Health is about balance. If one system of the body isn’t functioning properly, the whole will suffer. Bones, joints, and muscles work together to support structure and movement, playing essential roles in maintaining basic function and mobility throughout life. Neglecting one element of this support system will have implications for the others. But attention to musculoskeletal health through diet, exercise, and supplements can pay dividends down the road.

“Bones, muscles, and joints make up the core physical apparatus of our ability to be mobile and independent throughout our lives,” said Paige Wilkinson, global marketing manager for active living at dairy co-operative Fonterra. “It is also important to note that muscle, bones, and joints are interdependent, in that the degradation of one often impacts the others; so it’s important to target all three areas to maintain the best results.”

Muscles, bones, and joints have their strongest foundations before age 30, she added. “The gains made in the early life phase via an appropriate diet (rich in calcium, protein, and vitamins) and physical activity level will go on to have an impact as we age.”

For example, a 10% increase in peak bone mass during childhood can lead to a 50% reduced risk of an osteoporotic fracture as an adult, according to the International Osteoporosis Foundation.

“Only when all three categories are addressed can we achieve complete musculoskeletal health,” Larry Kolb, president of TSI Group, said of muscles, joints, and bones. “This becomes more obvious as we age.”

As in most cases, the best approach is to be proactive, he added. “Consumers shouldn’t wait until they are in their sixties to address the declines they experience in muscle mass, strength, function, and overall mobility.”

Musculoskeletal health allows us to move, play sports, and live free of pain or injury, said Florencia Moreno Torres, health and nutrition global business development manager at Rousselot, supplier of Peptan brand collagen peptides.

“Interactions between muscles, joints, and bones might become complicated due to the aging process,” she said. “This makes us more likely to experience musculoskeletal issues, which have an enormous impact on quality of life and longevity.”

But age isn’t the only factor. Health and lifestyle habits like physical inactivity and poor nutrition can lead to issues like overweight/obesity, which will impact mobility at any life stage. Musculoskeletal disorders encompass a range of conditions that impair normal activity due to injury, pain, or disease of the bones, joints, ligaments, muscles, and tendons, said Moreno Torres.

Data from FMCG Gurus suggests that 87% of consumers attribute poor mobility to aging. “The truth is that many different groups are susceptible to muscle and joint related issues,” said Moreno Torres. “Let’s think about athletes or sports enthusiasts that practice regular high-intensity exercise resulting in muscle soreness, or the overweight population whose joints come under stress because of the extra strain placed on them.”

Convergence and Mobility

“I believe mobility is the backbone of healthy aging,” said Vishal Shah, whole-time director of Nutriventia Limited, an ingredient solutions developer whose parent company is Inventia Healthcare. “Lack of mobility leads to increased dependence, and the pain that comes with it is debilitating. Joints, if deteriorated over time, could be catastrophic for the overall wellbeing of a person.”

Young consumers, especially Millennials, he noted, are willing to invest in supplements and functional foods that will support their active lifestyles and help them age gracefully. “An active lifestyle is of paramount importance for longevity.”

Mobility can be defined by five key interconnected healthy aging needs, according to Wilkinson: bone and joint health (osteoporosis prevention); muscle health and strength (sarcopenia prevention); balance and agility; flexibility; and energy.

“Ideally, product formulations will address more than one of these areas at a time,” she said. “Recent global consumer research we conducted with IPSOS showed that consumers felt that healthy aging products skewed strongly to bone and joint claims, and there was an unmet need to also address wider concerns such as muscle maintenance or overall movement and balance. This shows consumers understand that healthy aging is about how different parts of our body work together, so purely focusing on just bone, joints, or muscle alone in your formulations is not enough.”

The convergence of bone/joint concerns and muscle health needs among both the aging population and also sports nutrition consumers has led PLT Health Solutions to position some of its ingredients for “mobility solutions.”

Alongside joint comfort, PLT Mobility Solutions address a range of issues, according to Steve Fink, vice president of marketing, including “flexibility, range of motion, recovery from strenuous activity and exercise, muscle comfort and recovery, and the ability to start doing things again—faster and with more confidence.”

Wilkinson noted that with an estimated 75% of global consumers aged 60+ claiming mobility problems have a moderate or severe impact on their current health, “there is a clear unresolved need for products formulated to address wider mobility concerns in the aging population.”

Resurgent Joint Health Demand

Driven in part by the COVID-19 pandemic, consumers of all ages and demographics are becoming increasingly proactive about their health, said Emily Navarro, global marketing manager, Lonza Capsules & Health Ingredients.

