Immune ealth

Immune HealthNew opportunities in functional beverage markets

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01 of 11 IMMUNE HEALTH. NEW OPPORTUNITIES IN FUNCTIONAL BEVERAGE MARKETS

Contents

02 Consumer thirst for functional beverages

02 Untapped opportunities? The pre- pandemic immune beverage market

03 How COVID changed the game

04 Innovation across a range of beverage applications

05 Trending immune health ingredients

06 Prinova: A range of solutions for immnue health and more

06 Vitamins and minerals

07 Botanicals

08 Probiotics

08 Perfect premixes

09 Prinova Europe: Your ideal immune health partner

10 References

01 of 11 IMMUNE HEALTH . NEW OPPORTUNITIES IN FUNCTIONALBEVERAGE MARKETS




Consumer thirst for functional beverages

There is growing thirst for beverages with functional benefits – a category that includes:

After a slight dip in value in 2020, the global functional beverage market is forecast to reach $158.28 billion in 2023, growing at a CAGR of 8.08%.1

This is partly because health-focused consumers are now looking to everyday beverages to meet an increasing range of needs. They’re not just seeking hydration, but also benefits in areas like cognitive performance and stress reduction. And in the current global climate, there is particular interest in products that offer to boost our bodies’ natural defences. In this white paper, the first in the series on functional beverages, we explore the growing demand for products with immune health benefits, and on-trend ingredients that can help meet it.

Untapped opportunities? The pre-pandemic immune beverage market

Immune health is a concern for all of us, and nutrition plays a crucial role in supporting it. Deficiencies in vitamins A, C, D, E, B2, B6, and B12, folic acid, iron, selenium, and zinc can all weaken our natural defences. Boosting our intake of such micronutrients through supplementation or the consumption of functional foods and beverages can increase resistance to infection.2

Consumer interest in the link between nutrition and immunity was high even before coronavirus became a household word. Research published in 2019, for example, noted that improving the body's immune system was already the top reason for consuming nutritional supplements.3 It is perhaps surprising, therefore, that the pre-COVID years did not see even more innovation when it came to beverages with immunity claims.4

Between April 2017 and March 2020, the food and beverage launches targetting immune health claims was represented by:

ENERGYDRINKS

SPORTSDRINKS JUICES FUNCTIONAL

BOTTLED WATERS

DAIRY / PLANTBASED DAIRY

DRINKS

4%

JUICEDRINKS

3%

SPORTS & ENERGY DRINKS

2%

HOTBEVERAGES

2%

WATERS

1%

$158.28bn




Unsurprisingly, the arrival of COVID-19 accelerated both interest in immunity and sales of products with immune health benefits.

Research published at the end of 2020 found that six in ten global consumers had been increasingly looking for food and beverage products to improve their immune health, and that the number of global food and drink launches with an immune health positioning had grown to 1.65% (from just 1% five years earlier)5. These included products from both the

world’s biggest beverage manufacturers, including big and small brands6, some of which reportedly saw sales increases of 500% in the early months of 2020.7

With the effects of the pandemic widely predicted to be with us for years, or even decades, to come8 there is good reason to believe that this demand will continue long into the future. According to Mintel, “Drinks that effectively communicate how they can support immune health….will have a continued demand post-COVID-19.” 9

How COVID changed the game

looking for food and beverage products to improve their immune health6 in 10

Increase in early months of 2020

500%




Innovation across a range of beverage categories

Innovation in the immune beverage space is taking place across the world, but has been particularly apparent in Europe and Asia-Pacific. In 2020, according to Mintel data, 563 new beverage products in Europe, and 544 in Asia-Pacific carried a functional immune system claim.10 Immune support innovation is also taking place across a range of beverage categories:

Immune Health Claims: The number of juice products with immune health claims more than tripled between 2018 and 2020.

The European countries where they were most commonly seen are the UK, Russia and Germany11

Spain, the UK, Italy and France, account for the largest share of this market, and the UK has seen the highest growth (50% over the past three years).14

Secondary claims in the immunity juice category include:

There is growing awareness of the relationship between a healthy gut and a healthy immune system. This has driven an increase in products containing probiotics and prebiotics which make immune health claims as well as offering benefits for gut health.

Ingredients for immunity - mainly vitamins & botanicals, are increasingly being incorporated into products that offer an energy boost:

Interest in bottled water with functional benefits.February 2021 - Base 2,000 internet users aged 16+

"I would be interested in bottle water that supports...Please select all that apply."

