Joint health is transforming. Once seen as a concern mainly for older generations, it is now a priority for younger consumers, athletes and wellness-minded professionals who see mobility as central to long-term vitality and performance.
At the same time, collagen has become the most established ingredient in the joint health space, with strong name recognition driving consumers to seek it out on shelves.
Collagen is not without its drawbacks, however. Long lead times before noticeable benefits, reliance on animal sources and limited sustainability credentials make it less aligned with today’s growing demand for fast-acting, clean and ethical solutions.
This shift in consumer demographics, towards younger and more eco-conscious buyers, has brought sustainability to the forefront of supplement innovation.
With governments and non-governmental bodies alike introducing stricter guidelines on responsible sourcing and transparency, brands are under pressure to adapt quickly.
To unpack what this means for the future of joint health, Emily Letton (EL) spoke with Dr Mesfin Yimam (MY), Director of Pre-Clinical Development at Unigen (pictured), about collagen’s limitations, the promise of plant-based alternatives and how brands can position themselves to meet the evolving expectations of a new generation of wellness consumers.
EL: How can brands capitalise on this shift in consumer demographics?
MY: By positioning joint health as a proactive part of everyday wellness, not just a solution for ageing. We focus on plant-based formulations that support mobility, recovery and flexibility for athletes, mature adults, busy professionals or parents on the go.
By sharing research-backed benefits in clear, approachable language, we make joint health relevant and approachable for any group prioritising wellness.
EL: Does it bring any new or unexpected demands?
MY: It raises the bar for innovation. Consumers now expect joint health solutions that are clean, backed by science and easy to use.
That’s why Univera recently launched RegeniCARE in a convenient single-serve stick format, making it simple for consumers to stay consistent with their joint health wherever life takes them.
EL: What do you see as collagen's main limitations (as an ingredient) and what alternatives could formulators be looking at?
MY: In the case of joint care, collagen, whilst serving as a building block for joint cartilage, typically requires several months of consistent use before delivering meaningful benefits.
Additionally, its reliance on animal sources conflicts with the growing demand for clean and sustainable solutions.
Univera’s RegeniCARE offers an alternative with Univestin, a plant-based ingredient clinically shown to support joint health in just 1 week.
RegeniCARE combines glucosamine, chondroitin, MSM and the clinically researched Univestin to promote joint comfort, protect cartilage and combat oxidative stress, providing formulators with a powerful, next-generation solution for joint health.
EL: Are there any particular delivery formats that suit plant-based ingredients and satisfy both taste and bioavailability demand?
MY: Univera’s RegeniCARE, which uses Univestin, a clinically proven plant-based joint support ingredient, offers versatile delivery in a single-serve stick format, tablets, capsules, liquids, powders and nutrition bars.
This enables formulators to meet consumer demands for taste, convenience and bioavailability whilst supporting clean-label formulations, taste masking and ingredient stability.
EL: How do you see the incoming sustainability legislation impacting nutra supply chains and ingredient traceability?
MY: As global regulations and consumer expectations push for greater sustainability and transparency, nutra supply chains must adapt and evolve.
For example, Univera supports this shift by offering products with traceable sourcing, responsible harvesting practices and reduced environmental impact.
This approach positions Univera as a company committed to sustainable solutions in an industry facing increasing scrutiny around ecological and ethical sourcing.
EL: Do you think this will influence the way supplement companies formulate and market their products?
MY: “Sustainability is becoming a core pillar in supplement formulation and branding, influencing both the way products are made and how they are marketed.
As consumers prioritise clean-label, organic, plant-based and ethically sourced ingredients, companies are leaning into solutions such as Univera’s RegeniCARE that combines clinical efficacy with a strong sustainability profile.
This trend is reshaping the Nutra industry, encouraging brands to highlight environmental responsibility alongside scientifically researched and clinically proven health benefits in their messaging.
EL: How do you educate an audience on the benefits of plant-based alternatives, especially when collagen’s consumer recognition is so strong that they will actively look for it?
MY: Education starts with meeting people where they are. Collagen is a familiar word on the shelf, so the first step is to validate that interest — consumers want to feel and look their best.
From there, it’s about introducing the science behind plant-based compounds and showing how botanicals can activate the body’s natural collagen production rather than simply supplying it.
By leaning on clinical research, clear storytelling and tangible results, the shift to plant-based feels like an upgrade rather than a compromise.
To conclude
As joint health moves beyond collagen, brands have the opportunity to align innovation with consumer demand for faster, cleaner and more sustainable solutions.
A younger demographic, increasingly conscious of sustainability and ethical sourcing, is driving this shift, creating space for clinically backed, plant-based alternatives such as those championed by Univera.
But success in this space will also depend on education — helping consumers understand that plant-based solutions are not a compromise but an upgrade, offering comparable or faster results without the drawbacks of collagen.
Clear communication of the science, paired with accessible storytelling, will be essential in building trust and recognition.
At the same time, delivery formats are evolving to match modern lifestyles.
Single-serve sticks and other convenient formats not only improve compliance but also meet consumer expectations for portability, taste and ease of use.
The future of the category lies in combining efficacy, convenience and transparency to support mobility and well-being for every generation.