The WHO already identifies bone health in Europe as an issue of growing concern, estimating that by 2020 osteoarthritis will become the fourth most common cause of disability due to the aging population. Apart from the elderly and the fit and active people, also obese people are in need of joint support since they are at an increased risk of osteoarthritis. For manufacturers and suppliers, marketing products to target skeletal structure has taken on a more scientific direction, communicating the proven benefits behind the ingredients, for example with Mobilee®

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