Regenerating the Force Field

by Lisa Schofield | September 1, 2024

Immune support remains a priority for consumers—keep it fresh with science-backed ingredients.

Feeling blah for a bit is either a signal that something wicked this way comes (an immune assault by an opportunistic virus) or it can be the result of a sluggish immune system. Being overworked and overstressed can open the door to bouts of cough-sneeze-and fatigue misery.

According to Grand View Research, the global immune health supplements market size reached $26.6 billion in 2023. And the pandemic seems to have kicked off a new supplement habit, as the CAGR from 2024 to 2030 is estimated to be a robust 11.3 percent.

Immune supplements were the rock star category during the pandemic. According to Innova Market Insights, there was a 76 percent increase in products boasting immunity claims between July 2019-June 2020 and July 2020-June 2021 and launch activity has remained stable. “Supplements that address immunity have witnessed a notable ascent since the onset of the COVID-19 pandemic,” said Emilie Puppinck, biotics product manager, Gnosis by Lesaffre (France).

Although growth has slowed from its pandemic spike, post-pandemic, a healthy functioning immune system remains a crucial pursuit. “While there has been a slight decline from the peak pandemic levels, the immune health category remains a top priority for consumers,” underscored Reshma Rathi, vice president of operations, California-based Specialty Enzymes & Probiotics. “The market is recalibrating after the meteoric rise during COVID, but the pace of decline is slowing.”

Category Shifts

Immunity isn’t isolated, and consumers appear to be starting to understand that. As Rathi sees it, consumers are moving away from short-term immune boosting to a more holistic, long-term approach to immune health. The growing recognition of the interconnectedness of immune health with other aspects of wellness, such as sleep, stress management and gut health, is driving demand for products that address multiple health concerns simultaneously. The shift presents opportunities for products that support overall wellness and immunity as part of a broader health strategy.

Jordi Riera, chief business officer, Kaneka Probiotics, California observed a notable shift toward products that offer multiple benefits, such as those combining immune support with other health aspects like stress and gut health. “The market is also witnessing surges in innovative formulations and various finished formats,” he noted.

Puppinck also sees a similar shift, explaining, “While consumers continue to seek immunity supplements, they expect other benefits for a complete solution and to approach well-being holistically, such as energy and stamina, brain-mood health and sleep support.”

A next step, or a burgeoning awareness and trend, Puppinck speculated, is the relationship between immune support to reduce “Inflammaging,” an age-related increase in pro-inflammatory markers in blood and tissues, contributing to age-related diseases. “Opportunities exist for brands that combine immunity with other proven benefits to attract consumer interest,” she stated.

Sonia Moreno, CMO, Solutex, Spain, also sees immune-plus-more as a growing trend, stemming from more educated and discerning consumers. “Going into the winter seasons of 2024-2025, the market dynamics are clearly shifting. Consumers are more informed and discerning about their immune health choices. They are looking beyond the familiar vitamins and seeking comprehensive solutions that address overall well-being and long-term immune support, with a growing interest in natural and science-backed ingredients that do more than stave off a cold.”

As such, she added, there’s a growing understanding among consumers about the importance of gut health and stress reduction in supporting immunity. Products that integrate these aspects are likely to see continued growth. For example, supplements that contain natural inflammation management ingredients as a long-term approach to building immunity are gaining traction. More consumers are focusing on maintaining optimal immunity rather than a knee-jerk reaction to the first sign of a cold or other viral infection.

Reports have been popping up in the media about potential cases of bird flu and newer variants of COVID-29. Each year, there tends to be fearsome warnings, and this serves as impetus for consumers to stock up on immune and related wellness products.

Susan Hamrahi, ND, scientific communications specialist for New Jersey-based AstaReal Inc., said, “With reporting of new variants, I’m not sure the term ‘post-pandemic’ resonates with consumers. They have gained a more sophisticated understanding of supplementation which has facilitated a shift in behavior from a broad general use, such as a multivitamin, to a deeper awareness of individual health needs and tailored solutions that provide enhanced efficacy and targeted benefits.”