Shots & sachets product launches:

Supplements in Powder and Sachet forms:

It is increasingly common for functional or “enhanced” waters and sports nutrition drinks to offer benefits beyond hydration. In November 2020, for example, Pepsi added a new immune support line to its ‘Propel’ range of bottled waters 16

Juices often derive their immune health claims from fruits or vegetables rich in vitamins or minerals. However, alongside them, brands are increasingly leveraging botanicals such as ginger and turmeric as natural immunity powerhouses.12

Common active ingredients in immunity shot products include ginger, turmeric, berries, vitamins (such as B,C and D) and minerals (such as calcium and zinc), with probiotics and prebiotics also increasingly featuring.Nutritional and meal replacement drinks, including drinkable yoghurts and

milks are the second biggest category, followed by kombucha. Commonly used probiotic strains include bacillus, lactobacillus and lactococcus.

2018 2020

Juices

Drinks and sachets forgut health

Functional waters & sports nutrition drinks

Immunity boosters:Sachets & shots

Vitamin/mineral-fortified

Functional- Brain & nervous system

No addedsugar

Increase in Europe(2018 and 2020)

28%Increase in Europe(2018 and 2020)15

33%

Blueberry, elderberry & blackberryGinseng

...the immune system 40

40

34

34

33

...healthy skin

...gut health

...energy levels

...brain function




Trending immune health ingredients

Naturally, 2020 and 2021 have seen a resurgence of interest in ingredients with immune health benefits. As Mintel puts it “Spotlighting genuine immunity-boosting nutrients has never been more timely, and will continue to be relevant in the long term.” 18

On-trend immune health ingredient categories include:

Vitamins & MineralsVitamins and minerals play a key role in immunity. For example, fat-soluble vitamin D helps modulate the immune system by inhibiting the production of cytokines IL-2 and INF-y19, and vitamin C supports various functions of both the innate and adaptive immune systems.20

Reflecting this, a wide range of vitamins and minerals – including vitamins C, A, B12, B6, D and zinc – have EFSA-approved claims for immune system function.

It is unsurprising, therefore, that 14% of new product launches with an immune health claim also have a “vitamin and mineral-fortified” claim.21 Although vitamins and minerals are already common in functional beverages, Mintel has argued that there is still scope for brands to put a stronger focus on their immune-boosting benefits.22

Vitamins and minerals with EFSA-approved claims for immunity

ProbioticsTraditionally best known for their digestive health benefits, there is growing interest in the role probiotics play in the immune system. In the UK, for example, 40% of consumers now find “contains probiotics” an appealing claim on food and beverage products. 23

In the 12 months to April 2020, 34% of global probiotic drink launches carried a digestive health claim, 14% carried an immunity claim, and 9% featured both24. Probiotics are therefore an attractive option in functional beverages that offer multiple benefits.

BotanicalsBotanicals, a category that includes herbs, spices, and flowers, offer a number of benefits in functional beverages. As well as their natural, authentic positioning, and the appeal that comes from hundreds or thousands of years of traditional use, they can provide sophisticated flavours and functional benefits. Many botanical ingredients combine a halo of naturality with scientifically substantiated benefits for immune health.

40%

A source of vitamin C, for which approved health claims can be made, and also contains beneficial carotenoids and bioflavonoids.

Acerola

Rich in vitamin C and other antioxidants.Elderberry & Rosehip (Rosa Canina)

Reduces the risk of recurrent respiratory tract infections.25

Echinacea

Inhibits viral replication and strengthens the immune system.26

Spirulina

Other common botanical ingredients in functional beverages include ginger, curcumin, cinnamon and lemongrass.27


https://ec.europa.eu/food/safety/labelling_nutrition/claims/register/public/?event=register.home

https://ec.europa.eu/food/safety/labelling_nutrition/claims/register/public/?event=register.home



Prinova: A range of solutions for immune health and more

Whether you offer functional waters, RTDs for sports, or other beverage products, Prinova offers a wide range of solutions.

Our ingredients target immune health, but also other needs, including digestive health, bone health, energy and focus. Our portfolio includes custom blends as well as single-ingredient products, and we also offer value-added capabilities such as full product development support.

We can provide premixes for:Capsules, tablets and gummies; flavoured blends; and finished dry powder products in multiple formats, including tubs and stick packs.

And if you need expert advice on the right format, you can draw on our extensive market data and years of experience.

