NutraConnect MARKET (distributed in speciality stores) based on cereals, almonds, etc.) that comes in a packaging indica- is expected to reach €14 billion ting its health positioning “Joints”. this year - it amounted to only €6.3 Just for the record, it is a US brand billion in 2011. A second chance? that was a pioneer in this market: operating on the market since 2001,Joint Juice had launched drinks containing glucosamine, chondroitin and vitamin C. It now offers Joint Juice Easy Shot , a™® food supplement (16 doses/bottle) containing the same ingredients to which vitamin D3 was added. By refocusing on food supplements, the company hopes to continue its adventure. As the “solution” Credit photo Premier Nutrition Corporation of drinks for joint health does Foodsupplements, not seem to have worked. Esta- blished in 2008, The Elations® theundisputedmasters Company, which offered formulas with a high content of active ingre- A Havas Worldwide study has dients (1,500 mg glucosamine and “ranked” joint health as the wor- 1,200 g chondroitin) for a better ld’s eighth largest food supple- absorption as compared to cap- ment consumers’ health issue, sules,has simply disappeared. although well behind blood pres- sure problems (41% of consu- Despite these failures, the deve- mers checked this box), sleep lopment of functional foods for troubles and headaches (30% bone and joint health is bound each). But with 23% of consu- to increase. Because apart from mers concerned about their the “simple” search for innova- joint problems, itis undeniable tion, brands are driven by a back- that this market is flourishing. ground tendency, which targets In France, the sales of food sup- the substitution of dairy products. plements for bones and joints One such example: the market for have reached €64 million in phar- alternative “dairy” drinks (that is macies and beauty&health stores