Articulating the Bone & Joint Support Market

It’s no industry secret that the bone and joint health category was once solely aimed at the retirement crowd. But, like many other condition-specific categories, it has grown more inclusive to feature wider ranges of ingredients and formulation possibilities.

Gencor product development executive Mariko Hill observed that joint health used to predominantly be associated with older people. However, times have changed, and so-called “active lifestylers” are more inclined to support joint health in their mid-20s.

“Active adults are increasingly taking a proactive approach to health and wellness, as they start to become more aware of the impact of exercise and nutrition on their well-being,” she said. “As the demographic starts to change and the number of people aged 60+ is expected to double by 2050, generation X and baby boomers of today are more inclined to consume supplements that support joint/bone health for their later years. From what once used to be an age that not many people live past, we now see individuals at the age of 65 competing in ultra-endurance events. As sports nutrition goes more into the mainstream, we