Nature’s Bounty supplement offers “round-the-clock” immune support with long-lasting vitamin C

03 Dec 2020 --- Nature’s Bounty has rolled out Immune 24 Hour +, a non-GMO supplement positioned as “the only ingredient on the market that provides round-the-clock immune support.”

Nonstop functionality is attributed to its Ester-C ingredient – a form of vitamin C that has been found to stay in the white blood cells for up to 24 hours, reports the company.

“Ester-C is clinically proven to last longer than regular vitamin C. In fact, it lasts up to twice as long as regular vitamin C, which is known for its significant role in supporting overall health and wellness,” a spokesperson told NutritionInsight.

In addition, Nature’s Bounty Immune 24 Hour + contains “added upper respiratory support to help you power through your day.”

The soft gels also include vitamin D and zinc for added immune and antioxidant support, plus herbal ingredients like elderberry and echinacea. 

Immunity in demand
The latest addition to Nature’s Bounty’s immune support portfolio – a brand of The Nature’s Bounty Co. – comes amid heightened consumer demand for immune-boosting ingredients.  According to the Innova Consumer Survey 2020, six out of ten global consumers are increasingly looking for F&B products that support their immune health. 

“Many consumers are focused on maintaining a healthy immune system now more than ever before,” says Don Kerrigan, president, North America at The Nature’s Bounty Co.

This is reflected in Innova Market Insights’ fifth Top Trend of 2021, “In Tune with Immune.”

According to the Innova Consumer Survey 2020, six out of ten global consumers are increasingly looking for F&B products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019. 

The right ingredients
Vitamin C has long been associated with a strong immune system. In recent months the ongoing pandemic has accelerated supplement NPD containing vitamins C and D. 

A host of other ingredients, such as botanicals and bioactives, have also come to the fore with immunity modulating claims, boosted by the COVID-19 pandemic.

The Nature’s Bounty Co. reports a 67 percent increase in immunity-related sales since the beginning of March with individual supplement categories such as echinacea, elderberry, vitamin C, vitamin D and zinc, seeing similarly strong sales patterns.  

Immunity claims are also expanding into new sectors, such as ingredients conventionally used in sports nutrition or in functional F&B applications. 

By Missy Green