Defend Against Disease With Immunity Boosting Products

9 SEPTEMBER 2019 | INDUSTRY TREND
DEFEND AGAINST DISEASE WITH

IMMUNITY-BOOSTING PRODUCTS
As consumers look for products that protect them from rising health issues and
Michelle Teodoro, Global
focus on healthy ageing, products made to support immunity have potential to Food Science Analyst
flourish.
1 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

https://clients.mintel.com/trend/defend-against-disease-with-immunity-boosting-products
Table of Contents
WHAT'S HAPPENING GLOBALLY WITH PRODUCT INNOVATION OFFERING IMMUNITY
BENEFITS? ............................................................................................................................................ 4
[Graph] Global: % of food, drink and healthcare launches with immunity claims, by super category,
Apr 2014-Mar 2019 ........................................................................................................................... 5
[Graph] Global: share of food, drink and supplement products launches with immunity claims, by
top subcategories, Apr 2014-Mar 2019 ............................................................................................. 7
SUPPORT IMMUNITY NEEDS AT EVERY LIFE STAGE ................................................................... 10
[Graph] Global: % of food, drink and healthcare launches with an immunity claim, by demographic
claim, Apr 2014-Mar 2019 ............................................................................................................... 12
LINK WITH GUT WELLNESS .............................................................................................................. 15
FORMULATE WITH BOTANICALS AND KNOWN NUTRIENTS......................................................... 19
[Graph] Global: top ingredients in food, drink and healthcare launches with immunity claim, Apr
2014-Mar 2019 ................................................................................................................................ 20
[Graph] Global: top 10 micronutrients and related products, % of food, drink and healthcare
launches with an immune system functional claim, Apr 2014-Mar 2019 ........................................22
[Graph] Global: select herbal ingredients, % of food, drink and healthcare launches with immunity
claims, Apr 2014-Mar 2019 ............................................................................................................. 24

Mintel recommends
Support immunity needs at every life stage
Support immunity as part of a long-term healthy ageing strategy for health protection and prevention.
Develop immunity-boosting products, ranging from infants to the silver generation.
Position with gut wellness

Many food and drink products offering immunity benefits also come with digestive health benefits as the
two are often linked. Offer several functional properties beyond gut health, including protection of the
immune system with probiotics. Postbiotics are also ingredients to watch out for.
Formulate with immune-boosting foods and nutrients

Micronutrients like vitamins A and C and zinc are some of the more common and recognised ingredients
for products with immune-boosting benefits. Consider expanding into botanicals that take inspiration
from traditional and ancient medicines, which provide natural and holistic healing attributes.

WHAT'S HAPPENING GLOBALLY WITH

PRODUCT INNOVATION OFFERING
IMMUNITY BENEFITS?
Nutrition and lifestyle are found to play a critical role in balancing the immunity
response and reducing incidence of immune-related illnesses. Consumers consider
strong immunity important for achieving a healthy lifestyle and are looking for
products that can protect their body against immunity concerns.

Factors affecting immunity: diet, stress and inactivity

Poor diet
Excessive consumption of sugar and processed food can affect the immune system.
Stress and inadequate sleep

Chronic stress raises cortisol levels in the body, which decreases the production of "good"
prostaglandins. Sleep is also an important factor for building a strong immune system.
Physical inactivity
Physical exercise helps increase blood flow and supports the body in removing waste. The improved
blood flow also provides circulation of antibodies.
Source: Experimental Cell Research; Frontiers in Immunology; Journal of Sports and Health Science
Launches of immunity-boosting products are niche but have

great potential to flourish
Immunity-boosting products are overlooked by a lot of companies. Over the last five years, the share of
new products with immunity claims has been limited, particularly in food and drink, but are more frequent in
supplements.
As consumer interest for improved immunity grows, they will look for products that meet immunity needs.
Global: % of food, drink and healthcare launches with immunity claims, by

super category, Apr 2014-Mar 2019
15%
10
10%
5%
2
0.58
0%
Food Drink Supplement

Source: Mintel GNPD

Immunity-boosting product launches gain traction in Europe and

North America
Global: % of food, drink and supplement launches with immunity claims, by top region,
Apr 2014-Mar 2019
% share of global food, drink and % change in launches: Apr
Region supplement launches with 2014-Mar 2015 to Apr
immunity claim 2018-Mar 2019
Europe 41% 50%
Asia
34% 34%
Pacific
North
11% 53%
America
Latin
9% 14%
America
Middle
East & 6% 20%
Africa
Source: Mintel GNPD

Immunity-boosting products are appearing primarily in

supplements and beverages
Global: share of food, drink and supplement products launches with immunity claims,
by top subcategories, Apr 2014-Mar 2019
40%
31
30%
20%
10% 6 5 4 4 4 3 2 2 2
0%
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Source: Mintel GNPD
Immunity-boosting products are appearing in beverage

categories
Drinking yogurt
Dukat b-Aktiv LGG Natural Yogurt contains LGG (Lactobacillus

rhamnosus GG) dairy culture and vitamin B6 that contributes to the
normal function of the immune system (Croatia).

