Bone and Joint Health for Gen Z and Millennials

by Lisa Schofield | May 1, 2024

Why formulating bone and joint support products for younger adults will help broaden their choices—and how to make potential lifelong brand devotees.

If it’s not going to help their sex appeal, then they don’t care—this has always been the prevailing idea about supplement purchase motivation of younger adults. That is largely true—however, the newest kids on the block—Generation Z and Millennials—do care, and they are thinking seriously about their bone and joint support.

There are similarities and differences between the two younger adult populations that impact the bone joint support category and can serve as a guidance for development of products in this area.

Gen Z and Bone/Joint Support

According to the World Economic Forum, Generation Z (born between 1997 and 2012 and also called “Zoomers”) takes a much more holistic view of their health than older generations. They are more prone to view health care as self-care.

Julianne Gardner, marketing and communications coordinator, Missouri-based Stratum Nutrition observed that Gen Z is proactive about their health, preferring to incorporate lifestyle choices and supplements that can help prevent future issues rather than dealing with problems as they arise. This preventative mindset stems from a broader understanding of health and wellness as a holistic, lifelong journey.

“When it comes to bone and joint support, Gen Z’s approach would be largely preventative,” she commented. “While Gen Z is proactive and interested in maintaining their health, their youth means bone and joint issues may not be a priority for most of them yet. As they age, however, their choice to use preventative measures early on could redefine how future generations approach aging and joint health.”

In the viewpoint of Maggie McNamara, marketing director, Texas-based Gencor, the post-pandemic heightened focus on preventive health has motivated more younger consumers to consider joint health supplements. According to FMCG Gurus’ report “Ten Center Stage Ingredients in 2021,” nearly half of 18-34-year-olds want to improve their bone and joint health. The opportunity lies in creating products for this consumer demographic, too. And relatedly, she noted, sports nutrition products marketed with a joint health benefit are among the strongest-growing parts of the joint health market, according to the 2022 NBJ (Nutrition Business Journal) Condition Specific Report.

And speaking of sports nutrition as it relates to bone/joint health, Brian Garrett, senior director dosage form solutions and health ingredients, Lonza Capsules & Health Ingredients, “Fitness has shifted from a casual interest to a priority for many consumers, and this is particularly driven by Gen Z.

This is exemplified by a recent McKinsey & Company Trends Report for the global wellness market which reveals that 56 percent of Gen Z consumers in the U.S. consider fitness a very high priority. “This heightened focus on fitness comes with a greater need to support bone and joint health, so these younger consumers can stay active for longer,” Garrett said. “In fact, our proprietary research in 2023 reveals that nearly half of individuals aged 18-34—which includes the upper half of Gen Z consumers—express a desire to improve their bone and joint health.”

Additionally, he added, recent findings from a joint health survey by FMGC Gurus demonstrate that almost 20 percent of Gen Z consumers have taken steps to improve their bone and joint health over the last 12 months by using a nutritional supplement.

Amanda Jepson, vice president business development for Iowa-based Biova, pointed out that Gen Z grew up surrounded by instant, readily available information via technology, and they also have a strong tendency to engage in a more holistic approach to wellness. She said, “This includes taking care of bones and joints before issues arise. Generation Z’s approach to natural health and bone/joint support is characterized by a blend of traditional knowledge and modern technology, underpinned by a strong emphasis on preventative care and holistic well-being.”

The approach of younger adults (Gen Z) is perhaps more reactive than older generations, according to Angie Rimel, marketing communications manager, GELITA, Iowa. Gen Z in particular are motivated and inspired by social media and influencers, she noted, where they are looking for ways to improve their fitness and their appearance. They would find bone and joint support supplements relevant as part of their fitness, as the more one exercises, the more stress is placed on the joints, she added.

Millennials and Bone/Joint Support

Millennials (also known as Generation Y)—born between 1981 and 1996 are firmly middle-aged. Data from Sanford Health finds that Millennials value their health the most (after family). Millennials, compared to previous generations, are eating healthier, exercising and have an eye on reducing risk of degradation of joints and bones (a preventive mindset).

“Millennials are entering an age where bone and joint health begins to become more relevant, particularly as they engage in various physical activities and face the physical demands of work and family life,” observed Gardner. “This awareness leads to a preventative approach like Gen Z but with greater urgency given their stage in life. Millennials are interested in dietary supplements and natural remedies that can support long-term mobility and alleviate the stresses of an active lifestyle.”

She added that compared to Gen Z, Millennials might be more proactive about incorporating specific supplements like glucosamine, chondroitin and omega-3s for bone and joint health.

