Building a Solid Foundation for Bone & Joint Health

by Janet Poveromo | June 1, 2025

There are several ways to address the needs of consumers seeking to reinforce their skeletal structure.

Abroad demographic seeks natural bone health products—and the needs vary.

According to Marie Parks, Ingredient Science Specialist, with Stratum Nutrition (Carthage, MO), “Sales estimates and projections for dietary supplements in the bone and joint health category vary greatly according to the source. Despite the range in sales and forecasts, it is evident that across the board, in the U.S. and globally, sales in this category are growing quickly and steeply. In the U.S., 2023 sales estimates ranged from $1 billion to around $3 billion, with a projection to be around $2 [billion] to more than $1 billion by the 2030s – while global projections range from $10 to 20 billion by this time.”

Parks pointed out that as the global population continues to age, the demand for bone and joint health products is rising significantly—a trend reflected in strong sales and optimistic market projections. “In the U.S. alone,” she said, “the elderly population is expected to nearly double from 53 million in 2018 to 95 million by 2060, underscoring a major demographic shift. Aging individuals are becoming increasingly informed and are taking a proactive approach to their health, often driven by firsthand experiences watching their parents or grandparents suffer from age-related conditions. This proactive mindset extends beyond personal care to include their children and even pets.”

Ryan Wories, senior director of marketing with FutureCeuticals in Momence, IL, confirmed, “The bone and joint health supplement market is being driven by various consumer demographics.” He continued, “aging individuals, particularly women, are increasingly interested in managing age-related changes in bone density and joint health to maintain mobility and improve quality of life. Nutrients like boron, calcium, magnesium and vitamin D are essential for maintaining bone and joint health, and many women are seeking support in these areas with supplementation. Athletes seek high-quality, clinically researched supplements to support their active lifestyles, requiring fast-acting and long-lasting solutions. Health-conscious consumers, including those preferring natural and vegan products, value proper nutrition and regular physical activity but find it challenging to obtain the right nutrients in their most effective forms.”

Angie Rimel, marketing communications manager with GELITA in Sergeant Bluff, IA, also stressed the emphasis on women’s bone and joint issues. “A strong focus on women’s health solutions will boost sales for bone health ingredients. There is growing recognition of how hormonal changes during menopause can lead to decreased bone mineral density, increasing the risk of osteoporosis,” she noted. “Women will seek bone health supplements, particularly those containing calcium, vitamin D, magnesium and collagen. This is an opportunity for brands to expand their healthy aging portfolio and specifically target women over 40 or 50 with formulations designed to support bone strength during and after menopause.”

Rimel said that from a consumer perspective, several key groups are particularly interested in buying bone health supplements, primarily due to their specific needs, conditions or life stages that affect bone health.

Here are the main consumer groups and the reasons they might seek out these supplements she pointed to: Older adults and menopausal women are looking for supplements to ensure healthy and strong bones that can withstand the demands of their activities. Also, individuals who are concerned about preventive health measures will seek bone health supplements to support healthy bone maintenance before problems occur, maintain optimal bone strength and density, and support overall skeletal health as part of a comprehensive health and wellness routine.

Ingredient Offerings for Bones

Collagen, the primary protein found in bones and connective tissue, plays a vital role in maintaining bone structure, flexibility and elasticity, Rimel said.

GELITA developed the Bioactive Collagen Peptides FORTIBONE with its effectiveness for bone health proven in numerous clinical studies. The studies have investigated the impact of supplementation with FORTIBONE collagen peptides on bone density. A double-blind, randomized controlled trial in 2018 evaluated 12 months of FORTIBONE supplementation on bone mineral density at the spine and femoral neck in postmenopausal women with low bone density. The study involved 131 women aged 46-80, divided into intervention and placebo groups. The intervention group took 5 g of FORTIBONE daily, while the placebo group took 5 g of maltodextrin. The study showed that bone density increased significantly after taking FORTIBONE, while it decreased in the placebo group. The bone mineral density in the spine increased by 4.2 percent and in the femoral neck by 7.7 percent.