Beverage mixes
Rasna Native Haat Badam Vita Beverage Food Mix contains selenium
and copper said to be good for the healthy functioning of the immune
system (India).
Juice shots
Vive Organic Immunity Boost Wellness Shot with Elderberry contains a

proactive defense blend that includes cold-pressed ginger root, cold-
pressed turmeric root, elderberry and black pepper that activates the
turmeric (US).
Look beyond food and drink in offering immunity claims
For pets
CannaShroom Immune Supporter with Five Mushroom Blend contains

organic hemp oil, organic mushrooms (chaga, maitake, reishi and
shiitake) and turkey tail that helps boost immunity and reduce
inflammation, stress and anxiety (US).
For hand creams
The KORA Organics Rose & Noni Daily Hand Cream contains noni
extract that is rich in more than 100 vitamins and minerals to enhance
immune performance and protect the skin from environmental damage
caused by free radicals (Germany).

For skincare protection products
VIVAIODAYS Organic World Secrets for Baby & Kid Turmeric Broad
Spectrum Sunscreen SPF 30 contains organic sea buckthorn pulp oil
that helps naturally strengthen skin immunity (US).

SUPPORT IMMUNITY NEEDS AT EVERY LIFE

STAGE
A healthy immune system is relevant at every life stage. Brands should support
immunity as part of a long-term healthy ageing strategy. They can target all
consumers from infants to seniors with products for health protection and
prevention.

Position immunity as a healthy ageing

45%
strategy for protection and prevention
of Chinese consumers
aged 55-74 who have A strong immune system helps to keep a person healthy by fighting off
health issues 'eat more harmful bacteria, viruses, parasites and fungi. However, the immune
healthy' in order to system can become compromised by dietary and environmental lifestyles
address poor immunity that can make people sick, like the common cold and flu, as well as more
serious infections and diseases such as cancer.
Consumers are more aware and knowledgeable about the importance of

healthy eating for immunity protection. They are now looking at food,
drink and supplement products that offer holistic ageing and preventative
solutions, from the beginning to later years of life, as discussed in
Mintel's 2019 Food & Drink Trend Through the Ages.
Base: 727 seniors aged 55-74 who have health issues

Source: KuRunData/Mintel
In China, brands should seek ways to boost the immunity of all

ages
Food, drink and supplement products that cater to the needs of all ages for better immune system would
be appealing.
SENIORS INFANTS CHILDREN
54% 66% 59%
of Chinese consumers of Chinese parents with of Chinese parents aged

aged 55-74 are babies aged 0-3 are 20-49 would want to
interested in foods that concerned by low purchase food and drink
could improve the immunity when feeding that can improve their
immune system their child children's immunity
Base: 800 seniors aged 55-74; 3,000 internet users aged 20-39 who have children aged 0-3; 3,000
internet users aged 20-49 who have a child aged 4-12

In the West, consumers show interest in strong immune systems
IN THE US IN THE UK IN GERMANY
41% 41% 45%
of consumers aged of consumers aged of users of functional

35-44 are interested in 55-64 would be food and drink aged
beverages that feature interested in yogurt/ 16-24 are motivated to
immunity boosting yogurt drinks that support use functional food and
immune health drink that boosts the
immune system
Base: US: 345 internet users aged 35-44; UK: 400 internet users aged 55-64 who have eaten/drunk
yogurt or yogurt drinks in the last month; Germany: 1,003 internet users aged 16+ who have used
functional food and drink in the last six months
Source: Lightspeed/Mintel
Offer immunity benefits in products targeted at vulnerable

groups
Brands should offer products with immunity benefits to consumer groups who are at risk of various
illnesses, such as seniors, pregnant and nursing mothers and children.
Global: % of food, drink and healthcare launches with an immunity claim, by

demographic claim, Apr 2014-Mar 2019
% of launches with immune system claim

20%
18
15%
13
10
10%
5% 4
0%
Maternal Seniors (aged Babies & toddlers Female Children (5-12)

