The internal report noted that consumers simply don’t want to extend their lifespan, they want to maximize their healthspan. In order to do this, the report asserts that consumers must focus on their joint health.
“What stood out was that adult consumers of all ages are prioritizing their joint health to help them enjoy rich and full lives—42% believe joint health is ‘extremely important’ for their overall health and wellness,” said Shelby Linville, A.D. Global Product Marketing, Lonza Capsugel. “This reflects an intrinsic and well-recognized link between moving well, active lifestyles, and long-term health. For many, joint health and mobility are essential to healthspan—the number of years lived in good health.”
Linville said another key takeaway comes from their proprietary research, which showed how UC-II undenatured type II collagen, which works with the body’s immune system to spark natural cartilage repair, can support movement and comfort long-term.
“It is the only joint ingredient clinically proven to improve joint flexibility—helping joints feel 10 years younger and increasing step-count by up to a quarter of a mile per day,” she said, adding that this collagen can be formulated into formats such as capsules, gummies, functional foods and beverages.
Opportunity
Lonza CHI reported that a significant percentage of younger adults are concerned about future joint discomfort and mobility, fueled in part by an increased focus on maintaining optimal wellbeing—physically and mentally.
“Younger adults today are highly engaged in this conversation,” said Linville. “Whether they’re young athletes, weekend warriors, or busy parents, they recognize the importance of supporting joint function early. In fact, our proprietary research indicates that half of these younger consumers (aged 25-42) have already experienced joint discomfort. In addition, 81% are concerned about potential future joint pain and discomfort and 70% express concerns about reduced mobility in the future. These insights reveal a significant shift in attitudes, with younger demographics no longer seeing joint health as an ‘older adult’ issue.”
Linville pointed out that the findings present a major opportunity for brands based on two reasons: Younger consumers are powerful market drivers, with the fastest growth in weekly median earnings compared to older adults (45+), highlighting their increasing purchasing power. They also make more supplement purchases than any other age group.
“This convergence of movement, healthspan and longevity holds significant potential for brands looking to innovate—but, to truly stand out in competitive markets, solutions must be effective and science-backed,” she said, adding that efficacy and scientific credibility are two of the most important factors to consumers when selecting wellness products.
“The same is true for joint health supplements users—49% see strong scientific backing as a top motivator for trying new joint health supplements. This is because science-backed ingredients provide a high level of assurance regarding the tangible benefits of the ingredient, as well as confidence in the safety of the product.”
Moreover, Linville said scientific evidence can help brands gain consumer trust with adequately substantiated claims and allow consumers to make more informed decisions about the products they purchase.
Collagen is king
When it comes to choosing a promising ingredient for mobility consumers, Lonza CHI found that collagen comes out on top.
“In the context of joint health, products containing collagen are among the fastest growing in the supplement market today. Collagen therefore presents an exciting opportunity for brands looking to tap into the longevity market with an ingredient primed for growth,” Linville said.
What’s more, shifting consumer behaviors are creating new opportunities for product innovation. For instance, Linville said millennials in particular are seeking more tailored solutions that align with their unique health needs and goals, opening the door to more personalized joint health products, often based on genetic data or lifestyle factors, providing a more targeted approach.
Cross-category demand
More consumers are gravitating toward multi-benefit formulations for their perceived value, synergistic benefits and to simplify routines. Lonza said in addition to supporting joint health, consumers are interested in other health areas such as digestion, immune support and muscle function.
“Together, these advancements are reshaping the active aging and joint health market, delivering solutions that support proactive support, enhance mobility, and align with consumers’ evolving wellness priorities,” she said.
Looking ahead, Lonza CHI expects joint health to remain a core focus within the broader longevity movement, with growing demand for science-backed, convenient solutions that fit busy lifestyles. Linville said low-dose, formulation-friendly ingredients will enable more multifunctional products to appeal to both active consumers and healthy agers alike.