The Immunity Opportunity for Nutrition

The global pandemic has escalated the already rising popularity of health products, especially immunity-focused food and beverages. 

According to the IPSOS Nutiani Consumer Wellness Research, immune health was ranked the third most important wellbeing aspect by global consumers¹. This rapidly growing interest is creating new opportunities for brands globally, but not all players are responding fast enough and with the right functional solutions to capture demand. 

Before diving into innovation, it is critical for brands to understand consumer needs and preferences, especially around their evolving approach to holistic health. In this article, we provide insights into consumers’ perceptions of immune health and where opportunities for growth lie.

1. Consumers want to maintain overall body function and minimise falling ill by building strong immune health. These are the top two functions that brands should be delivering and communicating.

2. Close to 70% of global consumers are seeking ingredients to manage immunity¹, indicating significant opportunities for brands to capture demand.

Dairy proteins and probiotics were among the top three functional ingredients consumers look for. Dairy protein naturally contains minerals and vitamins like B12, which support the protection and function of immune cells². Probiotics, such as Nutiani’s HN019™ , have also been clinically proven to support immune system function by promoting gut comfort³.

Consumer education is important when it comes to probiotics, as the health benefits are specific to each strain. Openly sharing these facts allows brands to differentiate themselves and also helps manage consumer expectations.

3. Consumers wants products in convenient formats and are seeking value for money.

Capsule supplements, frozen and ambient foods emerged as the most popular formats¹, likely because they are easy to prepare and store. Although consumers think products currently available on the market largely meet their needs in terms of functional benefits, they continue to seek greater value for money. By innovating to meet these demands, brands will be better placed to capitalise on white spaces and satisfy consumer desires.

A focus on immunity and holistic wellbeing is here to stay. As consumers continue to seek nutrition solutions to improve their health, brands need to incorporate science-backed functional ingredients into their product range to meet evolving expectations. 

In addition to providing access to high-value ingredients like probiotics, Nutiani’s health and wellbeing specialists are equipped with expertise across different stages of innovation, ensuring our customers are able to respond quickly to emerging consumer trends. Reach out to our specialists to learn more.