10 KEY INGREDIENTS Visittheirbooth JOINT HEALTH: STAYING AHEAD IN AN EVOLVING HEALTHY AGING MARKET Aholistic approach to healthy proveningredients aging has become increa- singly prevalent in recent years. Taking into account both physical As we age, the cartilage between and mental wellbeing, consumers our joints becomes more sus- of all ages are understanding how ceptibleto degradation over different lifestyle choices – such time,leading to stiffness, dis- as diet – can have an impact on comfort,loss of mobility and, in the aging process. To prevent the some cases, osteoarthritis (OA). onset of certain conditions, food supplements are an increasingly Demand for products supporting popular and convenient way for joint health has continued to grow, people to achieve multiple health with Italy and the UK seeing the benefits and support aging well. highest sales of dietary supple- Joint health is an example of a ments carrying joint health claims category that has evolved si- in Europe.1The markets in these gnificantly in recent years, with two countries have also expe- maintaining mobility a key consi- rienced the largest growth in retail deration across the generations. value between 2012 and 2016.2