55+) (0-4)
Source: Mintel GNPD

Formulate products designed to enhance immunity of different

life stages
Probiotics for pregnant women
USP Zdrowie Estabiom Pregna Preparation for Pregnant Women

contains Lactobacillus rhamnosus GG (LGG) and two strains of
gynaecological bacteria to help build the infant's own immunity through
the intestinal microbiome (Poland).
Immunity-boosting micronutrients for seniors
Vinamilk Sure Prevent Special Nutrition Supplement contains zinc,

magnesium, selenium and vitamins of group B, C, A and E that help
reduce tiredness and improve appetite, sleep and body resistance
(Vietnam).
Zinc for kids' body resistance
Wonder White Sandwich Bread is high in fibre and formulated with

vitamins and minerals including zinc for a healthy immune system
(Australia).
Provide for immunity needs of consumers at every life stage

Target parents with immunity-boosting products for kids
Infants are highly susceptible to infections and diseases. Receiving the right nutrition at such an age is
vital as it improves immunity, leading to healthy growth and development.
59% of Chinese parents would feel encouraged to buy food and drink products that can improve
immunity for their kids.

Manage the immune system of pregnant women

Pregnant women are considered to be a unique population group due to their complex 'immunological'
condition which leads to higher risk. They are more severely affected by cold, flu and other infectious
diseases.
Address age-related immunity loss

As consumers age, their immune response is reduced, which contributes to more infections and
diseases. As life expectancy in developed countries has risen, so too has the incidence of age-related
conditions like immunity loss.
Seniors would be interested in products with immunity benefits, but there are few on the market.
Seniors are a relatively untapped potential

when it comes to immunity
Manufacturers can develop products that help strengthen the immune
system, especially to help seniors reach their goals of staying active.
Brands should educate consumers about ways to improve their immune

system. Considering that 54% of Chinese seniors are interested in foods
to improve their immune system and 21% claim to have poor immunity
Power Vita Sênior Vitamin and are not taking any measures to help it (health supplements or
Mineral Supplement (Brazil) medical treatments), immunity is an untapped opportunity.
Boosting the immune system is also a important reason that motivates

European consumers aged 55+ to use functional food and drink.
Although still niche, the percentage of senior-positioned food, drink and
healthcare product launches with an immunity claim has increased by
48% in the past five years.
Base: China: 800 seniors aged 55-74; Europe: internet users aged 16+ who have used functional food and
drink in the last six months (1,045 in France; 1,003 in Germany; 1,212 in Italy; 1,431 in Spain; 1,458 in
Poland)
Source: KuRunData/Mintel; Lightspeed/Mintel

LINK WITH GUT WELLNESS
There is a link between a healthy gut and better immunity. Brands could offer
several functional properties beyond gut health, including protection of the immune
system with probiotics.
Postbiotics are also ingredients to watch out.

Boost immunity through gut microbiota

Consumers are becoming more aware of the importance and benefits of a healthy gut. This reflects the
widespread interest in gut health platforms, and clinical research continues to place the microbiome at the
heart of the gut health conversation. Also, more research links gut health with other health concerns, from
mental wellbeing to immunity.
The balance of bacteria in the gut influences the balance of the immune system. Around 70% of the
immune system lives in the gut, and gut bacteria helps immune system cells develop, teaching them the
difference between an antigen (which is an important factor in being at risk of chronic inflammatory
disorders), autoimmunity, infections and the body's own cells and tissues. As research has progressed,
researchers have taken particular note of the link between gut health and immunity as they try to find ways
the intestinal environment can be enlisted to boost immunity more effectively.
While each person's gut microbiota is unique, which also varies with age, the most influential factors for a
healthy gut are environmental, including diet. Knowing this, consumers are focused on the idea of taking
supplements to improve the probiotic (ie intestinal) environment and look for more food and drink
formulations with probiotics, fermentation and prebiotics to improve their own wellness.
Ingredient spotlight: probiotics as an immune system booster