“Interest in joint health has reached an all-time high, both for increasingly active consumers and consumers who now have a better appreciation for staying mobile and flexible.”

An increase in younger consumers who recognize the role joint health plays in maintaining healthy, active lifestyles offers a wealth of opportunities for brands to create on-trend supplements that are specifically marketed to this demographic, she added.

Almost half of 18- to 34-year-olds said they want to improve their joint health, according to 2021 survey data from FMCG Gurus, noted Jaume Reguant, healthcare director of Bioiberica, supplier of Collavant n2 undenatured type II collagen and Mobilee, a hyaluronic acid matrix ingredient.

“As the demographic for joint health supplements widens, formulating for convenience is becoming increasingly important,” Reguant said. “Time-pressed consumers seek easy-to-consume, multi-nutrient solutions that can easily form part of their daily regimen. As such, new delivery formats that go beyond traditional pills and capsules, such as gummies, powders and ready-to-drink shakes, are a key area of exploration.”

Brand loyalty can be powerful in the dietary supplement industry, according to Douglas Jones, sales and marketing manager at BioCell Technology, LLC, known for its BioCell Collagen ingredient composed of naturally-occurring hydrolyzed collagen type II peptides, chondroitin sulfate, and hyaluronic acid.

“With joint health, when something works for people they stick with it,” Jones said, also noting an increase in younger populations looking for joint health products, particularly since the pandemic began. “They’re seeing there can be benefits with supplements and they’re interested in starting on that path toward a healthy lifestyle.”

Meanwhile, “the aging population is always going to be a big part of this business,” he noted.

Regular physical activity is one of the most important factors in overall health, including maintaining musculoskeletal health throughout the lifespan.

“The challenge is motivation,” said Eric Anderson, managing director, NXT-USA,  “especially if you are battling sore joints.”

“Supplements that can support joint comfort quickly, and over a period of time, can help to reduce this barrier,” he said. NXT-USA’s TamaFlex, a blend of tamarind seed and turmeric root extracts, is clinically proven to improve joint comfort, function, and agility in just 5 days, a benefit that is sustained during use, Anderson noted.


With age, the body’s natural ability to produce collagen, a major component of joint cartilage, slows down, said Navarro, “making it harder to keep up and recover from the effects of everyday wear and tear.

Cartilage degradation is the most significant cause of joint discomfort, Navarro added. Over time, this can lead to stiffness and reduced range of motion, ultimately impacting long-term independence and wellbeing.

“The good news is a healthy lifestyle that includes exercise, nutrition, and clinically proven nutraceuticals can help consumers build and maintain muscle and joint health throughout life,” Navarro added, noting Lonza’s UC-II undenatured type II collagen is clinically proven to significantly improve joint flexibility, reduce joint discomfort, and help make walking more comfortable.

Angie Rimel, marketing communications manager, North America, at GELITA, noted that collagen is very popular with consumers. As people become more knowledgeable about the ingredients that most benefit their desired health solution, “they will demand even more efficacy from science-backed ingredients, such as GELITA Bioactive Collagen Peptides (BCP),” which have been shown to stimulate collagen-producing cells of different tissue types in the human body to increase metabolic activity.

Inflammation is the root of most joint discomfort, according to Sébastien Bornet, vice president of global sales and marketing at Horphag Research, exclusive worldwide supplier of Pycnogenol French maritime pine bark extract. “As we age, our joint lining gradually degenerates and impacts the articular tissue. This tissue trauma initiates a local inflammation, resulting in reduced flexibility of joints and discomfort. Inflammation can also damage muscle fibers, leading to muscle loss and fatigue.”

Joint health continues to be an underserved need representing a ripe and often missed opportunity, Bornet noted. “Joint health connects to so many health issues and overall wellness. How your joints feel factors into your quality of life. As a company with trusted, science-backed ingredients, it is our job to meet consumers and brands where they are spending the most time and spark more of these conversations. We continue to explore innovative ways to do this, including our social media channels.”

Most people know how important protein is to feed muscle, yet don’t often consider that we should also provide nutrition to our joints, Bornet added. Products and ingredients that provide scientifically supported benefits for joints, such as Pycnogenol, are a convenient way for consumers to support joint mobility, he said.

“Healthy joints play a significant role in ensuring one stays active,” said Shah at Nutriventia, which offers TurmXTRA 60N a standardized, proprietary water-dispersible turmeric extract shown to significantly improve joint mobility and comfort, reduce muscle soreness, and improve recovery.