James Street, global marketing director for Illinois-based Prinova, observed, “Mainstream media is already talking about the possibility of bird flu sparking a new human pandemic, and you’d expect those kinds of headlines to influence consumer behavior to some degree.” However, he added, the category is not so much impacted by scare tactics, it is more so being shaped by growing awareness of how proper nutrition promotes better immune function, as well as a strengthening interest in traditional botanicals shown to play a role in immune support.

Rathi commented, “By shifting focus from short-term immune boosting to products that support overall wellness and immunity as part of a broader health strategy, formulators can align with consumers’ growing interest in proactive, long-term health management.”

How to Invigorate Your Immune Product

Ok, so one would think that the immune category may be the same old same old, but that isn’t the case. Riera advised formulators and brands to introduce products that provide comprehensive wellness benefits, combining immune support with other related aspects, such as gut health.

In Hamrahi’s view, reinvigorating the immune-support category “requires a multi-faceted approach that leverages innovation in product development and marketing.” The successful strategy for new immune products in a packed market include clinical validation, transparent labeling, positioning the product as part of a comprehensive wellness program, and educational content.

Moreno suggested that to advance the immune-support supplement category don’t hesitate to address inflammation support, as the two are intertwined. “Inflammation is a crucial part of healthy immune response, but it must be effectively resolved to remain healthy and achieve optimal immune function. Despite the inherent connection, inflammation has traditionally been treated as a separate category from immunity, but this is where a significant opportunity lies—through reframing immunity and recognizing the intrinsic link between inflammation and infection.”

Annie Eng, CEO, HP Ingredients (Florida) agrees that immune supplements that also manage inflammation will give consumers more and thus, increase value. “Think about it—consumers crave convenience along with efficacy. There are ingredients that have been clinically studied to strengthen immune function while simultaneously managing inflammation.”

Street noted that potential strategies include pairing immunity offerings with other on-trend claims, such as digestive health and cognitive support. Or focus on ingredient blends, as he sees many brands combining botanicals such as ginger, ginseng, curcumin, cinnamon, lemongrass and turmeric, all of which are known as immune “powerhouses.”

Additionally, he offered, formulators and brands can also distinguish their product through delivery format, such as shots and sachets, and beverage formats like meal replacement drinks and drinkable yogurts.

Speaking of delivery systems, two fundamental factors to keep in mind are the performance and validity of the ingredient, according to Sebastian Balcombe, MS, CEO, Virginia-based Specnova. He explained that true liposomal ingredients deliver enhanced performance to immune health ingredients through optimizing bioavailability, potency and stability, resulting in desirable bioavailability and thus, efficacy.

“Liposomal ingredients are also easy to formulate with and can be included in a wide range of formats, such as capsules, tablets, drink powder mixes and even gummies,” he commented.

Balcombe cautioned that not all liposomes act the same—their testing showed that up to 95 percent are not authentic liposomes, which reduce the ingredients’ performance. “Bottom line: consumers aren’t obtaining the performance level they’re paying for, therefore, third-party validation testing is essential for ensuring the efficacy of liposomal ingredients. That’s why we introduced the TruLiposome Verified seal.”

Immune Innovation Ideas

There is a wealth of ingredients that can be blended for targeted action in the immune network.

Probiotics, without a doubt, are still having their immune-spotlight moment.

Kaneka has three clinically supported probiotic formulations, according to Riera.

Lactobacillus plantarum DR7 has been shown in randomized, double-blind, placebo-controlled studies to support the body’s immune response, upper respiratory tract health. Kaneka’s Mature Immune Defense combined strains L. plantarum KABP-031 and KABP-032 and has been shown to enhance immune response and support immune system health in mature adults.

“Our newest patent pending formulation, AB21 is a four-strain blend of L. plantarum KABP-033, KABP-022, L. plantarum KABP-023, and Pediococcus acidilactici KABP-021, clinically tested in several randomized, placebo-controlled studies in a total of 375 subjects,” he commented. “AB21 is shown to be safe and beneficial for immune system health and enhancing immune responses in both children and adults.”

Two probiotics that support immunity are also available from Gnosis by Lesaffre. LifeinU BSCU1 is a unique patented strain of Bacillus subtilis registered as CNCM I-2745 that may support mucosal immune responses by increasing slgA levels in the intestine and saliva and reducing the incidence of upper respiratory tract infections. It also offers better protection thanks to its consistent scientific support and clinical efficacy in activating immune markers: It might help to prepare and respond better to an inflammatory challenge by promoting phagocytosis capacity and cytokines production and may reduce low-grade inflammation in the elderly.

