Immune Season 2022-23: BA.5 is Back for More

COVID-19 mutation BA.5 is on the rise, and will impact the immune support category in a dramatic way.

It’s like the oft-repeated line from “The Godfather”: “Just when I thought I was out, they pull me back in.”

Just when we thought we could leave COVID behind, its latest incarnation, BA.5, is pulling us back in. As of July, the CDC (Centers for Disease Control and Prevention) reported that BA.5 is now the dominant strain in the U.S., accounting for more than 60 percent of cases. And this strain is reported to be more contagious than its predecessors, and is being experienced by people who already endured a bout of COVID.

In a “PBS News Hour” interview on July 13, 2022, Dr. Eric Topol, a professor of molecular medicine and founder and director of the Scripps Research Translational Institute, asserted, “We have an immunity wall from all the prior vaccinations and infections and those combinations and boosters. So it isn’t having the effect that we saw with the first Omicron, BA.1. [BA.5] has more mutations, which basically makes it an escape artist. That is, our immune system doesn’t recognize it like we did the previous versions to the virus.”

It is not news that consumers have prioritized immune health. “Before COVID, public awareness of health issues associated with a weak immune system was limited to a relatively small group of people with autoimmune diseases,” said David Wales, president, American BioSciences, Inc., New York. “Government messaging and wall to wall media coverage of COVID has created almost universal awareness of the health benefits of a strong immune system.”

Andreas Koch, marketing, Natural Path Silver Wings, Tennessee, agreed, adding, “Supplement manufacturers specializing in immune support gained significant in-store presence with wider facings during the 2020 and 2021 virus peak. Retailers that were able to invest into deeper product inventory during the past two years scored handsome revenues.”

Retailer Tim O’Brien of Your Healthy Place, Wisconsin, related that “demand did skyrocket” for immune support products because of the pandemic. “In fact, I had to order very large supplies of different immune products because of the concern around supply chain. Everything was selling out. We had to have constant back up plans for when a certain type of product sold out.”

He continued, “A percentage of consumers were very nervous and we had to remind them that their immune system is what can keep them safe and strong. It’s been a primary focus to educate our customers around how viruses work and the power of the right nutrients to impact the immune system. While we have widened the amount of products we carry around the immune system, there are still the same dozen of the most powerful nutrients that we recommend day in and day out. Zinc, vitamin D, quercetin, NAC and a good multi are still in the top recommend supplements for immune support in our stores.”

However, noted Jay Levy, director of sales, Wakunaga of America Co., Ltd., California, there is no one immune-support product that works equally well for everyone. Because every person’s physiology and immune system are different, a consumer may have to try a few products before they find one that works for them, so this should be emphasized to customers. Trial should be encouraged and the customer should also be invited to communicate his or her experiences and guided to the product that is most suitable.

Wales asserted that while many health-minded consumers understand the concept of long-term support, many still want to use supplements that make them feel better immediately when they do feel under the weather or something coming on. Ensuring you are stocked to provide more immediate relief products alongside longer-term support will give your customers the “one-two” incentive.

Irfan Qureshi, ND, vice president, product development and quality assurance, Maryland-based Healthy Directions, said that the focus on immune support is a lasting phenomenon given the heightened awareness; however, there may be some changes on the horizon. For example, he explained, there will likely be a greater focus on supporting the longer-term health and function of key organs and areas of the body that are impacted by the immune system (e.g., lungs, sinuses, liver and others). In tandem, focus will also likely shift to supporting areas of health that can impact immune function so products that relieve stress, enhance sleep and improve the health of the digestive system will all gain prominence.

“So, while the acute focus on directly bolstering immune defenses may shift, providing support for conditions in our daily lives that affect overall immune health will remain a priority. Products that address immune health through a multi-targeted approach will rise to the top,” he said.

As BA.5 variant gains media traction, it would appear that immune-supporting supplements will get a booster shot. “Immune support has always been a top-of-mind category to consumers. As market conditions change, that view and awareness has become even more critical,” observed Adam Goodman, vice president, sales, Korea Ginseng Corp., with U.S. offices in Cerritos, CA, who serves as president with the Natural Products Association (NPA) East Region.