Powering Up Muscle Health

Muscle health is critical to aging well, said Kolb at TSI Group. “We start losing muscle mass as early as the age of 30, and it accelerates every decade after that until the average person will have lost 35-40% of their muscle mass and 20-40% of their strength by the age of 80.”

Declining strength and other health benefits related to loss of muscle mass can lead to physical restrictions, poor quality of life, and risk of falls and fractures if left unchecked. “This is where supplements addressing muscle health have an important role,” Kolb said.

TSI Group offers myHMB, scientifically known as β-hydroxy β-methylbutyrate (HMB), which Kolb called, “the most effective nutritional solution to increase, preserve and support healthy muscle function.”

The body produces HMB naturally during metabolism of the essential amino acid leucine. “Through its dual mechanism of action, myHMB can provide a powerful solution by helping improve overall muscle health and function and targets … muscle loss that occurs with age.”

Recent research has shown the value of myHMB in combination with vitamin D in improving muscle function in older adults as well as muscle quality in middle-aged women, Kolb added. “In fact, this powerful combination was shown to improve muscle function even in the absence of exercise, which is critically important for adults who are unable or unwilling to exercise.”

There are three key factors that go into muscle maintenance and muscle building with age, according to Catherine Kwik-Uribe, vice president of scientific and regulatory affairs at Nutrition21, developer and supplier of novel, patented nutritional ingredients.

“First, make sure the diet is healthy and balanced, delivering an appropriate amount of calories and protein for the body to support its basic needs,” she said. “Protein or amino acids are an important part of muscle protein synthesis (MPS), which leads to bigger, stronger, and healthier muscles. Both a person’s calorie and protein needs will vary based on their gender, age, and activity level.”


Second, research shows that following a consistent strength-training routine will help consumers of all ages maintain and build muscle. “Protein alone cannot build muscle. You have to integrate the right type and amount of exercise to support muscle health,” said Kwik-Uribe.

Third, supplements can help fill dietary gaps, as well as give the body extra nutrients it may need to support muscle and overall health.

While the protein category had long been positioned as only for hardcore fitness enthusiasts, protein is seen as much more today.  “Adults of all ages and fitness levels are looking to add various types of proteins to their diet,” said Kwik-Uribe, noting the plant-based trend has gone mainstream. “Supplement companies recognized this shift by creating more diverse protein options such as pea, soy, collagen, BCAAs/EAAs, and unique innovative blends.”

More recently, products have been formulated to target more than one objective, she noted. “Supplements are providing ingredients to help support satiety and weight management, as well as retain and build muscle. Some trends quickly come and go, but others evolve into lifestyle habits, which is why it is important for supplement companies to pay attention to what the consumer is saying, as well as to what they are buying.”

Nutrition21’s Velositol, a patented complex of amylopectin and chromium, when used with protein is designed to enhance the benefits of protein. In clinical studies, the addition of Velositol was shown to boost muscle protein synthesis, and when used as part of a strength training routine, significantly increase strength better than protein alone, said Kwik-Uribe.

“Velositol also enhances insulinogenic function, which may help to support glucose and amino acid uptake, providing fuel and muscle-building support for working muscles, so you get the most out of your workout, even long after your workout has ended.”

A 2021 study published in the Journal of Exercise and Nutrition showed significant muscle and strength benefits when Velositol was combined with 15 grams of whey protein isolate. Velositol likely increases the effects of protein by enhancing the mTOR signaling pathway, which is reliant on amino acids and insulin activity, according to Kwik-Uribe.

“When used with a resistance exercise program, Velositol’s novel complex enhances the effects of protein, increases strength, endurance, and power, while supporting healthy and sustained muscle function.”

Wilkinson said recent research completed with FMCG Gurus showed that over 80% of consumers indicated they would increase their intake of protein as a way to improve mobility outcomes long-term.

“Dairy protein is widely known to contribute to the growth and maintenance of muscle mass through the combination of high bioavailability and high levels of essential amino acids (especially branched chain amino acids), which stimulates new muscle formation.”

High quality proteins like dairy provide the highest levels of leucine and are therefore most suitable for muscle support, she contended. “A leucine threshold should be reached to trigger muscle protein synthesis. A higher leucine content coupled with a fast absorption profile makes whey protein the gold standard for muscle support. As we age, we need more protein to help prevent sarcopenia, and so it’s important to include protein in healthy aging product formulations.”

