Engaging the Prevent Defense

by Lisa Schofield | September 1, 2024

Much like in football (the NFL season kicks off this month), humans should look at their immunity as a prevent defense. In the game, this alignment is used to prevent the offense from long gains and imminent score. With the immune system, supplements aim to ensure an offensive microscopic bug doesn’t score a figurative touchdown, either.

In today’s post-pandemic world, feeling under the weather can spike a sense of fear of a potential molecular marauder. According to a 2024 FMCG Gurus global survey, improving immunity remains a top-five health priority for consumers. This increased focus on immune health is driving a shift toward more holistic approaches to overall wellness.

“The outbreak of COVID-19 had led to a global public health crisis. No effective medication was known and recommended to help combat the new viral infection. Therefore, preventive health measures that could reduce the severity and progression of COVID were needed,” recalled Slawomir Gromadzki, nutritionist, California-based HealthAid America.

And as a reaction, consumers cleaned out shelves when they could and wiped out online stores’ supplies of vitamin C, elderberry and zinc in the quest not to get the dreaded ‘rona.

“The pandemic had blown the top off of immune support supplement sales in our natural products industry,” stated Liz Smith, RN, owner, Tennessee-based Natural Path Silver Wings. During the pandemic, she related, “bandwagon manufacturers” saturated the immune category, trying to make a quick buck or two.

“Today, many of these ‘in-and-out’ manufacturers are still trying to copycat long-standing, reputable immune formulas. During the pandemic they rapidly launched new immune support SKUs containing notable ingredients like elderberry, vitamins C and D, colloidal silver, echinacea, oregano, to name a few.”

Nazlie Latefi, PhD, chief scientific officer, Applied Biological Laboratories, New York, said, “I remember when vitamin C was sold out!” She added that although vitamin C and other supplements work well to keep your customers’ immune system in shape as part of a broader health plan they need to be reminded that these supplements (and others) won’t help once they are already sick. “Customers are starting to question how things work and how best to use various products available to them,” she added.

The New Immune Market

Indeed, it appears that the immune-support shopper has widened his/her scope of what to purchase. Kylen Ribeiro, CEO, Lightbody, Florida, noticed that consumers are “simply more conscious of the role of diet, lifestyle and especially supplements in supporting immunity.” There continues to be a strong demand for products that support immune health, such as omega-3s, probiotics and a host of antioxidants that keep growing in popularity.

The reason for consumers seeking out these products, Ribeiro said, is that immune health is increasingly seen as integral to overall well-being. Today, she emphasized, people are engaging in immune-supporting habits as a preventative measure instead of waiting to take a natural product at first sniffle or sneeze. “Rather than short-term fixes, there is a trend toward adopting sustainable practices that support long-term immune resilience and overall health.”

In addition, she sees a wider scope in the store that immune-minded customers can purchase from: more consumers are using holistic approaches that support immunity, such as increasing vitamin intake through eating more fresh organic fruits and vegetables, incorporating stress-reduction and mindfulness techniques such as meditation, and focusing on getting adequate sleep.

“The COVID-19 pandemic significantly boosted the immune health IQ of many consumers,” noted Abdul Alkayali, vice president sales and marketing, California-based Longevity by Nature. “This increased awareness of the function and importance of the immune system will influence consumer purchase decisions for years to come.”

However, many customers motivated by the upcoming winter may bring with them some misconceptions in their zeal to construct an impervious barrier to invaders. At Betsy’s Health in Spring, TX, “We ask our customers lots of questions like about diet, lifestyle, medications they take, stress levels and about just what their immune support goals might be,” related Ramona Billingslea, marketing manager and educator. “These questions help us know which products might be of interest to that customer. Sometimes, we must debunk (in a polite way) misinformation a customer has gleaned from the internet before providing them with better options for their healthy-living goals.”

In the wake of the pandemic, Alkayali has observed three significant, and growing trends retailers should be aware of:

1. The value of scientific validation has never been higher. Consumers increasingly prioritize products with clinically validated claims and immune products you choose to sell needs to provide scientific validation to the discerning consumer. The FMCG Gurus survey found that 78 percent of global consumers are more likely to purchase immune-supporting products if the efficacy claims are backed by science.

2. Consumer interest in botanicals and other plant-based solutions continues to surge. This dovetails with the increase in flexitarianism and exploration of the growing plant-based foods and dairy alternatives.

3. A keen interest in how antioxidants and carotenoids strengthen immune response at the cellular level to fight oxidative stress. “As consumers have gained a deeper understanding of how oxidative stress impacts cellular health and contributes to various chronic diseases and aging processes, foods and supplements rich in antioxidants have gained greater attention,” he commented.

