific peptides of FORTIBONE stimulate osteoblast (collagen production) and reduce the activity of osteoclasts (collagen degradation). “Thus, FORTIBONE supplies the body with the basic components needed for a stable and strong bone structure, and supporting overall bone flexibility and stability.”
Lonza offers UC-II undenatured type II collagen, which Barone said “provides numerous advantages over other joint health products such as glucosamine and chondroitin.” He called UC-II undenatured type II collagen “a well-established ingredient, supported by multiple clinical studies.”
For example, he cited a randomized, double-blind, placebo-controlled study, which found a daily dose of 40 mg of UC-II undenatured type II collagen could support joint comfort in healthy subjects, regardless of their age group (JISSN, 2013). “The ingredient’s unique mode of action suggests that it triggers cell-signaling cascades, using the body’s own natural repair mechanism to help rebuild the cartilage which has been eroded in the joints.”
Herbal Ingredients
Herbal ingredients, such as curcumin can provide benefits for exercise-induced inflammation. A clinical trial on Sabinsa’s Curcumin C3 Complex examined 40 subjects with mild-to-moderate knee osteoarthritis. Subjects were supplemented with curcuminoids and piperine capsules (1,500 mg/day and 15 mg/day, respectively, in three divided doses). “Serum levels of inflammatory markers were analyzed and it was observed that curcuminoids significantly reduced interleukin (IL)-4, IL-6, and high-sensitivity C-reactive protein (hs-CRP) levels (Drug Research, 2015),” noted Majeed. “Because curcuminoids have the ability to neutralize free radicals, they help support a healthy inflammation response.”
The anti-inflammatory herb Boswellia serrata also offers benefits for joint health, which is why PLT Health Solutions offers a range of ingredients in its AKBA (acetyl-11-keto-beta-boswellic acid) portfolio for active people and athletes. “Athletes and fitness enthusiasts understand that strenuous exercise can lead to inflammation and the associated discomfort,” said Fink.
In screening and developing PLT’s AKBA ingredient portfolio (which includes 5-LOXIN, AprèsFlex, and Aqualox), the company examined key pathways related to inflammation and cartilage metabolism.
“Inflammatory pathways shown to be impacted include 5-LOX and TNF-alpha,” explained Fink. “This work has been carried through from screening to in vitro, in vivo, and human clinical work to show the benefits of impacting these pathways. These are the kinds of benefits that athletes and fitness enthusiasts are seeking to support—not just their active joints, but to impact the inflammation associated with their strenuous activity.”
Yet another naturally-sourced ingredient targeting inflammatory response is Cuvitus, a whole-fruit cucumber extract from Xsto Solutions. “As a supplement, we can only specifically address recovery from temporary over-exercise,” noted Downey. “The products often cover temporary pain and related conditions such as muscle and joint health. Considering some of the many side-effects of prescription and OTC pain relievers, it’s not surprising consumers are exploring other options, often products derived from food sources.”
He noted clinical research demonstrating Cuvitus supported reduction in biomarkers related to pain and inflammation (Journal of Nutrition and Health Sciences, 2018).
Gencor has developed two ingredients in combination with LipiSperse delivery technology to increase the bioavailability and functionality: HydroCurc (curcumin) and Levagen+ (PEA). “These two ingredients have been shown to have anti-inflammatory, antioxidant, and analgesic properties which are vital components in any joint care product,” noted Hill.
In a recently completed osteoarthritis study (currently under peer review) Levagen demonstrated positive effects in reducing joint pain, stiffness, and improving joint function. “In addition to these benefits, another study found Levagen+ and HydroCurc to provide benefits in the area of recovery, demonstrating an ability to increase lactate threshold/ reduce muscle damage and reduce delayed onset muscle soreness, respectively, which are vital for enhancing sports performance,” explained Hill. “These analgesic actions help support products in the joint and bone health categories and can be applied in the sports nutrition and healthy aging sector. These ingredients have been shown to reduce the aches and discomforts that older and active individuals feel on a daily basis.”
