According to Google Trends data, searches for “immunity” within the food and beverage category range from about 10 to 15 in the weeks before the pandemic was declared to about 25 as the pandemic continues, before the number after the declaration. It surged to 100 in a week. ..
Correspondingly, the launch of products promoting immune health increased by 18% compared to 12 months before the pandemic was declared, according to data from the Innova Database.
Pandemics are believed to be responsible for many of this increase, but consumer interest in immune health has already risen before the outbreak of the coronavirus, with Innova Market Insights 6% between 2016 and 2018. We are tracking the combined annual growth rate of.
Given that the threat of the coronavirus is perceived by many Americans as diminishing, the major issues now are: Rouen Williams, Innovation Director at Innova Market Insights, says he is asked at least once a week.
At IFT’s virtual conference yesterday, Williams showed some factors that support the sustainability of consumer interest in immune-boosting foods and beverages, if not as high as in the first part of the pandemic. ..
First, she said, increased research and regulatory evolution support immune health claims. For example, she noted regulatory approval in Brazil for the commercialization of two probiotic strains (LC40 and K8) that are alleged to boost the immune system. Similarly, in March, NutriLeads conducted a study that discovered the benefits of supporting the immunity of upcycled carrot-derived polysaccharides.
Williams also said that the increased variety and accessibility of immunological products will help keep consumers in mind the claims and benefits.
“If you look around, you can see immune health everywhere.”Includes packaged rice from German enerBio, Ukrainian Jaffa juice, Dutch chewables, spread in Spain and more.
Finally, she says, almost one-third of people continue to consume foods and beverages that improve their physical health, with about 20% continuing to take supplements and remedies for immunity. Stated.
Expanding the definition of health
Despite a slight decline in consumer interest in immune claims, there is growing and growing interest in products that support health and wellness more broadly, Williams said.
“We have seen the definition of health become much more holistic.”Williams reports that 55% of the world’s consumers take action to support their physical health, 44% have mental and emotional health, and 32% have mental time. Quoted from Lifestyle & Attitudes survey data.
According to an Innova study, the top three products that consumers are interested in mental and emotional function are those that support brain health, mental stimulation, and well-being.
For example, according to Williams, an Innova Lifestyle & Attitudes survey found that 23% of respondents consume foods and beverages that actively improve mood and mental health. This is an early indicator that mood is the next notable functional health opportunity.
“You can also see sleep and relaxation.”Williams has been added.
These benefits “Immediately open up opportunities for things like adaptogens and CBD.”Williams pointed out.
A wide variety of needs and growing consumer interest also open the door to more personalized nutrition. Williams reports that 64% of consumers have found a way to tailor the products they buy to their individual styles, beliefs and needs.
Finally, Williams states that he continues to see great potential for products that address healthy aging. “Amazing”Eighty-seven percent of consumers over the age of 56 report that managing their health is important.
Ultimately, Williams said immunity remained at a much lower level than at the peak of the pandemic, but increased with many other health benefits that could allow the brand to innovate and grow. rice field.
https://www.foodnavigator-usa.com/Article/2021/07/20/Consumer-interest-in-immunity-has-dropped-from-early-pandemic-days-but-health-claims-remain-a-top-priority-for-food-and-beverage-shoppers-Innova?utm_source=RSS_Feed&utm_medium=RSS&utm_campaign=RSS Although consumer interest in immunity has declined since the early days of the pandemic, health claims remain a top priority for food and beverage shoppers, Innova Market Insights data show.