Immune health ingredients ride a tsunami of surging consumer demand.

The panel:

Hannah Ackermann, Registered Dietitian & Corporate Communications Manager, Comet Bio, Schaumburg, IL, https://comet-bio.com

Eva Criado Clemente, Communication Manager, Pharmactive, Madrid, Spain, https://usa.pharmactive.eu

Annie Eng, CEO, HP Ingredients, Bradenton, FL, https://hpingredients.com

Leslie Gallo, President, Artemis International, Fort Wayne, IN, www.artemis-nutraceuticals.com

Luis Gosálbez, PhD, Business Development Director, Clasado Biosciences (a partner of Stauber USA), Reading, U.K., www.stauberusa.com

Tim Hammond, Vice President of Sales & Marketing, Bergstrom Nutrition, Vancouver, WA, https://optimsm.com

Kevin Krail, Business Development Manager, Marinova Pty Ltd, Australia, www.marinova.com.au

Dan Lifton, President, Maypro Ventures, Purchase, NY, www.maypro.com

Elyse Lovett, Vice President of Marketing, Nutrition21, Harrison, NY, https://nutrition21.com

Muhammed Majeed, PhD, Founder and Chairman, Sabinsa, Bengaluru, India and East Windsor, NJ, https://sabinsa.com

Sam Michini, Vice President of Marketing & Strategy, Deerland Probiotics and Enzymes, Kennesaw, GA, https://deerland.com

Jennifer Montgomery, Global Brand Manager, IFF Health, Austin, TX, https://iff-health.com

John Quilter, Vice President of Global Portfolio – ProActive Health, Kerry, Beloit, WI, www.wellmune.com

Angie Rimel, Marketing Communications Manager – North America, Gelita, Sioux City, IA, www.gelita.com/en

Jacqueline Rizo, Content Coordinator, Stratum Nutrition, Carthage, MO, www.stratumnutrition.com

Brad Schwan, Vice President, Category Marketing, ADM, Erlanger, KY, www.adm.com

At different time points since the emergence of the COVID-19 pandemic, the vast majority of the top-selling “vitamin category” products on Amazon have been for immune support.

Finished-product brands have, of course, been pivoting to take advantage of the surge—from developing new ads, to modifying labels and product information, to sending out third-party literature, and more.

Suppliers have also been tapping into this wave with their ingredient communications, newsletters and on social media.

So, we turned to a panel of industry experts and thought leaders to help us see where the immune health category is right now and what we can expect over the coming year.

NIE: While some, or many, of us may be pandemic-weary, personally and professionally, there’s no getting around the fact that the COVID-19 pandemic has had major effects on the market and consumer demand. Do you see or predict lasting or very long-term changes in the immune health category as a result?

Rizo: Immunity has been a top priority throughout the past year and a half, and because of this, the pandemic has had a positive impact on the market. Consumers have increasingly become more aware to the importance of immune health and are beginning to understand it is not just a seasonal concern, but a daily one. With consumers becoming ever more conscious of the need to maintain their immune health, the increased spending in the category is expected to last for some time to come.

Schwan: The COVID-19 pandemic has brought immune health into sharp focus for consumers around the world. A reported 65 percent of global consumers are more concerned about immunity since COVID-19. Many people are shifting to more proactive habits with a greater focus on sustaining health and wellness through nutrition. With 87 percent of U.S. consumers interested in products with “immune-boosting ingredients,” we expect shoppers will increasingly seek functional foods and beverages as well as dietary supplements that support a strong immune system.

Gosálbez: As the effects of COVID-19 and lifestyle changes continue, we are seeing a notable increase in functional categories which are not directly related to immunity. Good examples here include cognitive health, stress and sleep. Individuals are not just concerned about becoming unwell, but also about prolonged isolation, missing loved ones and uncertainty surrounding job security.

Montgomery: Since the pandemic began, the immune health supplements market has surged globally, growing over 25 percent in North America and 53 percent in Latin America in 2020. The immune health market isn’t slowing down. In fact, it’s projected to reach $31.50 billion (U.S.) by 2028. Amid the COVID-19 pandemic and rising health care costs, we’ve seen a shift in consumer behavior toward immune health. Notably, consumers are seeking preventative solutions, rather than curative.

