Chasing Immunity

by Lisa Schofield | September 1, 2021

Thrust into the spotlight, immune-support products have now become the entry category for nutritional supplements, replacing weight and energy. Here’s how to help your customers who are chasing immunity catch it.

No one wants to “catch” a knockout germ, especially the notorious DCV (delta COVID variant). Instead, you can guide them to “catching” an optimal immune function, which is a long-term prospect, not a short-term shield.

The pandemic has caused everyone (even kids) to be hyperaware of their immunity.

Billy McGrail, sales director, Lively Vitamin Co., Wisconsin, observed that prior to the pandemic, most individuals would only seek out immune supporting products in response to catching a virus or becoming sick, as opposed to taking them as a preventative measure.

Dave Gordon, medical advisor, Elixinol, Colorado, said he “definitely saw more people looking to supplements during this time to support their immune systems.” As the pandemic developed, it became clear to millions of Americans that conventional medicine did not have viable options to prevent or treat COVID-19; therefore, understandably, people looked earnestly elsewhere.

Ron Seibold, co-founder, Pines International, Kansas, discussed the effect of the pandemic on children’s interest in their immune health. “Children are historically uninterested in what is necessary for good health. The pandemic may have changed that. The effects of it were personal for most children. Their education was interrupted by the shutdowns. Nearly every child knows of someone who died or became seriously ill from COVID-19. Those facts have brought health concerns front and center for children and I believe have piqued their interest in natural foods and supplements that will help them maintain their youthful health.”

The immune category is bustling and will continue, according to Audra Dunleavy, vice president of Tennessee-based Natural Path Silver Wings. “Boosting the immune system will remain a high priority capturing both first time and repeat immune supplement customers in the current environment,” she stated.

Busting Immune Myths

As would be expected when something zooms into national consciousness and thrust into the spotlight, myths and misconceptions appear. What constitutes healthy immunity is one such hot topic.

First and foremost, asserted Charlotte Traas, director of education with Vermont-based New Chapter, “Good immune health is a marathon, not a sprint.” Meaning, for example, your customers can’t expect to eat an orange and expect their vitamin C needs are met for that week. Achieving an optimally functioning immune system is not a quick “boost” but is a multi-faceted, long-term approach.

“Many people are busy in their day-to-day lives and forget that consistent, ongoing immune support maintenance is important,” said Dunleavy. “They fail to continue the supplement regimen long term.”

She added that another immune support myth is the belief that taking an immune support supplement after symptoms have surfaced will immediately provide relief of the symptoms. This is likely the one recurrent lesson retailers need to teach their customers—that “there is not an immune support supplement that renders immediate aid, but rather dietary supplements can boost immune support when used as part of a routine regimen and speed up the recovery process within the immune system.”

In agreement is Gordon, who observed that many people don’t know or understand that they can practice good immune health. “There are far too many characteristics of good immune health to list them all, so here are my top three, which, of course, are all interrelated.

1) Healthy gut
2) Balancing stress (i.e., cortisol levels)
3) Quality sleep

According to Jay Levy, director of sales at California-based Wakunaga, several myths about immunity include:

• Gargling with salt water or apple cider vinegar kills viruses
• Exercise weakens the immune system
• Getting a flu shot will give you the flu
• Cold weather causes colds
• Massive doses of vitamin C will strengthen the immune system

Of course, he stated, “none of these myths are true.”

One of the most pervasive misconceptions is that people can obtain every nutrient needed to support immunity from food alone, according to Adam Goodman, vice president of sales, Korea Ginseng Corp. (KGC), California. “That may have been true many years ago, but not now. It is critical (especially in today’s climate) to do everything possible to keep a strong immune system via supplementation,” he commented.

Stress management is often not associated with immunity, and more consumers can benefit from this message, according to Seibold. “People often underestimate the effect of stress on the immune system. Taking time for deep breathing and exercise can help reduce stress; however, some people overdo exercise to enhance their immune systems. Exercise and stretching are essential, but those who have been sedentary should start slowly with mild exercise and increase the levels over time. It is a myth to believe one can begin a rigorous exercise regimen after being inactive. To do that is stressful and can put a strain on the immune system.”

Retailers are also experiencing customer disinformation. For example, Suellen Duga, supreme allied commander at Choice Health (Massachusetts), found that “during the time of active COVID, our customers were researching online, and were asking for the strangest products—camel milk being one that really sticks out! Asked where that information came from, of course the response was, ‘the internet!’ It was a challenge to get the customers to think about the products we know help boost immunity rather than some internet mythical mystical magical cure,” she related.

