Given that joint pain accounts for 50% of work absences and loses an average of 9.5 million UK working days every year, the joint health market opportunity is one to take seriously. The UK Herbal and Natural Joint Health Category is worth £85 million (at Manufacturers’ Selling Prices) and is set to grow to £92 million by 2016, with forecasts reaching £108 million by 2021. The grocery channel accounts for 80% of sales of Herbal and Natural Joint Health products.
Introducing LITOZIN+® – Innovation in Natural Joint Care.
Rose-hip is the latest discovery in the management of joint discomfort, the modern, most innovative and scientifically-proven natural answer to this growing issue as the population grows older. To generate new momentum behind growth in consumer demand for natural alternatives to managing joint care, Nordic firm Axellus is driving new breakthrough technology to re launch it’s well known LITOZIN® brand in the UK market as LITOZIN+ ®
After three years of development, the makers succeeded in producing an improved formula for the already successful and established LITOZIN based on a new rose hip complex. This complex of combined active components, named Rosenoids®, is produced from wild rose hip berries grown in selected regions in Chile, where they mature naturally and slowly, without fertilisers, before being handpicked and gently processed using a newly developed patent pending manufacturing technique that preserves more of the active components.
The unique technology has resulted in a more effective product to other comparable rose-hip products, including the old LITOZIN® product and other products that are based on the old, now discontinued, formulation.
This means that the initial dosage of LITOZIN+® has reduced from the previous 6 capsules to 3 capsules per day. This is half the daily dose of the old formula.
The reduction in the number of capsules taken has been one of the key drivers for the development of the new LITOZIN+® with Rosenoids®, as having to take large numbers of daily medications is always unpopular with people suffering from joint pain or other chronic conditions. This in turn can reduce compliance levels and therefore effectiveness & repeat purchase.
A new clinical study completed in 2012 compared the new enhanced rosehip powder with Rosenoids® to the previous complex used in the old product. 150 people participated in the trail and the Rosenoids® group achieved the same results with only 3 capsules compared to 6 in the group taking the previous product.
LITOZIN® UK Senior Product Development Manager Mario Frascogna comments: “This exciting and innovative new technology will keep LITOZIN+® at the forefront of the market, bringing consumers the best and latest developments. The UK is a huge and growing market for complementary health and joint health is one of the largest categories. We believe that LITOZIN+® with Rosenoids® will provide our grocery channel customers with a great commercial opportunity as a viable and proven alternative for joint care and discomfort management.”