Consumers today are increasingly aware of claims products make, and they want to see the supporting science, “which is why having substantiation through valid and reliable science is a trend that will not go away,” said Kwik-Uribe. “Providing transparency into the science behind a product helps to reassure the discerning consumer and contributes to building brand trust and loyalty.”

Fink, at PLT Health Solutions, also noted that consumers are looking for a lot from the products they buy, including scientific substantiation, and are spending more time evaluating supplements and formulations.

“Consumers want ingredients that are fast-acting, low-dose for easy compliance, able to be delivered in a variety of formats—which means they need to be water-soluble and neutral-tasting—and have origin stories demonstrating traceability and sustainability.”

Combining benefit packages in products to offer different functional support is a continuing trend in today’s marketplace, Fink noted.

“For example, we can talk about adding muscle support ingredients like RipFACTOR with mobility ingredients like Dynagenix as a muscle support ingredient. Likewise, we understand that joint pain is a hindrance to a weight loss program that requires even moderate exercise. In sports nutrition or cognitive markets, we call this ‘stacking.’ There are opportunities for this approach all over the industry.”

Dynagenix is a low-dose version of PLT Health Solutions’ Boswellia serrata based joint health ingredient 5-LOXIN in a neutral-tasting, water-soluble form. A recent study demonstrated the effectiveness of Dynagenix for joint discomfort as well as muscle recovery post-exercise.

Meanwhile, RipFACTOR is a blend of botanical extracts (Sphaeranthus indicus flower and Mangifera indica tree bark) shown to enhance endurance, strength, and muscle growth.

Trends and Innovation

There’s been a shift in thinking about musculoskeletal health as a “single overarching category,” rather than considering joints, bones, and muscles as three distinct systems, said Moreno Torres at Rousselot. As a result, ingredients that offer multiple benefits, like collagen, are gaining popularity.

“The growing interest in muscle health, as a part of the musculoskeletal health category, is a trend that we here at TSI Group are extremely excited about,” said Kolb. “We’ve been advocating for muscle health, outside of the sports nutrition category, for a very long time, and seeing it being talked about not only in the industry, but also in other consumer media, is a great accomplishment. Muscle health was the missing link and now that its importance is better understood, the full potential of the musculoskeletal category can be reached.”

Convenience and education are two elements to a winning formula in this market, he added. “Convenient delivery formats that are replacing capsules and tablets continue to win consumers over … Stick packs, powder formulations, effervescent tablets, and even RTDs and functional foods will most likely be what consumers prefer.”

Several experts also noted untapped potential in the functional food market given consumer preference for managing health through their diet.

In terms of driving consumer education about musculoskeletal health, “brands that want to lead this category will have to spend the time and energy educating consumers about the importance of addressing muscle, bone, and joint health together and not in silos,” Kolb added.

Navarro at Lonza agreed that dosage is key to unlocking innovation in the supplement market, “not only for efficacy but also for consumer experience.”

“Combination products that deliver multiple ingredients in one dose are also gaining momentum for wellness-minded consumers looking to support various aspects of their health and wellness at once. Lonza’s Capsugel DUOCAP capsule-in-capsule technology, which consists of a smaller, prefilled capsule inside of a larger filled capsule, opens up a range of formulation opportunities.”

While gummies continue to attract consumers, they are “a limiting delivery form,” said Jones at BioCell. “There’s only so much you can put in a gummy before you start affecting taste and texture.”

Meanwhile, the expanding personalized nutrition market, valued at $14 billion in 2021 according to a Research and Markets report, reflects consumer desire for products that match their unique lifestyle, age, diet, and health goals, said Moreno Torres.

The shift towards personalization is particularly pronounced among Millennials and Gen Z, “giving musculoskeletal dietary supplements manufacturers the opportunity to broaden their consumer base beyond just the healthy aging segment.”

Factoring in the needs of the target demographic is also important when thinking about supplement dosage, she added. “After all, a healthy ager wanting to feel less stiff when walking upstairs has very different requirements to a professional athlete training for a gold medal.” 

Science and collaboration are key to unlocking the next generation of market innovation, according to Reguant at Bioiberica. “As consumers become more informed about the ingredients that go into the products they purchase, many are specifically seeking out science-backed solutions from trusted, transparent, and sustainable sources. For manufacturers, this means it’s more important than ever to find trusted, reliable partners who not only source ingredients, but also offer scientific expertise and new ways of thinking to empower the health evolution.”