Several supplements captured the spotlight and caused out-of-stocks, but there was also some misinformation that consumers were obtaining from sketchy sources. For example, Emily Crawford, CNHP, RN of Garner’s Natural Life (South Carolina) noticed that specifically this year “there was so much information about elderberry syrup that may not have been accurate.”

Shelf-worthy Immune Support

You have already likely expanded your immune support department, and it’s more than vitamin C, zinc and elderberry, which seem to be the most commonly requested. But there are many others that can provide specific and unique benefits and nourishment.

Bionox USA’s newly reformulated product, Nox3 Greens Ultimate Nitric Oxide Superfood, strengthens immune health mostly via the gut, while also increasing nitric oxide levels, according to company founder and formulator Jay Wilkins, ND. “Nox3 Greens is loaded with powerful superfoods such as citrus fruits, berries, turmeric and leafy greens. All include vitamins and antioxidants that naturally boost your customers’ immune systems. Nitrates found in these superfoods are converted into nitric oxide once consumed. Nitric oxide assists in the growth of immune cells,” he said.

Wakunaga has three premier immune products to consider. Its Kyolic Aged Garlic Extract Immune Formula 103 combines Kyolic AGE, vitamin C, astragalus, oregano, olive leaf extracts and a proprietary blend of immune supporting mushrooms. “These ingredients have been clinically shown to enhance the body’s immune response,” said Levy. “Our Moducare Immune Support is a patented blend of plant sterols and sterolins in a clinically proven ratio of 100:1 that works to restore, strengthen and balance the body’s immune system.

He added that each of the targeted formulas in Wakunaga’s Kyo-Dophilus line includes the three biocompatible human probiotic strains—L. gasseri KS-13, Bifidobacterium bificum G9-1 and Bifidobacterium longum MM-2—known as The Friendly Trio. These strains have been clinically studied in combination and documented to support a healthy gut microbiome, and hence a healthy immune system.

As colloidal silver has “been helping safeguard humans worldwide for many generations,” said Dunleavy, “Natural Path Silver Wings is the oldest silver manufacturer in the U.S. and offers colloidal silver higher strengths of 50 PPM, 250 PPM and 500 PPM (parts per million) for highly absorbed liquid immune support.”

Colloidal Silver is a dietary supplement containing a mixture of ultra-fine silver particles with ultra-pure water. According to the Encyclopedia of Chemical Technology, Dunleavy cited, a true colloidal silver is achieved when the “size” of the silver colloid is between 1 and 100 nanometers, making it a good immune support choice for adults, kids and pets alike. Silver particle size is not to be confused with parts per million which represents the strength. The higher the PPM, the more silver particles per serving and the stronger the immune support.

In Asian herbology, Goodman described, each herb is classified into one of three levels of which ginseng is at the highest level, making it the most powerful and well-known immunity booster in East Asia. KGC’s ginseng products in particular, are obtained only from Korean red ginseng—also known as Panax ginseng. Korean red ginseng contains high levels of saponins and polysaccharides not found in other ginseng species.

In 2020, KGC introduced Koreselect for condition-specific needs and it includes Koreselect Immune, which combines Korean red ginseng extract with European black elderberry in a liquid stick for easier consumption, with added potency in a small dosage. Goodman explained that the solubility in the stick is much higher than the capsule/pill form, making the synergistic combination a 1+1=3 type of support.

Pines International grows USDA (U.S. Department of Agriculture)-Certified Organic, Non-GMO (genetically modified organism) Project Verified, gluten-free, kosher, vegan foods. According to Seibold, Pines specializes in cultivating nutrient-dense dark green leafy vegetables as convenient and economical ways for consumers to increase amounts of dark green leafy foods in the diet. He explained, “Consuming prebiotic foods with essential fiber and a high chlorophyll content helps remove toxins from the colon that can adversely affect our immune systems. Thus, nutrient-dense green foods such as those grown on our farm are essential for a “robust immune response.”

Earlier this year, Colorado-based Elixinol introduced Immune Gut Health, which is, according to Erika Sauerwein, director of marketing, the first CBD product on the market to include the proprietary ingredient Ginfort. “Each of our Immune Gut Health capsules contain 200 mg of Ginfort and 15 mg of CBD from full-spectrum hemp extract,” she said.

