Diversifying Bone and Joint Health Ingredients

by Mike Straus | May 1, 2026

Sales of these ingredients are growing rapidly and evolving in unexpected ways.

The bone and joint health ingredients market is growing rapidly as a result of a large population of aging consumers looking for natural, drug-free remedies for bone and joint complaints. The category itself is also evolving into a mobility, longevity and everyday performance space, as products in this niche evolve into mobility-focused longevity aids. Bone and joint health products and ingredients are becoming more clinically substantiated, more functional and more targeted, giving formulators and consumers better options to address common bone and joint complaints. As this market continues its rapid growth and undergoes evolution, there will be emerging opportunities for bone and joint health ingredients backed by clinical substantiation and optimized for smaller dosages. Here are some of the major trends driving the bone and joint health market.

Bone & Joint Health Ingredients Diversify Into Active Support

The bone and joint health ingredients space is undergoing a major shift, explained Maggie McNamara, vice president of global marketing for Saanroo in Austin, TX. She noted that the market is moving from a place of reactive repair toward proactive longevity, with active adults seeking bone and joint health solutions to help prevent future problems.

“The market is currently valued at approximately $16 billion and is projected to maintain a strong growth rate of around seven to 10 percent through the next decade,” McNamara said. “Part of this growth can be attributed to shifting demographics and changing consumer expectations. It’s no longer just about serving older consumers seeking general support. Today, brands are also creating products for active adults, recovery-focused consumers, and individuals who want to stay mobile, flexible and physically capable longer.”

McNamara noted that the consumer base for bone and joint health supplements is no longer just the geriatric population—a new active aging demographic, filled with people aged 35 to 55, is driving demand for ingredients that extend healthspan. “The category is moving away from one-dimensional joint-health positioning toward ingredients that can support a broader mobility story,” she said. “Brands want ingredients that feel relevant to how consumers live now and that are backed by science and functionality.”

Saanroo’s branded HydroCurc and Levagen+ are two examples of standout bone and joint health support ingredients that are rooted in science. HydroCurc, McNamara explained, offers a curcumin solution that is especially effective for joint health, as it overcomes the delivery and bioavailability challenges associated with traditional curcumin ingredients due to its use of Saanroo’s branded LipiSperse delivery technology.

Levagen+, meanwhile, offers brands a different perspective on joint health through the use of PEA (palmitoylethanolamide), a compound that is increasingly becoming relevant for joint comfort, mobility and active lifestyle support.

McNamara said she expects the bone and joint health category to become less isolated over time, and more connected to how consumers think about overall wellness. Bone and joint health, she said, will expand into broader conversations around mobility, active aging, recovery and everyday performance.

“Mobility is no longer being viewed as a niche concern,” McNamara explained. “It is increasingly tied to independence, confidence, activity, performance and long-term quality of life. That makes bone and joint health a much more relevant space than many people realized even a few years ago.”

Ingredients Evolve Beyond Single-actives Into Targeted Solutions

Bone and joint health support supplements have traditionally consisted of single-ingredient formulations. Now, though, multi-ingredient formulations with multiple bioactives are taking over. Angie Rimel, marketing communications manager – North America for GELITA in Eberbach, Germany, said that she’s seeing multi-ingredient formulations arise, particularly in the bioactive collagen peptides space.

“Collagen, the primary protein in bones and connective tissue, is essential for bone structure, flexibility and joint mobility,” she said. “GELITA’s Bioactive Collagen Peptides are designed to deliver specific physiological benefits. They are shown to stimulate collagen-producing cells in different tissues, enabling targeted benefits like improved performance, connective tissue support and faster recovery.”

Rimel noted that bone and joint health ingredients are becoming more targeted, multifunctional and science-backed. Combination products, she said, are leveraging low doses, neutral taste and synergy with other actives, while ingredients are consistently showing up in convenient formats like beverages, gummies and powders.

