The pandemic has rapidly shifted consumers’ attention to their immune health – resulting in an explosion in the sector, says Jaume Reguant, healthcare director at Bioiberica. Part of strengthening the immune system is physical exercise and keeping fit, he highlights

the vast majority of sales of mobility and joint health ingredients come from an over-40 demographic, says Steve Fink, vice president of marketing at PLT Health Solutions.

“In fact, it’s a goal of product formulators to try to attract younger consumers – and this often proves difficult. Things might be changing here, however.”