Stay one step ahead in the joint health market: 3 top trends in the spotlight

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Joint health remains a top priority for consumers worldwide – driving many, young and old, to reach for nutritional solutions that will help them stay active for longer. But with so much competition in a crowded joint health space, how can brands stand out on the shelves? Here, we uncover the top trends influencing the joint health market in 2023 and beyond.

1. The latest ingredients stepping into focus

Next generation products require next generation ingredients. So what solutions are predicted to take joint health products to the next level? Although most well-known for its role in skin and beauty, collagen is making big waves in the joint health market too, especially native (undenatured) type II collagen. Unlike traditionally used hydrolysed collagen, native type II collagen supports joint health at a low dose of only 40 mg/day – making it an attractive option for both formulators and consumers alike.

Additionally, as consumers take a more holistic view on health, many are looking for multi-nutrient products. Globally, 54% of nutritional supplement users prefer supplements that offer multiple benefits in a single product.1 As a result, on-trend formulations that blend efficacious ingredients, such as collagen, hyaluronic acid, glucosamine and chondroitin sulphate with vitamins and botanicals is another rising trend. In fact, our most recent scientific study suggests that products formulated with both Bioiberica’s native type II collagen (Collavant n2) and the herbal extract Boswellia serrata could reduce joint discomfort in just five days.2

2. Are pills a thing of the past?

Not exactly…the tablet segment still leads the dietary supplements market, accounting for 33.6% of the revenue share in 2021.3 They remain a popular choice for consumers because they offer a simple and personalised way to manage health in the pursuit of wellness. But there are new and innovative product formats bursting onto the market – like gummies, chewables, bars and powders – that enable people to support their health. Gummy formats, especially, continue to gain market share. In the US, gummies now make up 21.3% of supplement sales and their sales surged ahead 74.8% in 2021.4 Beyond relieving pill fatigue, gummies satisfy consumer preferences for convenience and offer appealing sensory experiences.

3. Savvy consumers scrutinise ingredients

Today's consumer is not easily fooled. As people become more informed about ingredients and their associated benefits, the savvier they are about the products they choose to support their health goals. They may be influenced by their doctors, friends and own online research when it comes to the supplements they purchase, but what ultimately tips the scales is science. In one survey, 72% of consumers said that ‘clinically studied’ ingredients were ‘extremely’ to ‘very important’ for them.5 People want nutritional solutions that deliver on their on-pack claims. This has put pressure on brands to demonstrate the credibility and efficacy of their solutions upfront – and therefore placed science-backed ingredients at the top of the agenda.

Make your move in the mobility market

With over 20 years’ experience in the joint health market, Bioiberica is the partner of choice for innovation in the mobility market. We offer a range of high-quality branded ingredients backed by science for joint health innovation, including Collavant n2 – a trusted source of native (undenatured) type II collagen. Backed by five scientific studies, it is shown to be effective at a low dose of only 40 mg/day.

Unlock your next opportunity in the mobility market with Bioiberica. Learn more at:


  1. FMCG Gurus, Exploring the Impact of Nutritional Supplements, September 2020.
  2. Atul V. Jain, Karun A. Jain, N. Vijayaraghavan,‘AflaB2® and osteoarthritis: a multicentric, observational, post-marketing surveillance study in Indian patients suffering from knee osteoarthritis’, International Journal of Research in Orthopedics, 202. <Available at:>
  3. Grand View Research. Dietary supplements market size, share & trends analysis report by ingredient (vitamins, minerals), by form, by application, by end user, by distribution channel, by region, and segment forecasts, 2022 – 2030.
  4. NBJ, NEW 2022 Delivery Format Report
  5. Industry Transparency Center. 2022 supplement consumer survey.