Freedom From Pain

by Eric Munson | April 1, 2025

Proactive consumers of all ages value natural ingredients to maintain quality of life with less pain and inflammation.

According to the National Institutes of Health (NIH), when the body suffers an injury or infection, inflammation is a normal part of the healing process. Most people are familiar with acute inflammation where the skin swells up, turns red and hurts.

If inflammation fails to resolve and becomes chronic, it can lead to further tissue injury and disease. According to NIH, chronic inflammation can persist for months to years and is a contributing factor to more than half of deaths worldwide.

NIH research identified inflammation is responsible for many diseases, such as rheumatoid arthritis, high blood pressure, inflammatory bowel disease, chronic obstructive pulmonary disease (COPD), depression, type 2 diabetes, Parkinson’s disease and some cancers. Tissue inflammation may also result from exposure to environmental factors such as chemicals, pathogens and radiation.

Trends and Observations

According to FMCG Gurus 2024 Global Report in Joint and Bone Health, 53 percent of consumers report experiencing back pain and 36 percent suffer from knee joint pain at least occasionally, showing these issues impact broad demographics beyond seniors.

The joint and bone health nutritional supplement category has experienced notable shifts driven by changing consumer attitudes and modern lifestyle changes, according to Ester Risco, PhD, botanical medical advisor at Spain-based Euromed.

“While consumers are increasingly proactive about their overall health, joint and bone health tends to receive less immediate attention compared to other wellness concerns,” Risco said. “However, recent trends indicate a growing recognition of the importance of mobility, flexibility and bone strength for maintaining quality of life at all ages.”

Younger consumers are also affected due to sedentary lifestyles, prolonged screen time and poor posture, Risco added. “Another trend is the increasing demand for multifunctional products that address multiple aspects of well-being. Consumers want solutions that not only support joint and bone health, but also contribute to overall energy, fitness and active aging,” Risco said.

FMCG Gurus’ report also shows 39 percent of consumers are looking for products to reduce risk of fractures and broken bones and 54 percent seek solutions to improve overall lifestyle. There is also a strong preference for scientifically validated claims, clinical evidence and collaboration with health care professionals, Risco explained.

“Finally, the market has seen a growing emphasis on holistic approaches, where consumers incorporate dietary changes, physical activity and supplementation to maintain mobility and reduce pain,” Risco said. “The demand for functional foods enriched with anti-inflammatory ingredients that help alleviate pain and support joint functional recovery continues to rise, particularly in categories such as nutritional supplements, dairy and fortified foods.”

According to FMCG Gurus, 45 percent of consumers reported exercising more to improve their joint and bone health, 47 percent are increasing their intake of fruits and vegetables, and 42 percent are consuming more protein-rich foods.

There is a growing recognition that chronic inflammation is driving demand for natural, multi-functional solutions that help manage inflammation while supporting overall well-being, according to Abdul Alkayali, vice president, sales and marketing at Certified Nutraceuticals (Temecula, CA).

“Emerging research highlights the gut microbiome’s role in regulating inflammation, as well as the impact of neuroinflammation on brain health, cognitive decline and mood regulation. Interest in joint health products that help maintain balanced inflammatory responses also remains strong,” Alkayali said.

According to Allied Market Research, the U.S. market for inflammation dietary supplements was valued at $19,046.1 million in 2022 and is estimated to reach $32,856.9 million in 2027, growing at a compound annual growth rate (CAGR) of 11.7 percent.

Melanie Bush, vice president of science and research at Artemis International (Fort Wayne, IN), pointed out that there is an increased awareness of chronic inflammation and potentially related diseases, and social media feeds are packed with influencers, nutritionists and wellness experts popularizing anti-inflammatory diets and lifestyles.

“Sound bites filled with tips and recommendations, as well as products and recipes that are easy to screenshot, make it easy to educate people about why they should care about inflammation and share ways to reduce it,” Bush said.

What Consumers Want

Consumers are looking for both preventative and overall wellness approaches to pain and inflammation, and targeted solutions for concerns, according to Bush.

“Just as antioxidants are commonly recognized as an integral part of healthy aging, consumers now better understand the connection between inflammation and many pain and disease states,” Bush said. “This means supporting healthy inflammation levels in the body should be a top priority for overall health and wellness at any age.”

Bush added consumers are also seeking out effective solutions for combatting existing inflammation in the way of pain relief, joint health, muscle recovery and inflammatory disease states.

“Supplementation is not intended to cure treat diseases, but as part of a healthy lifestyle, they could help provide support or serve as natural adjuncts to other drugs or therapies,” Bush said. “And if taking a functional gummy, capsule or juice could help alleviate the pain of muscle recovery after an intense workout, that’s certainly a win!”

Risco added that consumers often prefer functional products that seamlessly fit into their daily schedules without significant lifestyle changes.

“Overall, consumers seek holistic, multi-benefit solutions that align with their desire for active aging, prevention-focused wellness, and everyday convenience,” Risco said. “Brands that effectively position their products as part of an integrated health strategy—supporting mobility, reducing discomfort and promoting long-term joint function—are best positioned to meet the growing demand in this category.”

Alkayali noted consumers are seeking non-pharmaceutical solutions and clinically validated mechanisms to manage inflammation safely and effectively long-term. Risco agreed that clinically support and science-backed claims are important.

“Concerns over medication side effects are also driving this demand. We’re seeing these trends play out in several market segments, including joint health, brain and cognitive health, and immune health,” Alkayali said. “The winning ingredients will be those that are backed by science, supported by a strong safety profile, and possess a favorable formulation profile so they can be incorporated in multiple product applications and formats.”

Ingredient Advancements

While ingredient suppliers depend upon trusted ingredients in this category, they are also making advancements.