Meanwhile, clinical validation is becoming more important, Rimel explained. Clinically validated ingredients with measurable outcomes, such as cartilage integrity and bone structure support, are gaining traction as solutions for joint mobility, recovery and longevity. Finally, she noted that joint and bone health supplements are demonstrating cross-category applications in sports nutrition, healthy aging, and beauty-from-within.

Bone and joint health ingredients are also evolving in other ways. NutriScience Innovations Vice President of Science & Innovation Edward Dosz, PhD, in Chicago, IL, said that bone and joint health ingredients are moving beyond basic supplementation and toward more targeted solutions that work with the body’s natural biology. Instead of simply delivering calcium or masking joint discomfort, he said, today’s ingredients are designed to enhance absorption, guide nutrients to the right tissues, and influence the underlying pathways that drive bone strength, cartilage integrity and mobility.

“One key area is precision-guided mineralization, ensuring minerals like calcium are not just absorbed, but effectively utilized,” Dosz explained. “Ingredients like K2 Quest exemplify this shift, offering enhanced stability and bioavailability while activating proteins such as osteocalcin and matrix Gla protein to support proper calcium placement and long-term skeletal health.”

At the same time, Dosz noted that foundational minerals are being reimagined. Formats like bisglycinates and glycerophosphates are gaining traction thanks to their superior bioavailability and gastrointestinal tolerance. These next-generation minerals, he said, improve the consumer experience while giving formulators more flexibility to build synergistic solutions.

Biova President Amanda Jepson in Johnston, IA said that the bone and joint health space has seen ongoing innovation in the form of new delivery format options. Gone are the days of pills and capsules, she said. Instead, today’s shelves are full of bone and joint health products in the form of gummies, powders and liquids. As a result, she said, today’s ingredients need to be flexible enough to provide formulators with options for these alternative formats.

Mobility and Active Living Take Center Stage

While bone and joint health ingredients of the past have historically focused on addressing specific complaints, emerging ingredients in this niche are taking a more holistic approach to bone and joint health, re-envisioning the category as a mobility and active living space. Euromed Logistics, Inventory and Customer Service Manager Stephanie Hamm in Bridgeville, PA, explained that the bone and joint health space is no longer just a joint-care category, but an everyday performance category. Hamm noted that there is a striking gap between awareness and satisfaction.

“Recent U.S. consumer data, according to FMCG-Gurus, show that 74 percent of consumers recognize the link between bone and joint health and overall health, and 58 percent say they are interested in products in this space even when they are not experiencing specific symptoms,” Hamm said. “At the same time, only 56 percent are satisfied with their current bone and joint health, and 41 percent say they are concerned about it. That tells us this is a category with strong awareness and meaningful unmet need. Modern lifestyles are also broadening the audience, making mobility-related concerns more relevant across age groups, not only among older consumers.”

Hamm said that innovation in this category isn’t just about introducing new ingredients; it’s also about designing smarter solutions for real-life mobility needs. Emerging innovations like practical dosing, clinical substantiation, and broader functionality across pain, movement and active living are transforming the space, as consumers seek out comprehensive support for issues like back pain, muscle discomfort, knee pain and bone strength.

“The future belongs to ingredients that can sit within a broader mobility platform rather than a narrowly defined joint-only proposition,” Hamm elaborated. “In practice, this creates strong opportunities for multifunctional, science-backed ingredients, especially when they also fit current demand for natural and convenient solutions.”

Emerging Studies Demonstrate Efficacy

New studies in the joint and bone health space are opening up avenues for advanced formulations that combine emerging
ingredients in a novel way. One study published in OBM Geriatrics in April 2025 examined the effects of Moldavian dragonhead extract (Dracocephalum moldavica L.) on collagen production and skin aging in 103 non-smoking female volunteers aged 35 to 65. The randomized, double-blind, placebo-controlled trial started with a baseline determination of skin parameters such as hydration and density as measured via Corneometer and echograph ultrasound. After this assessment, the subjects were randomly assigned to receive either 100 mg of Moldavian dragonhead extract once per day, or a matching placebo, for a total of 12 weeks.

