Joint health in 2025: Younger consumers, ancient remedies

Joint health supplements are performing well by any measure. Valued at $3.9 billion in 2023, the market (which includes related bone health supplements) is projected to grow at a compound annual growth rate (CAGR) of 3.73% to reach $4.11 billion by 2029. While a growing aging population—those most susceptible to joint pain—will continue to drive demand, experts note a significant and influential change in the consumer base.

“Joint health consumers are evolving to include younger demographics and those looking for combination supplements,” says Mohini Joshi, vice president of holistic health brand experience and strategy at Nestle Health Science U.S. “This shift is driven by increased awareness of the importance of joint health for maintaining an active lifestyle, as well as the growing popularity of holistic and preventative health measures.”

According to Irfan Qureshi, ND, global head of product development for Metagenics, this trend reflects a broader shift in supplement consumer expectations. Younger, active individuals aren’t merely interested in preserving function as they age; they also want to sustain high levels of activity for as long as possible. “This mindset is what is leading to the evolution of the category, where consumers are now interested in implementing measures earlier on in life to strengthen their joints structurally and optimize mobility,” he says.

Indeed, rather than viewing joint health supplements as purely a reactive solution for existing discomfort, more consumers are incorporating them into their daily wellness routines as a proactive strategy. On the one hand, many consumers are turning to ingredients like collagen, a key protein that supports the structure of the joints’ cartilage, tendons, and ligaments. While collagen plays a crucial role in maintaining joint integrity, supplement routines can be further enhanced with the addition of herbal ingredients that specifically target inflammation. “Collagen supports the structure of the joints by helping maintain cartilage health, while [herbal ingredients] help manage inflammatory response, providing a holistic approach to joint health,” says Joshi. “These herbs complement structural joint health ingredients by working through different mechanisms.”

Herbal Solutions

Boswellia (Indian frankincense) and turmeric (curcumin) are widely recognized as essential joint health ingredients, valued for their longstanding use in Ayurvedic medicine and their ability to support a healthy inflammatory response. By helping to regulate inflammation, these botanicals can enhance joint flexibility and overall comfort. “The primary mode of action for these herbal solutions is by reducing oxidative stress in the joints,” says Joshi. “Boswellia contains boswellic acids that inhibit inflammatory pathways, while curcumin from turmeric has antioxidant properties. [These] properties can work hand in hand with ingredients that are found within the structure of joint cartilage.”

In addition to these well-established ingredients, Qureshi sees potential for ginger and Nigella sativa (black seed) to influence the joint health market. Like Boswellia and curcumin, both have deep roots in ancient medicine and are known for promoting a healthy inflammatory response.

Further, ashwagandha is gaining attention not only for its anti-inflammatory properties but also for its unique ability to influence pain perception. “Ashwagandha reduces pain perception by interacting with neurotransmitters involved in pain pathways,” Qureshi says, which can help consumers who need a little extra support. “Furthermore,” he adds, “it can have an indirect effect on joint health by acting as an adaptogen to decrease the effects of stress on the body.” Overall, these herbal solutions contribute to joint health by relieving inflammation and providing antioxidant support that can reduce free radical damage to joint tissue.

The good news is that it doesn’t have to be an either-or decision. Combination supplements that blend “structural” ingredients like collagen with inflammation-targeting herbal ingredients may offer the most effective approach. “While collagen provides important building blocks for joint tissue such as cartilage, tendons, and ligaments, its effects are best felt over time,” explains Qureshi. “Targeted herbal ingredients can complement collagen by providing faster-acting relief of joint pain and discomfort by addressing key causes of inflammation within the joints. People that are experiencing joint pain generally need both.”

About the Author

Melissa Kvidahl Reilly is a freelance journalist and copywriter specializing in the health and wellness industry