“Collagen remains an important ingredient in joint health, but newer formulations offer superior results: bioactive collagen peptides, type II undenatured collagen and hyaluronic acid (HA) complexes,” Risco said. “However, while traditional solutions like glucosamine, chondroitin and collagen remain widely used, emerging innovations are offering faster, more effective and naturally derived alternatives, offering new possibilities for long-term joint care.”

Leading health organizations, such as the European Alliance of Associations for Rheumatology (EULAR) and the Osteoarthritis Research Society International (OARSI), are also emphasizing the importance of multi-targeted approaches that combine nutritional interventions and innovative ingredient formulations for optimal joint health management. These recommendations align with the latest ingredient advancements that focus on long-term joint preservation and functional mobility as opposed to symptom relief.

“Moreover, with advancements in nutrigenomics and microbiome research, the future of joint health is moving towards personalized supplementation where ingredients are tailored based on genetic predisposition, microbiome profiling and wearable technology data to track joint mobility and recovery,” Risco said.

According to Bush, tart cherry continues to be a strong player in the pain and inflammation category. There are several studies supporting its anti-inflammatory properties, it continues to offer strong support for categories such as sports recovery, joint health and overall health and wellness.

Alkayali observed significant progress with bioactive hydrolyzed collagen peptides from jellyfish, which are designed for high bioavailability to modulate inflammation at the cellular level and support tissue repair.

“There’s also a wave of new science supporting the gut-brain axis and the potential of the gut microbiome in managing systemic inflammation, given its critical role in immune-mediated inflammatory responses,” Alkyali said. “In addition, there is strong science supporting polyphenol-rich botanical extracts with enhanced bioavailability that are gaining recognition for their potent anti-inflammatory effects and broad health benefits.”

Supplying Ingredients

Among the ingredients that support pain and inflammation, CherryCraft European Tart Cherry Extract from Artemis has been heavily studied for alleviating muscle soreness and aiding in post-workout recovery.

It was the subject of a recent study that evaluated its bioavailability and impact on the human metabolome to better understand its anti-inflammatory and other health properties. CherryCraft extracts are standardized to deliver consistent levels of anthocyanin and polyphenol actives with known anti-inflammatory properties, according to Bush.

“Additionally, our current culture seems to be more focused on mental wellness as part of an overall health regimen, making the connection between inflammation and mental health disorders, such as depression and anxiety, particularly relevant,” Bush said. “People are increasingly interested in diets that can improve not just physical health but also mental well-being. Ingredients aimed at anti-inflammation could offer solutions.”

KollaJell from Certified Nutraceuticals is a proprietary jellyfish-derived collagen containing all 20 essential and nonessential amino acids needed for healthy brain, gut and cognitive function.

“KollaJell is primarily marketed for its potential benefits in supporting brain health, cognitive function and skin rejuvenation. However, research indicates that collagen supplements, including those derived from jellyfish, may possess anti-inflammatory effects,” Alkyali said.

According to Alkayali, a study demonstrated that hydrolyzed collagen could suppress inflammation in human skin fibroblasts and keratinocytes by reducing pro-inflammatory cytokines such as IL-1β, IL-6, IL-8, and TNF-α. Another study suggested jellyfish collagen has potential systemic anti-inflammatory benefits.

Euromed’s CuberUp is an innovative cucumber extract (Cucumis sativus L.) that is a natural and effective solution for managing joint pain, improving mobility and supporting muscle function in adults with varying degrees of knee joint discomfort, demonstrating efficacy at a daily dose of 20 mg.

According to Risco, CuberUp’s clinically proven effects were validated in a randomized, double-blind, placebo-controlled clinical trial across eight weeks. The study assessed the ingredient’s impact on pain relief with a 70 percent reduction in pain intensity, decreasing progressively from the first week.

There were also significant improvements in joint function with reductions in pain, stiffness and physical limitations, and muscle performance, where isokinetic and isometric strength—particularly in knee flexion—improved, indicating enhanced mobility and muscle function. Inflammation-related biomarkers also showed notable reductions, highlighting anti-inflammatory and cartilage-protective effects, Risco explained.

“The efficacy of CuberUp is attributed to its amino acid derivatives, known for their anti-inflammatory properties and potential to enhance cartilage nutrition,” Risco said. “Additionally, the flavonoids and tannins present in aqueous cucumber extracts have been associated with free radical scavenging and analgesic effects, further contributing to joint health and pain relief.”

Guzen Development (Walnut Creek, CA) has an ingredient called SCP-II, which targets pain and inflammation in the joints.

“SCP-II can do so because it contains undenatured collagen and undenatured proteoglycan, both of which have intact active sites that signal the body to stop the autoimmune response that can cause inflammation and pain in the joint cartilage. SCP-II has shown in multiple human studies to improve knee pain in healthy subjects,” said Vincent Hackel, president and CEO of Guzen.

For Manufacturers

There are many aspects to consider for formulators to create high-quality products.

According to Alkayali, clinical studies remain the gold standard for validating ingredient safety and efficacy.

“Manufacturers are increasingly looking for functional ingredients that target the underlying causes of inflammation and pain—such as joint degradation and tissue damage—rather than relying solely on compounds that alleviate symptoms,” Alkayali said. “This proactive approach fosters long-term consumer trust and product loyalty.”

Bush said it is important to source ingredients for purity, potency, safety and efficacy. Other considerations include synergistic effects or interactions with other ingredients in the formulation.

“In terms of innovative product development, since pain and inflammation is a category that affects a broad range of consumers from athletes to the elderly to active 20-somethings, products that appeal to diverse consumers in terms of taste, product form and clear messaging are also important considerations,” Bush said. NIE