Science-backed claims reign while immune-supporting ingredients propel NPD

06 Sep 2023 --- Physical and mental well-being are the critical factors steering consumers toward a healthy lifestyle in a world that demands every inch of their energy, day in and day out. It’s no surprise that foods that increase vitality and enhance immunity are one of the crucial drivers for food and ingredient formulators worldwide. Companies are tapping into science and technology to develop ingredients that promote holistic well-being in a bid to keep up with heightened interest in immune-supporting ingredients.

Food Ingredients First speaks to a range of experts to explore the latest trends in the immune-supporting ingredient arena and what has made them a year-round necessity for consumers.

“A well-functioning immune system that can effectively fight infections is an asset in today’s world,” highlights Dr. Veerle Dam, Ph.D., health science and regulatory affairs specialist at Sensus.

New product launches with an immunity claim have grown over the last few years, and were considerably accelerated amid and after the COVID-19 pandemic.

“Most of these launches are in the healthcare sector, followed by dairy products, baby food and nutritional drinks,” she highlights. 

For Per Rehné, CEO at Clasado Biosciences, the global pandemic is the reason behind the change in the health market, bringing heightened interest in improving health and well-being and a focus on immune health through proactive approaches. 

“This shift is evident in examples such as the growth of daily vitamin and mineral supplements, reflecting a desire for ongoing support rather than reactive solutions,” he underscores.

Consumers put health first
Almost half of global consumers are aware of probiotics (up from 42% in 2019), while 70% recognize the link between gut health and immune health, according to Kerry's research.

70% of global consumers recognize the link between gut health and immune health, says Kerry's research.Further, Kerry’s consumer survey of 13,000 people in 16 countries depicted that 58% of respondents hailed immune support as the top benefit they looked for in a healthy lifestyle product. “Four in ten had purchased an immune-health product in the previous six months,” adds Dr. Niamh Hunt, senior global marketing manager, Kerry Taste and Nutrition.

“Consumers are broadening their tastes for immune health benefits away from traditional supplement formats such as capsules and into a wide range of convenient, everyday products, such as breakfast cereals and nutritional bars.”

“Interestingly, consumers no longer consider immune health as important strictly for seasonal challenges, instead viewing immune support as a year-round necessity,” underlines Jenna Nelson, marketing director, EpiCor at Cargill.

Dr. Dam from Sensus agrees that consumers want to strengthen their immune systems is evident from Sensus’s proprietary consumer insights in Europe 2023. 

The report showed that 75% of consumers want to strengthen their immune system, with prebiotics like chicory root fiber, inulin and oligofructose being associated with immune system support by one in three consumers.

The science of gut promoters 
According to the International Scientific Association for Pro- and Prebiotics (ISAPP) prebiotics positively impact the composition and activity of the resident microbiota in the human gut.

Ingredient formulators point to prebiotics as a means to a healthy gut, starting as early as infancy when the mother’s milk supplies prebiotics to the baby.

Dr. Veerle Dam, Ph.D., health science and regulatory affairs specialist at Sensus (Image credit: Sensus).Sensus works on inulin, a dietary fiber naturally present in onions, garlic and bananas, which ISAPP officially recognizes as a prebiotic. The ingredient provider extracts the ingredient from “one of the richest sources, the chicory root,” reveals Dr. Dam.

Inulin reaches the colon intact, she explains, and is “selectively fermented by healthy gut bacteria like bifidobacteria.” In turn, these bacteria produce short chain fatty acids (SCFAs), while increasing in number, which modulates the gut microbiota toward a healthier composition.”

Studies show that short-chain fatty acids (SCFAs) may positively modulate the immune system.

SCFAs can also promote a balanced mucosal immune system by increasing the anti-inflammatory agents and decreasing the pro-inflammatory agents in our body.

Moreover, emerging evidence shows that SCFAs act on the bone marrow to promote the generation and development of immune cells. “In particular, the SCFA butyrate has enhanced effects on our immune system,” Dr. Dam details.

Last year, a study conducted by Morinaga Milk uncovered a breakthrough in understanding how the beneficial bifidobacterial species are formed and which species can dominate the infant gut microbiome at the early stage of life.

As far as Rehné is concerned, nourishing bifidobacteria through prebiotic supplementation can enable formulators to “address multiple facets of health and well-being with one singular ingredient,” making them an ideal choice for promoting gut health and beyond.

“The evolving focus on immunity presents a beneficial opportunity for immune health product development and the science it brings.”

Kerry’s baker’s yeast-based Wellmune is compatible with juices, smoothies, sports/energy drinks and dairy beverages (Image credit: Kerry). Bimuno galactooligosaccharide (GOS), a prebiotic developed by Clasado, has been shown to support immune health through gut microbiome modulation, strengthening the first line of immune defense.

Findings demonstrate Bimuno’s positive impact on innate and adaptive immune systems, including immune defense, barrier function, immune cell modulation and resilience and systemic inflammation. It also targets infections of the gastrointestinal and respiratory tracts.

Other reported benefits include immune cell functioning support, increased anti-inflammatory and reduced pro-inflammatory molecules.

Demand breeds innovation
Notably, the renewed focus on gut health’s role in immunity is reshaping product development.

