Spotlighting the mobility market: What do consumers really think about supplements in this space?

Consumers want to move more, and move better, for longer.​

This is not new, but what is evolving in today’s market is the definition of mobility among different consumer groups and how they approach it. Understanding these nuances is crucial for the development of appealing supplements, and can mean the difference between thriving or surviving in the mobility market.

To address this Bioiberica has developed a new Mobility Report 2.0 in partnership with FMCG Gurus. Offering an illuminating deep-dive into the modern mobility mindset, the report is designed to bring clarity to a complex conversation, and give supplement brands actionable strategies to engage consumers with the perfect solution for them – no matter their age or activity level.

Read on for a sneak-peek of the exclusive insights from the full report.

The consumer view ​

Let’s start with the big question – what do today’s consumers really think about mobility, both for themselves and in general? Are they satisfied, or are they taking steps to support freer, easier movement?

To answer these questions and pinpoint unexplored opportunities in the mobility supplement market, Bioiberica’s partner, FMCG Gurus, conducted a global consumer survey spanning 10 countries and 8,000 participants.

“The report found that a significant proportion (61%) recognise the link between good mobility and general health, with just under half (45%) expressing an interest in solutions to support movement, even if not currently suffering from mobility-related issues,” says Vanessa Villareal, Strategic Marketing & PM at Bioiberica.

However, there were nuances in consumers’ perceptions of ‘mobility’ as a concept.

“Around 75% of respondents related it to the ability to ‘walk freely’, and almost as many cited ‘flexibility’, ‘moving easily’ and ‘maintaining good posture’ as aspects of good mobility too. A substantial majority also associated it with ‘flexible muscles and joints’, demonstrating consumers’ understanding of mobility as a holistic musculoskeletal concern.”

When asked how they would preserve or improve overall mobility, maintaining good posture came out on top, followed by increasing exercise or reducing periods of inactivity. These responses suggest that good mobility is primarily seen as a facet of physical health, rather than as providing mental or emotional benefits. On the whole, the results also indicated a reactive, rather than proactive, attitude among consumers. This was despite many reporting dissatisfaction with one or more mobility factors, such as muscle or bone health.

Villareal adds: “Some of this reactivity stems from the mindset that aches, twinges and painful joints are an inevitable side effect of aging. Though it is true that our ability to move freely can diminish with age, consumers are not powerless in addressing it. Whether young or old, consumers of any age can benefit from nutritional supplementation aimed at supporting mobility.

“Beyond launching new solutions to the market, there is a big opportunity for brands to help break down preconceived notions of mobility by showcasing the benefits of taking a long-term and proactive approach to this area of their wellbeing.” 

Time for action ​

With these findings in mind, what can supplement innovators do right now to help people move well for longer? Mobility experts at Bioiberica have identified four key strategies for captivating today’s consumer:

1. Reactive to proactive​

Brands have a central role to play in reframing consumers’ perceptions around mobility and promoting interventions that are more proactive and ‘aspirational’. This could mean highlighting that aging is not synonymous with reduced mobility, and that it is never too early to explore supportive solutions that can help individuals lead fun, energic and vibrant lives well into later life.

2. Highlighting the links with healthy aging​

Particularly among those adopting a ‘forever young’ philosophy, healthy aging is an incredibly important topic for today’s consumers. Although Bioiberica’s research suggests people are not yet drawing strong links between aging and mobility, people definitely are aware that poor mobility can impact their long-term quality of life, and are determined to overturn negative stereotypes around aging by staying active for as long as possible.

Villareal adds: “Manufacturers can help their customers make these connections by advocating the role of mobility supplements in the expanding healthy aging segment, and paying attention to the positioning of products aimed at middle-aged or older audiences.”

3. Putting science-backed ingredients first​

“A notable trend we have observed across the health and wellness market is increasing consumer awareness regarding the contents of their supplements – and consequently, demand for effective and trustworthy ingredients,” shares David Foreman, Pharmacist and Media Natural Health Expert.

“Scientific substantiation should therefore be a top priority for manufacturers in every element of their formulation, ensuring all claims are backed by robust evidence.”

Another aspect to this is value. In economically turbulent times, consumers see transparency as synonymous with value for money. It is critical then that brands validate any benefits with clear, easy-to-understand data.

 “All of our branded ingredients for mobility innovation are science-backed. Mobilee®, our unique hyaluronic acid (HA) matrix ingredient, for example, is proven to support muscles and joints at a low dose of 80 mg/day,” says Villareal.

“The evidence behind Mobilee is supported by 13 scientific studies, the most recent study demonstrating that the ingredient supports muscle health and may play a role against sarcopenia.¹​ Whereas Bioiberica’s Collavant® n2 ingredient is a trusted source of native (undenatured) type II collagen, backed by seven studies.

“A 2024 study showed that Collavant n2 has promise for healthy everyday consumers too.²​ In the clinical trial, results showed that 40 mg/day of Collavant n2 significantly alleviates joint discomfort after exercise; underscoring its potential to enhance consumers’ daily lives,” says Villareal.

4. Capture, imagine, inspire​

To truly reach modern audiences, it is important to look beyond a dry presentation of facts and benefits. “Emotive, imaginative storytelling is not just for B2C companies. In fact, it is arguably more effective in the B2B space where the stakes can often be much higher,” says Foreman.

“Real-time testimonials and success stories are powerful tools for building brand presence and trust, and are equally invaluable in humanising supplement manufacturers to make their offerings more relatable and tangible. An older couple that has rediscovered their love for ballroom dancing, or an athlete who bounced back stronger following an injury – these are the types of stories that resonate.”

From illuminating consumer personas to exclusive advice from experts and more, there is so much to discover in Bioiberica’s Mobility Report 2.0. 

Download now​ to get the insights you need to inspire your next move in the mobility market.

References ​

1.​ Escoté, X.; Martínez-Puig, D.; Tobajas, Y.; et al. (2023). A specific combination of Mobilee® with whey protein promotes muscle regeneration in cultured myocytes.​ Clinical Nutrition ESPEN. Volume 58, page 508.
2.​ Möller, l.; et al. (2024). Efficacy and tolerability of native type-II collagen for joint health in healthy volunteers: a randomised double-blind placebo-controlled study. Osteoarthritis and Cartilage.