Gencor and Stratum Nutrition explore how COVID-19 fostered new era in immunity-enhancing supplements

28 Sep 2022 --- Following the COVID-19 pandemic, many nutrient and supplement companies found that the consumer base surrounding immunity ingredients had not only grown, it had become more knowledgeable and informed. 

NutritionInsight speaks to industry leaders at Gencor and Stratum Nutrition about how the science of immunity-enhancing nutrients and consumer knowledge have contributed to changes from the types of nutrients used to the formats in which they are sold.

“Everyone’s looking for food, beverages, and nutraceuticals to help boost their immune system,” says Maggie McNamara, marketing director at Gencor. “Yet the design of our immune system is complex and influenced by an ideal balance of many factors, not just diet, and especially not by any one specific food or nutrient.”

“Consumers have been inundated with products purporting to prevent or treat a variety of conditions,” explains Nena Dockery, scientific affairs manager at Stratum Nutrition. “But the actual desires of the consumer are much simpler – many consumers are tired of the constant health threat posed by COVID and they want to concentrate on other areas of life.”

Toward a greater immunity
McNamara explains that consumers are increasingly aware of the different types of immunity – namely, innate and adaptive immunity – and how nutrients and supplements can boost the immune system’s strength and response to pathogens.

Each stage of the body’s immune response relies on the presence of many micronutrients,” says McNamara. “Examples of nutrients that have been identified as critical for the growth and function of immune cells include vitamin C, vitamin D, zinc, selenium, iron, and protein including the amino acid glutamine.”Nutrients like zinc are important for cellular communication and stronger immune responses.

“They are found in a variety of plant and animal foods and of course can be supplemented with nutraceuticals,” she notes.

“Most of these ingredients are immune modulating, in other words, they work alongside the body’s immune system to either stimulate or suppress the immune response as needed, helping the body maintain a healthy balance,” says Dockery. “Ingredients, such as echinacea, vitamin C, and zinc also have immune-stimulating properties.”

“Immune-stimulating or boosting ingredients usually work through multiple pathways to help protect the body. They are often both antioxidants and antimicrobials or anti-inflammatories,” she stresses. “These ingredients are particularly helpful to help speed recovery from an infection and during times of the year when an extra immune system boost is needed.”

Beyond traditional ingredients
Both companies agree on the benefits of more traditional immune enhancing ingredients. McNamara explains how botanicals like echinacea and elderberry have long been used to boost immune response by increasing white blood cells and even reducing the length and severity of colds. Moreover, she notes that zinc aids in cellular communication and plays a role in inflammatory responses and regulates T-cells.

“A minor zinc deficiency can cause the immune system not to function correctly,” underscores McNamara. However, McNamara also states that less traditional ingredients are also on the rise.

The use of prebiotics (which have gained traction in the past year) and probiotics may also influence the immune system’s response,” she elaborates. “Certain helpful microbes break down fibers into short-chain fatty acids, which have been shown to stimulate immune cell activity.” 

She continues: “These fibers are sometimes called prebiotics because they feed microbes. Therefore, a diet containing probiotic and prebiotic foods may be beneficial. Alternatively taking dietary supplements that contain prebiotics or probiotics helps strengthen the immune system.”

More consumers want multifunctional products in a variety of formats.Dockery agrees, stating: “Ingredients, such as beta-glucans, which are soluble fibers, can provide a beneficial prebiotic effect and support the health of the intestinal microbiota. But they can also stimulate the immune system by increasing levels of immune cells, including macrophages, that attack pathogens.”

Focus on format and function
Dockery notes that many consumers want to take less supplements, meaning that they want the ones they do take to be multifunctional in their effects. Conversely, McNamara stresses the importance of understanding that consumers are not only focused on function but also format.

“Many consumers prefer natural methods, seeking out food and beverages that improve the body’s natural defenses and immune system. Other consumers turn to supplements as a means of boosting immunity,” says McNamara. 

“While ingredients such as adaptogens, probiotics, and nootropics aren’t necessarily new, the way they’re being incorporated into food and beverages is changing. For example, moving from a powder form incorporated into teas and coffees to mainstream products such as sparkling water, energy bars, and chocolate.”

“They want to take a few products that work, particularly those that can address several health functions in the body, so they can limit the number of products they take,” Dockery stresses. 

“They desire the products to be safe and without any risk of interaction with pharmaceuticals they might also be taking – many want to be environmentally responsible and seek products that are sustainable and high quality.”

By William Bradford Nichols