The importance of nutrition in terms of maintaining the musculoskeletal system — which comprises bones, joints, muscles and connective tissues — is increasingly recognised by health-conscious consumers as a lifelong priority.
Today's nutraceuticals for muscle, bone and joint health have evolved to address the needs of diverse target groups.
Younger generations seek solutions for better fitness and muscle health, whereas those in midlife are keen to prevent age-related ailments.
Seniors, by contrast, want to enhance or maintain mobility for as long as possible. This has led to a surge in popularity of herbal supplements, which are seen by many as a preferable alternative to synthetic solutions.
Consumer trends
Joint and bone health problems are often associated with ageing. However, modern-day living has resulted in these health problems becoming more widespread among consumers of all ages.
According to Andrea Zangara, Head of Scientific Marketing and Medical Affairs at botanical ingredients producer Euromed, the market for muscle and joint health products has seen substantial growth because of increasing consumer demand for natural, non-animal-derived ingredients and clean label products.
“The rising popularity of botanical extracts, known to be beneficial for muscle health, endurance and metabolic balance, reflects a varied consumer base, from fitness enthusiasts to the older population."
"Many consumers are worried that the minor discomforts they experience now could become more problematic in the future, driven by the challenges of modern living,” he says.
Generation Z, also known as “Zoomers,” tends to approach health in a more holistic manner compared with previous generations. They consider healthcare to be a crucial aspect of self-care and are therefore choosing lifestyles and supplements that help to prevent issues before they arise.
Yet while they are proactive about their well-being, they may not consider bone and joint health to be a top priority. Nonetheless, an early focus on preventive measures could potentially reshape how future generations manage ageing and joint health.
Compared with previous generations, Millennials or Generation Y (those born between 1981 and1996) are making healthier food choices, exercising regularly and are mindful of minimising the risk of joint and bone deterioration.
They are at a stage when bone and joint health is becoming increasingly important, especially as they are likely to participate in various physical activities while juggling the demands of work and family life.
This growing awareness drives a preventive approach that’s similar to that of Zoomers but with a greater sense of urgency because of their age. Millennials are keen on dietary supplements and natural remedies that can enhance long-term mobility and reduce the physical stress of an active lifestyle.
When it comes to older generations such as “Baby Boomers,” acute issues are more prevalent and require immediate solutions. However, prevention is key, particularly with regards to bone health.
That’s because the loss of bone density is largely asymptomatic yet irreversible after a certain age. Buyers of joint health products tend to be motivated both in a proactive and reactive sense.
Not only do they want to ease the discomfort of osteoarthritis, the most common degenerative joint disease caused by daily wear and tear, but also prevent its onset.
According to the WHO, about 70% of osteoarthritis patients are older than 55. Therefore, global prevalence of the condition is expected to increase in line with an ever-ageing population.
Joint health vital for mobility
Researchers have found that supplementation with Euromed’s cucumber extract CuberUp may be a useful natural approach to maintaining healthy joints.1
According to the randomised, double-blind placebo-controlled clinical study, cucumber extract is linked to the relief of joint pain as well as better muscle function, thus significantly improving quality of life in people with joint discomfort.
The 55 participants with varying degrees of knee joint discomfort received a daily supplement containing 20 mg of Euromed’s natural cucumber extract (Cucumis sativus L.).
The subjective perception of knee pain decreased significantly in both study groups, but improvements were significantly higher in those receiving the cucumber extract.
In addition, a reduction in pain and stiffness, together with improved physical function, were significantly more pronounced in those receiving the cucumber extract.
The time to complete the “Timed Up and Go” test — a clinical method to assess a patient’s mobility and risk of falling — also decreased considerably in the experimental group. Plus, researchers noted an improvement in muscle function during knee flexion exercises.
Furthermore, they found that inflammatory and cartilage degradation biomarkers decreased significantly in patients supplemented with the cucumber extract.
Another interesting aspect of the study was that the development of pain, which researchers measured on a weekly basis, was progressively reduced from week 1 and was significantly less than the placebo from week 4 (28 days of treatment), indicating a rapid onset of action.
Amino acid derivatives in cucumber extracts possess anti-inflammatory properties and may also improve cartilage nutrition. Moreover, flavonoids and tannins in the phytochemical composition of aqueous cucumber extracts may be responsible for their free radical scavenging and analgesic effects.