After 12 weeks, the study found that supplementation with dragonhead extract significantly increased skin hydration levels and dermis thickness relative to placebo. The study authors concluded that Moldavian dragonhead extract significantly enhances collagen production.1 While this study focused on collagen’s cosmetic effects, it did confirm that Moldavian dragonhead extract stimulates collagen production, making it potentially relevant for joint health.

Another ingredient being studied for its bone and joint health-supporting properties is icariin, a bioactive flavonoid compound isolated from horny goat weed (Epimedium), a traditional Chinese herb with folk use dating back 2,000 years. A 2025 research review in Pharmaceuticals (Basel) examined the efficacy of icariin on promoting repair and regeneration following bone injury. The review determined that icariin helps to regulate the immune system, has anti-inflammatory effects, and activates antioxidant pathways to resolve inflammation. Furthermore, the review authors found that icariin directly promotes osteoblast differentiation and matrix production while also protecting cartilage structure, upregulating osteogenic factors to enhance bone matrix deposition.2

Layn Natural Ingredients Chief Scientific Officer James Roza in Newport Beach, CA explained that there is significant scientific evidence to justify the use of bone and joint health ingredients, although formulators should keep in mind the doses used in studies in order to maintain efficacy in finished products. Roza predicted that epigenetics will be one of the next great advancements in the science of bone loss and cartilage degradation; knowing which genes to activate or suppress through supplementation, he said, could significantly prevent bone loss and ensure cartilage stability.

Jake Happel, an account executive for nutraceuticals with Applied Food Sciences (AFS, Kerrville, TX) explained that at AFS, their core innovation centers on olive-derived polyphenols, specifically oleocanthal and oleacein in the form of their branded ingredient Oligen. He said the rapid-acting nature of olive extracts opens the door to self-optimizers, a demographic consisting of high-performers like CrossFitters, marathoners and prime-adjacent athletes. Oligen, Happel said, provides an acute, direct effect on exercise-induced inflammation, with results showing within the first few hours following administration; this stands in stark contrast to traditional joint health products, which can take weeks to build up in the body.

“We are currently in the midst of new human clinical trials,” he explained. “The existing science on the active polyphenolic compounds in olives is robust. These active compounds act as natural COX-1 and COX-2 inhibitors, directly targeting the inflammatory pathways. This dual-action response provides both immediate relief for oxidative stress and long-term support for joint integrity. Oligen also promotes active aging through cellular resilience and mitochondrial repair.”

Formulation Considerations Become More Complex

As the bone and joint health support space diversifies into a broader lifestyle support angle, formulators and ingredient suppliers will need to take more factors into account when formulating products or supplying ingredients. Marie Parks, ingredient science specialist with Stratum Nutrition in Carthage, MO, said the growth and expansion of the joint and bone health category is coming at the same time that it is becoming less siloed—that is, the category is increasingly overlapping with other categories such as healthy aging, sports nutrition, recovery and active lifestyle. While this provides for greater sales opportunities, Parks explained, it also means there is added pressure for ingredients and formulations to stand out through efficacy, substantiation, differentiation, formulation versatility and convenience.

“In general, the dietary supplement space is becoming more evidence-driven where both formulators and consumers are looking for meaningful clinical substantiation, clear mechanisms of action, and benefits that are targeted and relevant to the consumer,” Parks noted. “In the bone and joint health space, there is growing interest in more comprehensive support that addresses multiple aspects of joint health, rather than focusing narrowly on a single structural or functional pathway.”

