Consumers want to keep doing what they love for longer. Whether it’s hitting a personal best on a morning run, staying active with family, or maintaining the freedom of daily movement, the desire to live a life in motion is universal. 68% of consumers now recognize the link between their mobility and their overall health,¹ indicating a transition away from “addressing pain” toward a proactive, aspirational daily routine of mobility maintenance.

The normalization of mobility support as part of a daily wellness routine is driven by powerful emotional motivators: 82% of consumers want to keep doing the things they love as they age, and 83% prioritize maintaining their independence through movement.¹ Exercise, changes to diet, and initiating efforts to lose weight are steps consumers have recently taken to address mobility health.

Looking ahead, mobility is set to be one of the top healthy aging priorities, with 69% of consumers stating that joint and muscle health will be an even greater need by 2030.² But maintaining movement that keeps up with real life and supporting free and easy movement for a lifetime requires an understanding of the systems that power every step, reach, and lift.

Our latest white paper—Don’t Stop Moving—identifies the four pillars that must work in harmony to sustain a life in motion:

• Healthy, strong muscles for movement, balance, joint protection, and stability
• Joint comfort and function for fluid movement
• Healthy blood flow for performance and energy
• Bone health for a strong physical structure

From younger consumers seeking peak athletic performance to aging populations focused on maintaining independence, mobility support is a universal priority. This paper also dives into the specific drivers for each generation, giving formulators the insights needed to support long-term mobility and a life in motion at every age.

Download the full white paper to gain exclusive insights into how to support a body that stays in motion for a lifetime.

¹ FMCG Gurus. Mobility Health in North America. 2024.
² Nutrition21 Exclusive Healthy Aging Research 2025.