For today’s aging generation maintaining healthy bones and joints becomes increasingly important for an active lifestyle. However, many Baby Boomers’ and GenXers’ joints may lose their vitality, driving the growth in the global supplement market. According to Global Industry Analysts, the global market for joint and bone health supplements is expected to grow to $9 billion by 2017. For years, consumers have used supplements with known ingredients to maintain joint health. At the same time, science-based novel ingredients continue to emerge and provide solutions for product differentiation.