New Chapter’s Fermented Zinc Complex features fermented zinc, which, Traas stated, is absorbed 1.6 times better than zinc gluconate, blended with elderberry, ginger and turmeric. Additionally, Traas reported that New Chapter’s Elderberry Force was chosen to be ConsumerLab’s Top Pick for elderberry, as it contains the highest amount of anthocyanins compared to other elderberry brands. She announced that the company has recently included its sustainably sourced elderberry extract in gummies. “We also include elderberry in our Immune Defense that features fermented vitamin C paired with elderberry,” she pointed out.

Lively Vitamin Co. has a wide array of supplements for immune health, McGrail noted. Mushroom Magic, Elderberry Burst Gummies (elderberry extract and vitamin C), Elderberry Boom (elderberry extract and citrus bioflavonoids, plus more), Think Zinc (slow-dissolve zinc lozenges w/vitamin C; and Citrus Kick (highly absorbable liposomal C).

Marketing Concepts

“A growing, wider population will continue searching to find effective immune support protection for themselves and their families,” Dunleavy observed. “The current environment has ignited a new reality of budgeting year round for immune support protection.”

Therefore, she added, retailers will prosper by focusing on year-round immune support/dietary supplements and featuring immune-support products on endcaps, advertisements/promotions and social media. Complimentary immune-support products could be merchandised and featured together; also consider exploring discount specials on focus products rotated monthly, she advised.

She suggested that retailers could consider producing short videos with “top 10 tips to minimize risk” to loop play on a small flat screen on an endcap. This video could feature your supplement department team members who can provide one or two tips including text bullets for each tip on screen.

Garner’s Natural Life places ads in local natural publications like Natural Awakenings, according to Crawford. “We are active on Facebook and Instagram. This year we are doing something a little different and working with Life Extension to give out free vitamin D to customers who visit our store. We feel this is a great way to get people to visit our store but also an excellent way to support the immune system of our community!”

Choice Health merchandises using the “double face” method, according to Duga. “There is a dedicated end cap to immune products and they are as well placed in appropriate sections on our shelves. We sign appropriately and comment on our Facebook posts regularly as to the importance of immune enhancing products.”

Tim O’Brien, co-founder of The Healthy Place with four locations in Wisconsin, explained that he works “hard to get the word out through ‘ask the expert’ programs on the radio, podcasts when invited, paid radio ads, paid TV ads, Google ads, Facebook ads and e-mail marketing.”

Brands also help bring in the customers. For example, according to Goodman, KGC is currently engaging in an extensive marketing campaign in both consumer and trade publications to educate about the benefits of ginseng. In addition, KGC added key distribution partners (UNFI, KeHE, Palko, Threshold) and expanded what he characterized as “an already-robust community outreach program,” providing both financial and product support to agencies across the U.S.

Similarly, shared Levy, both Kyolic and Kyo-Dophilus products have a “What the Science Says” handout to help staff learn about the science behind the ingredients. McGrail advises looking for trends in specific ingredients and attractive delivery formats. “The retailers who got through the pandemic with higher success were the ones who were able to anticipate the market trends and jump on them swiftly,” he said. “It’s like the Wayne Gretzky quote, ‘A good hockey player skates to where the puck is, a great hockey player skates to where the puck is going to be.’ Anticipate what’s coming and act fast—jump to where the trend is going to be.”

McGrail has a point about acting fast, as stocking has become quite the challenge—unprecedented demand from the pandemic caused widespread out-of-stocks, an issue that still casts a shadow over the immune support segment. “The problem is that many retailers anticipated this demand that didn’t materialize quite to the extent that was thought and many are in a negative inventory situation,” Goodman said.

“Of course, maintaining a well-stocked immune-specific section is critical and that means ordering product now,” Levy emphasized. “Remember to think beyond vitamin C.”

McGrail advised to be prepared: last year saw a high incidence of out-of-stocks in the immune category for numerous manufacturers and suppliers. “This year may end up being no different. I believe there are still quite a few suppliers playing inventory catch up from the crazy year and a half we have had. Do not be afraid to stock up on immune products to avoid inventory issues.”

Duga from Choice Health related she is unhappy about the out-of-stock situation.

“The out-of-stock ratio is downright horrible,” she declared. “I am aware of the problems with the labor market, the glass bottle market, the label market, the cap market, but we are a year plus into this ‘new normal’ and my customers do not care about the fact that my vendors don’t have the labor to put the product in the bottles that they cannot get! The third-party online sellers can have in stock the products vendors tell us, the retailers, are out of stock.”

Although immune support is now being understood by consumers to be a year-round regimen, it will likely spike this winter. Buy as much in advance, buy wide in scope, and educate proactively and creatively. You can then be “immune” to the vagaries from sizzling demand in the freezing months ahead. VR