Gut health to everyday wellness: Spotlight on ingredients that boost the immune system
Since the global pandemic, consumer demand for immune support has changed to a year-round lifestyle priority. Nutrition Insight speaks to experts from Novonesis, Synergy Flavours, and Tirlán to learn about gut-focused solutions, multifunctional ingredients, and taste-driven products that merge science, convenience, and holistic well-being.
Rebecca Barron, Nutrition manager at Tirlán, says consumer demand for better immune support has moved beyond a reactionary approach to illness prevention to a holistic, everyday approach to well-being. They want support for gut health, mental well-being, energy, and healthy aging, which are linked to immunity.
“There is also growing interest in science-backed solutions, with people looking for functional ingredients that fit seamlessly into their daily routines, whether through fortified beverages, snacks, or supplements.”
Jakob Dalmose Rasmussen, VP of Strategy, Portfolio & Marketing at Novonesis, affirms that immune health has become more important than ever. “People aren’t just looking for quick fixes during flu season anymore — they’re thinking long-term. Immune support has become part of a broader approach to wellness — something that people want to maintain all year round.”
“At the same time, there’s a growing interest in multi-benefit products that do more than just support immunity,” he points out, adding that consumers are looking for multifunctional products and are willing to pay more.
Chris Whiting, European Category development manager at Synergy Flavours, highlights commissioned research that shows US consumers’ interest in powdered greens products has sharply increased since the COVID-19 pandemic and the momentum is gaining traction in European markets.
“Consumers are increasingly drawn to products that deliver functional benefits and great taste. This also aligns with consumer data from Amazon, which highlights ‘taste’ as the most mentioned attribute in more than 1,200 customer reviews, both positive and negative, signaling its importance to consumers,” shares Whiting.
He adds that Amazon products like Free Soul Greens have over 10,000 repeat purchases, showing strong demand for single, convenient, ready-to-mix green products.
Pairing vitamins with dairy and probiotics
Barron points to dairy ingredients that show promise for everyday immune health, noting that multifunctional and science-backed ingredients are in demand.
Jakob Dalmose Rasmussen, VP of Strategy, Portfolio & Marketing at Novonesis.“High-quality dairy-derived ingredients, such as whey proteins and bioactive milk components (e.g., lactoferrin and immunoglobulins), are showing strong potential thanks to their role in supporting immune function, muscle health, and overall healthy aging.”
“Whey proteins’ best-known immunomodulatory action is through stimulation of glutathione and glutamine production. Glutathione is a molecule that plays a role in protecting cells against oxidative stress. Oxidative stress is defined as an imbalance between the production of free radicals (that can cause illness) and the antioxidant system, which is in charge of keeping our bodies healthy,” she details.
Although vitamin D, vitamin C, zinc, and selenium are essential for supporting the immune system, Barron says consumers are looking for them in more convenient and natural F&B formats. Tirlán Ingredients sees an opportunity to combine vitamins and minerals with high-quality dairy ingredients and bioactives for enabling brand innovations in everyday immune support.
Meanwhile, Rasmussen sees emerging probiotics as a promising solution.
“There’s a clear shift toward gut-focused solutions, and consumers have started to see probiotics as just as essential as traditional nutrients like vitamins, minerals, or omega-3s. One standout example is the Lactobacillus casei 431, a well-documented probiotic strain developed by Novonesis.”
“It’s known for its stability and ability to survive in the gastrointestinal tract and has been shown to support the immune response, the body’s natural defense, and increase production of antibodies in response to a challenge,” he explains.
Additionally, Rasmussen adds L. casei 431 can be combined with vitamins for an additive value, aligning with the consumer preference for multifunctional products.
Turning bitter into sweet
According to Synergy Flavour’s Whiting, specific functional ingredients can affect the taste, texture, and appearance of immunity-supporting products. “In powdered greens products, inherent taste challenges often include astringency, bitterness, and dry mouthfeel. Since greens powders already carry ‘earthy,’ ‘grassy,’ and ‘bitter’ off-notes, it is important that these negative taste perceptions are identified and masked.”
Rebecca Barron, Nutrition manager at Tirlán.“Through aroma compound analysis, Synergy has identified flavor pairings that complement powdered greens on a molecular level to bring the flavor and sensory experience in line with consumer expectations.”
He notes that peach tea, tropical fruits, apple, and pear flavors complement greens by masking bitterness and bringing a refreshing taste.
Gut-immune connection
According to Barron at Tirlán, the latest science reinforces the gut’s central role in immune health.
“The gut microbiome is key to many aspects of human health, where 70–80% of the body’s immune cells and 100 trillion gut bacteria are found,” she points out. “Maintaining a balanced and diverse gut microbiome is key to regulating inflammatory responses, strengthening the intestinal barrier, and improving the body’s ability to respond to pathogens.”
“In terms of dairy proteins, some animal studies have reported the potential protective effects of whey protein consumption against gut permeability and inflammation when consuming a high-fat diet. The bioactives found in whey also play a role, for example, research has shown that bovine immunoglobulins can bind to pathogens and allergens, limiting gastrointestinal inflammation with the potential to reduce infection.”
Barron highlights that lactoferrin brings strong antioxidant, antibacterial, and antiviral benefits against certain microbial infections.
Fiber is another essential component for gut health support. Barron says a review on oats’ bioactive avenanthramide supports its anti-inflammatory and antioxidant benefits. However, it requires further research.
Whiting from Synergy Flavour cites Google Trends data showing gut health attracting consumer attention with rising searches for “digestive health” worldwide from August 2020 to August 2025. “This highlights a strong and sustained focus in this area as consumers increasingly seek products that deliver multiple functions, including increased nutrient intake, reduced bloating, and improved digestion.”
The data also shows 47% of British consumers think taste/flavor is the most important purchasing factor for a functional nutrition product.
Whiting also notes Innova Market Insights’ 2024 data on Global Immune Health Trends indicates that immunity as a functional benefit is in demand in F&B products.
Chris Whiting, European Category development manager at Synergy Flavours.“However, products that provide functional benefits for gut health and immunity often pose formulation challenges, such as unwanted off-notes and mouthfeel, that can negatively impact the sensory experience.”
Bringing immune support to more consumers
Barron highlights that Tirlán Ingredients works with its partners to create versatile ingredient platforms — from whey proteins and bioactives to fortified dairy solutions — with proven immune and holistic health benefits across beverages, snacks, and supplement products.
Meanwhile, Rasmussen reveals: “Novonesis is focused on making immune support more accessible, relevant, and trusted. One of the most effective ways to do that is by targeting the gut.”
“Factors such as stress, inadequate sleep, and unbalanced diets can weaken this vital system, making us more susceptible to frequent colds, slow recovery, and fatigue. That’s why Novonesis offers clinically documented strains that help support and maintain immune function — not just during challenging periods like cold and flu season, but all year round, helping people build lasting immune resilience.”
Whiting mentions brands face increasing pressure to develop functional products without compromising on taste. “As part of a multi-layered approach to successfully modulate and flavor a product, Synergy analyzes the product base using gas chromatography-mass spectrometry and gas chromatography-olfactometry to pinpoint prominent aroma compounds and identify those shared with other ingredients, which would suggest a complementary flavor pairing.”
This involves identifying negative aroma notes and taste challenges, such as earthy notes or bitterness, and pairing them with complementary flavors with similar molecular makeup.