Another pathway for which there is increasing scientific evidence is of the interconnection between metabolic routes of lipids and the control of immunological processes, according to Sam Wiley, founder, SkySail, North Carolina. “Accordingly, a healthy immunological status is a consequence of a correct control of energy sources in the body,” he explained. So products such as plant sterols that support healthy cholesterol can be recommended for the side benefit of immune support. Wiley pointed to a 2023 study that found a positive association between plant sterol consumption and gut bacteria strains that promote proper immune response by supporting the microbiome.

Smith observed that since the pandemic, sales have grown immensely with colloidal silver supplements. There is now a wider and larger general population that is more assertively embracing pro-active immune health measures compared to pre-pandemic. Immune supplement sales historically spike during the colder months, but demand has been pretty steady all year long. “Consumers are simply taking more proactive steps during all 12 months per year to support their immune system. Also, more physicians today appear to be recommending natural immune supporting supplements since the pandemic.”

This is resulting in a bounty of new products, but there is a caveat, explained Latefi. “During the pandemic we were dealing with a great deal of uncertainty and that left room for numerous unsubstantiated and unscientific claims. Since the pandemic, I think the public is a lot more skeptical about claims that companies are making but at the same time more open to new science since new approaches are clearly needed.”

Therefore, advised Ribeiro, retailers may want to consider the use of secondary vitamins/supplements for customers seeking to bolster their immune health. For example, when people think of immune support, vitamin C and zinc may be the first supplements that come to mind. Additionally, there are ways to promote building cellular resilience against toxins in the environment, including the man-made pollutants and chemicals in the environment. Digital signals are another example of an environmental stressor that many people don’t consider could be affecting their immune health.

Of course, the pandemic officially ended more than two years ago, but the new behavior—immune vigilance—largely has remained. According to Alkayali, while immune health may be less top of mind for consumers compared to the height of the pandemic, it remains an important part of their overall health and wellness strategies. Overall, supporting one’s immunity “has shifted from an urgent and perhaps temporary need to a cornerstone of long-term personal health regimens. As such, immune health has become more thoroughly integrated in the holistic approach to health that encompasses a balanced diet, regular exercise, adequate sleep and stress management. This has translated into sustained demand for immune-support supplements backed by scientifically validated claims.”

He added that consumers are seeking broader and differentiated products to support their immune-wellness status, beyond C, zinc and elderberry, to include adaptogens, probiotics, antioxidants and herbs. “Consumers are also looking for multifunctional products that align with a holistic approach to health,” he commented.

Consumer demand for products that protect the functioning of their immune system is likely going to be high again this year, too. Billingslea noted that Betsy’s Health is “trying to stay ahead of manufacturer out-of-stocks, which means we’ve had to alter some of our buying strategies to include buying more at once of products we for sure do not want to run out of.”

Betsy’s staff “still likes good basics, such as vitamin C, zinc, selenium vitamin D3 and garlic for their well-researched effects on human health,” she pointed out. Additionally, they like to recommend mushrooms, andrographis, elderberry, mullein, osha root and oregano.

Shelf Support

Undeniably, your immune-support section is robust and receives much customer interest—and those customers are likely diverse too. It may be worth retooling to add some interesting products you may not have but your customers may want to try.

The Biovanta line of products which includes lozenges (in Lemon & Honey and Tart Cherry) and a throat spray are formulated to control upper respiratory inflammation as shown in third-party studies, according to Latefi. In cold weather the respiratory lining can become dry, which may instigate inflammation and facilitates incoming viruses to nestle in for a while.

Biovanta, which contains lysozyme, aloe vera, wintergreen oil, lactoferrin, menthol and plant-based COX inhibitors, “provides moisture and signals immune cells in the respiratory lining to strengthen the respiratory barrier. In a clinical trial of over 150 people, Biovanta improved symptoms such as congestion, runny nose, sore throat, and cough by over 50 percent compared to placebo by the second day.” she reported.

According to researchers of an in-vitro study on Biovanta, a cough is nothing to sneeze at “often thought of as a minor health concern, sore throat or pharyngitis is an important public health issue. It is one of the most common symptoms of upper respiratory illnesses and is a leading cause of physician visits and antibiotic prescriptions. Despite being on the market for decades, few over-the-counter sore throat medications are proven to heal sore throat.”

In the study, the researchers stimulated human respiratory tissue with bradykinin (one of the first signals of inflammation in pharyngitis), observing an increase in prostaglandin E2 (PGE2) and interleukin-8 (IL-8) in response to the bradykinin. Interestingly, while a little is good, there can be too much of a good thing: the researchers found that too much of an increase in PGE2 can elevate inflammation through the COX (cyclooxygenase) pathway and through IL-8, a pro-inflammatory chemokine that may stimulate a cytokine storm. “Surprisingly, we found that many of the most common over the counter sore throat therapies exacerbate inflammation and IL-8 in organotypic human respiratory tissues, suggesting these common treatments may possibly increase the likelihood of further respiratory complications in people,” they write.

