Pieces of the puzzle: FrieslandCampina details lactoferrin for immunity as COVID-19 transforms space
12 Sep 2022 --- While ingredients such as zinc, vitamin C and vitamin D have become mainstays associated with immunity support, consumers are seeking to explore new options, leading to a growing interest in the microbiome and dairy to aid a supplement-driven health boost.
NutritionInsight speaks to FrieslandCampina Ingredients on its Biotis portfolio offerings and the evolution across immunity demands driven by the COVID-19 pandemic.
“The initial response to the COVID-19 outbreak was for consumers to take immediate steps to protect their immunity and prevent themselves from getting ill. This led to a surge in interest in supporting immune health,” says Sophie Zillinger Molenaar, global marketing lead, Biotis, FrieslandCampina Ingredients.
“But as we moved through the different stages of the pandemic, we witnessed an evolution toward a more holistic, preventative approach. Consumers became more aware of their overall health, and well-being and immunity moved to being one important piece in the overall puzzle. Today, consumers are taking a more preventative and long-term view of their health.”
“They may have started taking supplements as a direct response to COVID-19, but now it’s a fully-fledged part of their daily routines.”
Supplement formats like gummies and functional drinks are two popular products in the space. Evolving trends
Considering a preventative, holistic approach to health has also raised questions in relation to the gut microbiome, Molenaar details.
“Around 70% of the cells in the immune system are located in the gut, and research indicates that gut microbiota may play a role in teaching the immune system to identify pathogens, as well as enhancing gut barrier function.”
Consequently, consumers are also looking at their digestive health in a bid to support immunity, she adds.
“Therefore, brands must consider that consumers are taking a multi-faceted approach to their health today, including digestive, cognitive and other areas alongside immune health.”
Dairy for immunity
While ingredients such as zinc or vitamins C and D are popular across the immunity space, research-savvy consumers are always keeping an eye out on what other ingredients may also help, Molenaar highlights.
“This is leading to a growing interest in ingredients such as dairy-derived lactoferrin for immune health. Dairy has long been recognized for its immune-supporting capabilities – not least because of the role of milk in helping developing babies grow and develop essential functions like immunity. So, it’s not surprising to find that many of the components of dairy can help maintain a healthy immune system – no matter our age.”
“Lactoferrin has historically mostly been used in infant formula, but we’re seeing its applications stretch beyond this thanks to its anti-bacterial, anti-viral and anti-inflammatory properties.”
One of the main challenges for brands using lactoferrin has been availability and consistency of supply due to increasing levels of demand. “This is something we are tackling by working to expand our lactoferrin production. Plus, as a dairy co-operative, we have visibility and control over the entire lactoferrin supply chain, right back to the farms that supply the milk,” Molenaar details.
Convenience is a key trend across nutrition products and immunity is no different.
Formulation benefits
According to Molenaar, some immunity-boosting ingredients like lactoferrin lend themselves especially well to supplement formats due to their ease of formulation and well-established immunity benefits.
“A quarter of consumers say immunity is their number one health concern, but it’s not always realistic for them to take the right steps to support their immune health, such as exercising more, sleeping well and ensuring they’re getting the right macro- and micronutrients from their diet.”
“Nutritional products fortified with immune-boosting ingredients are well-positioned to meet this need – particularly if they’re in formats that tap into the desire for a healthy convenience, such as supplements and functional snacks.”
Holistic health ahead
Currently, one of the main trends is consumers looking for quick, convenient and simple ways to support their immune health, Molenaar adds.
“As consumers take an increasingly proactive view on their health, focusing on multiple areas at once, there’s space for immunity to stay front-of-mind. The key opportunity for brands to take advantage of is helping people make proactive immune health a habit. Innovation to create nutritional products that fit seamlessly into daily routines is one essential part of this.”
Considering holistic formulations that target the areas consumers want to improve, including immune health, but also complementary areas like digestive and cognitive health, or strength and fitness, is key for future innovation, Molenaar underscores.
“By including immune-boosting ingredients in formulations with other in-demand health ingredients, manufacturers can help consumers in their quest for overall better health and wellness, supporting their immunity along the way.”
By Andria Kades
