Wellmune Moves the Sports Nutrition Market Into Immune Health
07 Aug 2015 --- 2015 has been a monumental year for Biothera, the maker of Wellmune, a proprietary strand of baker’s yeast that was launched in to strengthen the immune systems of a wide range of consumers. The vital ingredient, beta glucan, has now been proven to boost the immunity of recreational athletes, as well as seasoned athletes, while globally, consumers are increasingly looking for products to protect their immune health. Chief executive Rich Mueller spoke to FoodIngredientsFirst about how the market is changing and how Wellmune is ready to pick up the trend.
Beyond sports nutrition, where Wellmune sees a growing success and interest different market to the one in which it started. Predominantly aimed at the sports segment, there has been is from mothers of small children. Indeed, Wellmune’s own research indicates that two-thirds of consumers show an interest in purchasing a product containing Wellmune, and when it comes to mothers with young children, that number is even higher (77%). Furthermore, 59% of consumers who would consider purchasing a product with Wellmune believe it would be worth the extra cost.
Key research carried out by Wellmune and published earlier this year, shows that Wellmune may alleviate exercise-induced immune suppression in less active populations, a study key to opening up the market to Biothera.
“We currently do business in over 60 countries globally with 27 distributor partners. But we have just launched at Vitafoods with Ingredia, our partner on European marketplace. We wanted to work with somebody that understood value-added ingredients,” Mueller explains.
“Wellmune as an ingredient is right for European markets and the amount of peer reviewed studies that prove the performance of our ingredient is starting to drive demand in Europe.”
However, Europe is a relatively new market for Biothera and its Wellmune brand. The company started its activity in the US, but by far the biggest market so far has been Asia.
“After the US, growth came fastest and earliest in Asia,” Mueller reflects. “A number of things caused that to happen. We had a big customer in Mead Johnson; we have more applications in toddler formula in Asia than Europe or the US. It’s a different market. In Latin America and Asia consumers go from infant formula to toddler formula.”
“Also, the science was recognized earlier in Asia. We are seeing fast growth in every other region in the world, but half of our business is in Asia today. It’s even a bigger market than the US.
“In terms of growth, we are seeing very fast growth Latin America, and recently in Europe,” says Mueller. This is largely due to the regulatory restriction in Europe that all ingredients suppliers experience. However, the interest is picking up.
Mueller claims: “Of all the global markets, Europe was the slowest to jump on the technology but now we’re seeing that grow. Innovation slowed down because of regulatory problems, but also one of the last markets we focussed on. We are starting to see a turnaround in innovation, because marketers are starting to say that they need to innovate, regardless of regulations.”
A big factor in the success of Wellmune has been the changing consumer perception of immune health. Consumers are starting to see the importance of immune health and Mueller says that Wellmune communicates the benefit.
“Consumers associate Wellmune the name alone with immune health. It is embraced in areas especially Asia and now that importance has reach critical mass. Consumers realise that immune health necessary, whether they understand it or not,” he explains.
The new study’s findings add to previous peer-reviewed studies in marathoners and fit recreational athletes that demonstrate Wellmune can help athletes stay healthy before and after intense workouts.
Strenuous exercise has previously been shown to decrease mucosal immunity, part of the body’s first line defence against foreign challenges, for up to 24 hours. Such immunosuppression can increase the risk of developing upper respiratory tract infections (URTI) and result in lost training days and performance time. In this latest study, researchers evaluated the effect of Wellmune on mucosal immunity in a less active population undergoing moderate exercise. The study found that Wellmune supplementation caused a significant increase in salivary IgA – an antibody that plays a critical role in mucosal immunity – demonstrating that the yeast beta glucan may have a positive impact on potential immunosuppression in a less active population.
Mueller concludes: “All consumers of any age or preference need a strong immune system, but where we have the greatest traction is children, the elderly, sports performance, athletes or the general consumer who does something that could suppress the immune system, be that exercise or indeed stress-related.“
The trend for protein in sports applications is established, now we are in an era of protecting our immune system, and it appears that Wellmune is an ingredient that can help to achieve success in this market.
By Kelly Worgan & Robin Wyers
