Natural Products Insider

MAY-JUN 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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10 INSIDER May/June 2018 Supplements to support immune health are in high demand. Research from Euromonitor International showed products with "immune system" positioning accounted for 11.3 percent market share of supplements globally and were valued at close to US$2 billion total in 2015, with a compound annual growth rate (CAGR) of 10.7 percent from 2011 to 2015. "To be successful, it will be important for food, beverage and supplement manufacturers to understand how their products fi t within consumers' ever- evolving defi nition of health and wellness," said Megan De Stefano, global probiotics marketing leader, DuPont Nutrition & Health. "There are clearly strong trends in favor of natural immune health and rising sales in this category. However, there is still a gap between interest in functional foods and beverages and actual purchasing behavior." De Stefano referenced a 2013 U.S. consumer study from Datamonitor showing 88 percent of consumers were interested in purchasing functional foods and beverages to "improve immune system," but only 40 percent were actively purchasing in this area. This trend is echoed in Kemin's Attitude and Usage Survey of U.S. supplement users. The survey showed 70 percent of U.S. supplement users stated they plan to take immune support supplements in the future, but only 27 percent of those surveyed stated they were currently taking immune support supplements. Science is critical to engaging consumers interested in immune support solutions. "Immune health shoppers are thoughtful and engaged, and therefore more likely to make an effort to evaluate the scientifi c evidence supporting the ingredients available to them," said Donald Cox, Ph.D., research and development director, Wellmune and GanedenBC 30 , Kerry. Citing research from Nielsen, he added, "With 59 percent of consumers stating a product's health and wellness benefi ts are infl uential in purchase decisions, research can help easily convey benefi t messaging and can be a highly effective way to attract them." The gut's role in immune health is gaining attention by scientists and consumers alike. "The discovery of the role that the GI [gastrointestinal] tract plays in lifestyle, disease, immunity, infl ammation, cognitive function, diabetes and so much more has advanced health and medicine, and helped to change the way we look at disease," said Susan Hewlings, Ph.D., R.D., chief science offi cer, IgY Nutrition. "We no longer look at diseases as disconnected separate conditions; instead, there is awareness in the medical community and now the mainstream that these diseases are connected and need to be addressed as such." Addressing GI tract health and potential dysbiosis—imbalance of the gut microbiota—is the place to start in improving overall health, she said, pointing to pre- and probiotics to help correct dysbiosis. 1 Immunoglobulin Y (IgY) antibodies found in chicken eggs (as IgY Max™, from IgY Nutrition) help change the composition and activity of the gut microbiome. These antibodies work by signifi cantly reducing harmful bacterial adhesion and growth in the GI tract, 2 helping to minimize infl ammation by decreasing cytokines 3 and high-sensitivity C-reactive protein (hs-CRP), which increases in the blood with infl ammation. Supplements: Immune Health Market research shows a gap between consumer interest in immune support supplements and actual usage. Expanding research supports mechanisms behind the immune-boosting abilities of probiotics, and validates health claims. Beyond specialty nutrients, adequate nutrition to support vitamin and mineral sufficiency is critical to support healthy immune systems. Immune-Boosting Ingredients by Rachel Adams INSIDER's Take Treasuring your health I M M U N E H E A LT H S C I E N T I F I CA L LY P R OV E N 1 0 0 % N AT U R A L R E G U L ATO RY A P P R OV E D Discover lactoferrin in its purest for m: www.ingredia-nutrition Proferrin® is a brand of Ingredia

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