In a 2021 follow-up study, the positive effect of FORTIBONE on bone mineral density was confirmed, in which 31 female subjects from the 2018 study took 5 g of FORTIBONE daily for three more years. The subjects were from both the intervention and placebo groups. A long-term increase in bone density was observed, with subjects from the previous placebo group benefiting most from taking FORTIBONE. Thickness in the spine increased between 5.79 and 8.16 percent, and in the femoral neck, between 1.23 and 4.21 percent during the observation period. Additionally, none of the participants suffered a fracture during the four years.

Initial research into the mode of action of FORTIBONE indicates a suppressive effect on bone catabolism but, more importantly, a distinct stimulating impact on osteoblasts, the bone-building cells. This anabolic effect can increase collagen synthesis and support the development of a stable bone structure.

Regarding Stratum’s solutions, Parks said, “As a pioneer in the eggshell membrane space, Stratum Nutrition was started with the discovery of its flagship ingredient, NEM, a partially hydrolyzed eggshell membrane, that now has more than 20 years of investments into research and patents. In studying this often-discarded part of the egg that can be found between the eggshell and egg white, scientists recognized that it naturally contains a trove of nutrients, amino acids and proteins that are critical for the health of joints, skin, hair and nails. Lacking in most diets, some of the essential components that are provided by the eggshell membrane are collagen types I, V, and X, glycosaminoglycans, hyaluronic acid, dermatan sulfate, heparan sulfate, keratan sulfate, methionine, cysteine, elastin, desmosine, isodesmosine and ovotransferrin.”

In addition to the strong portfolio of mechanistic and human studies NEM has built over the years, Stratum Nutrition’s implementation of sustainable production of ingredients based on this powerhouse part of the egg has led to more than 220 million pounds of eggshells being upcycled, according to the company.

FutureCeuticals newest brand in the bone and joint health category is called Promentum, said Wories. The ingredient is a patented, food-form boro-carbohydrate created through the same processes that plants use to form new molecules. Two decades of clinical research have shown that it works fast, significantly improving joint comfort and flexibility within one week of use and providing sustained benefits over 90 days. It delivers highly bioactive and bioavailable boron, which helps support the growth, maintenance and strength of bones, according to Wories.

Vitamin K is essential for supporting bone mineralization. According to Edward Dosz, PhD and vice president of science innovation of NutriScience Innovations in Milford, CT, K2Quest is the company’s portfolio of highly pure and versatile forms of vitamin K2 MK7. “It is composed entirely of the bioactive all-trans form and is free from poorly absorbed forms like K1 and MK4, he said.

“Vitamin K supports bone mineralization by activating vitamin K-dependent proteins, such as osteocalcin, which binds calcium to the bone matrix, enhancing bone strength and density,” Dosz explained. “Additionally, Matrix Gla Protein (MGP), another vitamin K-dependent protein, plays a role in regulating mineralization and preventing inappropriate calcification, particularly in soft tissues. K2Quest is available in a wide range of powders and oils, making it easy to formulate into a variety of delivery formats, including capsules, tablets, soft gels and functional foods. K2Quest is manufactured in the USA, meeting rigorous quality standards and undergoes thorough purity testing to ensure consistency and performance. K2Quest is also ideal for healthy aging and women’s health formulations, meeting the growing demand for advanced bone support products.”

Another K2 ingredient is provided by New Jersey-based Balchem Human Nutrition & Health. According to Lindsay Cole, sales & business development manager with the company, “ In the bone health space, K2VITAL is our star player—a typically 99.7 percent all-trans vitamin K2 MK-7 ingredient that is highly stable and shows the best bioavailability among all K vitamins,” she stated. “Vitamin K2 regulates calcium metabolism in the body, thereby increasing the yield of calcium that reaches the bones from the food we eat, which in turn supports increased bone mineral density (BMD) and strength. Vitamin K2 MK-7 plays a particularly important role in helping bind calcium into bones for strong bone development.

Annie Eng, CEO of HP Ingredients in Florida, said the company’s ParActin Andrographis paniculata extract has been shown to work by inhibiting nuclear factors of activated T cells (NFAT) activity, a transcription factor linked with bone erosion. ParActin also has been shown to help support healthy bone turnover.