Quilter: The changes we’ve seen are absolutely here to stay. Obviously, the immediate impact of the pandemic was huge, and it wasn’t temporary—demand for immune health solutions is going to be very high for the foreseeable future. We’ve just carried out a global survey showing that consumers in every region view immune system support as the most important reason to buy healthy lifestyle products—ahead of areas like joint and heart health. Nearly four in 10 (39 percent) consumers globally had used an immune health product over the past six months and a further 30 percent would consider doing so in future.

Krail: There has been a significant increase in consumers looking to proactively support their immune health; through eating healthier foods, exercising more, better sleep habits and taking dietary supplements that support immune function. Whilst this initial high-growth demand in immune supplements has subsided somewhat, we expect widespread consumer interest in immune support to continue long-term.

Lifton: Yes, I think it goes without saying that we are all tired of the lockdowns, mask mandates, remote classes for our kids and shortages that we’ve had to, and in some cases still, contend with. Regarding supply chain disruptions, there certainly have been chronic shortages and out-of-stocks that some suppliers have had to deal with. All of the aforementioned are, we expect, temporary. Consumer demand for immune health products, on the other hand, has been, I believe, permanently expanded, which we at Maypro have seen and expect to see indefinitely.

Michini: Consumers worldwide will not forget how important immune function is, so this category should reign supreme for quite a long time. And this, of course, brings a need for constant product development.

Gallo: The immune health category, while strong, is experiencing some challenges. After a year of industry analysts predicting a continuing rise in consumer interest in immune health and a frenzy of product development, there has been a deceleration of immune product purchases. Consumers appear to be COVID-weary, heading on vacation, gathering with friends and family, and trying to put COVID in the rear-view mirror, at least for now. The category experiencing the sharpest decline is dietary supplements as people are just taking a break from a daily pill routine—for now, anyway.

NIE: The market, and demand for, immune-health ingredients has therefore changed in some ways. What categories of ingredients for immune health are now increasingly important?

Ackermann: Consumers are paying attention to gut health now more than ever. And they are making the connection between diet and a healthy gut microbiome. As consumers continue to gain a deeper understanding of how what they eat affects their gut health, there will be even more demand for not only foods that contain probiotics, but also prebiotics.

Eng: There is a strong inflammation angle tied into immune status and this link has become more of a topic in mass health news media. This is highly important as conventional thinking is that inflammation has nothing to do with immune function, but it does. So, this provides new opportunities for product development as supporting immune function via inflammation is a fresh and scientifically supported, concept.

Majeed: The ingredients which can help in maintaining this balance are the key to having a robust immune response. An activated immune system is an energy consuming process. It requires subtle quantities of micronutrients to keep its cells healthy. These are the vitamins, like vitamin C and D, minerals, like zinc and selenium, and essential fatty acids (omega-3s). Phytonutrients which can support a healthy immune system include curcumin, ginger, black cumin seed and ashwagandha, among others.

Lifton: Mushroom extracts, probiotics and fruit-derived antioxidants are three categories of ingredients that are attracting increased attention in the market. And in these categories, the proprietary branded ingredients that have the best science behind them are poised to dominate the broader category of immune-support offerings.

Michini: An area of growth for immune support is via stress management/mood through support of the gut-brain axis. The confluence of the neural, endocrine and immune systems, the gut-brain-axis, is impacted by the microbial environment, according to research published in Frontiers in Psychiatry. The authors explained that supplementing with probiotics helped healthy individuals to experience elevated and sustained good mood and better quality sleep, which in turn reduces stress. Reduced stress allows for higher functioning of the immune system.

Krail: Growth in the category is occurring across traditional immune supporting ingredients, new and unique ingredients and even delivery formats as brand owners look to expand their offerings. Marinova is experiencing this with its novel, high purity Maritech organic fucoidan extracts. Fucoidan, a naturally occurring component of brown seaweed, is no longer being confined to use in capsules and tablets – it is increasingly being incorporated into innovative—and consumer friendly—delivery formats.

Montgomery: Women’s health is the biggest growth area right now. This is mainly because balancing the microbiome is so critical to women’s vaginal and urinary health. Formulators looking to meet the market demand for women’s health can consider incorporating strains into their products that are formulated exclusively for women’s health and target these specific needs.

