Immune and cognitive health represent two of the brightest opportunities for product development in the supplement space, new consumer surveys from Kyowa Hakko indicate.
The company recently launched two new white papers, Exploring the Evolving Consumer Attitudes About Immunity Support and New Survey Reveals What’s Driving Consumers to Energy Drinks and Supplements, both of which share the results of two proprietary consumer surveys.
The first paper focuses on immune health, a category that has flourished as post-pandemic life returns to normal for consumers. Two-in-five (40%) U.S. consumers surveyed (n=503) report taking supplements to support immunity in the past 12 months, and of those, more than three-in-four do so as part of their regimen for long-term immune support.
“This renewed focus on immune health indicates that consumers are looking for new solutions to ensure they’re feeling and performing their best every day,” said Karen Todd, MBA, RD, Vice President of Global Brand Marketing, Kyowa Hakko USA, Inc. “That’s where ingredients like our IMMUSE postbiotic come into play, those that present a new mechanism of action for immune health and are backed by numerous clinical studies.”
IMMUSE works by activating immune cells called pDCs (plasmacytoid dendritic cells), which are unique cells that promote optimal function of the immune system.
Aligned with the increasing conversation around immune health is the focus on cognitive health. Kyowa’s survey indicated that among US supplement consumers (n=501), four-in-five said it is important to their quality of life to have mental focus, mental energy, and the ability to concentrate.
“So many of us experience a number of different stressors throughout our day that are jeopardising our ability to focus, think clearly, and keep our mental energy up,” Todd said. “Consumers want more products that include ingredients that are clinically researched to help us overcome those challenges and improve brain health, like Cognizin citicoline.”
Part of being a market leader in our categories means that we must keep our finger on the pulse of what’s motivating consumers to buy,”
Cognizin is a nootropic that has been clinically researched to support brain energy, focus, attention, and memory. It is available in more than 200 products around the globe, including Lemme Focus gummies and CENTR Enhanced sparkling water.
In both the cognitive and immune health markets, functional beverages are emerging as major opportunities for brands. Nearly one-third of supplement consumers said they feel underserved and unsatisfied with the current market for both immune- and cognitive-boosting drinks.
“Our surveys are telling us that beverages are a major white space for product development, as consumers look for more opportunities to get functional ingredients into their bodies through their diets,” Todd said.
Kyowa also conducted a study with Ipsos (n=3,016) that indicated that consumers highly value branded or trademarked ingredients like Cognizin and IMMUSE, and that they are closely linked with trust and clinical studies. The survey also showed that Cognizin’s and IMMUSE’s awareness among brain or immune supplement users is higher than competitors.
Ongoing trend reporting and market insight is part of the key value that Kyowa Hakko brings to its customers. “Part of being a market leader in our categories means that we must keep our finger on the pulse of what’s motivating consumers to buy,” Todd said.
More information on both ingredients, including where to buy products that contain them, can be found on the Cognizin and IMMUSE websites.