The landscape of joint health supplementation is experiencing a dramatic shift as millennials and Gen Z consumers embrace proactive wellness strategies. Gone are the days when joint supplements were exclusively marketed to seniors experiencing age-related discomfort. Today’s younger consumers are proactively investing in long-term mobility, driven by active lifestyles, increased health awareness, and a desire to maintain peak performance throughout their lives. This shift opens significant opportunities for supplement manufacturers to create products specifically designed for forward-looking consumers.
Mobility & Joint Health: Attracting Younger Consumers
A proactive approach is the foundation of healthy aging, embraced by wellness-focused younger age groups. In 2023, the U.S. Bone & Joint Health Supplements Market was valued at USD 3.30 billion. By 2029, the market is expected to reach USD 4.11 billion, rising at a CAGR of 3.73%. According to McKinsey’s latest Future of Wellness research, millennials and Gen Zers are spending more money on health and wellness than older generations.
From CrossFit boxes to climbing walls, younger consumers are pushing their bodies harder than ever. Marathon training, competitive sports, and high-intensity workouts have become lifestyle staples for millennials and Gen Zers, making them acutely aware of how joint health impacts their ability to stay active and perform at their best.
The appeal extends beyond athletes to include everyday active individuals who recognize that desk jobs, prolonged sitting, and repetitive motions can impact joint health over time. Young professionals are increasingly aware that their current lifestyle choices will determine their future mobility, driving demand for supplements that support joint flexibility, healthy inflammatory responses, and cartilage health before problems arise.
From CrossFit boxes to climbing walls, younger consumers are pushing their bodies harder than ever. Marathon training, competitive sports, and high-intensity workouts have become lifestyle staples for millennials and Gen Zers, making them acutely aware of how joint health impacts their ability to stay active and perform at their best.
The appeal extends beyond athletes to include everyday active individuals who recognize that desk jobs, prolonged sitting, and repetitive motions can impact joint health over time. Young professionals are increasingly aware that their current lifestyle choices will determine their future mobility, driving demand for supplements that support joint flexibility, healthy inflammatory responses, and cartilage health before problems arise.
Joint Health Trends: Younger Adults Want Proactive Care
This maintenance mindset translates into distinct purchasing behaviors and product expectations. Unlike traditional joint health consumers who shop based on symptom relief, younger buyers research ingredients, compare clinical studies, and seek products that enhance their current wellness routines rather than address existing problems.
Millennials and Gen Zers are gravitating toward products with clean labels, natural ingredients, and transparent sourcing. Sustainability concerns heavily influence their buying decisions. Plant-based supplements are much more environmentally friendly than ingredients derived from animals. Comprehensive product information like ingredient origins, third-party testing results, and scientific backing goes a long way toward building trust and confidence among Millennial and Gen Z consumers.
Social media is also crucial in their supplement discovery and validation process. Younger consumers rely on peer reviews, influencer recommendations, and community discussions to guide their purchasing decisions. They value brands that engage authentically on digital platforms and provide educational content about joint health maintenance and injury prevention.
The convenience factor is also a big motivator. Millennial and Gen Z consumers prefer supplements that integrate seamlessly into their busy lifestyles, favoring formats like gummies, powders, and ready-to-drink formulations over traditional capsules. They also appreciate products that address multiple health concerns simultaneously, such as joint health supplements that are formulated with other ingredients that can support energy, recovery, or sleep quality.
Ingredient Innovation for the Next Generation
Younger joint health consumers want innovative ingredient solutions that align with their values and lifestyle preferences.
Vitex Negundo and Zingiber Officinale
OmniActive’s Muvz combines two botanical ingredients (Vitex negundo and Zingiber officinale), which are recognized for their analgesic, anti-inflammatory, and antioxidant properties. Our proprietary formulation utilizes premium Vitex negundo leaves and twigs, and water extraction, while employing Ziniber officinale rhizomes are extracted with supercritical CO2 extraction to create the distinctive Muvz ingredient profile. Clinical studies have demonstrated that Muvz may support mobility and flexibility benefits for joints, knees, and the low back, as well as same-day benefits for knee joint discomfort after exercise.
Curcumin
OmniActive’s Curcuwin Ultra+ utilizes proprietary UltraSol technology to overcome curcumin’s traditional absorption challenges, delivering 46 times greater bioavailability than standard curcumin. This clinically studied extract supports post-exercise recovery, cardiovascular health, and endothelial function while limiting exercise-induced discomfort. With versatile applications spanning tablets, gummies, powders, and ready-to-drink beverages, Curcuwin offers formulators exceptional flexibility for creating convenient, effective joint health products.
Boswellia
Also known as Indian frankincense, Boswellia serrata extract comes from tree resin native to India’s dry mountainous regions. This traditional Ayurvedic ingredient has evolved into a modern joint health powerhouse, with boswellic acids that may support an anti-inflammatory response and joint health. OmniActive’s ethanol-extracted Boswellia delivers 65% boswellic acids in a 100% natural, non-GMO formulation that can be delivered in powders, tablets, or capsules.
Turmeric
Part of the ginger family, turmeric is a flowering plant whose rhizomes have been prized for centuries in both culinary and health applications. OmniActive’s turmeric extract harnesses the plant’s natural antioxidant and anti-inflammatory properties to support joint and muscle health, immune function, and sports performance. This versatile botanical ingredient offers formulators a well-recognized, consumer-friendly option for creating comprehensive wellness products.
Partner with OmniActive to Expand Your Market Reach
The shift toward proactive joint health among younger consumers creates a significant opportunity for supplement manufacturers willing to embrace innovation and natural solutions. OmniActive’s portfolio of clinically studied botanical ingredients addresses the core needs of millennials and Gen Z consumers who demand transparency, sustainability, and proven efficacy.
Our proprietary extraction technologies and advanced formulation capabilities enable brands to create products that stand out in an increasingly competitive marketplace.
Ready to tap into the growing demand for expanding joint health solutions? Contact us today to discover how our innovative ingredient portfolio can help you create products that resonate with the next generation of wellness-focused consumers!