HP Ingredients Chief Executive Officer Annie Eng in Bradenton, FL, meanwhile, explained that there is growing interest in segmenting the bone and joint health market in novel ways. Formulating products for overweight consumers who are starting a serious weight loss regimen, for instance, is a fertile opportunity for joint support. Eng said this is especially relevant as the joints in obese individuals experience severe stress while exercising. Eng also noted that the widespread adoption of anti-inflammatory diets is buttressing the use of joint support supplements to compound the effects of inflammation control.

HP Ingredients recently created a topical out of its patented ParActin Andrographis paniculata extract, called QuantumActiv ParActin. This new topical is a natural calcium channel blocker that provides fast-acting joint and muscle comfort without a prescription. QuantumActiv ParActin, Eng said, is formulated with a patented photo excitation technology that improves the skin penetration of ParActin to promote membrane stabilization by blocking calcium channels.

“ParActin has been shown to activate the PPAR-gamma receptor, which inhibits the master inflammatory switch, thereby reducing pro-inflammatory cytokines,” Eng explained. “These pro-inflammatory cytokines cause the destruction of cartilage, as well as pain and swelling.”

Steve Fink, vice president of marketing for PLT Health Solutions in Morristown, NJ, explained that finished-product formulators now have the opportunity to develop multi-benefit stacks, particularly with low-dose ingredients. One example of this multi-benefit approach is PLT’s branded Kinexa Joint Longevity Complex, a clinically studied whole-joint solution that preserves joint structure, builds functional strength, and supports the entire joint as a system.

“Most of today’s ingredients have science centered on comfort, stiffness, flexibility and function—based on subjective testing,” Fink noted. “Kinexa’s unique functionality and clinical work puts it in a position to be combined with these ingredients to create a new stack for joint health.”

Kinexa is a patented combination of standardized extracts of Terminalia chebula, Curcuma longa and Boswellia serrata. A recent clinical study examined the effects of Kinexa in 100 subjects aged 40 to 75 with Grade II or III osteoarthritis. Subjects received 200 mg per day of Kinexa, or a matching placebo, for six months. Assessments occurred at baseline and after one, two, four and six months. Key outcomes included WOMAC, VAS, and Lequesne Functional Index (LFI) scores. Functional measures included isometric knee torque, a six-minute walk test and a Timed Get Up and Go Test. Meanwhile, the study authors used magnetic resonance imaging to assess cartilage volume and thickness, cartilage composition and whole-joint structural integrity, including subchondral bone. Biomarkers of inflammation and cartilage metabolism were also evaluated.

After six months, Kinexa was found to have improved knee strength by 24 percent, cartilage thickness by 10 percent, cartilage volume and subchondral bone health. Kinexa also improved physical performance by 33 percent and significantly improved the health of ligaments and menisci. On the WOMAC, Kinexa was found to decrease joint pain and stiffness by 56 percent.3

Bone & Joint Health Market Pivots Toward Mobility

The bone and joint health ingredients market is no longer just about bone and joint health; instead, it’s becoming a mobility health and active support space. This niche is also diversifying beyond older consumers as younger individuals look for bone and joint support. Ingredients are gaining clinical validation and products are trending toward multi-ingredient formulations as the category continues to mature, with formulation considerations becoming more complex. Thankfully, emerging science is keeping up with demand for clinically validated products, with new clinical trials demonstrating strong efficacy across botanicals, minerals and combination products. As the bone and joint health market continues to mature, it will become an overall mobility wellness market; ingredient suppliers must be prepared for this shift by offering properly dosed ingredients that work. NIE

References:

1 Baumann J et al. “Moldavian dragonhead extract: A natural collagen-booster to target skin aging.” OBM Geriatrics, vol. 9 no. 2 (April 2025).

2 Hu W et al. “Research progress on icariin promoting bone injury repair and regeneration.” Pharmaceuticals, vol. 18 no. 8 (2025): 1174.

3 PR Newswire. “PLT launches new ingredient to improve joint structure, strength and function, promoting long-term mobility.” Published March 23, 2026.