According to the CDC, approximately 78 million (26%) US adults will be diagnosed with arthritis by 2040. Compared to 2015, when 54 million adults were diagnosed, the expected prevalence will increase by 44%.
Between the increase in the number of arthritis patients and the activity already seen in the market, more consumers are likely to turn to vitamins and supplements not only to combat current pain but also to protect the health of their bones and other joints.
Joint-specific vitamins and supplements grew 3.5% year-over-year in dollar terms, for total revenue of $317.46 million. Calcium and bone supplements, on the other hand, fell slightly -2%, but posted very similar revenue of $314.18 million. (SPINS Natural Enhanced + MULO channel based on IRI). Amazon sales show a similar trend EVERY YEAR. Combined supplements were down $2, while calcium and bone supplements were flat at 0% (SPINS ClearCut Analytics).
Calcium has long been the go-to supplement for bone and joint conscious consumers, but as other ingredients have entered the market, the increase in overall calcium content has diminished; however, it remains the most profitable component in space. Other ingredients commonly ordered are glucosamine, chondroitin, magnesium, and combinations of each. While all of these components exceed profits, they are reduced by physical sales dollars. On Amazon, glucosamine, which accounts for 10.58% of the online dietary supplement market, was up 17% year-over-year to $16.93 billion.
Several ingredients have thrived on the co-supplement market over the last 12 weeks, including MSM (methylsulfonylmethane) and collagen products. MSM is known to have anti-inflammatory and antioxidant effects, and plays an important role in the production of collagen and glucosamine in the body (Nutrients. 2017;9[3]:290). MSM sales exceeded $2.18 billion, an increase of 287% year over year. Collagen products have appeared in many categories and are becoming increasingly popular among sufferers of joint pain. The dollar growth percentage for collagen products increased 12.9% to $1.03 billion.
The form is where many brands try to differentiate themselves from the competition. Gummy vitamins are one of the most common forms in the VMS (Vitamins, Minerals and Supplements) space. Among joint and bone supplements, chewing gum grew by 18.8% with annual sales of $36.78 million. Powders, although slightly less popular than gum, are growing slowly as more consumers want to mix vitamins into drinks such as smoothies or juices.
Since 2020, there has been a slight decline in the category of joint and bone health, stable and starting to increase gradually. Consumers still buy these products, but not at the same price as during the pandemic. Over the past two years, shoppers have started to return to "normal" lifestyles, which are much more sedentary compared to their pandemic lifestyles.
This article continues in the NPI Digital Journal of Bone and Joint Health. Click on the link to access other real estate articles on the market.
Hallie Resetar was born in West Virginia and graduated from West Virginia University with a degree in journalism and integrated marketing communications. Prior to joining SPINS as a corporate communications specialist, he worked in the communications team at higher education and healthcare institutions . As a member of the SPINS marketing team, he manages social media profiles for SPINS and ClearCut Analytics accounts, contributes content to the company blog, and serves as the primary point of contact for media data requests.