In one study, andrographolide (the key active in A. paniculata) significantly inhibited osteoclast formation in the bone marrow via suppression of receptor activator of nuclear factor kappa-b ligand (RANKL), a protein that plays a critical role in osteoclast synthesis. Specifically, the ParActin group showed a significant increase in bone mass, trabecular thickness and number, and a decrease in trabecular separation compared to control mice. The authors concluded that andrographolide inhibits estrogen deficiency-induced bone loss in mice and may have supplemental potential for osteoarthritis, according to Eng. In an unpublished study, andrographolide induced osteoblast mineralization via COX-2 expression, showing a mineralizing effect on the bones with the increase of calcium deposits.

Another HP Ingredient product is LJ100 Tongkat Ali (Eurycoma longifolia), which has several published studies also demonstrating value in preserving bone structure, Eng said. In one study, researchers found that LJ100, which is abundant in active quassinoids, helped reduce degenerative changes of trabecular structure by improving bone volume, trabecular number and separation.

A second study showed a significant inhibition of cells differentiation and maturation of osteoclasts as well as a significant down-regulation of RANKL-induced TRAP activity and expression of MMP-9, cathepsin-K, TRAP, NFATc1 and generation of superoxide and enhanced superoxide dismutase activity was observed in E. longifolia-treated cell cultures. Results of another study suggested that LJ100 exhibited superior efficacy in stimulating bone formation via up regulating the expression of various mitogenic proteins. And, in a six-week study, rodents given LJ100 showed restored bone volume in the femora.

Joint Health Ingredients

In addition to its bone health properties, ParActin has been shown to work by managing inflammatory markers, which addresses joint health. In-vitro research with ParActin showed it can decrease the powers of yet another pro-inflammatory biochemical—a cytokine called tumor necrosis factor-alpha (TNF-a). Tumor necrosis factor (TNF) is a cytokine involved in inflammation and is a member of a group of cytokines that stimulate an acute reaction. Research has found TNF-a to be present in synovial fluid of individuals with joint issues stemming from immune imbalance.

These individuals also typically have high amounts of C-reactive protein (CRP), a protein involved in acute and chronic inflammatory activity in unhealthy joints. Individuals who consumed ParActin showed improvement in CRP from over 3 percent at baseline to a normalized, healthier level of 0.5 percent.

Also, regarding joint health, Ståle Søfting, sales and marketing director with GC Rieber VivoMega in Norway, said omega-3 fatty acids are one of the top-selling supplements for joint health. “However,” Søfting noted, “it is critical to know that not all are created equal. VivoMega fish oil and algae concentrates are of the highest quality and purity. This means VivoMega oils deliver pure EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) omega-3s, free from contaminants and other unnecessary fatty acids, ensuring the end consumer receives a high dose of the beneficial omega-3s. Our vegan and fish-derived concentrates have industry-leading total oxidation value (TOTOX) parameters, and we place an extreme focus on raw material utilization, resulting in minimal waste. Our proprietary processes for both products ensure quality, consistency and stability, resulting in a superior sensory profile.”

Jessica Arnaly, senior marketing & business development manager with Balchem Human Nutrition & Health, said another key nutrient to watch in the joint health space is sulfur, which can be found in dietary supplements under the form of methylsulfonylmethane (MSM). “As a source of sulfur, MSM is effective as a standalone ingredient or combined with glucosamine and chondroitin and is a critical component of the building blocks of joints and connective tissues, ensuring protein’s proper structure and function. Balchem’s OptiMSM, is the industry-leading source of MSM, perfectly positioned with 35 years of experience to help brands formulate cutting-edge solutions targeting joint health. As the only MSM to receive a letter of non-objection for GRAS (generally recognized as safe), OptiMSM provides cartilage with much-needed nutrients and has been shown to support joint and physical function,” she said.

Additional Research Briefs

While there are numerous studies using generic eggshell membrane, Parks pointed out that NEM is the only branded eggshell membrane ingredient with nine published clinical trials to date showing its effects on joint comfort and stiffness, as well as cartilage protection. Nine human clinical studies have demonstrated that NEM helps support joint health by helping to reduce joint pain and stiffness while protecting cartilage. Two of these clinical studies were performed in healthy yet sedentary populations. A 2018 study published in Clinical Interventions in Aging involved 60 healthy postmenopausal women who were administered 500 mg of NEM daily for two weeks while engaging in an exercise regimen. The results indicated that NEM supplementation led to significant improvements in recovery from exercise-induced joint pain and stiffness, with effects observed as early as Day 4 for joint stiffness and Day 8 for joint pain. Additionally, NEM demonstrated a chondroprotective effect by reducing levels of the cartilage degradation biomarker CTX-II, suggesting a potential to support joint cartilage health.

