Nutrition that Boosts Immunity: A Look at 2020 Consumer Trends in Latin America

Consumer Attitudes Toward Immunity

Globally, there has been an uptick in interest in immune system supplements, as well as foods to boost the immune system. FMCG Gurus¹ reports that in the past year alone, 45% of consumers in Latin America are making changes to their diets and lifestyles to improve their immunity. The most common reason for making changes was the desire to be proactive about their health (as opposed to suffering from a health condition).

When LATAM consumers were asked to self-assess their immune health, more than half reported their immunity as good or very good — 55%. 
According to a recent consumer study by Mintel², 82% of adults who take supplements or are likely to take supplements show interest in products that strengthen the immune system (e.g. vitamin C, multivitamins). 

Immune System Vitamins and Minerals

Nearly 9% of supplement products launched between 2015 and June 2020 in Latin America carried an immune health claim, according to Mintel³. The top vitamins for immune system support used in foods, beverages and supplements in LATAM were vitamins C and B, while zinc was the top mineral. The top 10 micronutrients included in new immune-boosting products in the five-year period were:

1. Vitamin C (43%)
2. Vitamin B9 (31%)
3. Vitamin B2 (23%)
4. Vitamin A (23%)
5. Vitamin D3 (21%)
6. Vitamin B1 (20%)
7. Zinc (19%)
8. Vitamin B3 (18%)
9. Vitamin B6 (16%)
10. Calcium (16%)

While numerous ingredients are showing up in products that boost the immune system, Mintel reports that the most recognized by consumers as providing immunity benefits are vitamin C, vitamin A and zinc. However, FMCG Gurus found that antioxidants and magnesium were highest rated micronutrients associated with immune health.  

Botanicals and Foods to Boost the Immune System

While some consumer segments are drawn more to immune system vitamins and minerals, others tend to look to foods and botanicals for immunity support. These consumers want to know how to boost the immune system naturally but still expect ingredients with well-researched, evidence-based benefits (e.g., ginger, camu camu, elderberry and certain mushrooms).

Mintel identified a number of botanical ingredients that are being used more frequently in new products making immunity claims. From 2014 to 2019, increased use by functional food and supplement manufacturers were noted for:

• Curcumin
• Ginger
• Green tea
• Cinnamon
• Korean ginseng extract
• Maca
• Echinacea extract
• Reishi mushroom 

Factors that Impact Immunity

During cold and flu season, consumers may want to know how to boost the immune system quickly to protect themselves and their families. However, it’s important to understand that the risk factors are not the same for everyone. The top factors affecting immunity are:

• Poor diet
• Physical inactivity
• Chronic stress
• Inadequate sleep
• Age

While consuming foods, botanicals, minerals or vitamins for immune system support can provide a much-needed boost for those with poor diet or exercise habits, as well as those under stress or short on sleep, correcting those underlying causes should always be the long-term goal. Age, however, is a factor affecting immunity that’s beyond our control. 

Understanding Immunity at Different Life Stages

Those at the earliest and latest life stages are the most in need of immune support. Newborn babies don’t yet have fully developed immune systems, while seniors experience a decrease in white blood cell count and function that weakens certain aspects of the immune system.

Although human breast milk is recommended for optimum immune support in babies, infant formulas containing essential vitamins, minerals and prebiotic human milk oligosaccharides (HMOs) are an effective alternative. Vitamins and minerals are also popular in immune products for seniors and are especially important because seniors are prone to micronutrient deficiencies from reduced gastrointestinal nutrient absorption. Pills are a format preferred by seniors, in addition to ready-to-drink nutrition shakes.

For children (infant through teen), regular exposure to antigens begins to build up the immune system over time through the development of antibodies. Nonetheless, it’s important to reduce the severity of infections by ensuring children have sufficient reserves of all essential nutrients. A nutritious diet combined with a chewable multivitamin-mineral supplement is an ideal combination.

After the transition to adulthood, hectic lifestyles can mean an increase in the likelihood of other risk factors; i.e., stress, poor eating habits and a lack of exercise and sleep. As adults work to manage these lifestyle factors, they may also reach for a variety of immune-boosting products for support. These include functional foods and beverages (especially with antioxidants or botanicals), supplements with immune support claims and traditional multivitamin-mineral supplements — increasingly in alternative formats like gummies.

Key Opportunities for Manufacturers

Focusing on the most vulnerable groups is a way for manufacturers to make the biggest impact on consumers’ health. While immune system support is particularly beneficial to seniors and babies, other groups that require attention are pregnant and nursing women and people with compromised immune systems. Brands targeting these vulnerable populations should use focused messaging to reach their intended consumers.

Immune Support for a Healthier World

It’s never been more important for consumers to boost their immune health with antioxidants and beneficial minerals. From our iron-rich bioactive Bioferrin® to our All N™ Off-the-Shelf Antioxidant Blend, Glanbia Nutritionals has the resources to help you formulate products that will help support your consumers' health and well-being. 

References

1. FMCG Gurus. (2020). Insights & Opportunities – Immunity – Global 2020. 
2. Nutrition Business Journal. (2019). Condition Specific Report – 2019. 
3. Mintel. (2019). Defend Against Disease with Immunity-Boosting Products.