Rehné explains: “Around 70% to 80% of immune cells reside in the gut, emphasizing the importance of a balanced gut microbiome in supporting immune function. Consumers are now seeking products that address immune health and promote gut microbiome support, so formulators have more needs to address than ever before.”

“This trend highlights the significant potential of prebiotics as a key ingredient for immune-supporting products and provides vital clues as to the future of the nutraceutical sector,” he tells Food Ingredients First.

It is not just food garnering consumer attention when it comes to immune support; beverages, too, are catching their eye.

“The trend toward functional beverages presents exciting opportunities for manufacturers, especially with younger consumers increasingly rejecting alcohol and other drinks categories theyClasado's prebiotic Bimuno GOS, reportedly supports immune health through gut microbiome modulation (Image credit: Clasado). consider unhealthy, including sodas,” underscores Dr. Hunt. 

He further cited a 2021 Kerry research where participants were “particularly keen on fruit and vegetable juices offering immune support (52%), followed by sports nutrition drinks (45%) and enhanced waters (44%).

Immune-supporting beta-glucan ingredients such as Kerry’s baker’s yeast-based Wellmune is compatible with many manufacturing processes and beverage formats. These include juices, smoothies, sports/energy drinks and dairy beverages. 

Beneo recently expanded its fiber portfolio with barley beta-glucans designed to boost heart health and aid blood sugar management.

“Incorporating these soluble, neutral-flavored ingredients in cost-effective doses can give manufacturers a competitive advantage in an increasingly crowded market,” notes Dr. Hunt.

During the conversation, Kerry emphasized another area of growth for supplement formulators – specific immune formulas that combine health benefits, such as brain health (including stress), with immune health, that are brimming with potential.

Sensoril, its proprietary ashwagandha extract, reportedly positively impacts stress, sleep, mood, focus and energy. “We’ve now combined it with Wellmune in a new formulation called Wellmune Adapt, which offers consumers a one-stop solution for their physical and mental well-being,” Dr. Hunt tells us.

Postbiotics- The next stage in biotics
According to Lu Ann Williams, global insights director at Innova Market Insights, postbiotics have emerged as the next stage in biotic development in recent years. 

“In recent years, postbiotics have emerged as the next stage in biotic development. Current consumer awareness of the concept remains relatively low, but more and more products are emerging in the supplements market, which should help familiarize such ingredients,” she underscores.

Cargill’s postbiotic — EpiCor offers immune health support and may positively modulate gut microbiota (Image credit: Cargill).However, that is slowly changing. Cargill’s recent research conducted in the US found that 49% of shoppers are familiar with postbiotics and nine out of ten probiotic users would consider adding a postbiotic to their daily routine.

Often referred to as “ghost biotics,” ISAPP defines a postbiotic as a preparation of inanimate microorganisms and their components that confer a health benefit on the host.

Based on a study, these microbes may be inanimate, intact cells or may be structural fragments of microbes, such as cell walls.

According to Nelson, Cargill’s postbiotic — EpiCor offers immune health support and may positively modulate gut microbiota.

He walks us through the story behind EpiCor’s discovery: “Saccharomyces cerevisiae was being used at our founding company’s animal feed manufacturing facility to make a fermented product for livestock. Factory employees at this facility took fewer sick days than their office-bound colleagues. To understand why, the company commissioned pilot studies and learned that its fermented feed product supported the immune health of the factory workers exposed to the product.”

The company embarked on "years of clinical research" to show the safety and efficacy of using this postbiotic in supplements for people – and EpiCor was born.

The postbiotic’s fundamental feature lies in being “inanimate,” which confers increased stability and consistency in dietary supplement formulations compared to more familiar ingredients, like probiotics. It is also reported to have a long shelf life and increased formulation flexibility, enabling product development by formulators.

Nelson explains how postbiotics differ from probiotics while being processed. “Compared to metabolites in postbiotics, probiotics are inherently harder to work with because they must remain alive – from processing and packaging until they reach the consumer’s gut.”

“In contrast, EpiCor is an inanimate ingredient, with a low recommended dose of just 500 mg daily.”

The faith in “credible research” 
Despite being increasingly mindful of how they spend their money, consumers are still prioritizing their health. Kerry points out that products containing ingredients supported by credible research that resonate will be seen as high-value.

Moreover, studies show that 79% of consumers report conducting their own research into ingredients.

“This is even more evident when it comes to immune health products – ‘clinically proven’ is the most sought-after claim on food, beverage and supplement products targeting immune health, with over 80% wanting to see it,” underscores Dr. Hunt.

In the same vein, Clasado flags the role of regulation compliance in helping companies gain consumer trust. 

“As the science for functional ingredients develops, it helps support regulatory submissions and can lead the way for targeted health-related claims that can boost consumer confidence in a product’s capabilities,” remarks Rehné. 

Sensus highlights that increased awareness of the link between the gut microbiome and health may open opportunities for brands to use ingredients that support immune health via the gut. 

“We expect demand for dietary supplements that support immune health to continue to increase, as consumers prioritize health and look for holistic solutions to improve their well-being,” concludes Nelson.

By Insha Naureen