These results suggest that cucumber extract is a promising botanical ingredient for applications targeting healthy agers, athletes and others affected by joint problems.
Andrea Zangara says: “Joint health is a key piece in the healthy ageing puzzle and there is increasing interest in natural, preventive options offered by nutraceuticals and functional foods. Cucumber is already well-known in traditional medicine."
"Based on the beneficial effects on symptoms, inflammation and cartilage degradation biomarkers observed in the study, supplementation may be a promising approach to maintaining joint and connective tissue health and preventing knee joint wear and tear for improved mobility comfort.”
Power of the Mediterranean diet
During the last 2 years, consumers have taken steps to address their joint and bone health.
FMCG Gurus’ market research reveals that the most common changes relate to exercise (47%) and diet (31%), reflecting a growing awareness of the impact that inactivity can have on flexibility, mobility and muscle health, and the importance of good dietary habits.
Here, consumers have a strong preference for natural, holistic supplements, according to Andrea Zangara, with women showing a growing interest in muscle and strength products. “Botanical extracts such as Rhodiola rosea, ashwagandha and ginseng are favoured for their multifaceted health benefits,” he says.
Particularly noteworthy is the growing interest among seniors in supplements that support muscle strength and contribute to healthy ageing.
This trend is significantly influenced by the recognised benefits of the Mediterranean diet, known for its healthy ageing properties and link to improved longevity and reduced age-related frailty.
For instance, spinach extract has been shown to enhance muscle strength, mass and quality.2 Fig extract, which is rich in absisic acid, can improve insulin sensitivity and glycaemic control for effective energy use in muscles.3
And, finally, pomegranate extract provides a plethora of health benefits including higher energy and endurance, and a reduction in cortisol levels.
Scientific validation
Although traditional knowledge about botanicals has existed for centuries, modern consumers are demanding more evidence of efficacy. Scientific research and clinical studies are therefore becoming increasingly important when it comes to validating the health claims of botanicals.
This trend is pushing companies to invest in research and development to substantiate the benefits of botanical ingredients with data. Brands that can successfully bridge the gap between traditional wisdom and modern science will gain trust and credibility.
Furthermore, companies that invest in research partnerships with universities and institutions can create products that not only have strong consumer appeal but also rigorous scientific validation.
Consumers should ideally be referencing published gold standard clinical studies that are characterised by rigorous methodologies, particularly randomised controlled trials (RCTs).
RCTs are the benchmark because participants are randomly assigned to either a supplement or control group, which ensures the observed effects are solely derived from the supplement.
The study population is another critical aspect. It should be relevant to the product’s intended use with a size that’s large enough to yield statistically significant results. For instance, if a dietary supplement aims to improve muscle strength in older adults, the study should involve participants from this demographic.
A better you
The COVID-19 pandemic and rising healthcare costs have created a shift towards proactive fitness and wellness.
Many consumers — including Millennials, Generation Z and Baby Boomers — now make self-care a priority and are increasingly turning to more natural, science-backed, health-promoting products to stay active for as long as possible.
They want to proactively support their physical and mental health through regular exercise, quality sleep, reasonable food choices and targeted dietary supplements.
According to Andrea Zangara, the inclusion of functional herbal ingredients is becoming essential, with brands now promising to not only support fitness but also overall health and wellness. In this way, successful businesses will help consumers to become the best and healthiest versions of themselves.
References
- S. Pérez-Piñero, et al., “Effectiveness of a Cucumber Extract Supplement on Articular Pain in Patients with Knee Osteoarthritis: A Randomized Double-Blind Controlled Clinical Trial,” Appl. Sci. 13, 485 (2023).
- S. Pérez-Piñero, et al., “A 12-Week Randomized Double-Blind Placebo-Controlled Clinical Trial Evaluating the Effect of Supplementation with a Spinach Extract on Skeletal Muscle Fitness in Adults Older Than 50 Years of Age,” Nutrients 13, 4373 (2021).
- F.S. Atkinson, et al., “Abscisic Acid Standardized Fig (Ficus carica) Extracts Ameliorate Postprandial Glycemic and Insulinemic Responses in Healthy Adults,” Nutrients 11(8), E1757 (2019).