Probiotics are claimed to It is claimed that probiotics offer several functional properties beyond gut health
including stimulation of the immune system.
According to the Synthetic and Systems Biotechnology Journal, consumption of probiotics significantly
reduced the incidence of upper respiratory infection and flu-like symptoms, with an oral temperature higher
than 38°C compared to the placebo group.
Though still niche in global food, drink and healthcare products, brands are starting to explore and
leverage the functional benefits of probiotics. For example, Vedanta Biosciences has developed a new
category of therapies for immune-mediated diseases using live human microbiome-derived bacteria. Also,
Chr. Hansen's probiotic strain Bifidobacterium animalis ssp.lactis (BB-12) has been granted a patent in
South Korea for enhancing immune response in conjunction with an influenza vaccine and in infant milk
formula.
Highlighting probiotics' ability to boost immunity could increase

awareness among consumers
In non-dairy yogurt
Nancy's Plain Probiotic Oatmilk Non-Dairy Yogurt contains billions of

carefully selected live probiotics in every serving including
Bifidobacterium lactis BB12, described as the defender which supports
immune system and digestion (US).

In powder supplement
CJ CheilJedang Byo Expert Care Skin Immunity Lactobacillus Powder

is formulated with CJLP-133 fruit- and vegetable-origin Lactobacillus
extract to improve skin condition and immunity and to support a healthy
digestive system (South Korea).
In fruit snacks
Mariani Premium Berries and Plums with Probiotics is powered by

Ganaden BC30 Probiotic with Bacillus coagulans GBI-30 and 6086,
which are said to support the digestive system and immune health
(Mexico).
Postbiotics could be the next probiotics for gut and immunity

Probiotics are the most prominent bacteria in gut health and are gaining attention in the immunity-related
health space. However, other categories of ingredients, such as postbiotics, are also making progress.
According to a recent study conducted by Trends in Food Science & Technology, postbiotic is a newly
coined term for metabolic byproducts or "beneficial waste products" of probiotic bacteria. Forms of
postbiotics include organic acids or short-chain fatty acids, peptidoglycans and polysaccharides. These
bacteria produced in our digestive tracts could be key regulators of gastrointestinal (GI) health and help
decrease inflammation and boost immunity.
Mostly applied commercially in personal care products, postbiotics potential is now appearing in
pharmaceutical and functional food and drink categories. Though still in its infancy, big brands are starting
to dive into this niche trend. For example, Danone Nutricia have started research on postbiotics. They have
reformulated their Aptamil follow-on formula that contains a combination of 'prebiotics and postbiotics'
which provide infant with immunity and digestive health benefits.
Source: Trends in Food Science & Technology; Journal of Applied Microbiology; Aptamil

Interest in postbiotic heightens

As consumers are gaining
awareness and interest in the
benefits of postbiotics, brands
should gaze beyond probiotics
and prebiotics for gut and
immune health.
Mentions of postbiotics on US
social media sites have seen a
91% monthly increase over the
last year. Brands should
educate consumers about this
latest gut microbiome ingredient
trend.
* social media mentions of probiotics, prebiotics and postbiotics on Instagram, Pinterest and Twitter, July
2018-July 2019
Source: Infegy/Mintel

FORMULATE WITH BOTANICALS AND

KNOWN NUTRIENTS
Micronutrients like vitamins A and C and zinc are some of the most common and
recognised ingredients for products with immune-boosting benefits. To meet the
demand for natural products offering holistic healing benefits, brands should
consider expanding into botanicals that foster inspiration from traditional and
ancient medicine.

Start with trusted micronutrients

Proper nutrition is essential for a strong and healthy immune system. To help protect oneself against
infection and bolster defenses, the inclusion of immune-boosting nutrients in the diet is a must.
According to Harvard Health Publishing, there is some evidence that various vitamin and mineral
deficiencies such as of zinc, selenium, iron, copper, magnesium, folic acid and vitamins A, B6, C and E
change immune responses in animals. However, the impact of these on the animal's health is less clear,
and the effect of similar deficiencies on the human immune response has yet to be assessed.
The European Food Safety Authority (EFSA) has authorised a set of immune-boosting nutrients that can
be used in a wide variety of products with immunity claims including copper, folate, iron, selenium, vitamins
A, B12, B6, C and D and zinc.
Source: Harvard Health Publishing; European Food Safety Authority
Micronutrients dominate as an immunity ingredient in food and

drink
Global: top ingredients in food, drink and healthcare launches with immunity claim, Apr
2014-Mar 2019
75%
63
% of launches
50%
33 33
25% 19 17
14 13 13 12 11
0%
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Source: Mintel GNPD

Highlight the key micronutrients for immune system
Zinc
Bertil's Kelasin Zinc Acetate Mouth Spray is a fast and long-acting zinc
supplement that is said to promote the normal functioning of the
immune system and increase resistance to viruses (Finland).
Vitamin C
Superfoods Energy Fruits SF Superfoods & Supershakes Camucao

