Science substantiates value of traditional, innovative offerings
There are a range of ingredients that do have strong substantiation for their efficacy around supporting a healthy immune response. One of the best-known segments—and positioned for growth as cited in the Global Industry Analysts report—is vitamins. Vitamin C, for example, supports various cellular functions of the innate and adaptive immune system, supporting barrier function, promoting oxidative scavenging, enhancing phagocytic cell function and much more.4 Similarly, vitamin D and its metabolites affect the adaptive and innate immune responses, working as an immunomodulator through genomic pathways.5
Strong interest has also been seen around beta-glucans, polysaccharides sourced from plant cells, baker’s yeast and certain fungi. Beta-glucans appear to have immunostimulatory properties and also serve as a prebiotic, supporting the role of the microbiota in natural defense.6 Eastern countries have used medicinal mushrooms, rich in beta-glucans, for their healing and immunostimulating properties for thousands of years.7 This review notes these polysaccharides appear to support the immune response by enhancing activity of macrophages and natural killer (NK) cells. Mushrooms also have a range of anti-inflammatory components that may modulate the immune response.8
Growth is also continuing in the area of probiotics and prebiotics—and even synbiotics—designed to augment healthy function of the microbiome. Researchers have noted the critical role the microbiota plays in the function of the immune system, working synergistically with the human host affecting adaptive and innate components of immunity.9 Supplementation with certain probiotics, prebiotics and synbiotics may impact immune response; however, the mechanisms are strain-specific or metabolite-specific, making it critical for formulators to ask for specific data in this area10 (for more on this topic, see Probiotics market developments mini-report).
In addition, consumer interest in botanicals is on the rise. Whether seeking herbs that appear to directly support immune function such as elderberry and echinacea, or the adaptogens like ashwagandha and rhodiola with the ability to support homeostasis, consumers are interested in these products, and research is expanding that supports their efficacy. (For more, see Botanicals market opportunities mini-report.)
As far as helping to educate consumers about ingredients with health benefits, it’s worth exploring how industry can work closer with health organisations to identify vulnerable demographics and present combined information about what can be done to minimise the risk of illness in the long-term, adds Hughes.
This is a major consideration, according to Dr Manfred Eggersdorfer, professor for healthy ageing at the University Medical Center Groningen. He identifies the missing commitment of the medical community and governments to communicate and advocate for the role of a strong immune system to reduce risk, duration and severity of viral infections. “A joint engagement of industry and science is required to address these shortcomings and inconsistencies to open the opportunities for public health,” he says. Supporting a strong immune system should be of relevance and importance to public healthcare and government institutions, offering a greater rationale to tighten the relationship between industry and regional bodies.
Through a collaborative and committed effort, the industry can achieve its goal of broader consumer awareness, understanding and appreciation for immune health and associated science. In fact, Kuriakose believes the industry will emerge with further focus on preventive and prophylactic remedies, customised to suit modern day challenges dedicated to the health of the global population. The immune health market is undoubtedly having its turn at the top of the podium. How closely consumers will resonate with the importance of lifelong prevention remains to be seen over the coming years. Currently, brands have the opportunity to act responsibly, deepen the science, and drive consumer trust through transparency and innovation.
Download the 2020 Vitafoods Insights immune health deep dive report
4. Carr AC, Maggini S. Nutrients. 2017 Nov 3;9(11):1211. DOI: 10.3390/nu9111211.
5. Trochoutsou AI et al. Mini Rev Med Chem. 2015;15(11):953-63. DOI: 10.2174/1389557515666150519110830.
6. Ciecierska A et al. Rocz Panstw Zakl Hig. 2019;70(4):315-24. DOI: 10.32394/rpzh.2019.0082.
7. Akramiene D et al. Medicina (Kaunas). 2007;43(8):597-606.
8. Muszynska B et al. Food Chem. 2018 Mar 15;243:373-81. DOI: 10.1016/j.jfoodchem.2017.09.149
9. Belkaid Y, Harrison OJ. Immunity. 2017 Apr 18;46(4):562-76. DOI: 10.1016/j.immuni.2017.04.008.
10. Frei R, Akdis M, O’Mahony L. Curr Opin Gastroenterol. 2015 Mar;31(2):153-8. DOI: 10.1097/MOG. 0000000000000151.
Dr Manfred Eggersdorfer, professor for healthy ageing, University Medical Center, Groningen, studied chemistry at the Technical University Munich and did his doctorate in organic chemistry. He was post-doc at Stanford-Universit. He joined Roche in 1999 as Head of R&D Vitamins, later taking up the responsibility for Nutrition Science and & Advocacy at DSM in 2010. In 2013 he was installed as Professor for Healthy Ageing at the University Medical Center Groningen. He has published numerous papers and books on vitamins, carotenoids, omega fatty acids and nutraceuticals.
Mike Hughes, head of research and insight at FMCG Gurus, has over 13 years’ experience analysing consumer trends, attitudes and behaviours. He has a particular interest in highlighting how consumer attitudes and behaviours can often differ and what the true meaning of trends are for the industry.
George Kuriakose, VP marketing, Bio-Gen Extracts, heads the operations at Anaha LifeCare, which is a formulation development and manufacturing company. He has a rich experience of more than three decades in the industry across functions such as product planning, development, sales and marketing.
