1. Branch out from typical “immune” health vitamin ingredients.
The immune health market has typically focused on ingredients that deliver single, isolated minerals or vitamins like vitamin C to support immune health. Traditionally, immune health support products contained synthetic versions of these ingredients. Though vitamin C is undoubtedly crucial to immune health support, consumers are searching for more plant-based ingredients in their functional food and supplement products. In fact, a recent report from Mintel found that “in the U.S., 45% of adults would like to see more plant-based versions of vitamins, minerals, and supplements.”
Using a variety of fruit and vegetable ingredients that provide immune health supporting vitamins and antioxidants can help you create innovative products that meet consumers’ plant-based expectations.
2. Develop products with a spectrum of antioxidants that support immune health and other health goals.
The human body is complex, and the synergistic compounds found in a colorful array of fruits and vegetables help us support our health the way nature intended. This variety helps provide the antioxidant diversity the body needs to effectively fight free radicals that contribute to numerous health concerns.
Research shows that our bodies function well when our dietary patterns include nutritional balance throughout every life stage. A strong immune system is the foundation that allows our bodies to cope with various health vulnerabilities that arise throughout our life. Products that include a spectrum of antioxidants can help satisfy consumers’ desire to use immune health support and protection as the first step toward achieving other long-term health goals.
3. Use clinically researched ingredients to create these products
According to Mintel, nearly half of vitamin, mineral, and supplement users believe it is important that the products they buy are clinically proven.2 Another recent survey by FMCG Gurus reports that 85% of Generation Z respondents believe clinically proven claims matter, showing that even younger consumers care about science-backed evidence.3
To build trust with consumers, communicating simply and clearly on product labels about ingredients is critical. 61% of global consumers say they want product nutrition information to be as simple as possible.4 You can help consumers feel confident that your product is effective by using researched ingredients and telling the science story in a way that resonates with the public. This will help consumers overcome the skepticism they have developed over time about misleading product claims and labels and show them you are a trusted partner in their health maintenance goals.4
4. Make it easy for your customers to aspire to healthy lifestyle goals
One of the top steps that consumers reported taking to improve their immune health is to eat more fruits and vegetables.4 Another way to partner with your customers to meet their immune health and healthy lifestyle goals is to make fruit and vegetable nutrition more accessible and convenient.
A healthy lifestyle includes proper rest, exercise, and good nutrition. By making it easier to eat fruits and vegetables, you can help your customers find time in their busy schedules to devote to the other components of a healthy lifestyle. On-the-go, convenient products made with immune-supporting dried fruit and vegetable ingredients can be the nutritious and easy-to-eat solutions consumers are looking for.