“Being a spore-forming probiotic bacteria, it is one of the most stable probiotics on the market,” explains Puppinck, adding that the spore is a “dormant” status during which the development of the bacteria is suspended. “This form, like a coat, confers to LifeinU BSCU1 superior stability.

The second ingredient, Lynside S. boulardii, is a proprietary strain of Saccharomyces cerevisiae var. boulardii (registered as CNCM I-3799) that supports favorable gut flora and improves the immune system by supporting gut health, according to Puppinck.

She explained that in the gut microbiota, S. boulardii is pathogen-binding, neutralizes the virulence factor, exerts a prebiotic effect, and offers faster re-establishment of microbiota following dysbiosis. In the epithelial barrier and mucosal layer, the strain stimulates sIgA release (secretory immunoglobulin A which are the first line of defense against pathogens) and protects the tight junction. In the mucosal immune system, it exerts immunomodulatory properties of yeast β-glucan, promotes cytokines induction and immune cell maturation, and offers an anti-inflammatory action during infections.

“Gnosis research has shown that Lynside S. boulardii’s immune activation may increase the host’s resistance to infection (i.e., the onset phase) while its anti-inflammatory action may increase the host’s resilience following infection (i.e., resolution phase),” says Puppinck.

ProbioSEB CSC3, from Specialty Enzymes & Probiotics, is a probiotic blend of three spore-forming Bacilli species: SEBiotic (B. coagulans), SEBclausii (B. clausii), and SEBtilis (B. subtilis), all three of which have received NPNs (Natural Product Numbers) and claims from Health Canada and GRAS (generally recognized as safe) status from the FDA (U.S. Food and Drug Administration), Rathi pointed out.

She reported that recent clinical trials assessed the safety and efficacy of a combined treatment of ImmunoSEB and ProbioSEB CSC3 in participants experiencing post-viral fatigue. Results showed 91 percent of patients receiving supplementation with ImmunoSEB and ProbioSEB CSC3 experienced resolution of post-viral fatigue by day 14, versus only 15 percent in the control arm. Patients in the test arm also reported greater improvement in physical and mental fatigue.

Another study showed ProbioSEB CSC3 in individuals with a viral challenge showed that by day 10, 93 percent of participants receiving the supplement combination exhibited symptom resolution, compared to 60 percent in the control group.

Vitamin C is perhaps the most recognized supplement to bolster immunity for winter. Reams of research demonstrate clearly that it can help protect healthy immune function. But C tends to be limited in that taking more than approximately 2,000 mg daily can cause digestive problems such as nausea, cramps and diarrhea. Also, it can get flushed out of the body easily.

However, there are choices that surpass these issues. For example, C-Fence, from Nutriventia, headquartered in India, has a pharmacokinetic study showing that it can provide all-day support. The randomized placebo-controlled study assessed bioavailability of vitamin C in plasma of 18 participants who consumed a single 500 mg dose of vitamin C as C-Fence. The results showed that the vitamin C was well absorbed, and that levels of vitamin C were sustained well above the baseline values for the entire 24-hour study duration. The average time to achieve maximum levels in plasma was about 4.5 hours, in contrast to the typical two- to three-hours seen with immediate-release formulations.

Additionally, the researchers discovered that vitamin C plasma concentrations remained at much higher levels of the baseline group and the even the peak concentration in the placebo group at 12-, 16- and 24-hours post-dose.

Specnova’s LipoVantage advanced liposomal technology has been tested with vitamin C to compelling results, according to Balcombe. In a comparison study LipoVantage delivered 405 mg of vitamin C to the small intestine compared to only 290 mg from a competitor’s liposomal vitamin C, representing a 30 percent increase in the amount of vitamin C delivered.

A randomized, double-blind, placebo-controlled human clinical found that compared to non-liposomal vitamin C, LipoVantage vitamin C was 27 percent more bioavailable, and 20 percent more LipoVantage vitamin C was found in the leukocytes, showing a dramatically increased bioavailability compared to the control—and it remained in the leukocytes for more than 24 hours.