Essential Nutrients
Tim Hammond, vice president of marketing and sales, Bergstrom Nutrition, Vancouver, WA, discussed how the company’s OptiMSM methylsulfonylmethane protects cartilage, supports joint health, and improves mobility. “MSM combats exercise-induced oxidative stress and helps reduce levels of post-exercise joint and muscle pain,” he said.
Results from a double-blind, placebo-controlled study published in The Journal of Orthopedics in 2014 showed distilled MSM significantly improved all WOMAC subscale and SF-36 daily living scores after 26 weeks of supplementation.
Hammond said this data reinforced research supporting MSM’s efficacy for joint health.
MSM was also found to offer synergistic benefits when combined with other ingredients, he added. “A recent study [Lubis et al., 2017] demonstrated that by adding 500 mg of MSM with glucosamine and chondroitin, the benefits of glucosamine and chondroitin nearly doubled over the same formula without MSM.”
Protein is also a huge area of interest for consumers in the fitness and sports market. IDF’s Hydrolyzed CHiKPRO Broth Protein Isolate Powder is designed to allow functional food and supplement manufacturers to supply protein, collagen, calcium, iron, and other minerals in a variety of platforms, including snacks, beverages, or supplements, explained Lynch.
“Hydrolyzed CHiKPRO Broth Protein Isolate Powder contributes high-quality chicken protein plus collagen for joint health in a single ingredient,” she said. “CHiKPRO is a complete protein and provides the same nutrition and benefits as eating a piece of chicken. In addition to protein and collagen, it also includes necessary nutrients like zinc and iron, based on a 100-gram serving to promote and maintain balanced nutrition. CHiKPRO is also rich in electrolytes and has a 2:1 potassium/sodium ratio, which supports recovery and rehydration.”
Another ingredient coming to the forefront for the sports market is eggshell membrane. Stratum’s NEM brand has been the subject of a healthy person, exercise-challenged joint study, noted Dockery. “This randomized, contolled clinical trial revealed benefits in reducing the pain and stiffness associated with exercise. (Clinical Interventions in Aging, 2018),” she said. “The study results also demonstrated a reduction in a critical biomarker of cartilage breakdown, CTX-II, indicating a protective action on cartilage that is stressed through exercise. These two ingredients are increasingly found in sports-targeted formulations, as they can function well alone and together.”
Market Forecast
Looking ahead, Barone of Lonza predicted that increased demand for product transparency, as well as scientifically supported ingredients will become increasingly important to active lifestyle consumers. For example, 58% of supplement users consider scientific or clinical proof essential when selecting products, he noted. “This trend is set to continue, and as such, science-backed ingredients can be a key differentiator for manufacturers wanting to stand out on crowded supplement shelves.”
Furthermore, the consumer shift toward personalized nutrition will continue to transform the sports nutrition space. “As consumers are increasingly seeking supplement solutions to their specific sports, bone, and joint health needs, hyper-segmented and personalized solutions are on the rise,” Barone said.
In addition, he pointed to the popularity of plant-based diets, such as veganism and vegetarianism, which affects product development. “Manufacturers are now seeking both sports, bone, and joint health ingredients and dosage form solutions that can meet this growing need.”
“There is a growing understanding among athletes and active lifestyle consumers that exercise, diet, and nutrition have a direct impact on performance and recovery,” said Andrew Downey, marketing manager, Xsto Solutions, LLC, Morristown, NJ. “As awareness increases, consumers will look for supplements that support active lifestyles, especially with problem areas such as joints and bones.”
Nutritional products are an appealing alternative to consumers, he added, especially given “some of the scary side-effects of prescription and OTC pain relievers.” Products derived from whole-food sources—especially those backed by testing for banned substances—offer a way to “safely boost performance,” Downey noted.
