Joint-Bone\ Marché - N°64 and vitamin C. It now offers Joint Juice® EasyWhich makes it legitimate to say: it seems thatTOP 6 Shot™, a food supplement (16 doses/bottle) these ingredients are suffi ciently well-known if INGREDIENTS containing the same ingredients to which consumers buy supplements outside the phar- MARKET vitamin D3 was added. By refocusing on foodmaceutical circuit. SHARE supplements, the company hopes to continue Glucosamine/ its adventure. As the “solution” of drinks forIngredients at the Chondroitin 39% joint health does not seem to have worked. heart of formulas Multivitamins 16,10% Established in 2008, The Elations® Company, which offered formulas with a high content If we take a look at the formulas of joint sup-Fish oils 7,30% of active ingredients (1,500 mg glucosamineplements, only a very small number of ingre-Sports nutrition and 1,200 g chondroitin) for a better absorp- supplements 6,70% dients is used for “fi rst-line” treatments. In tion as compared to capsules, has simply other words, they appear the fi rst in the list Curcuma 6% disappeared. of ingredients. Only fi fteen ingredients appear MSM 4,20% Despite these failures, the development of in this “head” list. More than half thereof are Others 20,90% functional foods for bone and joint health isbotanical extracts used for their anti-infl am- bound to increase. Because apart from the matory properties, such as harpagophytum Source: NBJ Joint “simple” search for innovation, brands are (devil’s claw) and turmeric; for their highand Bone Health Data driven by a background tendency, which antioxidant capacity (red grapes) or vitamin Guide targets the substitution of dairy products.C (acerola, bitter cherry). Five of them are One such example: the market for alterna- active molecules because they are extracted tive “dairy” drinks (that is based on cereals,from connective tissues (collagen and its pep- almonds, etc.) is expected to reach €14 billiontides, hyaluronic acid and other glycosamino- this year - it amounted to only €6.3 billion inglycans). Two others are omega-3s. Finally, 2011. A second chance? vitamin C is rather singular, because it is the only active ingredient that can bear a health Food supplements, the claim under Article 13.1 for collagen synthesis. 035 undisputed masters A Havas Worldwide study has “ranked” joint health as the world’s eighth largest food sup- plement consumers’ health issue, although well behind blood pressure problems (41% of consumers checked this box), sleep troubles and headaches (30% each). But with 23% of consumers concerned about their joint pro- blems, it is undeniable that this market is fl ou- rishing. In France, the sales of food supplements for bones and joints have reached €64 million in pharmacies and beauty&health stores (CMA November 2017) (source: IQVIA). This health promise is ranked sixth (please note the fi rst three categories - vitality/immunity, mood/ stress/sleep and digestion account alone for half of the market value). Note: in pharmacies and drugstores, the share of supplements tar- geting bone and joint health rangesbetween 6 and 7%.On eCommerce plaorms, theytf accountfor almost 10% ofsaleof suple-s p ments(for comparison, ineoCmmerc, thee supplements for immunityan viaity acountcdtl for “only” 10%, while thesesame supplements account for nearly 20% ofslaes in pharmacies anddrugstores). News on Functional & Health Ingredients \ N°64 \ July - August - September 2018 \ ■