Bone and joint health remains one of the major dietary supplement categories in the CEE market. In 2025, bone & joint supplements accounted for 14,2% of the region’s dietary supplement market, making it the third-largest category, behind digestive and general health (Euromonitor International).
Yet the opportunity goes beyond the category’s existing size. Growing interest in longevity and healthy aging is shifting the conversation around aging towards staying active, mobile, and independent for longer. For bone and joint supplements, this creates an opportunity to move beyond traditional age-related positioning and become part of the broader healthy-aging space.
Key points:
- healthy aging is shifting from living longer to living well for longer, increasing the relevance of areas such as mobility and bone & joint support within the longevity space (SPINS, 2026)
- bone & joint supplements are among the largest dietary supplement categories – globally and in the CEE region: in 2025, the categories accounted for 14,2% of the Eastern European dietary supplement market (3rd largest in the region) and 14,3% of the global market (2nd largest) (Euromonitor International, 2025)
- while growth in bone health has slowed, joint health continues to grow strongly in selected CEE markets, with Poland recording a 10,5% CAGR between 2021 and 2025 (Euromonitor International, 2025)
- global consumer demand remains high, with 28% of US consumers considering bone and joint health a top health goal when choosing supplements (SPINS, 2025)
- collagen is still the star ingredient of the category: among global supplement launches containing collagen, joint health is the second most common positioning at 46%, followed by bone health at 36% (Innova Market Insights, 2025)
Learn more about addressing this opportunity with clinically supported ingredients by downloading our portfolio or requesting more information below.