McNamara said Millennials are a powerful target for bone and joint support products because their very active lifestyles combined with entering mid-life creates strong concern about joint health and injury. According to Murphy Research, Millennials will be the group to watch as they seek to maintain their fitness and activity levels into their midlife years, mainly because they take an experimental approach to wellness. “They are also one of the age groups most likely to take dietary supplements catered to specific health conditions,” she stated.

Millennials’ approach to supporting their bone and joint health tends to be more reactive than Gen Z, who take a more proactive stance, according to Jepson. She elaborated, “While both generations value natural health and are conscious of their bone and joint well-being, Millennials’ approaches are shaped by their experiences as digital pioneers and their transition into adulthood during significant technological and social changes, whereas Gen Z’s attitudes are molded by their upbringing in a fully digital, information-rich environment.”

However, Garrett believes that Millennials are more proactive about dealing with bone and joint health as they are more likely to have begun experiencing joint issues compared to the younger Gen Z demographic. That stated, in an FMCG Gurus 2021 report, nearly half of individuals aged 18-34 expressed a desire to improve their bone and joint health. Lonza’s proprietary research corroborates these findings, indicating that the interest in seeking solutions to support mobility extends to consumers aged between 25 and 42.

He explained, “Moreover, 50 percent of these younger Millennial consumers have already experienced joint discomfort, emphasizing the need for solutions that enhance joint comfort within this age group. A significant 81 percent of Millennials also expressed concerns about potential future joint pain and discomfort, while 70 percent were concerned about reduced mobility.”

An interesting statistic from FMCG Gurus’ 2023 report, “Joint and Bone health in USA,” shows that more Millennial consumers than Gen Z (24 percent vs. 19 percent) have used supplements to improve their bone and joint health over the previous 12 months.

Rimel observed that both Gen Z and Millennials “are part of the sports nutrition set which is currently one of the most promising areas within the supplement market.” As far as what’s important when choosing their bone and joint support products, she observed, “Younger active lifestyle consumers desire convenience and portability while getting a nutritive value from a pleasant sensorial experience. Here, collagen peptides allow for a wide range of formulations, for example, powder, gel, gummies, concentrated shots, near-waters and bars, and inclusion in everyday foods, such as bars and yogurt.”

A note about delivery forms—there is a difference between the generations as for preferences, according to Garrett. Lonza’s proprietary research found that when it comes to purchasing behaviors among consumers already using bone and joint health nutritional supplements, 56 percent of Gen Z and 72 percent of Millennials usually choose a capsule format, compared to the 32 percent of Gen Z and 23 percent of Millennials who prefer gummies.

Ingredient Sampler

Stratum Nutrition’s NEM, partially hydrolyzed eggshell membrane, has been the focus of numerous and diverse research studies. The research ranges from in-vitro studies that provide insight into how NEM is absorbed into circulation and how it functions systemically, to randomized controlled trial (RCT) studies that reveal NEM’s benefits in humans, and how it can help protect cartilage against breakdown. NEM is a natural, food-sourced, complete joint health ingredient requiring a once daily 500 mg clinically researched dose. “NEM provides fast-acting support for joint health and exercise recovery and has been specifically researched with women starting a new exercise routine,” Gardner noted.

Pycnogenol, from Horphag Research (Hoboken, NJ), has been demonstrated via published studies to limit the activation of the pro-inflammatory master switch, nuclear factor kappa B (NF-kB), by 15.8 percent. “This commands the mobilization of all pro-inflammatory molecules, which play a destructive role to the joints,” explained Sébastien Bornet, vice president global sales and marketing. “By naturally reducing underlying inflammation that can lead to joint pain, Pycnogenol may alleviate joint discomfort.”

Another botanical shown to inhibit NF-kB is ParActin Andrographis paniculata from Florida-based HP Ingredients, with several human clinical studies demonstrating its mechanism of action, and its favorable impact on joints in individuals with wear-and-tear. “Millennials in particular are becoming more interested in preserving the health and function of their joints, particularly in the knees,” said Annie Eng, CEO. “For example, a 2019-published study validated that both 300 mg and 600 mg daily doses of ParActin had significant effect in reducing knee discomfort.”

Curcumin is another known inflammation-management botanical. HydroCurc, developed by Pharmako Biotechnologies, and featured in Gencor’s portfolio, “is one of the most highly bioavailable curcumin ingredients,” stated McNamara. “Clinical research has demonstrated its absorption and bioavailability and published human clinical data on its ability to aid in joint health.