FutureCeuticals’ Promentum calcium fructoborate is a well-researched boro-carbohydrate with significant benefits for bone and joint health. Over the past 20 years, it has been the subject of 20 clinical studies, proving its efficacy, safety and bioavailability. Research shows that Promentum provides fast-acting joint comfort and improved mobility within just seven days. It supports long-term joint comfort, flexibility and mobility, with benefits continuing to improve over three months. Additionally, it reduces stiffness, enhances range of motion, and improves daily activities like walking, bending and climbing, thereby enhancing overall quality of life. Promentum has been shown to be more effective in supporting joint comfort and mobility than glucosamine and chondroitin sulfate over a two-week period, and it works effectively when combined with these supplements. Furthermore, Promentum supports bone growth, maintenance and strength by optimizing the body’s utilization of calcium, magnesium and vitamin D, aiding in bone remodeling through both bone formation and resorption.

K2Quest is supported by a robust body of clinical research focused on the role of vitamin K2 MK7 in bone and cardiovascular health. These studies have shown that vitamin K2 MK7 can help improve bone mineral density, bone strength, and support healthy calcium distribution in the body. Research has demonstrated that vitamin K2 MK7 works synergistically with vitamin D3 by directing calcium to the bone matrix, while also preventing calcium from depositing in arteries and soft tissues. In addition to adult populations, studies have extended to children and postmenopausal women, highlighting its broad application across life stages.

Formulator Awareness

When formulating joint health products, Parks advised that developers should prioritize clinically supported dosing and delivery formats that align with published research. “Unlike traditional ingredients like glucosamine and chondroitin or MSM, which often require large daily doses of around 1,500 mg and take weeks or even months to show effects, NEM offers noticeable benefits—such as helping to reduce exercise-related joint discomfort—as early as the first day at just 500 mg. This highlights the importance of using the exact forms and dosages that have been proven effective in studies, rather than cutting corners to reduce costs or fit trends.”

Dosz added when formulating with K2Quest, product developers should prioritize both purity and formulation flexibility. One of the key considerations is ensuring the ingredient’s integrity, which is why K2Quest undergoes rigorous dual testing—both a USP (U.S. Pharmacopeia) assay to confirm K2 MK7 content and a USP isomeric purity test to verify it is exclusively the bioactive trans-form with the correct chain length. For ease of formulation, K2Quest is offered in multiple grades as both a powder and an oil in concentrations up to 6 percent, allowing it to fit seamlessly into a wide range of delivery formats, from capsules and tablets to soft gels. K2Quest’s quality and wide range of available grades ensures that product developers can confidently build efficacious, high-quality products backed by scientific rigor and manufacturing versatility.

In addition, when formulating bone and joint health supplements, product developers should prioritize ingredient selection, bioavailability and synergistic effects, Wories advised. “Choosing scientifically backed ingredients ensures efficacy and safety. Enhancing bioavailability maximizes the supplement’s effectiveness. Combining ingredients that work well together can enhance overall benefits. It’s also crucial to consider application ease and formulation flexibility, ensuring the product can be delivered in various formats like capsules, powders or gummies to cater to different consumer preferences. These considerations help create effective, safe and appealing products that meet consumer needs and stand out in the market.”

Diversity and ease of formulation are essential for creating personalized nutritional supplements that meet individual health needs, preferences and life stages, Rimel added. “Here, collagen can be significant to product development. Well established as a natural protein, collagen peptides lend themselves beautifully and easily to countless supplements, as well as beverage and food applications that can boost nutritional profiles. Collagen is easy to formulate with and has a neutral organoleptic profile. Classified as foodstuffs, collagen peptides enable clean label solutions: They contain no E-numbers, which means they meet continued consumer demand for products that are pure, safe, and naturally functional.” NIE