Joint health for dogs and cats has long been the #1 health concern of pet parents. Numerous annual pet owner surveys conducted by the APPA and Package Facts continue to confirm that pet owners are not only aware of joint health issues but are also aware that pet joint health supplements can play a positive role.
This subcategory continues to grow, along with the pet health supplement industry, due to several interconnected factors:
- COVID: COVID was a unique time period. Not only was there a spike in pet adoption, but pet owners stuck at home were seeing their pets 24/7. This led to increased awareness of previously unnoticed issues through observation.
- Aging Pet Population: As pets live longer due to better care, they are more prone to age-related conditions like arthritis and joint issues, increasing the need for joint support. COVID puppies are now 4-5 years old, and old COVID adoptees may be pushing senior or even geriatric ages.
- Growing Awareness of Pet Health: Pet owners are becoming more informed about the benefits of supplements for their pets' health, including joint health. They actively seek solutions to keep their pets active and comfortable.
- Prevalence of Joint Issues: Conditions like osteoarthritis and hip dysplasia are common in pets, especially in certain breeds and with age. Joint supplements are seen to support hip and joint health.
- Veterinary Recommendations: Veterinarians often recommend joint supplements as part of a comprehensive approach to managing joint health in pets.
- Availability and Convenience: A wide range of joint health supplements, in various forms like chewable tablets, powders, and soft chews, are readily available through online and offline channels, making them easy for pet owners to purchase and administer.
This increasing demand has led to a growing market for pet joint supplements, with projections indicating continued expansion in the coming years. Supplements containing ingredients like glucosamine, chondroitin, and omega-3 fatty acids have consistently been popular for their potential to support cartilage health, normal inflammatory response, and overall joint function in pets. Pet owners have begun to recognize the value of private-label pet supplements, particularly in private-label brands for joint health, as a way to provide their pets with quality pet joint health supplements at a value price.
The Science Behind Joint Health in Pets
A dog's joints are complex structures that enable movement and flexibility and act as shock absorbers. They are the connections between two or more bones. The most common type of joint found in the legs of dogs and cats is the synovial joint. The ingredients found in many pets’ joint health supplements target synovial joints.
Structure of a Synovial Joint (the most common type in limbs):
- Bones: The ends of the bones that meet at the joint.
- Articular Cartilage: A smooth, slippery tissue covering the ends of the bones. It helps reduce friction and absorbs shock during movement. Unlike most tissues, it has no blood vessels, lymphatics, or nerves, giving it a limited capacity for intrinsic healing.
- Joint Capsule: A tough, fibrous outer layer that encloses the joint. The inner layer, the synovial membrane, produces synovial fluid.
- Synovial Fluid: A viscous fluid within the joint cavity that lubricates the cartilage, provides nutrients and helps to absorb shock.
- Ligaments: Strong bands of connective tissue that connect bone to bone, providing stability to the joint and limiting excessive movement.
- Tendons: Though not part of the joint itself, tendons (which connect muscle to bone) play a crucial role in joint movement and stability.
- Subchondral Bone: The bone tissue beneath the articular cartilage, which also helps in shock absorption and supports the cartilage.
A dog's joints are intricate systems designed for mobility and stability. Their health is crucial for a dog's overall well-being and activity level. Common problems like arthritis occur when these structures degrade over time or due to injury.
Some breeds can be more predisposed to joint challenges than others. Larger breed dogs, such as German Shepherd Dogs, Golden and Labrador Retrievers, and others, may have a higher incidence of hip dysplasia and osteoarthritis. Supporting the health of the joints throughout the lifespan of these dogs may improve the quality of life. Joint health supplements can be part of a holistic approach to pet wellness when coupled with a quality diet, regular exercise, routine checkups by a veterinarian, and maintaining a healthy weight.
Innovative Joint Health Supplement Ingredients That Take Center Stage
While glucosamine and chondroitin have long been the must-have ingredients in pet joint health supplements, especially for aging dogs and cats, several other ingredients can play a meaningful role.
Turmeric (Curcumin)
- Curcumin is the main active compound in turmeric and is known for its anti-inflammatory and antioxidant properties.
- Benefits for Joints:
- May reduce inflammation: Curcumin can help inhibit inflammatory pathways in the body, which may alleviate joint pain and swelling associated with conditions like arthritis.
- Some research suggests that turmeric and its extracts, like curcumin, may be as effective as certain anti-inflammatory drugs in reducing pain in osteoarthritis.
- By combating inflammation and oxidative stress, turmeric may help protect joint tissues from damage.
- Curcumin's absorption is enhanced when consumed with black pepper, which contains piperine. There are novel, patented forms of curcumin that have proven increased bioavailability.
Collagen
- Collagen is a primary structural protein in the body, including cartilage, which cushions the joints.
- Benefits for Joints:
- Supports Cartilage Health: Supplementing with collagen may provide the body with the building blocks needed to repair and rebuild cartilage.
- Reduces Joint Pain and Stiffness: Some studies indicate that collagen supplementation, particularly hydrolyzed collagen, may help reduce joint pain and stiffness in individuals with osteoarthritis.
- May Improve Joint Function: By supporting cartilage integrity, collagen could contribute to improved joint mobility and function.
- Types of Collagen: Different types of collagen exist, with Type II being a major component of cartilage.
Omega-3 Fatty Acids
- Omega-3 fatty acids, such as EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid) found in fish oil, and ALA (alpha-linolenic acid) found in plant sources, are essential fatty acids with significant health benefits.
