From Joint Support to Mobility Support

Traditionally, many products focused on relief: “use when you have discomfort.” Today, the emphasis shifts to mobility trends and supporting movement, flexibility and long-term wellness. Retail buyers are looking for formats and messages that speak to “keeping up,” “moving easily,” and “joint recovery” rather than just “pain relief.”

Ingredients like glucosamine, chondroitin and MSM are now foundational in formulations designed to support joint comfort and function. For example:

• A meta-analysis found that glucosamine and chondroitin can improve joint pain and stiffness, especially in osteoarthritis. (3)
• MSM (methylsulfonylmethane), especially when combined with glucosamine, has shown significant improvement in mobility and pain metrics. (4)

This scientific backing helps wellness brands make stronger claims around joint support and joint comfort, creating more engaging selling stories for buyers.

Innovation in Formats: Topical + Oral Synergy

A true mobility-first portfolio combines joint care products that target both internal and external pathways:

• Topical Joint Cream: Creams with MSM, glucosamine and other actives offer targeted application, convenience and immediate feel.
• Oral Joint Support Supplements: Capsules, powders or gummies designed for daily consumption with mobility-focused messaging.

For distributors, the opportunity lies in bundling these formats or positioning them side-by-side in wellness portfolios. For example, a topical cream provides visible daily usage, while an oral product supports the same mobility goal from within. This dual-action strategy helps elevate health and wellness products beyond single-format solutions.