Gencor also offers palmitoylethanolamide (PEA) a compound produced naturally in the body in response to injury and stress, and is found in lipid extracts of egg yolk, peanuts and soybeans. PEA production reduces with age and is depleted through stress. “Therefore, exogenous supplementation is necessary to replenish the body’s depleted levels,” McNamara said. Levagen+ is a bioavailable form of PEA and has been shown to aid in joint health. PEA also influences the endocannabinoid system, thereby being considered a safe and clinically proven alternative to CBD.”

Generation Z and Millennials are likely very familiar with collagen—as a beauty-from-within protein, and as a workout protein, so it is sensible that they can be encouraged to add it to their supplement routines for bone and joint support.

Supplementation with collagen peptides is a key area of interest. Collagen peptides are a versatile source of protein and an important element of healthy nutrition. They can promote the health of bones and joints, as well as physical endurance. Specific collagen peptides can contribute to beautiful skin, hair and nails too, leading to increased self-esteem, self-confidence and overall improved levels of happiness and wellbeing.

Underlining current interest in collagen, According to Rimel, Data Bridge Market Research shows the global collagen peptides market is growing at a CAGR of 10.5 percent between 2022-2029. “This is faster than the overall dietary supplements market, which is predicted by Facts and Factors to increase at a CAGR of 8.5 percent to $240.9 billion by 2028,” she reported.

To improve bone mass density and support bone stability and flexibility, the specific peptides of GELITA’s FORTIBONE stimulate bone cells to increase the synthesis of bone components such as collagen, Rimel explained. FORTIBONE exerts a “signaling effect” on osteoblasts to trigger collagen synthesis and thus counterbalance the collagen degradation in the extracellular bone matrix, which is the essential framework for bone mineralization. “FORTIBONE influences degenerative processes in bones by reducing osteoclast activity,” said Rimel. “The result is a considerably higher synthesis of collagenous bone matrix. Collagen in the bones is essential for bone flexibility and elasticity.”

Lonza’s UC-11 undenatured type II collagen has been studied in a variety of demographics, including healthy and active consumers as young as 20 years old, according to Garrett. “Research including this younger demographic found that supplementation with UC-II undenatured type II collagen offers important mobility benefits for this often clinically underrepresented group,” he said.

The randomized, double-blind, placebo-controlled study investigated the effects of a 40 mg daily dose of UC-II undenatured type II collagen in 96 active, healthy male and female subjects aged 20 to 55 years old. The study authors found that supplementing with UC-II undenatured type II collagen improved joint flexibility by three degrees—15 times more effectively than placebo. Results also showed reduced joint discomfort especially in the knees after physical activity compared to placebo at 180 days. Plus, participants taking UC-II undenatured type II collagen walked over 1/4 mile (0.4 km) more per day compared with placebo. “These findings present a huge opportunity for brands to turn cutting-edge science into real opportunities for younger active consumers,” he commented.

“While the bone and joint supplement market is flooded with ingredients like calcium, collagen and glucosamine, the fact is that certain berries have had bone and joint health benefits attributed to them,” observed Melanie Bush, vice president of science and research, Artemis International, Indiana.

For example, she pointed out, the Arthritis Foundation recognizes that tart cherries possess anti-inflammatory and antioxidant benefits exerted by their flavonoid/anthocyanin content. “They state that some researchers compare the anti-inflammatory properties of tart cherries to non-steroidal anti-inflammatory drugs (NSAIDS) and that studies have demonstrated tart cherries may relieve joint discomfort,” she said.

Additionally, she noted, a review article exploring the relationship between high-polyphenol berries and age-related bone loss concluded that high berry intake was associated with higher bone mass. Preliminary studies have even shown that berries like blueberry increased osteoblast differentiation. Artemis International offers several high-polyphenol berry ingredients, such as blueberry and tart cherry—including premium branded offerings like CherryCraft, a tart cherry extract standardized to polyphenols and anthocyanin actives.

Biova’s water-soluble eggshell membrane ingredient, BiovaFlex, “provides a natural, vegetarian-friendly source for many beneficial nutrients including protein, collagen, elastin, glycosaminoglycans, and all nine essential amino acids,” Jepson described. Human studies on BiovaFlex found a 15 percent improvement in range of motion, five times reduction in stiffness over placebo and reduction of lower back discomfort within five days.

Gummies, capsules, beverages and stick paks containing any of these or other science-backed ingredients will resonate with the more health-sophisticated Gen Z and Millennial consumer. They are ready and willing to supplement today for a healthier future. Observed Garrett, “Similarly to Gen Z, Millennials are part of the societal shift towards prioritizing health and wellbeing, and they are purchasing more wellness products and services than older generations. Together, these younger demographics are fueling the evolving active lifestyles market and the heightened demand for more natural products including for bone and joint support.” NIE