Prevention & Performance
Discussing the demands of sports nutrition consumers, Diane Ray, vice president of strategic innovation with the Natural Marketing Institute (NMI), Harleysville, PA, highlighted key issues driving athletes and fitness enthusiasts to consider nutritional support for joints and bones.
A significant concern for sports consumers is avoiding injury. “Active individuals are looking at nutrition as a means of supporting joint and bone health, largely because they want to stay healthy, and they see it as a preventive measure. They’re looking to stay stronger longer, and prevent invasive procedures if they’re injured,” said Ray. “Athletes know injuries happen when you’re playing and working hard and nutrition is part of the whole package.”
Consumers are also looking to gain a competitive edge from products. “They recognize what they put in their body has the potential to change the body in conjunction with exercise,” Ray said. “So it’s not just, ‘am I stronger and fitter?’ It’s paying attention to whether you’re processing nutrients effectively, moving oxygen, removing waste, etc. with the hope that key ingredients help boost your performance.”
Active consumers are particularly knowledgeable about the importance of healthy bones. “When we talk about bone and joint health, people—especially athletes—understand that your muscles, tendons, cartilage, and the entire network are supported on the frame of the bones. So bones themselves need to stay strong.”
As a result, Ray pointed to a surge in the use of vitamins D and K as an indicator sports consumers are looking to bolster bone health. “Athletes are highly aware of the benefits of vitamin D and vitamin K for bone health,” she said. “Calcium is a classic bone health ingredient, though there is a lot of conversation regarding the right balance of bone strengthening ingredients to keep them strong, malleable, and not brittle. It’s about achieving the right balance in your bones over time.”
The booming popularity of protein and collagen exemplifies this quest “to safeguard your ‘frame’—protein for muscles that support bones, and collagen for cartilage support,” Ray noted. “Collagen science supporting bones/joints via cartilage is growing.”
She referenced clinical data from GELITA that showed its collagen formula helps rebuild cartilage over three months of supplementation (Osser, S. et al. 2007). “It is important to keep a finger on the pulse of emerging science and there has been strong investment in research that is just starting to yield insights.”
Emerging science is particularly promising for those looking to avoid surgery. “Nobody wants to have knee replacement surgery, or any invasive surgery, if they can avoid it,” said Ray. “Consumers, and athletes in particular, are looking for ways to keep replenishing their cartilage after years of wear and tear at the gym or on the field. And cartilage, of course, provides connective tissue support throughout your body.”
Clinical research like this is “the kind of data people are looking for,” Ray noted, as an educated consumer base seeks scientifically backed formulas. “Sports nutrition has come a long way, and the new science that is in the pipeline is going to continue to improve the category.”
Once reserved for digestive health, probiotic bacteria may also hold promise for sports nutrition. “There’s so much science focused on bacteria in general,” stated Ray. “Scientists are uncovering what bacteria is in the body, what it’s doing, how it works, and how consumers can optimize the right types of bacteria in the right places in their body. This science is truly at the ‘bleeding edge’ of innovation.”
She referenced a 2018 symposium sponsored by the International Probiotics Association in which a Harvard scientist, Johnathan Scheiman, presented research exploring the use of probiotics in athletes. “His presentation shared a discovery that one bacterial strain was either directly linked or correlated to exercise waste moving out of your muscles. Extreme athletes were found to have more of this particular probiotic in their gut than did lesser athletes. So their idea was to isolate that particular probiotic and see if supplementation with this strain could boost athletic performance by helping to remove exercise waste from the muscles. This is still exploratory, but it’s an exciting area of research in the field. Professional athletes closely following science that can help support their athletic and fitness goals and the mass market is eager to adapt scientific learning to its own benefit.”
Adding to the burgeoning benefits of probiotics, Ray pointed to a unique bone health formula recently launched by Sweden-based Probi. Probi Osteo contains the proprietary strains Lactobacillus plantarum HEAL9, Lactobacillus plantarum HEAL19, and Lactobacillus paracasei 8700:2, and has been linked to reduced bone loss and increased bone mineral content in clinical studies.
