N°64 - Marché / Articulation-os An uninhibited market When it comes to bone or joint health, the new concepts are there. And they are visible both in the functional foods and food supplements categories. This is why it might be called a renewal with science that encourages the development of new formulas. And sometimes, breakthrough innovations. 034 According to Innova Market Insights, qualify (or don’t) for health claims: manganese, the launch of products dedicated proteins, phosphorus, if we were to name to joint health was up by +36% inonly a few, they are used in combination with 2016. An evolution mostly focused on thecalcium and vitamin D, and they can lead to dairy products category, the most impor-new product developments. Such examples tant one when it comes to bone health asare Tetley Tea Green Tea Matcha (Sencha milk=calcium=bone. If we add vitamin D andgreen tea and matcha), a natural source of vitamin K (this latter more rarely), the formula-manganese dedicated to “the maintenance of tors are going “round” with this triangle. Andnormal bones”; Kellogg’s Vector Mega Jumbo there are also the ingredient applications thatcereals high in protein, calcium and vitamin D (health benefi ts for the bone and muscles). The foodstuffs dedicated to joint health are not lagging behind, either. Such an example KEY FIGURES is Nija Agua from the Peruvian company Pina Premium, a pineapple-fl avoured water with a Over 15 million Europeans aged 40 to 65 are high content of vitamins and natural antioxi- experiencing joint pain. On the other side of dants, which claims an anti-inflammatory the Atlantic, 19 million North Americans with action and helps “combat rheumatic diseases” a similar profile seem to be affected. The (sic). Or, closer to us, the Pagès organic infu- ageing of the global population, increased overweight and obesity rates, a sedentary sion based on turmeric, meadowsweet, ash lifestyle - the World Health Organization leaves and mint (distributed in speciality stresses that by 2020, osteoarthritis will be stores) that comes in a packaging indicating the 4th main cause of disability worldwide. its health positioning “Joints”. Just for the record, it a US brand that was a pioneer in this market: operating on the market since 2001, Joint Juice had launched drinks containing glucosamine, chondroitin ■ / Juillet - Août - Septembre 2018 / N°64 / L’Actualité des Ingrédients Fonctionnels & Santé