Ingredients that help bolster the immune system are becoming increasingly important. For adults, there are common health-related concerns that may challenge their immune systems, such as the increased risk of developing an upper respiratory tract infection when fighting a cold.

Globally, the elderly population continues to rapidly expand—and the demand for supplements tailored to senior citizens’ needs isn’t likely to slow anytime soon. As people age and changes in gut microbiota composition occur, the loss of beneficial bifidobacteria can put seniors at risk, leading to a declining immune function and vaccine response, as well as an increased susceptibility to infection.

NIE: What traditional ingredients—like vitamin C and zinc—are now more important?

Lovett: Science has shown zinc to have some important properties to protect the immune system, which is why it’s included in so many products targeted at cold and flu symptoms. Because it is challenging to get zinc into the body, making sure the form of zinc you are taking is effective.

Clemente: The top traditional ingredients continue to be vitamin C, zinc and echinacea. After COVID-19, vitamin D has gained popularity, especially among influencers and consumers. Vitamin C from natural sources like acerola and zinc will continue to lead the market as a key to include their authorized EFSA claims [in Europe].

NIE: Over the last 20 years, the recognition of the importance of nutritional support for the gut microbiome has increased greatly. Including prebiotics, probiotics and post-biotics, what consumer-driven market changes have you seen in this area?

Lifton: Thankfully, the “our product has more CFUs than your product” wars have abated somewhat, so this offers an opening for novel probiotic ingredients—including, for example, one from Maypro that is derived from the sterilized cells of a proprietary strain of Lactobacillus acidophilus, L-92—to provide something truly unique in an area where industry innovation has stalled, in some cases.

Krail: In a world first, a recent clinical study uncovered the potential for Maritech fucoidan extract to improve the gut health of high performance athletes. The study measured key markers of immunity and inflammation and suggested that fucoidan could be beneficial in supporting a healthy gut and enhancing immune function in high performance athletes.

Michini: Consumers are growing weary of pills, but they want to take more nutraceutical supplements and are willing to add more to their daily regimens. Therefore, their desire is for options such as gummies, stick packs and chews, as well as beverages—and this is driving innovation in the market and where enviable growth in this category will occur.

Majeed: The market for creative probiotic fortified products is growing and provides a great opportunity to innovate. With spore forming probiotics, which are heat resistant and shelf stable, the opportunities of incorporating them with prebiotic ingredients in different food like granolas, tea and coffee, cakes, muffins and even ice cream, are enormous.

Ackermann: Awareness of prebiotics has grown to 81 percent, with 35 percent of supplement users taking prebiotics at some level, according to Ingredient Transparency Center (ITC) Insights’ 2020 Consumer Survey.

Gosálbez: Microbiome-based personalized nutrition is an area to watch for potential growth. We know that the human body is not only comprised of our own cells and genes, but also the ones from the microbiome.

What’s particularly interesting is that microbial cells are in a 1:1 ratio with human cells, while microbial genes outnumber our own ones by up to 10,000 times. Consumers are increasingly interested in feeding not only their own cells, but also their microbial companions in the complex ecosystem that is the gut microbiome.

Gallo: While the concept of prebiotics is well-understood, a newer market trend is the realization that polyphenols, like those found in berries, can also exhibit prebiotic activity to support beneficial microorganism in the gut. Therefore, a functional ingredient like black elderberry extract that is standardized to high levels of polyphenols can offer direct immune support benefits as well as more indirect immune support mechanisms by way of supporting a healthy gut.

NIE: Speak to the growing importance of polysaccharide extracts—of marine or plant origin—for immune health.

Krail: The immuno-supportive polysaccharide group of ingredients has previously consisted mainly of medicinal mushrooms and plant/yeast beta-glucans. As the global leader in fucoidan science and supply, Marinova offers new insight into the unique marine polysaccharide fucoidan. The company has seen demand for its Maritech fucoidan—the world’s only high purity, certified organic fucoidan with global regulatory acceptance—increase significantly over the past 18 months.

NIE: What botanical extracts or mineral ingredients for immune health are attracting greater interest among formulators?

Hammond: OptiMSM, Bergstrom Nutrition’s branded form of distilled methylsulfonylmethane (MSM), appears to impact human health through its anti-inflammatory and antioxidant properties positively. In society today, with so many natural environmental stressors, it’s easy to understand how stress tests the human body. Stress can trigger an acute response by the innate immune system and an ensuing adaptive immune response if the stressor is pathogenic.

