Joint health supplements poised for mainstream acceptance

The joint health category has been seeing innovation and new product development for years. Classic ingredients like glucosamine and chondroitin sulfate have been getting edged out by herbal ingredients such as turmeric extract and Boswellia, as well as products like tart cherry and collagen, to manage inflammation and the physical structure of the joints. In addition to this, consumers are more aware than ever of the products they put in their bodies, choosing natural solutions over drugs like NSAIDs. Most significantly, Tylenol, the brand-name maker of acetaminophen, just launched its Proactive Support line of joint health supplements, featuring an extract of turmeric and tamarind, called Tamaflex (from NXT USA), and cucumber, called Q-Actin (from ImminoTech Inc.) to provide drug-free joint support.¹

“Tylenol’s launch of Proactive Support Muscle & Joint Relief underscores the shift in joint health from reactive pain relief to proactive, daily support,” says Shil Kothari, Chief Executive Officer, IminoTech, Inc. (Carson City, NV). “Consumers want to stay mobile, not just manage pain. They’re seeking solutions that improve comfort, flexibility, and mobility before problems limit their activities and lifestyle. This reflects a broader move toward prevention, natural and drug-free options, and clinically supported ingredients.”

“Notably, Tylenol is merchandising its Proactive Support supplement products on store shelves right next to its OTC products and not with supplements, because its consumer research showed that shoppers want to see them together on store shelves,” adds Eric Anderson, managing director, NXT USA. If Tylenol is going to put a product up against its own OTC drug, the point is not to just offer a natural alternative, but to provide a natural alternative that can deliver results.

The demographics are different too. "The joint health space is no longer reserved for senior adults," says Shelby Linville, associate director, global product marketing at Lonza Capsules & Health Ingredients (CHI). "It now encompasses adults of all ages—42% of consumers aged 25-73 believe joint health is 'extremely important' for their overall health and wellness...Data reveals that nearly as many younger adults are looking to actively maintain their joint health compared to their older counterparts."²

Linville notes that this is because most younger consumers have already experienced some level of joint discomfort, and are concerned about it getting worse in the future and impacting their mobility. Effects need to be tangible ss well.

“[Consumers] want something that works—and works fast—with real, clinically proven benefits for comfort and mobility,” explains Kothari. “They don’t have patience for high doses that make supplementation unpleasant, and they prefer natural, drug-free ingredients without unwanted side effects. They’re also looking for formulas that do more than one thing—supporting comfort, flexibility, and function together—and that fit easily into their lifestyle, whether that’s a capsule, a gummy or a functional beverage they enjoy every day.”

According to Anderson, utilizing clinically-proven ingredients that are fast-acting and effective is crucial in the current marketplace, because the joint category is currently flat in terms of sales. For example, according to data from the market research firm, SPINS, based on the 52 weeks ending October 4, 2024, pain and inflammation as a health focus was among the top ten best-selling in the natural channel, with $43.4 million in sales, declining 2.7% compared to the previous year.

Tamaflex, for example, has been demonstrated in clinical research to alleviate knee pain and support joint function at a dose of 250 mg. In one clinical study, 150 male and female participants between the ages of 40 and 70 received either placebo, 250 mg of Tamaflex, or a 1000 mg blend of Curcumin longa and Boswellia serrata extracts (CLBS), for 30 days. The primary outcome measure was the improvement in total Western Ontario and McMaster Universities Osteoarthritis Index (WOMAC) scores. Researchers also evaluated joint function and inflammatory biomarkers. Results showed that participants taking TamaFlex saw significant reductions in WOMAC scores and improvements in musculoskeletal function compared to baseline and placebo, with improvement sin knee pain and musculoskeletal function as early as five days.Those taking CLBS did not experience the same level of early efficacy in pain and function scores. The TamaFlex group also experienced significant reductions in serum high-sensitivity C-reactive protein and urinary C-terminal cross-linked telopeptide of type II collagen (CTX-II).³

According to Anderson, there are a number of mechanisms at work with the ingredient. “First, TamaFlex inhibits both COX and 5-LOX enzymes for broad inflammation-modulating effects,” he explains. “It also reduces the inflammatory cytokines IL-6, TNF-alpha, and CRP (C-reactive protein). With inflammation duly addressed, downstream discomfort is thus also eased for those suffering from joint-related symptoms. Then it also actually supports joint health by decreasing cartilage degradation biomarkers uCTX-II (cartilage degradation), MMP-3 and MMP-13 (tissue breakdown). Finally, it supports synovial fluid health and joint integrity.”