- Benefits for Joints:
- Omega-3s are well-known for their ability to reduce inflammation in the body by influencing the production of inflammatory molecules.
- Some research suggests that omega-3s might help protect cartilage from degradation.
- By reducing inflammation and potentially supporting cartilage, omega-3s may contribute to improved joint mobility and reduced stiffness.
Green Lipped Muscle
Green-lipped mussel (GLM) from New Zealand is helpful for joints due to a unique combination of bioactive compounds:
- GLM is rich in various omega-3 fatty acids, including EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid), which are known for their anti-inflammatory properties. It also contains a unique omega-3 called ETA (eicosatetraenoic acid), which may be even more potent in reducing inflammation by targeting both the COX and LOX pathways. By reducing inflammation within the joint, GLM can help alleviate pain and stiffness associated with conditions like arthritis.
- Glycosaminoglycans (GAGs): These include chondroitin sulfate, which is a crucial component of cartilage and synovial fluid. GAGs help to maintain the structure and elasticity of cartilage and contribute to the viscosity of synovial fluid, which lubricates the joints. Supplementing with GAGs may support cartilage health and improve joint function.
- GLM contains the full complement of amino acids, in ratios that are highly bioavailable to the body. It’s a complete protein!
- GLM contains various other beneficial components, including vitamins, minerals, and antioxidants, which can contribute to overall joint health and well-being.
βHMB (beta-hydroxy-beta-methyl-butyrate)
HMB is a newcomer to the pet joint health supplement scene. It is primarily known for its benefits in muscle health, particularly in preventing muscle breakdown and potentially aiding muscle growth and recovery. By supporting the overall health of the musculature, HMB can play a supportive joint in pets’ joint health.
Here's how HMB's muscle-related benefits could indirectly support joint health:
- Maintaining Muscle Mass Around Joints: Strong muscles surrounding a joint help to stabilize it and absorb some of the stress during movement. By helping to preserve muscle mass, especially in aging individuals or those with conditions causing muscle wasting, HMB may indirectly reduce the load on the joints. This could be particularly relevant in conditions like osteoarthritis, where muscle weakness can exacerbate joint issues.
- Reducing Muscle Damage and Soreness: After exercise, muscle damage can occur, leading to soreness and potentially affecting movement and putting more strain on joints. HMB has been shown to help reduce exercise-induced muscle damage and soreness, which could allow for more consistent and comfortable movement, indirectly benefiting joint health.
- Potential Anti-inflammatory Effects: Some research suggests HMB may have anti-inflammatory properties. While more research is needed specifically on joints, reduced overall inflammation in the body could have a systemic benefit that might also affect the joints.
Eggshell Membrane
Eggshell membrane (ESM) is a less seen but no less interesting joint health ingredient. ESM is the thin layer found between the eggshell and the egg white. It's gaining recognition for its potential benefits in supporting joint health.
ESM is a complex matrix containing several components known to be beneficial for joints, including:
- Primarily Type I but also Types V and X. Collagen is a crucial structural protein in cartilage and connective tissues.
- Provides elasticity and flexibility to tissues.
- Glycosaminoglycans (GAGs), such as chondroitin sulfate and dermatan sulfate, are important components of cartilage.
- Hyaluronic Acid contributes to the lubrication of joints.
- Various amino acids are necessary for tissue repair and regeneration.
Benefits for Joint Health:
Due to this rich composition, the eggshell membrane is thought to benefit joint health in several ways:
- ESM contains components that can help modulate the inflammatory response in the body, which is often a key factor in joint pain and degradation. Studies have shown a reduction in pro-inflammatory cytokines with ESM supplementation.
- By supporting cartilage health and reducing pain, ESM may lead to improved range of motion and overall joint function.
- The presence of collagen and GAGs in ESM provides building blocks that may help maintain and repair cartilage.
Multiple studies have investigated the efficacy of ESM for osteoarthritis, particularly knee OA.
- A systematic review and meta-analysis published in Nutrients in 2024 concluded that ESM supplementation significantly reduced pain and improved functionality in individuals with knee OA.
- Randomized controlled trials have shown that ESM can lead to a reduction in pain and stiffness compared to a placebo. Some studies also noted improvements in functional ability and even sleep quality in individuals taking ESM.
- Research in animal models of OA has suggested that ESM can alleviate joint pain and protect against cartilage destruction.
The Role of Private Labeling in Joint Health Supplements
In a health category as prevalent as pet joint health, consumers are generally well-educated and are clear on what they may be looking for. Private-labeling presents two main opportunities for brands seeking to enter the pet joint health supplement market:
- Value proposition: Leveraging a stock joint health formulation provides a time-proven product that has successfully completed the development and commercialization stages. This equates to speed to market as the technical specifications are completed. Approval-to-launch lead times can be shorter than those for custom formulations. Depending on your brand position, taking the value stance could be a smart play.
- Customization: With a variety of novel ingredients entering the scene, developing your unique formulation may be the best go-to-market strategy for your brand. Formulating a combination of ingredients may result in the breakout product your brand needs.
Staying Ahead in the Pet Supplement Market
For most pet health supplement brands, hip & joint SKUs are must-haves. As the largest subcategory, hip & joint can serve as an entry point for your brand for your target consumers. Joint challenges may be one of the first health concerns that a pet owner discovers, which can be supported by a pet joint health supplement. Private labeling a stock formulation can provide speed to market in this space. However, with the array of novel and researched ingredients expanding, working with a contract manufacturer with development and R&D resources can result in a unique, exciting product for your brand.