Joint pain drives fresh momentum in Australia’s $6.4 billion supplements sector

As listed players like Vita Life Sciences and EZZ chase wellness demand, Complementary Medicines Group is stepping up with a clinically backed supplement targeting one of Australia’s most common pain points.

Pic via Getty Images

• CMG launches UC-II, a collagen-based supplement for joint mobility

• Product targets knee pain and stiffness with low-dose, once-daily format

• Joint health market expanding alongside Australia's ageing population

Special Report: Joint pain has become a major focus for Australia's booming complementary medicines industry, now worth more than $6.4 billion a year.

As the population ages and demand for non-surgical mobility solutions grows, a number of ASX-listed companies are positioning for growth in the space.

Among them are Vita Life Sciences (ASX:VLS), EZZ Life Science (ASX:EZZ), Star Combo Pharma (ASX:S66) and McPhersons (ASX:MCP). While each has its own strategy, the common thread is clear: consumers are spending more on supplements that promise functional outcomes like pain relief, energy support and healthy ageing.

Now, Complementary Medicines Group (CMG) is entering the conversation with a new product focused on knees - the part of the body most often linked with mobility decline.

Called UC-II, the once-daily capsule contains undenatured type II collagen and has been shown in clinical studies to support joint function, reduce stiffness and improve walking ability in people experiencing mild osteoarthritis or wear-and-tear from an active lifestyle.

Dr Brad McEwen PhD, a researcher at CMG, said the formula offered something new for consumers.

“UC-II works by helping the immune system recognise inflammation in the joint and respond appropriately. It targets the underlying cause, not just the symptoms,” he said.

“What makes it unique is the dose. You only need 40 milligrams per day. It is an efficient, well-tolerated alternative to high-dose glucosamine or chondroitin.”

Market conditions are shifting

Mobility health has emerged as one of the most promising supplement categories in Australia, particularly among people aged 35 and over. More than half of Australian adults use complementary medicines and nearly three in four households report keeping supplements on hand.

Pill fatigue, rising interest in preventive health and a growing appetite for clinically validated products are all shaping how consumers choose what to buy. CMG’s UC-II has been formulated to address those trends, with supporting evidence from more than a dozen clinical trials.

In a six-month study, participants taking UC-II reported improved joint flexibility and reduced pain when climbing stairs, standing upright and walking longer distances.

The product is now available through Go Vita stores nationally and is sold under several trusted brand names.

Quality and compliance remain key

Australia is considered one of the most tightly regulated markets in the world for complementary medicines. All products must be listed on the Australian Register of Therapeutic Goods and adhere to standards set by the Therapeutic Goods Administration. That quality assurance is also a key reason why exports have climbed to more than $1.2 billion per year.

For CMG, the goal is not just to enter the category, but to lead with a formulation that is simple, proven and well-positioned for both domestic and export markets.

With continued growth in the broader sector and increasing interest in mobility-focused products, the company is hoping UC-II will meet a real and growing need.

This article was developed in collaboration with Complementary Medicines Group, a Stockhead advertiser at the time of publishing.

This article does not constitute financial product advice. You should consider obtaining independent advice before making any financial decisions.

Originally published as Joint pain drives fresh momentum in Australia’s $6.4 billion supplements sector