With IminoTech’s Q-Actin, clinical research has shown that it can improve symptoms of moderate osteoarthritis in a dose-dependent manner. In one study, 91 patients with knee osteoarthritis were given either placebo, 20 mg of Q-Actin, and 100 mg of Q-Actin per day for 180 days. Researchers used the modified WOMAC, the Visual Analog Scale (VAS), and the Lequesne’s Algo-Functional Index (LFI) to measure osteoarthritis parameters at 30-day intervals (30, 60, 90, 120, and 180 days). Results showed that WOMAC score values were significantly different for subjects taking Q-Actin compared to those taking placebo. Subjects taking 20 mg of the extract experienced a 32% improvement in WOMAC scores, compared to placebo and those taking 100 mg saw a 39% improvement. Similarly, both Q-Actin groups saw significantly greater improvements in both the VAS scores and LFI scores, compared to placebo. Subjects taking 20 mg of Q-Actin experienced a 39% and 40% change in VAS and LFI scores, respectively, while those taking 100 mg saw a 45% and 50% change in VAS and LFI scores, respectively.⁴

According to Kathari, Q-Actic modulates TNF-α, which is a protein in the body that triggers inflammation, which can lead to the breakdown of cartilage through enzymes called metalloproteinases. It also inhibits enzymes like α-L-iduronidase and sialidases that are also involved in inflammation. “These enzymes can break down glycosaminoglycans (GAGs), important molecules that support the structure of connective tissues like cartilage and tendons,” says Kathari. “By inhibiting these enzymes, Q-actin helps protect these tissues from inflammation-related damage.”

Another popular ingredient in the joint health space that is worth mentioning is collagen. Low-dose undenatured type II collagen sold by companies like Lonza CHI, and Bioiberica (Barcelon, Spain), offer an effective and low-dose option to incorporate into joint health formulas. One study on UC-II from Lonza CHI that included 96 participants with joint discomfort found that supplementation with 40 mg of the ingredient significantly improved knee range of motion, compared to placebo.⁵ A study of 39 participants with knee osteoarthritis on another undenatured collagen, called Collavent from Bioiberica, assigned patients to take either 1500 mg per day of acetaminophen alone or in combination with 10 mg of undenatured collagen. After three months results showed that the group also taking undenatured collagen saw significant improvements in knee function compared to acetaminophen alone.⁶

The low effective dose found with undenatured type II collagen highlights another important factor: dosage format. "Today’s joint health consumers are multigenerational, active, and health-literate. They’re looking for more than symptom relief—they want proactive supplement solutions with science-backed wellness benefits that fit seamlessly into their lives," explains Linville. Citing proprietary data from Lonza CHI, Linville notes that for 75% of joint health supplement users, the size of the dose is important, meaning that smaller or fewer capsules as well as alternative dosage formats like gummies and soft chews are often preferable.⁷

Fast-acting, effective, and low-dose are key factors to consider when choosing joint health ingredients. While they are partial to taking more natural solutions than drugs like NSAIDs, they also want to experience results. Tylenol’s entry into the joint health space truly demonstrates its mainstream potential.

References

1. Tylenol Expands Expertise to Proactive Joint Care with Launch into the Supplement Category. June 2, 2025. https://www.prnewswire.com/news-releases/tylenol-expands-expertise-to-proactive-joint-care-with-launch-into-the-supplement-category-302469852.html (Accessed 2025-08-20).
2. Lonza CHI. Proprietary Lonza CHI survey data via Suzy, n=1,493. [Unpublished]. 2023.
3. Prasad N., Vinay V., & Srivastava A. Efficacy of a Proprietary Combination of Tamarindus indica seed and Curcuma longa Rhizome Extracts in Osteoarthritis: A Clinical Investigation. Food & Nutrition Research. 2023, 67. DOI: 10.29219/fnr.v67.9268
4. Nash, R.J.; Mafongang, A.; Singh, H.; Singwe-Ngandeu, M; Penkova, Y.B.; Kaur, T.; Akbar, J. Standardised ido-BR1 Cucumber Extract Improved Parameters Linked to Moderate Osteoarthritis in a Placebo-Controlled Study. Current Rheumatology Review. 2023, 19 (3), 345-351. DOI: 10.2174/1573397119666230206105703
5. Schön, C.; Knaub, K.; Alt, W.; Durkee, S.; Saiyed, Z.; Juturu, V. UC-II undenatured type II collagen for knee joint flexibility: A multicenter, randomized, double-blind, placebo-controlled clinical study. J. Integr Complement Med. 2022, 28 (6), 540-548. DOI:10.1089/jicm.2021.0365
6. Bakilan, F.; Armagan, O.; Ozgen, M.; Tascioglu, F.; Bolluk, O.; Alatas, O. Effects of Native Type II Collagen Treatment on Knee Osteoarthritis: A Randomized Controlled Trial. Eurasian J Med. 2016, 48 (2), 95-101. DOI: 10.5152/eurasianjmed.2015.15030.
7. Lonza. Understanding Consumer Preferences for Joint Health Supplements. Lonza proprietary data, n=1000. 2025.