Additional ingredients consumers are gravitating toward for bone and joint support include glucosamine, chondroitin, astaxanthin, zeaxanthin, and even herbal ingredients like cannabidiol (CBD), Ray noted. “There’s a large range of ingredients for consumers to choose from and dietitians/sports nutritionists can help steer athletes toward new and exciting formulas.”
Herbal formulas that target the issue of inflammation could be an emerging category, she suggested, “as people look to recover from strenuous activity and stem some of the wear and tear.”
Looking ahead, Ray predicted new science and new uses for ingredients “will continue to fuel sports nutrition market growth for the foreseeable future.”
Dynamic Demographics
Aging consumers are a prime consumer group intent on preserving mobility, strength, and independence in the golden years.
“For the most part, the bone/joint health market has focused on the senior demographic,” observed Steve Fink, vice president of marketing for PLT Health Solutions, Morristown, NJ. “This is an excellent market and it is growing as populations in the West and around the world become older.”
However, healthy aging isn’t only relevant to older consumers. Heather Arment, marketing coordinator, North America for GELITA USA, Sergeant Bluff, IA, suggested all consumers, independent of age, may be focused on living better longer. “Modern consumers are looking to maximize health benefits through good nutrition and supplementation.” For instance, she said younger generations, even as teenagers, “become more aware of their own physiology, and they often turn to sports and higher levels of physical activity.” Then in adulthood, for those in the 35-40 age range, the first signs of aging can be a signal to focus on strengthening and preserving mobility. “We become more health aware and self-conscious as we juggle the many lifestyle issues of healthy nutrition, physical activity, and finding balance,” Arment said.
Millennials and “weekend warriors,” are now focused on joint and bone support too, said Cliff Barone, senior manager of global marketing, Lonza Consumer Health & Nutrition (CHN), Morristown, NJ. He suggested these two groups “have increasingly adopted a proactive approach to their long-term health and well-being. Millennials in particular have been the driving force for manufacturers to shape innovative sports and joint health products aimed at supporting their fast-paced lifestyle. As millennials have become increasingly more active and receptive to new sports trends, such as high-intensity interval training (HIIT), they desire practical, on-the-go functional products that will help prevent injuries and cartilage degradation and support muscle recovery, while also meeting their dietary preferences.”
A survey conducted by NMI and commissioned by Lonza CHN found 37% of supplement users in the U.S. said they were “very likely to use supplements that could provide support and help maintain joint health during periods of intense physical activity,” Barone added.
Elite athletes are a prime audience for formulas that enhance structural support of bones and joints. “Typically, we see athletes that endure high impact to their bones and joints, such as runners, endurance runners, CrossFit athletes, weightlifters, aging athletes, etc.,” explained Andrew Rice, director of product and brand strategy for Stratum Nutrition, Carthage, MO. “Most take supplements to prevent injury, but some can take them to reduce pain and inflammation, which is why ingredients on the market that offer multiple benefits within these key areas are important to formulate into new products within the sports category.”
Those participating in activities such as running, weight-lifting, and rugby should pay particular attention to joints and bones, stated Mariko Hill, product development executive for Gencor, Irvine, CA. “Athletes who undergo heavy mechanical loading or stress by repetitive bouts of movement are most likely the demographic for joint and bone related supplements.” Those participating in activities that induce a lot of sweat may also require supplementation as mineral levels may become depleted.
Meanwhile, Stephanie Lynch, vice president of sales, marketing, and technology, International Dehydrated Foods, Inc. (IDF), Springfield, MO, stressed that active, young women specifically should be mindful of supplementation for joint and bone health. “Young female athletes especially are at risk for athletic energy deficit (AED), a condition resulting from unbalanced physical exertion and nutrition. The American Academy of Pediatrics warns young athletes to avoid unhealthy techniques that may result in rapid weight loss. Young athletes’ bones and muscles are growing, so they should consume healthy amounts of macronutrients, like proteins, and essential micronutrients, like calcium and iron.”
