The business of joint health

The market for joint health supplements is still dominated by glucosamine and chondroitin formulations. However, plant-based ingredients and products containing turmeric, Boswellia serrata, tart cherry, omega-3s and other natural product-based formulations are gaining popularity. Combination bone and joint health solutions with ingredients such as Terminalia chebula and collagen are also trending.

Not only are these products sold in health food stores and pharmacies, but also in supermarkets, national discount chain stores and online mail order catalogues. Extensively advertised on television, the internet and in print, a substantial amount of marketing dollars is spent to drive sales of wellness products.

The increasingly popular and shifting market is opening up new prospects for natural product ingredient suppliers and product manufacturers.

This market includes many large suppliers globally. Synutra Inc., DuPont, Archer Daniels Midland (ADM) in the United States, Rousselot, Royal DSM NV in the Netherlands, Waitaki Bio in New Zealand, and BASF SE in Germany are among the more significant players in the segment.

This is an excerpt from the article, “Joint Health Business Trends.” To continue reading, download INSIDER’s Joint Health/Inflammation Digital Magazine.

Sudhir Ahluwalia is a business consultant. He has been management consulting head of Tata Consultancy Services, an IT outsourcing company in Asia, business advisor to multiple companies, columnist and author of the book "Holy Herbs." Ahluwalia was also a member of the Indian Forest Service.