6 MARKET (CMA November 2017) (source: ingredientsattheheart IQVIA). This health promise is ranked sixth (please note the first oFFormulas three categories - vitality/immu- nity,mood/stress/sleep and di- If we take a look at the formulas gestion account alone for half of of joint supplements, only a very the market value). Note: in phar- small number of ingredients is macies and drugstores, the share used for “first-line” treatments. of supplements targeting bone In other words, they appear the and joint health ranges between first in the list of ingredients. Only 6 and 7%. On eCommerce plat- fifteen ingredients appear in this forms, they account for almost “head” list. More than half thereof 10% of sales of supplements (for are botanical extracts used for their comparison, in eCommerce, the anti-inflammatory properties, such supplements for immunity and as harpagophytum (devil’s claw) vitality account for “only” 10%, and turmeric; for their high an- while these same supplements tioxidant capacity (red grapes) or account for nearly 20% of sales vitamin C (acerola, bitter cherry). in pharmacies and drugstores). Which makes it legitimate to say: Five of them are active molecules itseems that these ingredients because they are extracted from are sufficiently well-known if connective tissues (collagen and consumers buy supplements out- its peptides, hyaluronic acid and side the pharmaceutical circuit. other glycosaminoglycans). Two others are omega-3s. Finally, vita- min C is rather singular, because it is the only active ingredient that can bear a health claim under Ar- ticle 13.1 for collagen synthesis. Other ingredients - more than thirty in total - make up a second line:botanical extracts, bamboo (silica content), nettle,willow (its bark is known to bring relief to headaches; salicylic acid is ex- tracted from it).Among the active