Joint and Bone Health: What Steps are Consumers Taking?

12th January 2024


Modern living has resulted in a significant proportion of consumers suffering from aches and pains. Among these consumers, there is great concern that these aches could result in more long-term, serious health issues. Importantly, a large number of consumers state that they are less proactive in addressing their joint and bone health, in comparison to other areas of their health. Despite this, consumers are widely aware of the effect that inactivity and poor posture have on their joint and bone health.

Many consumers can identify the crucial link between their joint and bone health with their overall health and wellness. When addressing this area of health, multifunctional products will appeal to consumers. These products will offer maximum efficacy, convenience, and value to consumers. In addition, brands should promote regular exercise and products enriched with calcium and protein. It is also essential that brands validate these claims with clinically proven evidence.

Consumer Insights, Market Research, Joint Health, Bone Health, Ingredients, Functional, Diet and Lifestyle, FMCG.

Consumer Attitudes & Behaviors

A significant number of global consumers say they are aware of the link between good joint and bone health and good overall health. For instance, FMCG Gurus’ consumer insights reveal that 65% of global consumers recognize the link between joint and bone health with overall health. As a result of this awareness, global consumers deem products that aid this area of health appealing, particularly in the dairy category. Many of these consumers are interested in such products, even if they are not suffering from symptoms.

Joint and bone health problems are often associated with senior consumers. However, modern-day living has enabled these health problems to become more widespread among consumers of all ages. This highlights a greater urgency for brands to offer products that aid this area of health.

The Steps Consumers are Taking

Over the last year, consumers have incorporated many steps to address their joint and bone health. FMCG Gurus’ market research illustrates that the most common actions taken among consumers are increased exercise (47%) and dietary changes (31%). This highlights the recognition that inactivity can impact flexibility, mobility, and muscle health. Additionally, this illustrates the importance of dietary habits in various aspects of health. To combat this, many consumers have increased their intake of health-boosting ingredients such as protein and calcium.

Consumer Insights, Market Research, Joint Health, Bone Health, Ingredients, Functional, Diet and Lifestyle, FMCG.


Our joint and bone health country reports delve into the benefits consumers would like to obtain from food, drink, or supplements designed to aid joint and bone health. Our findings demonstrate that consumers are interested in products with various day-to-day and long-term benefits. Overall, many consumers said they are seeking products that will aid lifestyles in general. This is suggestive of the impact that aches and pains can have on one’s overall quality of life.

As a result, brands should look to incorporate a variety of health benefits. This is essential during today’s busy, fast-paced, and financially uncertain world. Due to this, multifunctional claims will highly appeal to consumers because they are linked with maximum efficacy, convenience, and value. These claims will appeal to both reactive and proactive consumers. However, brands must offer clear and concise evidence to validate such claims.

This article is based on FMCG Gurus: Joint & Bone Health – Country Reports 2023. For more information, please click here.

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