Consumer groups new to the musculoskeletal support category—including young women, athletes and vegans—are beginning to realize the importance of prioritizing bone health in particular, and there are a number of foundational ingredients available to meet their needs. While calcium and vitamin D have longstanding reputations for inclusion in bone support formulas, other ingredients like magnesium, vitamin K2, phosphorus and collagen should also be considered by innovative formulators. When it comes to joint health, ingredients in the category are branching beyond glucosamine and chondroitin to include curcumin, hyaluronic acid (HA), eggshell membrane and methylsulfonylmethane (MSM).