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The mobility market: A growing business opportunity

The ageing population and growing demand for more holistic health and wellness products has resulted in an evolution of the joint health market, with a greater focus now being placed on overall mobility. The global market for supplements that support mobility has therefore developed significantly in recent years, as consumers look for new and effective solutions that suit their increasingly active lifestyles. For manufacturers, this growing market represents an exciting opportunity to develop on-trend products that cater to the health needs of consumers worldwide.

The healthy aging mega-trend

People worldwide are living longer than ever before. By 2050, the 60+ population is expected to reach two billion globally, up from 900 million in 2015.[1] Health and wellbeing are an increasing focus for this demographic, with more and more senior consumers wanting to stay active and enjoy maximum mobility for as long as possible. However, age can significantly impact our muscles, bones and joints. In fact, 45% of individuals aged 65+ say they experience joint pain, which affects overall mobility and independence.[2] With a desire for an improved quality of life as they age, consumers are now looking for nutritional solutions that help maintain their mobility and allow them to stay active for longer.

Mobility: a key focus for all ages

Although the senior population is an important target demographic for joint health supplement manufacturers, the market now expands far beyond older consumers. Several studies, for instance, demonstrate that sporty people, the 40+ population and women experiencing menopause also commonly experience joint discomfort or mobility issues. Aware of the impact of age on soft tissues and their joints, younger consumers are also increasingly looking for ways to support mobility as part of a healthy lifestyle, as well as preventative measures that will maintain good joint health. This is exemplified by a higher rate of supplement uptake among this demographic.[3] In addition, manufacturers are challenged to provide products that are not only effective, but which also meet consumer preferences for convenient and low dosage formats.

Clear business opportunity

A 2017 Innova Market Insights report claims that the number of products featuring mobility claims accounted for almost 17% of all supplements tracked globally between 2013 and 2017. And, between 2012 and 2016 alone, the number of mobility products launched to the market increased by 37%, signifying how quickly the health area is expanding.[4] This presents an exciting opportunity for dietary supplement and food and beverage manufacturers.

Several industry players, including Bioiberica, are responding to this by developing innovative, science-backed ingredients which support a holistic approach to mobility across a range of applications. b-2cool® native type II collagen, Mobilee® hyaluronic acid and tendoactive® tendon formula, are some of the ingredients researched and developed by Bioiberica as a convenient and effective way to promote improved joint, muscle and tendon health.

Join Bioiberica at Vitafoods Europe

At this year’s exhibition, Bioiberica will share the latest market insights and industry trends driving significant developments in mobility, as part of a presentation on 7 May. Those who attend will also have the opportunity to discover how Bioiberica’s range of scientifically-proven solutions can help them succeed in the mobility space by addressing the latest health concerns and meeting consumer preferences for a more holistic approach to mobility health with low dosage formats. 

[1] WHO, ‘Ageing and health’, 2018. [2] National Center for Health Statistics, United States, 2011, Hyattsville, MD, 2012. [3] Ipsos Public Affairs on behalf of the Council for Responsible Nutrition (CRN). The 2018 CRN Consumer Survey on Dietary Supplements, https://www.crnusa.org/CRNConsumerSurvey[4] INNOVA MARKET INSIGHTS: Tackling need states by age, 2017.

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