Antioxidant Supershake is high in vitamin C, which provides cell
protection from oxidative stress, normal functioning of immune system
and increases iron absorption (Spain).
Vitamins B6 and B12
Vitabiotics Wellwoman Pomegranate & Cranberry Vitamin Drink is

formulated with iron, vitamin B6 and vitamin B12 to contribute to the
reduction of tiredness and fatigue, and to support the normal functions
of the immune system (Nigeria).
Iron
Aaccrue Organics GetSetGrow Stage 2 Rice Dal & Fruits Instant

Organic Baby Cereal is fortified with iron, provides nutrition and
increases immunity (India).

Antioxidants
Saúde Tropical Brazil Nuts contains antioxidant and flavonoids, which

help to maintain healthy immune and nervous systems, and help to
prevent atherosclerosis and cancer (Brazil).
Vitamins B6 and B12
Biostime SN-2 Bio Plus Stage 3 Premium Organic Toddler Milk Drink
contains vitamins B6, B12 and zinc to support normal immune system
function (Australia).
Top micronutrients included in immune-boosting products

Between April 2014 and March 2019, vitamins C, D and B6 were the leading micronutrients found in food,
drink and healthcare products with an immune system claim.
In the same period, 58% contain vitamins and 48% contain minerals as an ingredient.
Global: top 10 micronutrients and related products, % of food, drink and

healthcare launches with an immune system functional claim, Apr 2014-Mar
2019
% of launches that contain ingredient
40%
0%
C*
A*
c*
n*
*
m
D
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* includes all child ingredients

Source: Mintel GNPD

IN CHINA
Expand into botanicals and draw on
43%
inspiration from traditional and ancient
of consumers would medicine
like to have energy The recognised ingredients for immunity is going beyond familiar
drinks with natural immune-boosting micronutrients including vitamin A and C and zinc.
ingredients Brands are now shifting towards the use of natural sources of nutrients
like botanical substances for immunity such as ginger, camu-camu,
elderberry and medicinal mushroom.
Indeed, an approach to natural sources of nutrients for specific health

needs is still an overriding trend that influences functional NPD. The use
of ancient and traditional ingredients and techniques give products a
shortcut to being perceived as natural and holds a holistic healing
attribute. However, it is still necessary that such immune health
ingredients can demonstrate that they will deliver fully researched and
evidence-based benefits.
Base: 2,942 internet users aged 20-49 who have drunk soft drinks in the last three months

Explore different botanical ingredients in food, drink and

healthcare products
Botanical ingredients are mostly revered in Traditional Chinese Medicine (TCM) or Ayurveda and have
long been used as tonics for their immunity properties.
Global: select herbal ingredients, % of food, drink and healthcare launches with
immunity claims, Apr 2014-Mar 2019
Apr 2014-Mar 2015 Apr 2018-Mar 2019

4%
2%
0%
r
in
on
sil
om
ac
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us
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* select ingredients include herbal substances, herbal preparation, fruit and fruit products, vegetable and
vegetable products
Source: Mintel GNPD
Emerging functional ingredients for immunity products
Echinacea extract
Korean Drug Immu-Gold Dietary Supplement Liquid is formulated with

echinacea extract to support acute respiratory tract infection, prevent
flu, help improve the immune system and promote respiratory system
health and resistance (South Korea).

Maca
Macarena Punch Maca, Quinoa, Passion Fruit, Carrot and Apple Drink
contains maca that provides natural energy, mental agility and bodily
resistance (Peru).
Reishi Mushroom
Purely Elizabeth Chocolate Sea Salt Grain Free Granola Bar is

powered by one of the world's most scientifically studied medicinal
herbs, reishi mushroom, used to support healthy immune function and
aid the body's response to stress (US).
Highlight the naturalness and holistic healing of immune-

boosting herbals and botanicals
With its roots in ancient and traditional medicine, immune-boosting herbals and botanicals appeal to
consumers who perceive that they are natural, effective and safe.
IN CHINA IN THE US IN THE UK
33% 18% 72%
of soft drink consumers of US consumers are of UK users of sports

aged 20-49 are interested in superfood nutrition products would
interested in soft drinks flavours or ingredients in be interested in sports
with traditional Chinese a non-alcoholic beverage nutrition products with
medicine (eg ginseng, health-boosting herbs/
goji) spices
Base: 2,942 Chinese internet users aged 20-49 who have consumed soft drinks in the last three
months; 2,000 US internet users aged 18+; 625 UK internet users aged 16+ who have used sports
nutrition products in the last three months
Source: KuRunData/Mintel; Lightspeed/Mintel

