Immunity Opportunity
15th February 2020
Siobhán Collins – Branding Specialist, Bord Bia - The Irish Food Board
The Health and Wellness trend has been to the forefront in driving changes in consumer behaviour with respect to food choices over the last decade. But since the outbreak of Covid19 across the world in 2020, focus has shifted to our immune system and its role in fighting the virus.
This FoodAlert will look at the increasing consumer focus on the immune system and its role in our overall health and conclude with watch outs for Irish food producers looking to make immunity based claims.
Globally, 54% of global consumers say they have spent time educating themselves on ingredients that can support immune health (Innova, 2020).
Even before coronavirus, the momentum behind immune health was noteworthy. Research published by Wellmune, part of the Kerry Group, in December 2019, spanning 11,000 consumers across 14 global markets found that nearly two thirds (63%) placed immune health ahead of supporting healthy bones and joints, good digestive health, improve energy levels and heart health (Wellmune, 2019).
Research undertaken by MMR in association with TOLUNA in April 2020 found that immunity was now the number one health concern in China and South Africa, and only beaten by heart health in UK and US (WARC, 2021).
Research by Mintel, also verifies the increasing consumer focus on immunity. The COVID-19 outbreak has prompted 45% of consumers in Europe to add more nutrients into their diet, while 29% reported being more interested in foods that can support your immune system since the start of the pandemic. As the populations of developed countries age, interest in having a robust immune system to fight ageing and disease has increased (Mintel, 2020).
Covid-19 has significantly boosted demand for functional foods and beverages. Interest in the category has skyrocketed in the wake of the pandemic, and products associated with supporting the immune system – previously a small but steadily growing segment of the market – have been the main beneficiary. (Bord Bia, 2021)
This focus on our immune system and its role in our overall health can be understood in the context of several evolving trends in consumers’ attitudes to their health:
The move from reactive to proactive in terms of how we consider our health. Anticipating problems and taking actions to prevent disease later rather than only looking for cures when the problem arises has fundamentally changed how consumers view their dietary choices.
A more holistic view of health from not just considering physical health but taking a more inclusive whole body system view has driven the understanding of the interrelationships in the body’s systems.
The increasing scientific evidence of a gut / brain link has led to a proliferation of products with prebiotic, probiotics, postbiotics and lately symbiotics. Fermented foods with gut bacteria enhancing features are increasingly emerging in both food and drink e.g. live yoghurts, kombucha, kimchi, apple cider vinegar.
The notion of tailored nutrition where a move from “one size fits all” approach to one that is customised to an individual’s health profile is gaining traction. Functional and fortified foods are playing an increasing role in addressing nutritional issues and this market is estimated to be worth €250bn by 2023 (Euromonitor, 2018).
Consumers would prefer to get their health boosting benefits from natural foods rather than supplements, “let food be thy medicine” underlies an increasing awareness that a varied diet is your best ally. Euromonitor’s annual Health and Nutrition Survey found more consumers are meeting health goals through foods and beverages than pharmaceuticals. Younger consumers in particular reported avoiding pharmaceuticals when possible (Euromonitor, 2019).
A wealth of scientific research data show that vitamins, including vitamins A, B6, B12, C, D, E, and folate; trace elements, including zinc, iron, selenium, magnesium, and copper; and the omega-3 fatty acids play roles in supporting the immune system (Calder, Carr, Gombart, Eggersdorfer, 2020)
Immunity based claims are certainly increasingly sought out by consumers and the market is undoubtedly growing. However, there are a number of watch outs for Irish producers in this space:
- Consumers prefer to get their immune supporting nutrients naturally from real foods rather than supplements. Perhaps your product has some innate immunity supporting features which you need to highlight and educate consumers on.
- You have to stand over any claims you make with scientific studies. Be careful not to overclaim or mislead. There are guidelines around claims such as “is a source of “, “supports your immune system” etc. See Food Safety Authority of Ireland website fsai.ie for further information.
- Consumers are sceptical about the source and truth of claims so make sure you are transparent and verifiable around any claims you make.
- Taste is still the most important driver in food choice so having superior nutritional claims is unlikely to override any taste rejection issues.
- Breakfast is seen by consumers as the main occasion to consume immune supporting foods and drinks.
- Keep it simple for consumers to understand – explain and educate in everyday language, making it more accessible to them.
- Be transparent about what’s inside – explain ingredients, where they come from and what they are made from and the processes they undergo.
- The evidence is that boosting the human immune system is possible through lifestyle choices including diet, sleep and reducing stress. Maybe your brand can support consumers in making those immune system enhancing choices by highlighting some inherent nutritional features already present in your product range.
Any queries on this article can be directed to thethinkinghouse@bordbia.ie
Reference list:
Bord Bia Functional Foods and Beverages Playbook 2019 https://www.bordbia.ie/globalassets/bordbia2020/industry/insights/consumer-insights/functional-food-and-beverage-innovation-playbook-june-2019.pdf
Wellmune 2021: Immune Support is Most Sought Health Goal, Global Survey Finds - Wellmune. https://www.wellmune.com/2019/12/11/immune-support-is-most-sought-health-goal-global-survey-finds
Kerry Foods 2021: https://www.kerry.com/insights/kerrydigest/2020/immune-health-ingredient
Mintel 3rd June 2020: Support Immune Health in New Ways
New Nutrition Business 1st August 2020: Strategy for a post Covid-19 world
Mintel 27th April 2020: Immune Health a future focus
Warc 2021: Immunity: there is no greater demand space | WARC. https://www.warc.com/newsandopinion/opinion/immunity-there-is-no-greater-demand-space/3560
Mintel 17th July 2020: Immunity – a chance to reconnect with older consumers
New Nutrition Business 1st May 2020: Immunity back on our radar
Passport Sept 2020 : Immune support after the coronavirus
New Nutrition Business 21st May 2020 : Has Covid-19 put kids’ immunity back on the table?
Nutraceutical Business Review 11 Dec 2019 Global study finds immune support is the most sought health goal
Foodnavigator 2021:Low levels of vitamin D in UK 'extremely concerning', warns the British Nutrition Foundation. https://www.foodnavigator.com/Article/2019/11/21/Low-levels-of-vitamin-D-in-UK-extremely-concerning-warns-the-British-Nutrition-Foundation#:~:text=Vitamin%20D%20is%20important%20in,levels%20of%20Vitamin%20D%E2%80%8B