Longevity by Nature’s family of products includes Persimonal and Olea25, two dietary supplements with antioxidant and anti-inflammatory properties targeted to help support immune health.

Persimonal is an extract of persimmon leaves that supports immune health through several mechanisms linked to its high profile of antioxidants including beta-carotene and vitamins A and C. Persimonal also contains various polyphenolic compounds, including flavonoids and tannins, which Alkayali noted have strong anti-inflammatory effects that protects the immune system, especially in times of stress and external challenges.

Olea25 is an olive leaf extract standardized to 25 percent hydroxytyrosol, a metabolite derived from the polyphenol oleuropein. According to Alkayali, Olea25 has the highest known ORAC (oxygen radical absorbance capacity) value. “This indicates that Olea25 has exceptional capacity to neutralize free radicals, protect cells from oxidative damage, and enhance the body’s ability to fight off pathogens. Olea25 also possesses strong anti-inflammatory properties that support immune health,” he explained. However, there’s another contender in the ORAC for immune-support stakes. According to Blake Johnson, president of American Aronia Accelerator, the berries of Aronia melanocarpa, which are rich in anthocyanins and procyanidins, have the highest ORAC value of the commercially available berries, and is behind only turmeric and cinnamon bark. One study found that polyphenolic compounds in aronia may have beneficial effects as immunomodulators, as well as help manage inflammatory response.

“Aronia has gone up against elderberry in case studies and has proved to be more effective in immune support,” Johnson commented. “Aronia has more antioxidants, but elderberry has the market on identifying with immunity. As such, we at A3 are working to change that. If you want to discuss cold weather resilience these plants can survive 50 below weather in the North Dakota winters!”

SkySail’s Regenerative Omegas is made from plant-based Ahiflower oil, which Wiley said provides the body with a wider range and higher levels of balanced, anti-inflammatory omega-3 and omega-6 fatty acids than either fish or algal oils. In human studies, Ahiflower oil has been shown to significantly raise circulating levels of a wide array of immune-mediating fatty acids and to reduce key markers of inflammation. “Ahiflower oil is being investigated in long-COVID observational trials because of its recognized capacity to raise the body’s anti-inflammatory signaling capacity in immune and liver cells,” he said.

He added that a new human study found that Ahiflower oil tripled plasma EPA levels in only 20 days. Increasing blood EPA levels is known to support a healthy immune response. The study authors observed, “Plant-derived Ahiflower oil efficiently increases plasma EPA and corresponding eicosanoids and causes a distinct shift in the entire oxylipin pattern.”

Oxylipins are natural metabolites of omega lipids that act as signaling molecules, directing cells how to respond to immune challenges, such as from seasonal viruses.

Finally, according to Wiley, a recent literature review has recognized Ahiflower oil’s “immune priming” effect and included Ahiflower oil among sustainable alternatives to fish oil.

HealthAid America’s ImmuProtect is a once daily formulation designed to support the immune system, according to Gromadzki. It consists of vitamin C, zinc, astragalus extract, quercetin, maitake mushroom powder and propolis.

Lightbody also offers Omega-3s (High EPA and High DHA varieties available) as well as its Omega-3 Ultra EPA Fish Oil which Ribeiro described as “super concentrated and pure essential fatty acids. These pharmaceutical-grade vitamin supplements have the highest DHA & EPA bioavailability while being IFOS certified to have minimal contaminants or oxidation. They have been formulated to maintain a healthy inflammatory system, support cognitive function and healthy aging, and support the immune system by increasing the integrity and resiliency of the cell membrane.”

Lightbody’s Total Gut Health Prebiotic + Probiotic is also aimed at supporting optimal immunity. “It is now understood that immunity starts in the gut,” said Ribeiro. The supplement supports microbiome bacteria balance with what she described as a novel bacteriophage blend that also helps to maintain optimal digestion and nutrient uptake. It contains 15 billion colony forming units (CFUs) per gram with a probiotic that can survive the entire intestinal tract.

Silver, said Smith, “provides immune support that is safe to take daily, with mechanisms that are different and complimentary to other herbal immune products. Additionally, recent research has shown that silver does not disrupt the gut microbiome’s diversity of species.”

She added that Natural Path Silver Wings colloidal silver has several distinctions: it is atomic, not ionic (atomic doesn’t use electricity in manufacturing); has a higher PPM of silver particles which increases its potency, contains small particle size (1-3 nanometers) for optimal absorption and safety.

With so many science-backed products to choose from, you can help keep your customers from taking their sick days this winter!VR