Majeed: Curcumin and its metabolites, Nigella sativa extract, ashwagandha, Andrographis paniculata, ginger extract and Ocimum sanctum. Using ingredients such as these, formulators will not just be introducing yet another product with the same ingredients as every other brand.

Lifton: Some ingredients we know are good antioxidants but were not perceived by consumers as being valuable for immune support. One example is marine-derived astaxanthin, which supports immunity in addition to other benefits.

Clemente: We see that traditional-based ingredients like black garlic extract and olive leaf extract are attracting attention among formulators. Our locally sourced proprietary brands ABG10+, based on aged black garlic extract are popular in traditional Asian countries for culinary and wellness purposes. Olivactive and Isenolic on Mediterranean olive leaf (Olea europaea) are being incorporated in many new product launches and attracting interest.

Gallo: Elderberry has joined the ranks of vitamins C, D and zinc as a must-have in any immune support formula. But, with the rise in popularity of any ingredient comes an increased need to properly vet and qualify the ingredients and suppliers to ensure the best quality elderberry ingredients end up in the consumers’ hands.

NIE: For ingredient companies, in a few paragraphs which one of your proprietary branded ingredients for immune health should finished product manufacturers take notice of and why?

Hammond: When the immune system is suppressed, OptiMSM conserves the immune system’s ability to respond to threats. This response may help boost immunity to stave off infections and improve resistance to viruses and toxic substances. OptiMSM’s ability to increase levels of natural antioxidants helps the body prepare for the fight. Conversely, when the immune system overreacts and produces too much inflammation, OptiMSM can mitigate the excessive response.

Lovett: Zinmax (zinc picolinate) has been clinically shown to have enhanced absorption compared to other forms of zinc. By being bound to picolinic acid, which facilitates zinc absorption from the intestine, Zinmax is formulated to be easily and readily absorbed by the body. Clinical research demonstrates that zinc picolinate is a well-absorbed form of zinc that significantly increases zinc levels in the body with continued use.

Quilter: Wellmune is a leading natural yeast beta glucan clinically proven to help strengthen the immune system, and easily incorporated into a range of food and beverage applications. It is the only yeast beta glucan ingredient supported by over a dozen published, peer-reviewed clinical studies. Our consumer research shows that it also instills high levels of trust.

Ackermann: Maintaining a healthy diet rich in gut-healthy foods including prebiotic fiber can have a positive impact on your gut microbiome and help support a healthy immune system. Our prebiotic dietary fiber Arrabina, an Arabinoxylan prebiotic fiber, is proven to promote the growth of bifidobacteria and help support a healthy immune system. Arrabina’s outstanding tolerability makes it unique within the prebiotic market.

Deerland has two spore-forming probiotics as well as a bacteriophage prebiotic that are specifically shown to support immune function.

Michini: MuniSpore Bacillus clausii CS109, is a new spore-forming probiotic from Deerland, and is supported by research for its use in products targeting immune health and microbiome balance. Our Bacillus subtilis DE111 continues to be shown as an asset in supporting immune function. Deerland’s PreforPro is a prebiotic with a distinctive mechanism for immune support, utilizing bacteriophage technology.

Rimel: Recent preclinical trials with the Collagen Research Institute indicated an immune modulating effect from the Bioactive Collagen Peptides in IMMUPEPT. IMMUPEPT is showing potential to regulate three key factors for an effective immune response: reduced inflammation, reduced tissue damage and reduced oxidative stress.

Eng: Our patented ParActin Andrographis paniculata extract, which is standardized to andrographolide, 14 deoxyandrographolide and neoandrographolid, has been shown by researchers to bolster proper immune response when the body is challenged by invasive agents. Our patented Adapticort Eurycoma longifolia was shown in a randomized, double-blind, placebo-controlled, parallel study to modulate immunity in a middle-aged population. HP Ingredients also supplies widely known immune-support herbs Aristotelia chilensis (as MaquiCare) Sambucus nigra (as ElderberryCare) Echinacea purpurea (as Echimune), and Astragalus membranaceous (as AstraCare).