Capsules Tablets & Gummies

FlavouredBlends

Finished DryPowder Products


https://www.prinovaglobal.com/eu/en/ingredients/immunity-support

https://www.prinovaglobal.com/eu/en/ingredients/digestive-support

https://www.prinovaglobal.com/eu/en/ingredients/joint-care

https://www.prinovaglobal.com/eu/en/ingredients/cognitive

https://www.prinovaglobal.com/eu/en/ingredients/cognitive



Our branded ingredients include:

Aquamin, a unique multimineral complex sustainably produced from calcareous marine red algae (Lithoamnion sp.) from the North Atlantic. Rich in natural calcium, it is 100% plant-based and can be used in food, beverage and supplement applications.

We also offer Selenium SeLECT®, a bioavailable and safe form of selenium supplements.

Botanicals

We offer a range of products that combine proven benefits for immune system support with the natural and traditional appeal of botanicals. Our portfolio includes:

We also offer a range of other on-trend botanical ingredients, including green tea, ginseng, acerola cherry, rosehip (Rosa Canina), spirulina, and elderberry.

When working with some botanicals – echinacea and rosehip for example – herbal off notes and bitter aftertastes are common. We have years of experience in overcoming these challenges, helping you create great-tasting, market-ready products.

Saberry®, a powerful antioxidant from the fruit of emblica officinalis (phyllanthus emblica), popularly known as amla. It is processed using a novel technique that retains the natural goodness of the fruit.

A powerful Ayurvedic botanical is Ashwagandha (Withania somnifera), one of the best-known Indian botanicals with recent studies showing that some of the bioactive molecules it contains may help modulate the immune system. Shagandha™ is an Ashwagandha Root Extract 2.5% designed to meet the US Pharmacopoeia-National Formulary (USP-NF) monograph.

Nigella Sativa – popularly known as ‘black seed’ or ‘black cumin’ – which is a medicinal seed believed to have offered healing powers for over 3000 years. It has been reported to have anti-histamic, anti-eosinophilic and anti-immunoglobin properties and to reduce proinflammatory cytokine activity, with benefits for immune system support. Nigellin® is a Nigella sativa extract standardised to contain thymoquinone, thymohydroquinone, and hederagenin.

Multifaceted AntioxidantMultifaceted Antioxidant

bCurcumin C3® Complex, an extract from the roots of Curcuma longa, better known as turmeric. It is a powerful antioxidant which supports healthy immune, cardiovascular and metabolic systems, and also offers benefits for memory and cognition. When consumed with Black Pepper (Bioperine®) its absorption is enhanced by at least 30%. Because it can work in synergy with proteins and amino acids, Curcumin C3® is ideal for functional waters and sports nutrition applications, as is Saberry®.

Nigellin

Vitamins & Minerals

Prinova is your ideal partner for vitamins and minerals for immune health. We are the world’s largest distributor of vitamin C, and our diverse portfolio also includes many other vitamins and minerals that are perfect for immune health beverages, including European-produced vitamin D3 and D2.

Furthermore, our products offer a number of additional formulation benefits. We are experts in water-dispersibility, a particular benefit in RTDs and stick pack immunity blends, and temperature-stability. Our D2 and D3 are free from nanoparticles, and our D2 is vegan. All our vitamin and mineral products meet the highest regulatory standards worldwide.

®




Probiotics

Probiotics are the ideal way to meet the growing demand for products that combine benefits for digestive health with a boost to the body’s defences.

In addition to their proven benefits for immune health30, these “friendly” live micro-organisms can improve digestive symptoms31 and may also be beneficial for weight management32, the cardiovascular system33, and even the brain34.

In partnership with expert formulators, Prinova Europe offers a broad portfolio of high-quality probiotic ingredients. It includes a wide range of strains and concentrations that are ideal for dairy-based beverages.

All our probiotic products come with a guarantee of the quality and integrity you expect from Prinova Europe. We also offer expertise in overcoming the challenges commonly associated with probiotics, such as ensuring stability, and can support you with project guidance from concept to completion.

MetabolicFunction

CardiovascularHealth

Neuro-behaviouralTraits

Mood, mental, emotional &

wellbeing

Cognition

Respiratory

ImmuneSupport

Perfect Premixes

In addition to single ingredients, we offer a range of bespoke premixes that can help you create your next immune health beverage product. They include:

Premix #1 – Powder PowerA nutritional blend in powder form as a stick pad or small tub to be added to water. Ingredients include vitamins A, C, D3 and A, and zinc.

