[Infographic] Meeting Consumer Demand for Multi-Benefit Immune Health Products
Between 2015 and 2020, global food and drink launches with immune health claims increased by a CAGR of 8.2%, according to research reported by Mintel. While immune health products have grown as a category, ingredients that provide multiple benefits that complement immune function are attracting particular interest. Although demand is clear, manufacturers are facing their own challenges in meeting it. They must identify and reach in-demand need states. They have to demonstrate to consumers that they can deliver the benefits consumers want. And they need research-supported ingredients that are easy to formulate into a variety of immune health products. Food, beverage and supplement brands can help meet demand for immune health support in multi-benefit products by formulation with high-quality, science backed immune health ingredients.
In just one example of the growth of interest in beneficial ingredients, according to the American Botanical Council, elderberry, an antioxidant that can help manage stress, saw sales grow by triple digits in the first half of 2020 compared to 2019. Similarly, other ingredients that can provide benefits to help reduce stress and facilitate sleep, like ashwagandha, as well as turmeric for healthy aging, are also enjoying popularity, particularly in multi-benefit products that support immune health and related need states.
Why do multi-benefit products resonate with consumers?
One reason for renewed interest in botanicals and other ingredients is tied to their natural, from-food or whole-food positioning. For example, a report from FMCG Gurus states that in Brazil, 58% of consumers say natural ingredients would encourage them to buy a vitamin, mineral or supplement product. But perhaps most importantly, as Mintel notes, even before the recent pandemic, consumers have been seeking out products that address overall wellness.
Get more market trends and consumer insights by downloading the infographic, Multi-Benefit Trends Point to Increased Demand for Products That Support Immune Health.
The perfect partner.
To successfully create products that combine trending ingredients with immune support, it’s critical that manufacturers choose ingredients that deliver on their benefits. Wellmune®, a natural yeast beta glucan with a long history of research demonstrating efficacy, can easily be formulated into most food, beverage and supplements products.
 Mintel GNPD (30 April 2020)
 American Botanical Council ‘US Herbal Supplement Sales Increase by 8.6% in 2019, Record-Breaking Sales Predicted for 2020’, 31 August 2020
 FMCG Gurus ‘Insights and Opportunities – Immunity – Global 2020’, 2020
 Mintel ‘Support immune health in new ways’, June 2020