Immunity Boosters: Standout Trend at Vitafoods 2017

15 May 2017 --- Immune health featured prominently at Vitafoods Europe this year, with a series of product launches targeting different types of consumers. Innova Market Insights held a presentation at this year’s event (Education Programme), drawing particular attention to the growth of the immune health platform, which accounts for 31% of new supplement launches reported in 2016. From 2015 to 2016, the number of launches has continued to grow, by +24%. 

Vitamin C is traditionally the main ingredient used in immune health products, and due to various approved health claims, this has continued to be the case in Europe especially. 

Next to immune health, the vitamin has been credited with energy/anti-fatigue benefits. A growing number of vitamin C products feature ingredient blends, with the industry increasingly adding bioflavonoids to provide an extra boost to the immune system. The share percentage of immune health supplements launches containing bioflavonoids grew from around 2.5% in 2014, to 6.5% in 2016, according to data provided by Innova Market Insights.

Looking beyond supplements, the main target audience of immune health products are babies and toddlers. Baby & Toddler Food, and in particular baby formula, is a top category for immune health ingredients. Infants and small children are still developing immune systems and are more vulnerable to viruses. Vitamins are being added to baby formula as a built-in supplement in daily consumption.

Immune health also features heavily in the Juice Drinks category, with many juice brands attempting to offset their sugar-laden image by marketing their products as natural sources of immune health. 

Doctor’s Formulas
Doctor’s Formulas introduced Vitamin C 1000mg Liposomal Formula, a food supplement containing vitamin C (as ascorbic acid and sodium ascorbate). The liposomal formulation technology causes greater absorption and bioavailability of the active ingredients of the formulation, the company says.

Doctor’s Formulas also launched a 180ml drinking solution called Curcumin 200mg Liposomal Formula, a dietary supplement containing turmeric root extract (Curcuma longa) with a 95% content in curcumin elements, which aid the normal functioning of the gastrointestinal and immune system. According to the company, the liposomal formulation allows for the higher absorption of the active substances.

CLS Technology
CLS Technology SIA introduced Imukan Kids Formula with Betox-93, a high purity beta-1,3/1,6-D-glucan from Oyster mushroom and vitamin C. The company says the product contributes to the normal functioning of the immune system, protecting cells from oxidative stress, reducing tiredness and fatigue and supporting normal energy-yielding metabolism. The product is suitable for children three years and older.

Advanced Vital Enzymes
Advanced Vital Enzymes Private Ltd introduced Enzyme + Probiotic Tablets. The company describes the product as “a perfect blend of multiple enzymes with gut health enhancing probiotics for complete digestive support,” which also boosts the body’s natural immune system.

Health Link
Health Link launched Organic GojiVital mix, a drink without added sugar. This product contains a blend of natural ingredients with a high level of flavonoids, antioxidants and vitamin C. The mixture consists of powders from goji, sea buckthorn, acerola cherry and ginger and helps to enhance the immune system, the company reports.

Giellepi 
Giellepi SpA launched ImmunoWAY Cough&Cold relief – hard syrup gummies containing clinically proven effective immune health ingredients such as pelargonium sidoides, honey, malva sylvestris and zinc. Specially formulated to adhere to the mucosa and create locally a protective film with a barrier effect reducing contact with external irritating agents.

Considering that immunity health is a topic of interest to all consumers, regardless of gender, age or lifestyle, the number of launches of products developed to boost the immune system is not likely to wane any time soon.

by Lucy Gunn