Macro trends in health ingredients Immune health There has been a 17% rise in number of people around the world making changes to their diet and lifestyle specifically to improve immunity levels in past year, according to a 2020 FMCG Gurus survey. Michael Hughes, Head of research & insight, FMCG Gurus points out that;
“Concerns about serious health complications arising from COVID-19 are not just associated with consumers from more vulnerable demographics, such as senior citizens or people with underlying health conditions. Instead, across the globe, many consumers are re-evaluating their health and wellness, questioning their vulnerability to disease and illness, and questioning their lifestyles, looking to make fundamental changes in order to minimize the risk of illness.” 5 Europe is the most lucrative market for immunity-enhancing products and leads the way for product launches. 41% of global new food, drink, and healthcare products making an immunity claim in past five years were launched in Europe, followed by 34% in Asia, 10% in North America, and 9% in Latin America, according to Mintel.6 Research shows that the body’s ability to fight infection – and even the efficacy of its response to vaccines7 - is impaired if the individual is stressed or sleep deprived8, and the link between immunity, sleep, and stress is becoming ever more established in consumers’ minds. Manufacturers are beginning to develop immune health products that cater to holistic health concerns. However, in past five years, only 5% of global immune supplements made a functional claim relating to sleep or stress management, according to Mintel data, indicating a significant white space for brands.9 US brand Airborne adds L-theanine for immunity and relaxation to its Good Rest berry-flavoured gummies while Zarbee’s makes citrus-flavoured drink powder with elderberry and vitamin C to promote immunity and melatonin for peaceful sleep. US brand Koios makes stevia-sweetened drinks that blend nootropics – lion’s mane, panax ginseng root, L-theanine, and coconut MCT oil – for an all-round ‘brain, energy and immunity boost’. Brands must always be mindful of the health claims they can legally make in each market. In Europe, for instance, manufacturers can make 12 immunerelated health claims for 10 nutrients: vitamin A, B6, B12, C, and D, and the minerals folate, copper, iron, selenium, and zinc.10
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