Trending immunity NPD: Supplements and functional foods battle it out amid rising pill fatigue

14 Dec 2020 --- Consumers’ intensifying pill fatigue coupled with concerns exacerbated by COVID-19 have created a demand for immunity NPD in innovative delivery formats. NutritionInsight speaks with industry experts who expand on the battle between traditional delivery formats and the rising functional foods trend.

“Consuming nutrient-rich food and drink – including fortified products − is recommended as part of a healthy, balanced lifestyle. Nutritional supplements can be used to complement individuals’ diets and fill nutrient gaps for optimal immune support,” notes Geetika Saraswat, global marketing manager for dietary supplements at DSM Nutritional Products.

“In today’s climate, industry faces rising pressure to develop F&B and dietary supplement immunity concepts. These need to be easily incorporated into consumers’ diets and be based on the latest and strongest science in increasingly short timeframes.”

NutritionInsight previously examined closely the immunity trend, detailing the most popular ingredients and the post-pandemic trends within the segment.

Expanding immunity’s horizons
“In Tune with Immune” has been pegged as one of Innova Market Insights’ Top Trends for 2021, reflecting how immunity and health will steer the development of functional ingredients in the coming years.

“Beyond established segments for immune health NPD, like supplements, baby food and sports nutrition, product innovation has expanded its horizon into more mainstream product categories according to the Innova Database,” says Chang Liu, market analyst at Innova Market Insights.

Industry faces pressure to develop F&B and dietary supplement immunity concepts that can be easily incorporated into consumers’ diets. 

According to Innova’s Consumer Survey 2020, six out of ten global consumers are increasingly looking for F&B products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019.

A hard pill to swallow?
Despite the negative perception of “pill-popping,” traditional formats will continue to be the strong core of immunity NPD because of their convenience, supports Victoria Lam, NZMP’s global marketing manager for Sports & Active lifestyle. 

“They tend to have a longer shelf life, are discreet, typically easy to store or transport and can be taken most times of the day and consumed regularly.”

“If you compare a more novel immunity food or beverage, like a cookie or a juice shot, a consumer may not be in the mood to eat or drink this kind of format every day. I think there are also some associations of supplements being ‘medical like’ because of their pill and capsule formats,” she explains.

Snezhana Kirina, marketing manager at Vaneeghen, says that the immune category is rather serious and overall, consumers are attracted to the more traditional supplement applications. 

“Within the supplement space a wide range of applications are used, from traditional tablets and capsules, to more innovative forms of gummies and stick packs (powders).”

Moving to enjoyable delivery forms
However, Kirina continues that the trend of pill fatigue is rising and more consumers are looking for easy ways to get good nutrients and boost immunity. 

“We keep all trends in mind when working on NPD projects and the possibilities of adding our ingredient to new formulations,” she adds.

There are still opportunities for immunity snacks and ready-to-drink beverages. Consumers may take these alongside supplements, particularly where there is public health messaging or education to encourage people to consume a balanced diet to meet nutritional needs, Lam says.

“These formats appeal more to consumers over 55 years and children. We’ve seen some trends in this space, particularly in Germany and the UK,” she notes.

There is ample opportunity for immunity snacks and ready-to-drink beverages, which consumers can take alongside traditional supplements. Oksana Ritchie, head of marketing at Kyowa Hakko Europe details that functional drinks fortified with immune-boosting ingredients, yogurts and kombuchas are becoming very popular due to their fermented nature. 

“The range of products that include immune-boosting ingredients is increasing almost on a daily basis. We have seen ice creams enhanced with probiotics, immunity snack bars, gummies, alcoholic beverages and even cocktails,” she highlights.

Algae’s applications
Rita Mateus, Business Development at Allmicroalgae says that the best applications for immunity NPD are nutraceutical products, protein supplements and powders that can be added to soups, salads, yogurts or drinks. 

These powders and blends have high protein and fiber content but are also rich in vitamins and minerals such as magnesium or zinc which boosts immunity naturally and might help with symptom recovery, she says.

“The immunity trend sparked new health foods product innovation, and we offer a portfolio from capsules or pills to crackers, biscuits, cereals or bars, to blends of different powders. Soon we will offer more accessible products such as pasta, chocolates, olive oil or fish and meat substitutes,” Mateus notes.

“We expect COVID-19 to have profound, long-lasting effects on consumer behavior globally, including people’s interest in immune-boosting nutritional solutions,” concludes Saraswat of DSM Nutritional Products.

By Kristiana Lalou