A market on the upswing before COVID-19 has been propelled to new heights amid fresh consumer attention to the category and a rejuvenated focus on immune health. Natural products customers are now seeking regular maintenance of their immune system, bucking the previous seasonality of the category. Brands have responded with an influx of products targeting immunity, many combining with other ingredients aimed at gut health, sports performance, healthy aging and mental function.
This session will cover:
- The swift rise of pre-, pro- and postbiotics for immune system support
- New understanding of vitamin D’s role in immune system strength, and the controversies associated with studying vitamin D in the context of COVID-19
- Supply chain issues among some of the most popular immune health ingredients
- Functional foods and beverages, as well as new delivery formats targeting immune health
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