Healthy Immunity: A Balancing Act

by Lisa Schofield | September 1, 2023

As colder weather approaches, consumers are looking to ensure their immune system is functioning optimally.

Elizabeth Kim, marketing specialist, Korea Ginseng Corporation, California, noted that according to the CDC (Centers for Disease Control and Prevention), the timing and severity of the 2022-2023 influenza season will supply the United States with as many as 173 million to 183.5 million doses of influenza vaccines for the 2022-2023 season. These projections may change as the season progresses.

During the winter season, consumers are likely to seek various products and services to help them combat colds, the flu, and other seasonal challenges. One of the most important things many individuals will seek are immune-boosting supplements to support their immune system during the winter months.

Do not discount the clamor for immune-support products. Despite the fact that it is two years post-pandemic, immune health remains top of mind.

In the year between April 2021 and April 2022, 27 percent of global supplement launches carried immune-support claims, according to Mintel research (“The Future of Vitamins, Minerals and Supplements” 2022). This was a sharp increase from what it was in 2017, when such launches were 20 percent.

Global ingredient supplier DSM’s report, “Global Consumer Immunity Panel” (March 2022) has shown that in 2020, 36 percent of global consumers stated they take more supplements than ever, and 69 percent of those respondents take supplements to support their immune health. DSM’s report states, “In search of a longer, healthier lifestyle, consumers are taking a more holistic view of immunity—and dietary supplements play a vital role.”

Oriana Sengos, senior marketing manager, New Jersey-based believe/Nat4Life America, Inc., has observed that there was an uptick in demand for immune-support products following the pandemic. The initial rush for these products has since leveled out “but we are still seeing increased demand as consumers are generally more concerned with their health. Post-pandemic consumers are far more educated about their bodies and the ingredients that support their immune systems,” she commented.

The industry has been on what Jamie McKeown, education manager, WishGarden Herbs, Colorado termed “a wild ride.” During the first few months of the pandemic, anything immune-support and anti-microbial (sanitizers) sold out. Now, she said, “we’re in a new and up-leveled place. People understand the importance of nourishing their immune system more than ever, particularly in terms of preventative care.”

According to David Wales, president, American BioSciences, Inc. Blauvelt, NY, COVID-19 created a hysteria that boosted the dietary supplement demand and sales to new heights, but sales have declined significantly along with concerns about COVID. However, he noted, “Any product marketed with a suggestion that it would support immune health sold well, without any regard for the underlying research or documented anti-viral health benefits.”

A wider and larger general population is embracing proactive measures more aggressively compared to pre-pandemic, agreed Andreas Koch, Natural Path Silver Wings, Tennessee. He observed that although immune supplement sales historically spike during the fall and winter months, in the past three years, the demand has not tapered off as drastically during the spring and summer seasons compared to the same time pre-pandemic.

Retailer Ramona Billingslea, marketing manager and educator of Betsy’s Health, Texas, observed, “I think the biggest customer change in thought has been to shift immune health out of its seasonal-need category to a year-round wellness category in their minds. Of course, this is something we try to emphasize when we are on the sales floor, but these days, customers ask about immune support outside of the usual seasonal-based questions we have gotten in the past.”

What Consumers Are Using

At Betsy’s Health, Billingslea reported that customers have expressed more interest in products that “make the headlines,” such as quercetin, vitamin C and vitamin D3. She commented, “All the teaching we do about the importance of knowing one’s personal D3 status and the importance of D3 for general wellness seems to be making a difference in the way customers think about their health and nutritional needs.”

Vitamin C has long been the king of immune supplements, and in fact, during the pandemic, it was as rare to find on the shelves as a unicorn in the woods. But, consumers are savvier about supplements that help keep them resilient against opportunistic and annoying bugs.

McKeown related that consumers now know that vitamins and minerals, such as vitamins D and C, as well as zinc, contribute to immune health. Additionally, “Elderberry isn’t going anywhere! Consumers are becoming increasingly aware of other herbs like astragalus, echinacea, goldenseal and osha that all play unique roles in supporting immunity.”

According to Sengos, combination products will be sought by your customers who want to ensure their immune systems are running smoothly. She said, “We understand that many consumers will be seeking all-in-one immune-defense products. We expect to see consumers continuing to seek out products that provide specific immune fighting vitamins and minerals, such as vitamin D, B-12 and zinc.”

The current state of the economy will have some impact on this (and other) supplement sectors. Koch said he believes that “with our current weak national economy, consumers will be navigating very crowded ‘immune support supplements’ shelves and hunting the best value.”