“An increased amount of vitamin C in the white blood cells demonstrates that liposomal vitamin C can better reach the important immune-fighting cells of the body, thereby increasing the therapeutic performance of vitamin C,” he explained. “Vitamin C as ascorbic acid is unstable in the 6.8 pH of the small intestine, but LipoVantage’s proprietary technology protects and stabilizes the vitamin C. The result is that more vitamin C is available to be absorbed by the body, serving as an alternative to mega-dosing, which is common with vitamin C.”

AstaReal astaxanthin supports both innate and adaptive immune systems through its potent antioxidant properties and ability to modulate immune cell function, according to Hamrahi.

Astaxanthin enhances the functionality of innate immune cells as shown by research. Astaxanthin has been shown to improve macrophage phagocytosis, which increases their capacity to destroy pathogens. Additionally, it augments the activity of natural killer (NK) cells, which play a pivotal role in the early defense against viral infections.

In adaptive immunity, she added, astaxanthin is known to influence T lymphocyte activity and antibody production; one study found that astaxanthin supplementation significantly increased T cell proliferation and immunoglobulin production. “This effect enhances the body’s ability to mount a targeted immune response to specific antigens,” she said.

HP Ingredients’ Adapticort Tongkat Ali (Eurycoma longifolia) has a clinical study to support its use for immune support. In the study, 81 adults with low Scoring of Immunological Vigor supplemented with either 200 mg Adapticort or placebo daily for four weeks. The Adapticort group showed dramatic increase in native T cells and CD4+ T cells, as well as T cells and memory T-cells and NK cells, Eng reported. “The authors concluded that 200 mg of Adapticort inhibits immune senescence by supporting a healthy ratio of native, total and CD4+ t cells, and enhances comprehensive immunity within four weeks,” she commented.

It is becoming more well understood by consumers that controlling systemic inflammation can help protect immune function.

HP Ingredients’ Maqui Care (7 percent delphinidin, 10 percent anthocyanins) supports immunity through helping to control inflammatory response. In one study, maqui berry exhibit strong anti-inflammatory properties by inhibiting NFκB, a key regulator of the human immune and inflammatory response system. In addition, maqui was shown to decrease expression of COX-2, an enzyme responsible for inflammation.

Omega-e EFAs can be viable here too, according to Moreno. “Specialized Pro-Resolving Mediators (SPMs), metabolites from DHA and EPA, support the body’s ability to resolve inflammation and restore homeostasis after fighting an infection. SPMs activate specific receptors that promote pro-resolving immune functions,” she explained.

Solutex’s LIPINOVA contains standardized levels of key SPMs, which activates the metabolic pathway for SPM biosynthesis, which Moreno stated enhances the body’s natural capacity to resolve inflammation without suppressing the normal immune response. “By promoting the natural resolution of inflammation, LIPINOVA significantly contributes to overall immune health and recovery,” she said.

The newest study on LIPINOVA focuses on Long-COVID—a condition marked by unresolved inflammation following infection. She noted, “The study seeks to understand whether LIPINOVA can alleviate the sequels of Long-COVID in individuals, related to an altered profile of inflammatory mediators by reestablishing this lipid balance.”

An ingredient seeing a startling resurgence is bovine colostrum, which enjoyed popularity for immune support in the Y2K era. According to Street, Google searches for “colostrum” have risen dramatically in the last few years, “and it’s also generating a buzz on TikTok with over 50 influencer videos posted between June and October 2023.”

Prinova’s ColostrumXP is sourced from grass-fed cows in the USA and agglomerated in-house by Prinova therefore assuring quality, solubility and consistency. “All the immunoglobulins it contains come directly from colostrum, preserving the full spectrum of bioactive components,” he described.

Of course, these ingredients that support desirable immune function for consumers are just the tip of the mountain. Formulas for short-term immune boosting can help when your target consumer is highly stressed and feeling run down, while products for the long-term can result in a more vigorous state of physiological well-being, in other words, the result of a healthy immune system.

“In summary, while the initial frenzy for immune-boosting supplements has tapered off, the category remains strong with a shift toward more sophisticated and comprehensive immune health solutions,” validated Moreno. “The winter seasons of 2024-2025 will likely see consumers favoring products that offer sustained and holistic immune support.” NIE