NPD Innovation Rising to Meet Consumer Demands for Immunity
There’s nothing like a pandemic to make consumers prioritize immune health. Six out of 10 consumers increasingly are seeking food and beverage products that support immune health, according to Innova Market Insights, and one in three say their concerns about immunity increased in 2020 over 2019.
“Immunity-boosting ingredients will play a significant role for the coming year, while research and interest in the role of the microbiome and personalized nutrition as ways to strengthen immunity will accelerate,” said Lu Ann Williams, global insights director at Innova Market Insights.
“It’s not that immunity wasn’t important before the pandemic, but certainly what is happening in the current environment has really pushed that to the top of the list,” said Laurie Demeritt, chief executive officer of The Hartman Group.
In response to this increased interest in immunity, food and beverage manufacturers have incorporated immunity-boosting ingredients like vitamin C, vitamin D, zinc, elderberry, ginger and adaptogens into their innovation. Colors like anthocyanins that are known for their antioxidant characteristics as well as health-signaling hues like Rising Orange support health halos in these products as well.
Learn more about products like Remedy Organics Immunity+ Shots, Propel Immune Support, Uncle Matt’s Organic Ultimate Immune Orange Juice Beverage, and Cloud Water + Immunity at the link below.