Alternative Pathways to Managing Arthritis, Joint Disease

Arthritis and joint disease affects 75 million adult Americans.The most common form is osteoarthritis, or degenerative joint disease, which is often referred to as wear and tear, and is usually related to aging but can also develop due to damage (e.g. sports injury) or being overweight. It is not only painful but affects mobility and general quality of life. In fact, three out of five consumers who suffer from arthritis are under 65 years old.

With two major arthritis prescription drugs recently removed from the market (Vioxx and Bextra), and with the increased side effects caused by non-steroidal anti-inflammatory drugs (NSAIDs), what are consumers doing to manage this painful condition?

Consumer research from The Natural Marketing Institute (NMI) reveals that while those consumers managing arthritis are taking measures to live healthier, challenges exist that create barriers for Arthritis Managersconsumers who are currently managing arthritis or joint diseasethat may be thwarting their efforts towards living healthier and more pain-free. With over a third of the population (36 percent) reporting that they are currently managing some type of arthritis or joint disease, this substantial portion of the population is a prime target for many industries, including both the food and supplement industry.

Under Pressure

Arthritis Managers show a stronger skew toward healthy attitudes and behaviors, but, for some, their health orientation may be compensating for previous unhealthy behaviors.For instance, Arthritis Managers place higher importance than do Non-Managers on consuming healthy nutritious foods, maintaining a balanced diet, and consuming fortified and functional foods and beverages for maintenance of a healthy, balanced lifestyle. They are also more likely to back up their healthy attitudes with healthy behaviors by using foods/beverages high in fiber (74 percent), protein (65 percent) and whole grains (82 percent).

However, almost twice as many Arthritis Managers (71 percent) compared to Non-Managers (39 percent) are currently managing their weight. In fact, 40 percent of Arthritis Managers are considered obese as measured by their Body Mass Index (BMI). While this is unsettling, it does highlight opportunities, including the cause and effect relationships.

Furthermore, Arthritis Managers are more likely to control their weight by regulating their diet instead of exercise.While almost a third of Arthritis Managers said they would use foods/beverages to treat arthritis, three-quarters would use food/beverages to treat obesity and excess weight (Figure 1). In fact, in the past year, in order to manage their weight, they have eaten smaller portions, controlled their sugar intake (60 percent), eaten fewer carbohydrates (49 percent) and consumed more fiber rich foods (55 percent).

There are currently plenty of food options that would help with Arthritis Managers weight challenges (as well as their joint pain and inflammation). In order to capture the attention of Arthritis Managers, the food industry needs to provide more educational information about how food products can assist with weight conditions, which can in turn have a positive effect on joint disease. There may also be an opportunity for a particular line of products specifically targeted to Arthritis Managers and endorsed by a thirdparty organization to provide further legitimacy and validation.

On One Condition

Significantly more Arthritis Managers feel taking vitamins/minerals is important to maintaining a healthy, balanced lifestyle. About half (53 percent) have taken a condition-specific supplement, a supplement used to treat or prevent a specific health condition (e.g. to raise immunity, lower cholesterol, etc.) Yet only one in three have taken a supplement specifically for arthritis, and only two out of five have taken one for joint health. With the plethora of products available in the marketplace, what are the barriers?

First of all, half of Managers and Arthritis Preventers consumers who are concerned a lot about preventing arthritis and joint diseaseare concerned about the interaction between the prescription remedies they are taking and dietary supplements. When targeting Arthritis Managers, an understanding of other conditions they are managing is imperative. As has been shown, many are managing their weight, but they are also more likely than Non-Managers to be managing lack of energy (49 percent), cholesterol level (46 percent), hypertension/high blood pressure (39 percent) and stress (38 percent). Allaying interaction fears between drugs for these top conditions and arthritis supplements may therefore help to ease one major barrier to supplement usage for arthritis and joint disease.

Secondly, knowledge about the benefits of glucosamine is rather low. Glucosamine is one of the more well-known supplements for arthritis and has been shown to have positive benefits for arthritis management due to its positive role in cartilage formation. However, only half of Arthritis Managers understand how glucosamine can benefit their condition. While many within the industry may think the benefits are clearly understood, this again points out the need for continued consumer education.

Whereby three-quarters of Managers (78 percent) indicate they would use supplements to treat arthritis/joint disease and three quarters of Preventers (76 percent) would use supplements to prevent it, it appears the message about the benefits of glucosamine for arthritis and joint disease is not quite hitting the target. In order to increase usage, compliance and awareness of glucosamine for arthritis, the supplement industry needs to increase its public relations and educational efforts targeted towards this growing group of Managers and Preventers, which may help to boost sales in a currently stagnant market.

Product Proliferation

Marketers continue to launch a wide range of glucosamine products, with over 800 new health care products (including supplements) having been introduced globally since the beginning of 2000, 90 percent of which are from the United States alone (Figure 2). And the proliferation across non-supplement categories, from pet products to skin care, should help with consumer understanding to reinvigorate supplement sales.

An even newer concept called acidosis, as it relates to joint disease, may also provide opportunities for both the food and supplement industries. The body functions properly in exact proportions to the levels of alkaline and acid in its system. One effect of too much acidity is inflammation, which can affect all human glands and organs including bones and joints. Getting the proper nutrients via food and supplements can help modulate inflammation factors, and repair joints and maintain joint health.

Although more Arthritis Managers than Non-Managers have heard of the term acidosis, (17 percent vs. 13 percent), still fewer than one out of five have heard of this emerging concept.

Overcoming Hurdles

Eight out of ten Arthritis Managers feel it is a challenge to eat right. In addition, they are faced with weight challenges, fears of drug interactions in relation to supplementation, as well as diminishing pharmaceutical alternatives to manage their disease. Combined with their low moderate understanding of the benefits of supplementation, Arthritis Managers are activity looking for alternatives and solutions.

Companies that understand both the consumer barriers and pathways to usage, along with the interconnectedness of arthritis and joint health to other health issues, will be in a good position to capitalize on these opportunities.

Steve French is managing partner at The Natural Marketing Institute (NMI), a leading consultancy and research firm specializing in health and wellness. With 25 years of experience across many disciplines, French has pioneered a range of consumer databases, is a frequent speaker at many industry events, and is a published author and contributor to many U.S. and international media sources.

The data sources in this article are from NMIs Health & Wellness Trends Database (HWTD), an annual research study of 2,000+ U.S. general population consumers with seven years of trends, and NMIs Dietary Supplement Consumer Insight Database (DSCID). Both studies are nationally projectable and have a margin of error of ±2 percent.