Ingredients to watch: elderberry for

immunity
According to a recent study from Journal of Functional Foods, the ancient
herbal remedy elderberry can help fight against influenza.
Elderberry, particularly Sambucus nigra (commonly known as European

elder) has been used for centuries to fight upper-respiratory infections,
supply the body with antioxidants and boost immunity in the form of teas
and syrups.
Native to the Americas and Europe, the sweet and sourish fruit is low in
calories and is packed with vitamin C, dietary fibre and antioxidants in the
form of phenolic acids, flavonols and anthocyanins.
Only 2% of food, drink and healthcare products with a immune system

claim contained elderberry, but such launches have increased by 38% in
the past five years.
Source: Mintel GNPD; Journal of Functional Foods
Elderberry applications range from supplements to tonics and

jam
Supplement
Sambucol Original Black Elderberry Extract is a liquid supplement said

to strengthen the immune system (Norway).
Jam
Lowicz Elderberry Jam contains elderberry and apples to support body

defense mechanisms (Poland).

Concentrated tonic shot
Teaonic My Immunity Mojo Revive Herbal Wellness Shot contains

elderberry juice blended with lemon, ginger, hibiscus and cayenne
pepper that supports immune defense for daily activities and promotes
healthy living (US).
Meet the expert

Michelle Teodoro
Global Food Science Analyst
Michelle specializes in food science and ingredients with a focus on

nutrition. Her experience covers nutrition and dietetics concentrating on
food service, clinical nutrition, health and wellness program
management, nutrition research and marketing. She’s a licensed
Nutritionist-Dietitian and an Accredited Nutritionist.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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9 SEPTEMBER 2019 | INDUSTRY TREND

DEFEND AGAINST DISEASE WITH

1 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

SUPPORT IMMUNITY NEEDS AT EVERY LIFE STAGE ................................................................... 10

LINK WITH GUT WELLNESS .............................................................................................................. 15

FORMULATE WITH BOTANICALS AND KNOWN NUTRIENTS......................................................... 19

2 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Develop immunity-boosting products, ranging from infants to the silver generation.

Position with gut wellness

Formulate with immune-boosting foods and nutrients

3 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

WHAT'S HAPPENING GLOBALLY WITH

4 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Factors affecting immunity: diet, stress and inactivity

Stress and inadequate sleep

Launches of immunity-boosting products are niche but have

Global: % of food, drink and healthcare launches with immunity claims, by

Food Drink Supplement

5 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Immunity-boosting product launches gain traction in Europe and

Europe 41% 50%

6 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Immunity-boosting products are appearing primarily in

Source: Mintel GNPD

Immunity-boosting products are appearing in beverage

Dukat b-Aktiv LGG Natural Yogurt contains LGG (Lactobacillus

7 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Vive Organic Immunity Boost Wellness Shot with Elderberry contains a

Look beyond food and drink in offering immunity claims

CannaShroom Immune Supporter with Five Mushroom Blend contains

For hand creams

8 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

For skincare protection products

9 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

SUPPORT IMMUNITY NEEDS AT EVERY LIFE

10 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Position immunity as a healthy ageing

Consumers are more aware and knowledgeable about the importance of

Base: 727 seniors aged 55-74 who have health issues

In China, brands should seek ways to boost the immunity of all

SENIORS INFANTS CHILDREN

54% 66% 59%

of Chinese consumers of Chinese parents with of Chinese parents aged

11 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

In the West, consumers show interest in strong immune systems

IN THE US IN THE UK IN GERMANY

41% 41% 45%

of consumers aged of consumers aged of users of functional

Offer immunity benefits in products targeted at vulnerable

Global: % of food, drink and healthcare launches with an immunity claim, by

% of launches with immune system claim

Maternal Seniors (aged Babies & toddlers Female Children (5-12)

Source: Mintel GNPD

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Formulate products designed to enhance immunity of different

Probiotics for pregnant women

USP Zdrowie Estabiom Pregna Preparation for Pregnant Women

Immunity-boosting micronutrients for seniors

Vinamilk Sure Prevent Special Nutrition Supplement contains zinc,

Zinc for kids' body resistance

Wonder White Sandwich Bread is high in fibre and formulated with

Provide for immunity needs of consumers at every life stage

13 © 2020 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.