The Daily Defence - Immune Health And Nutrition 2010
The report analyses consumer immune supporting nutrition
, the role of individual ingredients, claims and how the product communication relates to actual nutrient and claims. The increased awareness of importance of a strong immune system is caused by the last ten years scares on flu pandemics, first the avian flu, then the swine flu; as well as the fact that globalization supports fast spreading of these flues, and other cultures have other micro organisms adaptations.
The report is covering the global market from 2008 and until first quarter in 2010, where Bio2com has analyzed more than 900 new consumer food and beverage products introduced to the market place. These products were selected according to actual consumer communication on immune, defence and antibacterial/antiviral benefits. Two types of products exist the daily immune maintenance products and the more disease related products, as cold relieving or recreation. The first group is absolutely dominating.
The understanding of the immune system and how to create relevant health documentation is complex. The prevalence of various immune system related conditions, from annual flu, cold, food and travel infections creates a need of nearly 100% for daily immune support nutrition. The nutritional need among consumers is defined by life stage; i.e. infants need immune priming, old people have reduced immune capacity while stress and travelling challenges the immune system of normal healthy adults.
Ingredients with immune health potential under investigation are typically pro-and prebiotics, flavonoids, carotenes and antioxidants and botanicals, but also early stages of documentation for: Bactericins derived from probiotics, SOD rich melon extracts, Oat Avenanthramides, Vitamin D dosage review , and MCT oils.
Product Findings
The report finds that beverages and dairy products are dominating this segment equally, where a high diversity and innovation drive is observed in the beverage categories and less diversity in the dairy products (analysis of ingredients used). The ingredients in beverages are dominated by natural antioxidants and bioactives from fruits and berries, as well as a diversity of prebiotics/fibres, GTEs and traditional medicinal herbs like ginseng, gingers and also probiotics. The growth from 2008 to 2009 in NPDs(New Product Developments), is highest in the sub categories of nectars, fruit or flavoured still drinks and beverage mixes. The still drink category seems to have the highest growth as first quarter of 2010 also shows a high launch activity.
50% of all fermented dairy products also contain prebiotics; and 10% are vegetarian based on soy or rice. The probiotics market has the highest growth in South America, though from modest levels. This makes USA the primary growth driver on pre & probiotics on a short term. However, switching to India on a longer term where the growth rate is high now but volumes still low. The global market of pre- and probiotics is expected to reach 20 billion USD within the next five years, with USA and Europe each 15% of the total market. The pre- and probiotic market is expected to grow approximately on average by 5%.
The Asian immune products are likely to combine modern probiotics with traditional remedies as medicinal herbs. In dairy, colostrum enriched products are part of the claims, these dairy fractions are rich on bovine immunoglobulins and lactoferrin; all having potential in antibacterial or immune modulating functions. These products are typically seen as enriched milks. USAs market currently still has more supplements than foods with immune benefits reaching a third position on immune foods products launches after both Asia (1) and Europe (2).
There are regional differences among consumers consumption and purchase patterns affecting the product releases. In USA the dominating immune supporting food is fibre rich products as for instance enriched cereals, where the European dairy (yogurt & fermented drinks) market is strongest in probiotics immune products, and the Asian market is strongest in milky immune products with herbs from the traditional medicines catalogues and immunoglobulins, as well as beverages based on herbal teas.
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