Dr Mark Miller, a consultant with Kaiviti Consulting, a firm serving the global nutrition and wellness industry, pointed to berries as up-and-coming ingredients important to consumers thanks to their high polyphenol content.
The antioxidant black elderberry is very popular as an immune health ingredient. Per the latest market analysis from global technology research and advisory company Technavio, the potential growth difference for the elderberry market in the US between 2021 and 2026 is $109.76 million. The report projects the market will see an accelerating growth momentum at a CAGR of 7%.
The myriad delivery methods, such as syrups, lozenges, powders, act as segment drivers for elderberry. However, Miller noted that persistent elderberry adulteration episodes – fraudulent substitution with other berries such as blueberries or cranberries – will hinder future market growth. Miller said these antioxidants work via the suppression of the gene switch NF-kB that drives the inflammatory component of cellular immunity.
Miller also pointed to cat’s claw, a botanical from the Amazon with a traditional history use that is gaining attention as a modern supplement to help promote a healthy immune system, and curcumin. Typically associated with immune health, carotenoids, specifically their beta-carotene content, have been associated with immune health.
In reviewing multiple studies, one UK-based scientist summarised: “Attention has focused on the potential role of one specific carotenoid, β-carotene, in preventing cancer, and numerous publications have described in vitro experiments and animal studies which suggest that not only can this carotenoid protect against the development of cancer, but also several other chronic diseases. Since the immune system plays a major role in cancer prevention, it has been suggested that β-carotene may enhance immune cell function.”
Paul Schulick, master herbalist and founder of For the Biome supplements, said he is formulating with new-to-the-market ingredients which are “… rooted in the ‘old ways’ and in ancient traditions”.
When formulating, Schulick said he looks for a long, rich history of traditional use and reverence. Manufacturers wishing to use traditional ingredients, such as botanicals, should ask themselves:
Currently, the herb Cistus × incanus L — also known as hoary rock-rose — a hybrid between Cistus albidus and Cistus crispus is among Schulick’s favourites for immune health as it may promote a healthy immune response and reduce oxidative stress.