Premix #2 – Liquid AssetA powder ideal for RTD applications as a water or juice water. 35mg delivers 15% of the EU Requested Nutrient Levels of vitamins A, B6 and C, as well as zinc, copper and selenium.

Premix #3 – Juice BoostA premix optimised for smoothies or juices with immunity benefits. 100mg delivers 30% of the EU Requested Nutrient Levels of vitamins A, B6, B12, C and D3, as well as zinc and selenium.




Prinova Europe: Your ideal immune health partner

With access to a global network of world-leading suppliers, Prinova can give you access to a world of high-quality immune health ingredients. But creating successful immune health beverages is about more than high-quality ingredients and premixes. We also offer NPD expertise and technical know-how, and work collaboratively with our customers to help them overcome processing and sensory challenges and create products that meet consumer needs.

Furthermore we can help you navigate the complex regulatory challenges that characterise immune health markets, as well as supporting your R&D and marketing strategies to maximise the value of your offering and reach a wider audience.

Contact us now and help us create your next winning immune health beverage:

[email protected]


mailto:info%40prinovaglobal.com?subject=



References

1 Wise Guy Reports ‘Global Functional Beverages Market Research Report, Forecast to 2025’, 2021

2 Maggini S, Pierre A,and Calder P ‘Immune Function and Micronutrient Requirements Change over the Life Course’ Nutrients, 1531, October 2018

3 Cassa Macedo A, Oliveira Vilela de Faria A, Ghezzi P. ‘Boosting the Immune System, From Science to Myth: Analysis the Infosphere With Google’ Frontiers in Medicine, 2019

4 Mintel ‘COVID-19: implications for immunity-boosting drinks’, April 2020

5 Innova Market Insights ‘COVID-19 Drives Prioritization of Immune Health’ 9th December 2020

6 Morton, A ‘PepsiCo taps into COVID trends with Propel Immune Support launch’, 20th October 2020

7 Mintel ‘Startups with a focus on immunity and health get a boost’, 29th April 2020

8 Reuters ‘Impact of coronavirus will be felt for decades to come, WHO says’ 31 July 2020


10 Mintel Global New Products Database






16 Shoup M ‘Propel taps into booming immune health trend, heads into 2021 with full innovation pipeline’ Food Navigator USA, 6-Nov-2020



19 Aranow C. ‘Vitamin D and the immune system’ J Investig Med 59(6):881-6, 2011

20 Carr AC and Maggini S ‘Vitamin C and Immune Function’ Nutrients 9 (11):1211, 2017

21 Innova Market Insights ‘Immunity boosters: trends overview’, 2020


23 ‘OK, Boomer –Survey highlights gulf between youngest and oldest consumers’, Ingredient Communications, 7 December 2020


25 Schapowal A, Klein P, Johnston SL. “Echinacea reduces the risk of recurrent respiratory tract infections and complications: a meta-analysis of randomized controlled trials.” Adv Ther. 32(3):187-200.2015

26 Chen, YH., Chang, GK., Kuo, SM. et al. ‘Well-tolerated Spirulina extract inhibits influenza virus replication and reduces virus-induced mortality’ Sci Rep 6, 24253, 2016


28 Sabinsa ‘Nutrition and Immunity‘ White Paper 2Q3, 2020

29 Kulyar MF, Li R, Mehmood K, Waqas M, Li K, Li J. Potential influence of Nagella sativa (Black cumin) in reinforcing immune system: A hope to decelerate the COVID-19 pandemic. Phytomedicine. 2021 May;85:153277. doi: 10.1016/j.phymed.2020.153277. Epub 2020 Jul 10. PMID: 32773257; PMCID: PMC7347483.

30 Zhang H, et al 'Prospective study of probiotic supplementation results in immune stimulation and improvement of upper respiratory infection rate’ Synth Syst Biotechnol. 2018 Mar 12;3(2):113-120

31 International Scientific Association for Probiotics and Prebiotics ‘What are probiotics?’




32 Michael, D.R., Jack, A.A., Masetti, G. et al. A randomised controlled study shows supplementation of overweight and obese adults with lactobacilli and bifidobacteria reduces bodyweight and improves well-being. Sci Rep 10, 4183 (2020)

33 American Heart Association News ‘Eating probiotics regularly may improve your blood pressure’, July 21, 2014

34 Buffington SA et al. ‘Dissecting the contribution of host genetics and the microbiome in complex behaviors’Cell, 10 March 2021


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