The pandemic, said Koch, has clearly moved a new, wider population into preventative products like natural immune support supplements. “Unfortunately, it takes a pandemic to wake people up about making these discoveries,” he commented. “Nevertheless, immune supplement sales should sustain higher sales compared to pre-2020 with 12-month turns as long as variants of the virus linger.”

He added that unquestionably, as long as variants of the virus continue, increased store space allocated specifically to immune support products should still produce high bottle-turn percentages. September is traditionally a shoulder season for immune support products, but seasonality lines have all but disappeared with the virus still very much in and around our lives globally.

This is supported by research from industry ingredient supplier Balchem. In its proprietary consumer research, “Consumers’ Redefined Path To Wellness: Cognition, Longevity & Immunity” (December 2021), immunity and immune support topped a lengthy list of what consumers were seeking for everyday solutions to wellness, especially in foods and beverages, at 46 percent. (“Healthy Aging” was ranked No. 10 at 34 percent).

Three years in, observed Levy, many consumers are experiencing “pandemic fatigue.” However, interest among consumers will remain high for seasonal immune support. This is due in large part because dietary supplements are increasingly being marketed to online, on television, and in print media. Commonly, increased media attention sparks more widespread curiosity among consumers, leading them to ask retailers for more information on a particular product.

Qureshi noted that as more consumers inquire about immune health, “Educational efforts should focus on the fact that the immune system does much more than just fight off external challenges; rather, it is also involved in seeking out and correcting internal imbalances, supporting the health of cells, tissues, and organs throughout the body.”

Another winter season is only a couple of months away, and with news of BA.5 gaining steam and at press time, numerous new COVID-19 cases rising exponentially, many consumers are more nervous, understandably so.

As the winter approaches, said Qureshi, consumers will continue to seek out solutions that allow them to stay healthy and feel protected; after all, nobody really wants to miss work, social activities and life in general. Your customers will most certainly gravitate to what worked well for them during the last two years during the pandemic.

“Products containing stalwarts like vitamin C, vitamin D, zinc, echinacea and elderberry will still be solid choices and consumers will also recall how much additional stress they felt during their previous experiences or how they may not have been able to sleep as well around those challenging times,” he commented. “This will lead them to look toward combination products that address these issues in addition to providing support for immune health.”

Indeed, as retailers know, increased stress impacts the immune system, leaving it vulnerable to airborne (and foodborne) pathogens. Therefore, said Tim Hammond, vice president of sales & marketing for Bergstrom Nutrition, Washington, while typically, consumers’ focus on strengthening their immune health is often a response to the beginning of cold and flu season, many do not realize they can ward off fall and winter bouts by keeping their immune systems balanced all year long. “This is especially true during times of stress,” he emphasized. “Stress plays a significant role in how the immune system responds to daily challenges and can be a major contributor to weakened immunity.”

Fortifying Supplements

Zinc, antioxidant vitamins A, C, E and D, are solid immune-support nutrients. Methylsulfonylmethane (MSM) is also a key immune-management supplement.

According to Hammond, Bergstrom Nutrition’s OptiMSM benefits the immune system by abating chronic inflammation through reducing levels of inflammatory cytokines and supporting a healthy inflammatory response. OptiMSM supports levels of glutathione, a fundamental antioxidant for immune function, and prevents immunosuppression caused by exhaustive and strenuous activity. OptiMSM is a source of sulfur, the third most abundant mineral in the body. Sulfur plays several vital roles in the immune system, and complements other immune-supporting vitamins, minerals and micronutrients.

MSM is an immune regulator. Hammond explained, “When the immune system is suppressed by stress, exhaustion or chronic inflammation, OptiMSM helps conserve the immune system’s ability to respond to such threats. This response may help boost immunity to fight off infections and improve resistance to viruses and toxic substances. Conversely, an over-reactive immune system produces too much inflammation, which can induce symptoms like coughing and sneezing, and can lead to secondary complications. Multiple studies have shown that OptiMSM can inhibit lung-specific inflammatory paths and relieve upper and lower respiratory symptoms.”