He added that thanks to smartphones, consumers are more educated than ever and are savvier shoppers who are better at understanding price per serving advantages.

Meanwhile, in the biotic sphere, prebiotics are gaining more traction as consumers are learning how they help boost probiotics’ efficacy in the gut immune factory.

Essentially, when they reach the colon, prebiotics are selectively fermented by bacteria in the gut, producing short-chain fatty acids (SCFAs). These SCFAs can increase anti-inflammatory and reduce pro-inflammatory chemicals in the body, thereby helping to create a balanced mucosal immune system.

Research shows that SCFAs may help immune function by working in the bone marrow to generate and develop immune cells. Additionally, researchers found that prebiotic fiber and SCFAs augment antibody response to bacteria, which supports improved immunity.

Not So Fast …

In the excitement about all the products one can take to support immunity, the idea of overdoing it needs to be discussed.

“You can definitely take too many ‘immune-boosting’ supplements or consume higher than needed doses,” confirmed Jay Levy, national sales director, Wakunaga of America, Co., Ltd., California. “When it comes to an immune response, too much can be just as bad as too little. Instead, retailers should direct their customers to a combination of immune supportive lifestyle habits and targeted supplementation to create what I like to call a ‘Goldilocks’ effect—not too much, not too little, but just right.”

Sengos agreed, adding that the body can only absorb so much, and once someone consumes amounts past that threshold the body will just pass it without any added absorption or benefit. Retailers should remind their customers to adhere to the suggested serving sizes based on age/weight to best optimize absorption of the supplements.

Wales suggested caution as many ingredients stimulate immune response, which can increase the risk of reaching a limit of function, or exhausting immune function.

According to Koch, many immune-support supplements are generally safe to take even more aggressively at times, so any serious side-effects or adverse reactions from slightly exceeding label dosing recommendations is unlikely. “It’s really more a matter of wasting your money when your body is already fully supported from using the recommended doses,” he commented.

Dosing is calculated accurately from the manufacturer’s label directions, he added. People often increase dosing depending on the severity, but, he noted, an easier solution for immune boosting is selecting a higher strength formulas. “For example, 500 mg vitamin C instead of 250 mg, or 500 ppm colloidal silver instead of 10 ppm.” Higher strength formulas tend to have a better value per serving. For colloidal silver immune supplements, higher strength formulas allow the flexibility to dilute to exact desired strength, which also means your customers gets more dosing for their money. It’s simply more economical.”

McKeown said that a simple but not always obvious piece of advice is only take something if you need it. Our culture of “more is better” can impair any biological function, including knocking the immune system off balance. “I often see people taking far too many immune boosting supplements and larger than needed servings of vitamins and minerals,” she related. “We need to remember that an over-stimulated, overactive immune system can contribute to autoimmune symptoms and allergies.”

For retailers, the key is conveying to customers that getting into a place of homeostasis and building a foundation of good solid health almost always creates more effective immune function.

Boost Your Immune-ventory

As you are aware, there are many immune-health-support products that you can present to your customers. Here are some to consider.

Nat4Life has several workhorse supplements that help people of all ages to provide a reliable balance to their immune function. “The great thing about our immune-support products is that most of them serve as multivitamins,” Sengos commented.

Nat4Life’s Elderberry + Vitamin C is, as Sengos described, “power-packed” with double-strength elderberry, which is broadly considered one of the most immune-supporting plants. The berries and flowers of elderberry are packed with antioxidants as well as vitamins that many randomized trials have shown reduce the duration of respiratory symptoms. These gummies are packed with added essential vitamins including vitamins C, D and zinc.

Nat4Life’s BeLive Iron can combat any potential iron deficiencies that may inhibit healthy immune function. BeLive Iron is designed to help boost energy levels and support immunity. “With added vitamins C, A, B and zinc, BeLive Iron gummies function as a strong multivitamin to improve overall health,” Sengos described.

The brand’s D3+B12 formula promotes normal immune function and helps support strong bones, muscles and heart at the same time, actions shown through many studies, Sengos pointed out. During the winter months, many individuals experience vitamin D deficiency, and researchers now know that the vitamin D receptor is expressed on immune cells.

