Post-Covid-19 really changed consumers’ perceptions of their immune health. They now see immunity as more of a marathon than a race, where protection is paramount in avoiding illness
Consumers are proactively building their own “road to stronger immunity”, either through better sleep, more physical exercise, or healthier food habits (29% of them), or by taking immune-boosting dietary supplements (20%). They also understood that such an effort is not a single, silver bullet; rather, it means fully integrating nutrients into their daily routines.
When picking an “immune-booster” product, users now have a closer look at the ingredients themselves. Vitamins and minerals remain at the top of this list for better immune response (accounting for 64% in food, beverages, and supplements). Zinc, for example, represents 50% of
products fortified with minerals.
However, acknowledgment of how the body works is growing, hence a greater interest in the link between immunity and the gut. In that scope, biotics are a good strategy to consider. Unsurprisingly, the market is seeing an acceleration of product launches based on probiotics, prebiotics, postbiotics, and synbiotics (+25% of compound annual growth rate between 2017 and 2021 for prebiotic products).
Product developers better get ready; immunity is here to stay! Novel products, innovative delivery systems, and combining immunity with other health positioning will be essential to keep consumers engaged.
As a supplier of premium supplement ingredients, Gnosis by Lesaffre recognized these next stages of the pandemic. Our portfolio offers untapped opportunities for product development, from active ingredients to nutritional yeast through pre/probiotics. While the choices are wide, they do not compare to the spectrum of combination possibilities! We are happy to help you find what ingredient(s) will best fit your next project.
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Adapted from Innova Market Insight 2022 report