Research from NattoPharma USA, Inc., Edison, NJ, also underscored the need for growing children to protect their bones properly. A paper published in Nutrients in 2018 showed that kids with low vitamin K2 status had a greater risk of low-energy fractures (i.e., the result of falling from a standing height or less). “As parents encourage their kids to live active lifestyles, they also want to make sure their children are well protected,” noted Eric Anderson, senior vice president of global marketing and business development with NattoPharma. The study also pointed to other health issues contributing to this growing health concern, including “insufficient nutrition and nutrients, including calcium, vitamin D, and vitamin K.”
Dosage & Delivery
Product formulations continue to evolve with changing consumer needs, preferences, and lifestyles, said Barone from Lonza. Despite the array of options available, Lonza’s research with NMI showed 41% of survey respondents preferred capsules over any other delivery format. He suggested this was “because of their convenience, versatility, and easy-to-swallow format,” adding, “capsules suit a wide range of ingredients, and with the latest capsule technology and innovations they can address more than one health benefit in a single capsule, from bone and joint health to sports nutrition and weight management.” For instance, with Lonza’s DUOCAP capsule-in-capsule technology manufacturers can combine traditionally incompatible ingredients in one single dosage form. “This significantly broadens the spectrum of supplement combinations possible to formulators, while also helping to relieve ‘pill burden’ for consumers.”
Meanwhile, Arment with GELITA pointed to “clean labels, convenience, diversity, efficacy (support by science), portability, protein, and taste” as top considerations. “Gone are the days of consumers being satisfied with medicinal or poor tasting products,” she stated. “Consumers expect all of the benefits as well as the expectation that the product smells and tastes good.”
IDF, for example, is confident the next big trend in sports nutrition will be in the snack space. “According to Mintel, 94% of U.S. adults snack at least once a day, with 50% snacking 2-3 times per day,” noted Lynch. “As snacks continue to become a more ingrained part of the American diet, the market is ripe for supplement snack innovations.”
Other consumers are looking for the convenience of ready-to-drink (RTD) sachets, effervescent powders, and drink mixes, said Hill, from Gencor. “These formats are also leading in the category as consumers are straying away from capsules and tablets.”
New technologies and delivery systems are emerging to make supplementation “more convenient, functional, and even more bioavailable,” said Hill. For instance, LipiSperse, a delivery system developed by Australia-based Pharmako Biotechnologies, helps insoluble lipophilic ingredients such as curcumin, resveratrol, and palmitoylethanolamide (PEA) to disperse in water, increasing bioavailability and functionality. “Currently, the LipiSperse delivery system is used in two products, curcumin (HydroCurc) and PEA (Levagen+), which have been clinically shown to increase the ingredients’ absorption into the body for higher efficacy.”
Shaheen Majeed, president worldwide, Sabinsa, East Windsor, NJ, also noted that water-dispersible formulas are gaining favor among consumers. “Easily portable RTD (bottled) drinks have been incorporating ingredients—both formulated with the ever-popular protein and standalone with targeted ingredients,” he explained.
Functional ingredients that can be added to meals, soups, or shakes are also a popular option, according to Lynch. For example, the company’s chicken protein isolate powder CHiKPRO can be added to meals that young athletes already love to eat thanks to its savory flavor profile, she said. “The ingredient enriches popular foods like pizza and crispy snacks with complete, highly digestible protein, collagen, and minerals that are essential to bone health.”
Ease of use is always a prime factor when selecting nutritional products, according to Downy of Xsto. Preference for smaller dose applications has become a significant purchasing consideration. “An ingredient with a 300-mg dose stands to do better than an ingredient with a 2- or 3-gram dose,” he said. “It is important that a product is convenient and easily fits into the lifestyle of a healthy person.”