Gallo: When it comes to elderberry, ElderCraft is at the top of its class. Carefully “crafted” with a gentle yet effective extraction technology, ElderCraft retains the beneficial components of the berries while concentrating the important polyphenol actives like anthocyanins to the highest levels. In a large-scale human clinical trial, ElderCraft successfully reduced the severity and duration of cold/flu symptoms in long-haul flight passengers.

Krail: Extensive research undertaken on the immune-modulatory properties of Maritech Undaria pinnatifida fucoidan has shown a range of beneficial effects, including the boosting of immune responses, the supporting of immune function and the dampening of allergic responses.

In addition, Maritech Undaria pinnatifida fucoidan has been extensively studied for its potential beneficial effects on gut health and inflammation—making it a superior choice for multifunctional products.

Gosálbez: The real standout for product manufacturers is Bimuno, our award-winning galactooligosaccharide (GOS) ingredient. Bimuno is highly targeted—it feeds beneficial bifidobacteria in the gut microbiome without also cross-feeding other bacteria, which are not always advantageous.

Bimuno also has a low effective dose, which is a key area that product developers and brands look for. For Bimuno, this is just 1.37 g of GOS, compared with the 3, 5 or even 30 g that other non-targeted prebiotics require for efficacy.

Schwan: Notable among ADM’s proprietary ingredients is Fibersol, a prebiotic dietary fiber clinically shown to support gut health, where 70 percent of our immune system resides. Fibersol can promote the growth of beneficial microbes that aid in maintaining a healthy digestive system. Unlike inulin and many other prebiotic fiber solutions, Fibersol is well-tolerated by consumers because it ferments more slowly in the large intestine, minimizing gastric discomfort.

Clemente: Our traditional ingredients portfolio includes multiple different health categories, among which the most relevant ones targeting immune health are: Olivactive, which is a unique olive leaf extract, double-standardized to 20 percent oleuropein and to 2 percent bioflavonoids by HPLC to get extra healthy immunity; and Isenolic, which was born as a sustainable natural antioxidant from the olive leaf that may protect organisms from oxidative damage and contribute to maintaining immune health.

Lifton: While we’re proud of our immune-supportive probiotics (such as L-92, Morinaga BB536 and Morinaga M-16V) and of our botanical-derived immune-boosters (such as MicroActive Astaxanthin and MicroActive Oligonol), we’re especially proud of the incredible body of published human clinicals behind our AHCC cultured mushroom mycelia extract.

NIE: Briefly, what are your predictions for the immune-health category, short-term and long-term?

Rizo: COVID-19 will have a lasting impact on all of us. Many of the consumer behaviors that developed during the pandemic have become ingrained into their lifestyle. It would be safe to say that immune health will continue to remain top of the mind for consumers in the future. That being said, the demand for immune health products will not likely slow down. It is hard to imagine the industry seeing this particular category mirror what it did pre-COVID.

Quilter: The best strategy is to use scientifically substantiated ingredients and to communicate their benefits transparently. Another trend that’s likely to be further consolidated is the importance of branded ingredients that help communicate product benefits. In 2020, the Trust Transparency Center found that the percentage of consumers influenced by branded ingredients was above, or close to, 70 percent across all categories.

Clemente: Short term, the impact of COVID-19 will continue driving the demand for innovative products to maintain immune health. Consumers’ behavior is evolving with self-education in immunology and rising awareness about self-responsibility in our wellness state. Consumers’ new philosophy of “health is in our hands,” will also impact the growth and demand for ingredients in this category.

Lifton: Short-term, I predict continued demand for new and established immune-health ingredients. For the long-term, I think consumers—and the B2B market—will look for ways to enhance finished products with ingredients that offer more bang for the buck, ingredients which provide multiple benefits including, but not limited to, immunity.

Majeed: Amid the current crisis caused by the pandemic of COVID-19, the consumption of healthy foods and supplements has become a necessity to support the immune system. This category is here to stay. The pandemic has exposed the need to maintain good immune health in the minds of consumers across the globe, and consumer demand for these ingredients will only increase in the long term.

Krail: Consumers will continue to drive the global push for immune-supporting ingredients that are natural, organic and supported by science.

Rimel: Scientists and health professionals are increasingly recognizing how collagen-rich tissues play a role in the immune system. Maintaining healthy bones supports a healthy immune system, since bone cells and immune cells regulate each other as part of a bone-immune system. NIE

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