2015, the Year for Healthy Bones!

The Lempert Report
January 09, 2015

Check out these supplement trends for bone health support

According to the National Osteoporosis Foundation, 15 percent of all women will break a bone in their lifetime. Also, the risk of breaking a bone increases considerably as one ages, from 3 in 1,000 at age 55 to 45 in 1,000 at age 75.

What do people do? According to an article published by Institute of Food Technologists, 8 in 10 consumers say functional foods help keep aging bones healthy. AIDP, the company that made calcium-collagen ingredient KoACT®, which was the focus of a clinical trial just published in The Journal of Medicinal Foods, is counting on bone health being a major health trend for 2015 and a focus for consumers and practitioners. As a result, they are preparing formulas -  from supplements to ingredients for foods and beverages. 

An article in NewHope360 dot com, points out several recurring themes that suggest trends in supplements for bone health support.

Here are just a few:

1. Give ’em what they want. Consumer confusion over what a bone health supplement delivers will grow as companies try to revive the declining category and baby boomers continue to age. There will be more products, with more claims, but many without gold-standard science. Companies able to connect with consumers, providing the information they want, when they want it, will win.

2. Money talks. Consumers with higher education and disposable incomes will increase their interest in bone health as they assume a greater role for their health, the health of their families and aging parents.

3. Science rules. Companies that have invested in gold-standard science, such as human clinical trials in peer-reviewed medical journals, will have to step up with consumer information and communication in order to stand out amidst all the misinformation.

As always, supermarkets can focus in on consumer interests and trends when it comes to health. Provide tips and pointers to guide shoppers to certain foods and products that may help with bone growth and strength and offer guidance for vitamins and supplements.