Regardless of format, products “need to be relatively fast-acting or even experiential,” according to Fink from PLT. Consumers want results they can see and feel, he added. “Ingredients that take 3 to 6 months to offer symptom relief aren’t going to cut it with a younger, more active demographic. There are too many alternatives to offer support ‘right now.’”
Vitamins & Minerals
Vitamin and mineral supplements are well acknowledged for their support of athletes and active individuals, particularly when it comes to bone health.
Calcium, of course, has long been the mainstay for skeletal support. “However, most consumers now recognize that calcium doesn’t work alone to protect the skeletal system,” noted Nena Dockery, technical services manager, Stratum Nutrition. Vitamin D3 is almost always added to bone support formulations, and frequently magnesium as well, she noted. “A formulation that is specifically targeted for maximum bone support may also contain additional nutrients such as vitamin K, manganese, and boron. These nutrients can provide much needed skeletal support for the athlete, so it is important that the individual forms be of high quality and in efficacious amounts.”
Dockery called calcium in the form of eggshell calcium (ESC), “a natural, beneficial form of calcium carbonate without the heavy metal concerns,” as well as calcium citrate malate, “a highly bioavailable synthetic form of calcium,” which are both “high-quality, non-commodity forms” of the mineral.
While vitamin K2 “has yet to be a star ingredient in sports-specific formulas,” Anderson from NattoPharma suggested it shows great potential. “Not only is MenaQ7 vitamin K2 as MK-7 clinically shown to support bone health by improving bone mass and strength, but emerging research is showing vitamin K2 allows the body to make more adenosine triphosphate (ATP) production (i.e., energy for cells),” he noted. According to research, from Texas Tech University, “When you measure ATP production you can see the oxygen consumption capacity of a cell. We found that addition of vitamin K2 to cells in culture improved their oxygen consumption ability by 60%.”
Further, a 2018 study published in PLoS One showed that K2 improves the proliferation and migration of bovine skeletal muscle cells in vitro. Anderson said that according to the authors: “Bone mineral density and subsequent bone strength is determined by a fine-tuned balance between the activity of osteoblasts (bone production) and osteoclasts (bone resorption), both regulated by vitamin K2. There is a close relationship between bone and muscle, these two tissues share common regulatory signaling pathways, and numerous studies indicate that an increase in bone mineral density and reduced bone fraction risk is associated with an increase in muscle mass.”
Collagen
Samantha Ford, business development director for AIDP, City of Industry, CA, called collagen “one of the hottest ingredients,” with clinical results demonstrating its benefits for joint cartilage, as well as supporting joint strength and comfort. “Type II collagen is naturally found in the joint tissue, and studies have shown that hydrolyzed type II collagen is well absorbed, preferably accumulates in the joint, and helps to activate certain components of cartilage-building cells,” she said.
While collagen is often associated with support for joints and soft tissue, Ford underscored its lesser-known benefit for bone health. “In terms of bone health, people underestimate the importance of collagen alongside traditional bone health ingredients such as calcium,” she said.
“While the bone is made up of primarily calcium and inorganic minerals, roughly one quarter of its composition is collagen. This component is critical to bone strength and flexibility—it keeps bones from being too brittle and helps to absorb impact.”
AIDP offers KoAct, a patented combination of collagen and calcium that has been shown to benefit bone mineral density, bone strength, and flexibility. “KoAct’s patented composition drives collagen to the bone matrix, providing a stronger more flexible bone. A randomized controlled trial of post-menopausal women demonstrated that KoACT is far superior to calcium and vitamin D in slowing down the leaching of calcium from bones and leads to significant improvements in markers of bone synthesis (Journal of Medicinal Food, 2015).”