WishGarden offers a large line of immune-focused herbal tinctures that are designed to provide condition specific support. WishGarden’s Kick-Ass Immune is its signature formula, according to McKeown. As the name implies, it supports a robust immune response, ideally taken when the customer feels issues starting. WishGarden’s Deep Lung is formula that promotes respiratory immune health. “Our Kick-Ass Biotic is the big guns, bringing healthy microbial balance and offering deeper support when things get more intense,” she described. “Our Serious V Fighter is great to support an active immune issue; it encourages quick relief from symptoms like aches and chills while promoting a faster recovery. Get Over It is one of our most unique formulas – this is used at the end stages of an immune issue when you feel better but congestion is lingering.“

WishGarden’s Kick Ass Daily Immune is a formula for everyday immune strengthening for customers who feel they need a supplement to support an overall stronger immune system.

Mothers and moms-to-be who want to improve immune resiliency but who are concerned about safety can give their children Kick-It Immune, Kick-It Cough & Congestion Rescue, said McKeown. “For pregnancy, Immune Boost offers every day immune support and Congestion Rescue is a pregnancy safe symptom soother,” she said.

American BioSciences’ supplements support regulation of immune response, which in some circumstances increases immune system activity, and in other circumstances reduces immune system activity, according to Wales. ImmPower and NK-9 contain AHCC, the fermented shiitake mushroom extract that supports Natural Killer (NK) cell activity. NK cells have cytotoxic functions (ie., kill non-self cells), but also regulate cytokine function, regulate other white blood cells, macrophage cells, T-cells and B-cells with which they interact. “Research on ImmPower’s primary ingredient, AHCC, is extensive, including cell line, animal and clinical research in the context of treatments many common, and challenging health problems, which are available via the U.S. National Library of Medicine,” he said.

American BioSciences’ Metatrol contains a gluten-free fermented wheat germ extract shown to support mitochondrial function, providing cellular energy for immune cells and signally molecules, which regulate gene expression and cell differentiation, essential for appropriate immune responses, according to Wales.

Metatrol’s supporting research includes more than 50 peer-reviewed articles describing research with whole fermented wheat germ extract (FWGEd, referred to by the name “A250” in research conducted at Cold Spring Harbor Laboratory), showing how it works by “rescuing” mitochondrial function and mitochondrial regulation of gene expression.

Natural Path/Silver Wings’ Colloidal Silver is a dietary liquid mineral supplement containing a mixture of pharmaceutical-grade ultra-fine silver particles with pharmaceutical grade ultra-pure water, Koch described.

“Silver is an elemental mineral and is within your body in very minute amounts,” he noted. “Silver was readily available from eating plants grown in nutrient-rich soil. In more recent times, with the advent of chemical farming fertilizers, much of our minerals have been depleted from the foods and in particular silver is increasing absent in our current soil.”

Wakunaga has three longstanding immune-support products for customers to consider, according to Levy.

Kyolic Immune Support Formula 103 is designed to optimize overall immune protection with a blend of Aged Garlic Extract, vitamin C, mushroom complex, astragalus, oregano and olive leaf extracts. Levy explained that in addition to Aged Garlic Extract medicinal mushrooms, such as shiitake, maitake, poria cocos, reishi and agaricus, have been shown in numerous studies to provide a broad spectrum of immune supportive activities that include anti-allergic, anti-bacterial, anti-fungal, anti-inflammatory, antioxidative, anti-viral, cytotoxic and immunomodulating properties.

Levy reported that recent research published in Frontiers in Pharmacology finds that astragalus—which is rich in flavonoids, saponins, and alkaloids—regulates the immune system by promoting the proliferation of immune cells, and also showing anti-viral and antimicrobial activity. Oregano has been shown to act as an antimicrobial, antiviral and antifungal, while olive leaf is a rich source of polyphenols that studies confirm modulates the immune system by increasing specific white blood cells (CD8+ and NK cells), interferon-y, and nitric oxide.

Wakunaga’s Kyolic Reserve Formula 200 contains what Levy described as an immune-supportive dose of Aged Garlic Extract. “While many people may not think of Aged Garlic Extract (known for its cardiovascular benefits) as a nutrient that enhances immune function, scientists at the University of Florida have found that Aged Garlic Extract reduces the duration of the common cold or bout with the flu by as much as 61 percent,” he explained. During their study, 120 cold and flu sufferers also experienced a 21 percent reduction in the number of symptoms and 58 percent fewer missed workdays due to their illness. More importantly, the duration of their cold was cut by an impressive 61 percent. According to the researchers, Aged Garlic Extract accomplishes this by boosting the number of T-cells, especially NK cells.

