The most developed bone and joint health market by far is the US; the total market value in the US exceeded $3 billion in 2008, and is expected to approach $4 billion by 2013. Bone and joint health nutraceuticals is also a billion dollar industry in China and Japan.
Scope
Detailed insights and analysis documenting the drivers and inhibitors of bone and joint health enhancing food and beverages
Analysis documenting the relative importance consumers place on bone and joint health and how this varies by socio-demographics
Strategic conclusions combined with actionable recommendations for all industry players looking to develop relevant product propositions
17 countries covered across Western Europe, South America, North America and the Asia Pacific
Highlights
Many consumers do believe that certain foods can have a positive impact on long-term and current health. This has helped facilitate wider acceptance of the term 'functional foods'. Awareness of calcium's role in promoting bone health is particularly high, yet many consumers fail to meet recommended intakes
Over 60% of US respondents considered the ""addition of nutrients and other substances not usually found in that food and beverage, e.g. calcium"" to be either 'very' or 'somewhat appealing'a sentiment only neared in Europe by Italy (55%). Japanese consumers were among the least attracted
An aging society is a key driver of the intensifying focus (at least in the health and nutrition community) on bone and joint health as ailments are most prevalent among older individuals. As consumers get older, they are increasingly forced to seek solutions to minimize the discomfort caused by problems such as osteoporosis and arthritis
Reasons to Purchase
Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards bone and joint health enhancing products
Market understanding: identify the key bone and joint health growth markets and product innovation trends in 17 countries across four territories
Ideation: find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving dietary preferences
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