Another orally ingested collagen ingredient is GELITA’s FORTIGEL, which targets the regeneration of joint cartilage. Arment explained FORTIGEL stimulates cartilage cells to increase the production of both collagen and proteoglycans—the two major components that make up almost 90% of cartilage dry mass. “According to published research, when ingested orally, FORTIGEL is absorbed in the intestines and accumulates in cartilage. By treating the actual causes, FORTIGEL considerably improves joint mobility and produces a lasting quality of life. The effectiveness of FORTIGEL in joint cartilage recovery has been scientifically proven by GELITA in several clinical and pre-clinical studies.”
In addition, GELITA offers FORTIBONE, an ingredient found to increase bone density, promote bone health, and reduce the degradation process. Arment said FORTIBONE supports active individuals by “making bones more elastic and stable and helping to reduce bone loss and bone fragility.” She further noted the specific peptides of FORTIBONE stimulate osteoblast (collagen production) and reduce the activity of osteoclasts (collagen degradation). “Thus, FORTIBONE supplies the body with the basic components needed for a stable and strong bone structure, and supporting overall bone flexibility and stability.”
Lonza offers UC-II undenatured type II collagen, which Barone said “provides numerous advantages over other joint health products such as glucosamine and chondroitin.” He called UC-II undenatured type II collagen “a well-established ingredient, supported by multiple clinical studies.”
For example, he cited a randomized, double-blind, placebo-controlled study, which found a daily dose of 40 mg of UC-II undenatured type II collagen could support joint comfort in healthy subjects, regardless of their age group (JISSN, 2013). “The ingredient’s unique mode of action suggests that it triggers cell-signaling cascades, using the body’s own natural repair mechanism to help rebuild the cartilage which has been eroded in the joints.”
Herbal Ingredients
Herbal ingredients, such as curcumin can provide benefits for exercise-induced inflammation. A clinical trial on Sabinsa’s Curcumin C3 Complex examined 40 subjects with mild-to-moderate knee osteoarthritis. Subjects were supplemented with curcuminoids and piperine capsules (1,500 mg/day and 15 mg/day, respectively, in three divided doses). “Serum levels of inflammatory markers were analyzed and it was observed that curcuminoids significantly reduced interleukin (IL)-4, IL-6, and high-sensitivity C-reactive protein (hs-CRP) levels (Drug Research, 2015),” noted Majeed. “Because curcuminoids have the ability to neutralize free radicals, they help support a healthy inflammation response.”
The anti-inflammatory herb Boswellia serrata also offers benefits for joint health, which is why PLT Health Solutions offers a range of ingredients in its AKBA (acetyl-11-keto-beta-boswellic acid) portfolio for active people and athletes. “Athletes and fitness enthusiasts understand that strenuous exercise can lead to inflammation and the associated discomfort,” said Fink.
In screening and developing PLT’s AKBA ingredient portfolio (which includes 5-LOXIN, AprèsFlex, and Aqualox), the company examined key pathways related to inflammation and cartilage metabolism.
“Inflammatory pathways shown to be impacted include 5-LOX and TNF-alpha,” explained Fink. “This work has been carried through from screening to in vitro, in vivo, and human clinical work to show the benefits of impacting these pathways. These are the kinds of benefits that athletes and fitness enthusiasts are seeking to support—not just their active joints, but to impact the inflammation associated with their strenuous activity.”
Yet another naturally-sourced ingredient targeting inflammatory response is Cuvitus, a whole-fruit cucumber extract from Xsto Solutions. “As a supplement, we can only specifically address recovery from temporary over-exercise,” noted Downey. “The products often cover temporary pain and related conditions such as muscle and joint health. Considering some of the many side-effects of prescription and OTC pain relievers, it’s not surprising consumers are exploring other options, often products derived from food sources.”
He noted clinical research demonstrating Cuvitus supported reduction in biomarkers related to pain and inflammation (Journal of Nutrition and Health Sciences, 2018).
Gencor has developed two ingredients in combination with LipiSperse delivery technology to increase the bioavailability and functionality: HydroCurc (curcumin) and Levagen+ (PEA). “These two ingredients have been shown to have anti-inflammatory, antioxidant, and analgesic properties which are vital components in any joint care product,” noted Hill.
