Naturex flags two stages of COVID-19 recovery for nutraceutical industry

01 Jul 2020 --- The dialogue around a potential post-pandemic society should be considered in separate stages of a “recovery” phase versus a “new normal.” This is according to Leslie Lannebere, Global Marketing Manager of Nutritional & Functional Ingredients at Naturex (part of Givaudan), who speaks to NutritionInsight about the impact of COVID-19 on the immune health landscape. Despite uncertainty around the globe, Naturex has been busy with R&D as it sees the demand for botanical ingredients rise.

“During the current recovery phase, the focus is on protection. Manufacturers with immune health ranges should be helping to manage consumers’ levels of anxiety by providing reassurance and trusted solutions. In the longer term, we will enter the much anticipated ‘new normal.’ This will bring new opportunities for immune health brands that can adapt to a permanently changed landscape and new consumer needs,” explains Lannebere.

She continues that the most successful nutraceutical companies will be able to tap into the growing demand for personalized nutrition or find new solutions with immune health support benefits that consumers can take daily, such as smoothies, shots, beverages or dairy. The post-COVID generation of consumers is also likely to respond to products that offer “enjoyable wellness” through new delivery formats, and those that offer less processed ingredients.

“Additionally, we expect to see an accelerating pace of innovation in the microbiome and fermented space, with solutions featuring clean label ingredients that are friendly to microbiome diversity such as Sweoat, as well as fermented ingredients such as Ultimine Zinc,” adds Lannebere.

The latter product was launched a few weeks ago and is based on koji, sometimes known as a “miracle mold.” Lannebere states that zinc is an important micronutrient, but nearly a third of the world’s population is suffering from a deficiency. The mineral is also subject to several authorized health claims, as reported by the European Food Safety Authority, including one relating to the normal functioning of the immune system.

During and after the recovery phase, consumers will expect more from immune health products and be more skeptical about their benefits.Emphasis on immunity
Both during and after the recovery phase, consumers will expect more from immune health products and be more skeptical about their benefits, says Lannebere. Therefore, industry needs to maintain consumer trust through a combination of tradition, transparency and scientific substantiation.

She points to a Givaudan survey from February, which found that the idea of “strengthening your immune system” resonated with 93 percent of consumers in the EAME regions, and by April over half (53 percent) were interested in consuming more vitamins or supplements to strengthen their immune system.

According to an Innova Market Insights consumer survey conducted in late March, there has been a particularly strong uplift in the consumption of products that boost immunity in Asia and South America. Over 70 percent of Indian and Indonesian consumers are eating or drinking more products that boost their immune system, in comparison to nearly 40 percent of US consumers. Meanwhile, German and Dutch consumers have seen the lowest shift to health.

Bold botanicals
Closely linked to the demands for products that can aid immunity is interest in botanicals and herbals. Lannebere notes that North American immune health herbal formula sales drastically increased within the month of March. 

“The great thing about botanicals is that they appeal to two fundamental needs that have become more apparent during the crisis. One is a back-to-basics approach that appeals to a sense of tradition. The other is an expectation of efficacy demonstrated by scientific evidence. Botanicals with proven immune health benefits, such as echinacea, can meet both needs, as can natural micronutrients such as those found in fermented whole foods,” says Lannebere.

She further details that many botanicals also offer a solution for the stress resulting from the crisis. Therefore, there are opportunities for products that combine immune health ingredients such as elderberry or acerola vitamin C with herbals for relaxation like chamomile and lemon balm.

However, just as consumer behaviors related to COVID-19 differ across regions, so do those related to botanicals. Lannebere details that while North America has seen strong growth in elderberry, echinacea and zinc, large numbers of Asian consumers have turned to traditional or ancient remedies. 

“This is in an attempt to boost their immunity in response to the crisis and the leading ingredients in this category have seen phenomenal growth over the last year. Of course, regulations vary from one region to another, so manufacturers should check for compliance with local regulations,” Lannebere concludes. 

By Katherine Durrell