Keeping moving

By 2050, a quarter of the world's population is predicted to be over the age of 60. And for many of these people, maintaining an active lifestyle despite increasing years is important. Today's consumers want to keep moving and enjoying life, whatever their age.

In general, ageing causes a stiffness in joints and decreased mobility. Worse case scenario is the onset of osteoporosis, joint inflammation or osteoarthritis which restrict movement and prevent the pursuit of an active lifestyle. A worrying prospect for a generation which views itself as vibrant, energetic and youthful in outlook.

Proactive consumers are now taking control and looking for ways to improve overall wellbeing. They want convenient solutions which deliver proven results and give them the freedom to stay active.

With the average age for men and women increasing steadily year on year, the size of the market for products with positive benefits for bone and joint health is significant. To maximise this opportunity you need an effective ingredient which allows you to create innovative product concepts.

Aquamin is a unique ingredient which will appeal to consumers for a number of important reasons. It:

• is a natural multi-mineral ingredient
• comes from a sustainable source
• delivers clinically proven health benefits
• improves bone and joint health