In a recently completed osteoarthritis study (currently under peer review) Levagen demonstrated positive effects in reducing joint pain, stiffness, and improving joint function. “In addition to these benefits, another study found Levagen+ and HydroCurc to provide benefits in the area of recovery, demonstrating an ability to increase lactate threshold/ reduce muscle damage and reduce delayed onset muscle soreness, respectively, which are vital for enhancing sports performance,” explained Hill. “These analgesic actions help support products in the joint and bone health categories and can be applied in the sports nutrition and healthy aging sector. These ingredients have been shown to reduce the aches and discomforts that older and active individuals feel on a daily basis.”
Essential Nutrients
Tim Hammond, vice president of marketing and sales, Bergstrom Nutrition, Vancouver, WA, discussed how the company’s OptiMSM methylsulfonylmethane protects cartilage, supports joint health, and improves mobility. “MSM combats exercise-induced oxidative stress and helps reduce levels of post-exercise joint and muscle pain,” he said.
Results from a double-blind, placebo-controlled study published in The Journal of Orthopedics in 2014 showed distilled MSM significantly improved all WOMAC subscale and SF-36 daily living scores after 26 weeks of supplementation.
Hammond said this data reinforced research supporting MSM’s efficacy for joint health.
MSM was also found to offer synergistic benefits when combined with other ingredients, he added. “A recent study [Lubis et al., 2017] demonstrated that by adding 500 mg of MSM with glucosamine and chondroitin, the benefits of glucosamine and chondroitin nearly doubled over the same formula without MSM.”
Protein is also a huge area of interest for consumers in the fitness and sports market. IDF’s Hydrolyzed CHiKPRO Broth Protein Isolate Powder is designed to allow functional food and supplement manufacturers to supply protein, collagen, calcium, iron, and other minerals in a variety of platforms, including snacks, beverages, or supplements, explained Lynch.
“Hydrolyzed CHiKPRO Broth Protein Isolate Powder contributes high-quality chicken protein plus collagen for joint health in a single ingredient,” she said. “CHiKPRO is a complete protein and provides the same nutrition and benefits as eating a piece of chicken. In addition to protein and collagen, it also includes necessary nutrients like zinc and iron, based on a 100-gram serving to promote and maintain balanced nutrition. CHiKPRO is also rich in electrolytes and has a 2:1 potassium/sodium ratio, which supports recovery and rehydration.”
Another ingredient coming to the forefront for the sports market is eggshell membrane. Stratum’s NEM brand has been the subject of a healthy person, exercise-challenged joint study, noted Dockery. “This randomized, contolled clinical trial revealed benefits in reducing the pain and stiffness associated with exercise. (Clinical Interventions in Aging, 2018),” she said. “The study results also demonstrated a reduction in a critical biomarker of cartilage breakdown, CTX-II, indicating a protective action on cartilage that is stressed through exercise. These two ingredients are increasingly found in sports-targeted formulations, as they can function well alone and together.”
Market Forecast
Looking ahead, Barone of Lonza predicted that increased demand for product transparency, as well as scientifically supported ingredients will become increasingly important to active lifestyle consumers. For example, 58% of supplement users consider scientific or clinical proof essential when selecting products, he noted. “This trend is set to continue, and as such, science-backed ingredients can be a key differentiator for manufacturers wanting to stand out on crowded supplement shelves.”
Furthermore, the consumer shift toward personalized nutrition will continue to transform the sports nutrition space. “As consumers are increasingly seeking supplement solutions to their specific sports, bone, and joint health needs, hyper-segmented and personalized solutions are on the rise,” Barone said.
In addition, he pointed to the popularity of plant-based diets, such as veganism and vegetarianism, which affects product development. “Manufacturers are now seeking both sports, bone, and joint health ingredients and dosage form solutions that can meet this growing need.”