Healthy Directions’ Ultimate Lung and Bronchial Support contains an exclusive combination of ingredients including black seed oil (N. sativa), Alviolife Boswellia and Quince fruit extract, AP-Bio Andrographis leaf extract, quercetin and astragalus root, according to Qureshi.

American Biosciences’ ImmPower AHCC has been a strong seller since it was introduced in 1999, noted Wales. Research shows that its key ingredient, AHCC, supports natural killer (NK) cell activity, white bloods cells that provide the immune system’s primary defense against viruses, and which regulates other elements of immune response. “Researchers report that in people with low NK cell activity, taking ImmPower’s ingredient will result in a measurable increase in NK cell activity within four hours, and that activity can double in 24 hours,” he said. “Higher NK cell activity is associated with regulation of inflammation, which improves energy levels and mental clarity.”

Colloidal silver liquid immune support supplements are becoming more sought after, said Koch. Natural Path Silver Wings colloidal silver contains a mixture of pharmaceutical-grade ultra-fine silver particles suspended in pharmaceutical-grade ultra-pure water. “Colloidal silver provides a broad-spectrum immune support. It charges the immune system for more efficient response time and reduces the burden on a taxed immune system,” he commented.

Wakunaga’s immune supplements are designed to foster optimal immune health 365 days a year, emphasized Levy. The company’s Kyolic Formula 103 and Moducare are meant to be consumed daily.

Wakunaga’s Kyolic Formula 103 Immune Support is a proprietary blend of AGE (Aged Garlic Extract), astragalus, medicinal mushrooms, oregano, olive leaf extract and vitamin C. Each of the Kyolic Formula 103 key ingredients have been clinically shown to enhance the body’s immune response. For instance, one study that appeared in The Journal of Nutrition found that AGE enhances immune function and reduces the severity and duration of common immune challenges. Another study in the journal Nutrients suggests that vitamin C supplementation is a key tool for managing upper respiratory health.

Research also reports that the beta-glucans in medicinal mushrooms increase the body’s host immune defense by activating the complement system (a part of the immune system that enhances the ability of antibodies and phagocytic cells to clear microbes and damaged cells from the body, promote inflammation and attack a pathogen’s cell membrane), enhancing macrophages and boosting natural killer cell function.

Active customers can also benefit from the immune-balancing benefits of plant sterols and sterolins. This was shown in a group of athletes gearing up for a marathon, Levy reported. People participating in marathons and other endurance sports typically experience a post-event dip in their immune function. However, during the study, which appeared in the International Journal of Sports Medicine, those runners who took a pre-race dose of phytosterols showed considerably less immune suppression than those in the placebo group. They also retained higher DHEA levels and experienced fewer spikes in their cortisol levels. Additionally, the athletes in the phytosterol group experienced fewer upper respiratory tract infections after the race compared to the runners in the placebo group.

Overall, noted Qureshi, “Retailers should consider products that offer a more nuanced and personalized approach to immune support. The goal should be to meet consumers where they are and support needs they may have apart from direct immune support. This includes products that address stress, sleep, mood, energy, and other areas besides also providing support for immune health. Additionally, products that address specific areas of concern such as sinus and lung health should be included to ensure consumers have choices that meet their unmet needs.”

Perhaps positioning immune-support supplements in tandem with multivitamins as a foundation from which to spring forth with more targeted supplements may be a worthwhile tactic. According to Balchem’s research, “The Disrupted Consumer” (May 2022), 44 percent of consumers globally became proactive to improve their emotional and mental well-being in 2021 during the pandemic, and 75 percent of consumers polled asserted that the pandemic will have a long-term impact on how they support their health such as increasing the time and money spent on health and wellness products and activities.

The point is that immune support is not an isolated need. There are tremendous opportunities for retailers to ensure all customers understand that tying in support of mood, stress, sleep, energy, weight management and exercise/fitness, will improve immune response. VR