The company’s Moducare features plant compounds sterols and sterolins, which, “instead of boosting the immune response, modulate immunity and balance inflammatory signals by providing nutrients that feed your immune cells,” Levy described. “According to Dr. P.J. Bouic, microbiologist and formulator of Moducare, this phytosterol complex targets specific T-helper lymphocytes (the Th1 and Th2 cells), helping normalize their functioning and resulting in improved T-lymphocyte and NK cell activity. A dampening effect on overactive antibody responses has also been seen, as well as normalization of the DHEA:cortisol ratio,” he explained.

According to Kim, Korea Red Ginseng, used in traditional medicine for centuries, is believed to offer various health benefits, potentially including immune-balancing effects. “However, it is important to note that scientific research on Korean Red Ginseng is still evolving. Korean ginseng is renowned for its adaptogenic properties, which means it aids the body in adapting to stress and promotes overall well-being,” she commented.

Several studies suggest that Korean Red Ginseng may possess immunomodulatory effects, which involve the ability to help balance the immune system. One published study of 100 healthy adults showed that 2 g of Korean red ginseng daily resulted in a significant increase in T cell count compared to those in the placebo group. In another study, 26 individuals with compromised immunity showed that consuming Korean red ginseng increased their CD4+ lymphocytes compared to the control group.

“Some of Korean Ginseng Company’s traditional best sellers are the Korean Red Ginseng Everytime stick, liquid ginseng sticks that deliver health in the form of a stick pouch for extra-easy consumption,” said Kim.

A Self-selling Category?

A school of thought is that your immune section needs no fanfare or no attention beyond front-facing the products because “everyone knows about immune support.”

Well, yes, most if not all your customers are aware about keeping up their immune systems but they can be educated and persuaded to purchase those products that are most suitable for them.

McKeown asserted, “Retailers play an important role in guiding customers and providing some basic education. We encourage our retail partners explain the difference between immune system nourishment and immune ‘boosting.’”

Also, when in discussion with your customer, McKeown said, obtain clarity on why they are seeking out a product and what it’s for. Often consumers hear about an immune product without fully understanding what it’s for, how it works, or whether it’s truly appropriate for them. “We provide as much training and as many resources as we can to support our retailers in better assisting their customers with choosing the best immune support products,” she assured.

Sengos advised to find out if they have specific needs for themselves and/or their families. “Seek to find out where there may be gaps in their diets and recommend immune-strengthening products that can fill in the gaps and support their overall health and goals.”

Koch provided several merchandising ideas. One, create endcap displays with a “seasonal wellness” theme/décor and that contains immune support supplements that includes seasonal symptom relief products. “Merchandise combo sets as promos, such as immune supplements (colloidal silver, herbals, etc.) and products for seasonal discomfort relief (cough syrup, anti-congestion). Mix, match with percent off buying both.”

Two, he explained, capture a short one to two minute animation on YouTube that illustrates how the immune system operates. Have this loop on a flatscreen with a display of immune supplements merchandised together.

Third is creating and printing free “tips to strengthen your immune” handouts for shoppers as bag stuffers or merchandised on the immune-theme endcap. Be sure to include your top recommended immune supplements that you sell in your store on these tips sheets. Offer a percentage discount on featured supplements that are rotated monthly on the handout.

According to Levy, Wakunaga provides retailers with a variety of marketing collateral and educational pieces including shelf-talkers, handouts, booklets and other informational pieces. Additional strategies include highlighting immune supplements on an endcap, running promotional deals during cold and flu season, and organizing health fairs that specifically focus on immune health.

However, there is a specter looming over the category—one of rampant disinformation. Billingslea observed, “More and more, we are fighting the wave of misinformation that has flooded our social media outlets. The biggest challenge for the immune (or any health category) when it comes to information on the internet is that, unless you are a chemist or doctor or otherwise smart enough to discern worthwhile from lazy or bad-science information, many health searches lead people to a quagmire of results, much of which may not be coming from a reliable source.“

At Betsy’s Health, the staff utilizes one of its prime endcaps to draw attention to the immune-health section, and also uses tabletop displays to highlight some products. “Our biggest design for our immune health section, as with any other section in our store, involves the teaching and answers to product questions we are able to provide for our customers. Interaction with our customers is our prime directive, which helps us ensure our customers get the correct products for their nutritional needs,” Billingslea explained.

In summary, McKeown commented that she has seen a significant growth in awareness in herbal and other supplements that promote healthy immune function. “As more and more people come to the health food store over the drug store for immune support, it’s an exciting time in the natural products industry.” VR