Olives for immunity: Consumers turn toward ancient Mediterranean remedies, Pharmactive underscores

26 Nov 2020 --- Traditional immunity solutions are proving popular with consumers as they turn toward comforting and time-tested offerings in an era of uncertainty. Pharmactive is addressing these demands with its Mediterranean-inspired Olivactive, Isenolic and IsenolicComplex products.

In light of the company’s recent webinar on the topic, NutritionInsight speaks with marketing associate Mariana Ortega Rufino about the challenges and opportunities in the immunity realm and the ancient appeal of olives.

“The COVID-19 pandemic has definitely promoted new priorities for consumers, focusing on immunity and mental wellness,” Ortega shares. 

She continues that consumer interest in immunity has helped the trend evolve from one of the strongest categories to the leading category worldwide. 

Indeed, Innova Market Insights named “In Tune with Immune” as one of its Top Ten Trends for 2021. The market researcher notes that 54 percent of global consumers have spent time educating themselves on ingredients and procedures that can boost their immune health in light of the pandemic.

Pharmactive is addressing some of these demands with its range of Mediterranean complexes, featuring bioflavonoids and phenolic olive leaf extracts. 

IsenolicComplex is the most recent, having been launched in European markets earlier this year. It is an all-in-one solution and proprietary combo of olive leaf and ribow plantain for immunity support and respiratory function in an edible format.

Isenolic and Olivactive have each been on the market for two years already. Other companies have also been responding to immunity concerns with a host of offerings featuring various vitamins, minerals, probiotics and botanicals. Immune-boosting botanicals that come from ancient or traditional medicine appeal to consumers.

Turning to ancient remedies
The Spain-based company is deeply rooted in its Mediterranean surroundings. This allows it to capitalize on the positive associations surrounding the Mediterranean diet and ingredients. 

Earlier this month, researchers uncovered biomarkers explaining the longstanding link between Mediterranean diets and lowered risk of Type 2 diabetes. 

“The Mediterranean diet and the products related to it, such as olive, have always been related to health, well-being and longevity, since ancient times. The use of traditional ingredients gives products a shortcut to being perceived as natural and holds a holistic healing attribute,” Ortega states.

Consumers also see these ingredients as being effective and safe, she notes. 

The main reason behind this is that many people rely more on a history of traditional use than on the latest innovation when difficult times arrive. Therefore, consumers may look back to find reliable and trustworthy solutions.

“Olive has been cultivated throughout the Mediterranean basin for centuries, and the use of olive leaves for medicinal purposes dates back to Ancient Egypt, where they were considered a divine symbol as well as a popular remedy to combat fever. Similarly, Greek culture used it to lower fevers,” illustrates Ortega. 

Olive is even the first botanical species mentioned in the Bible, she states. The fruit is also familiar to a wide range of populations worldwide due to its extended culinary and medicinal use in different cultures. “Therefore, a big part of the population can identify and relate.”One short-term impact of the pandemic has been rescheduled product launches. 

COVID-19 brings difficulties
However, the pandemic has also created some challenges for the nutrition industry. Ortega notes that conducting clinical studies has been difficult, as they usually require frequent medical testing and hospital appointment attendance.

“Consequently, we have advanced and delayed some of our clinical research and proposed new ones according to the new consumer demands,” she explains. 

Another short-term impact of the pandemic has been rescheduled product launches. However, Ortega teases that new ingredient launches are coming soon, along with further studies. 

“The other main challenges that industry is facing are related to supply delays and ingredient adulteration. Fortunately, at Pharmactive, we have not experienced major problems with the supply chain since many of our ingredients are locally sourced and can be transported in a few hours to the manufacturing plant.”

“With regards to quality standards, all our products are submitted to rigorous quality controls in all the stages of their development. This starts with the crops, all the way up to the commercialization, following the traceability of our extracts to ensure pureness,” she continues.

Casting her gaze ahead, Ortega anticipates that the new focus on immune health will be maintained for a long time. In light of this, Pharmactive will continue to invest in clinical research that can link its products to immune health.

These themes and more are the topics of Pharmactive’s recent webinar, which is now available on-demand here. 

By Katherine Durrell