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The Immune Health Evolution:Antioxidant superfoods will shape the immunity market for years to come

IMMUNITY MARKET INSIGHTS

It is no exaggeration to say that the immunity market has skyrocketed in the wake of the COVID-19 pandemic as consumers take every step to protect their health and the health of their families. However, consumer demand for immunity-boosting products is not new. Immunity has been in the top ten leading trends for food and supplements for the past five years.1 Immunity’s upward mobility is not indicative of an immunity revolution but instead an evolution in the way consumers think about their overall health. More and more immunity products on the market integrate superfood ingredients that deliver many different health benefits. Even when the COVID-19 pandemic fades into history, immunity-boosting products will remain top of mind. Globally, immunity-boosting products will grow substantially over the next five years and surpass $17 billion by 2025.2

Today, consumers have zeroed in on steps they can take to boost their immune health. In a recent survey, consumers listed a healthier diet, regular exercise, and dietary supplements as the top three things they try to incorporate to protect their immunity.3 Choosing healthy food high in nutrients like vitamins, minerals, and antioxidants is of the utmost importance to consumers.4 However, many want to go a step further by also incorporating supplements to bolster their diet. Increased demand has led to astonishing rates of new product development. In 2020, the number of new immune health supplements made up 28% of all new product launches globally.5

Immunity is a long-term focus.

Increased demand for immune-strengthening products is driving new product development.

When consumers reach for food and supplements that support their immune system, they are typically looking for products that contain citrus fruits that offer vitamin C, turmeric, berries, leafy greens, and green tea.3 The macro, micro, and phytonutrients in these plant-based ingredients work as antioxidants to protect healthy cells, support immune cell activity, and protect antibodies.6 The association between these powerful superfoods and the benefits they offer the body is often well established with consumers, which is why the number of plant-based food, beverage, and supplement launches with immune health claims keeps growing. The average annual growth of these plant-based products was 31% (CAGR 2015-2020).7

The future of immunity innovation harnesses the power of plants.

6 10out of

global consumers want more food and beverage products that boost immunity.3

IMMUNITY IS COMPLEX — PRODUCTS SHOULD BE MULTI-FACETED Demand for plant-based immunity products shows no sign of slowing down. Formulating to meet the needs of today’s consumers means delivering plant-based ingredients that offer a multi-faceted immunity approach. Consumers recognize that a wide range of vitamins, minerals, plants, and herbs are necessary to nourish their body and protect their immunity. Products must offer easy solutions that work in complex ways to answer the call. For brands, that means incorporating a wide variety of immune-boosting ingredients in their formulations.

When we are exposed to air pollution, eat fried foods, drink alcohol, or smoke, free radicals are generated in our bodies. Free radicals are unstable cells that damage healthy cells and cause oxidative stress which negatively impacts our health and can impair our immunity. Antioxidants are compounds that stabilize free radicals to protect cells from oxidative stress. Antioxidants are naturally found in fruit and vegetable superfoods.

Why are antioxidants important for immune health?

FORMULATING IMMUNITY PROTECTION:INTRODUCING PHYTO-C™

Phyto-C™ helps consumers protect their bodies with antioxidant goodness.

11 Broad Spectrum SuperfoodsPlant-based, Antioxidant ComplexExcellent Source of Natural Antioxidant Vitamin CStandardized to 15% Polyphenols150mg Dose

The Phyto-C™ Difference: the standardization of vitamin C and polyphenols is key

Phyto-C is standardized to deliver 20% of the recommended daily intake of antioxidant vitamin C, and it is classified as an excellent source.11 The European Commission recognizes that vitamin C contributes to the healthy function of the immune system and protects cells from oxidative stress.8 Phyto-C also delivers 15% standardized polyphenols.

Standardized to 15% Polyphenols

20% RDI: Excellent Source of Antioxidant Vitamin C11

Acerola ExtractVitamin C contributes to the normal function of the immune system, and contributes to the protection of cells from oxidative stress.8

Blueberry, Strawberry, Maqui Berry, Açaí, Tart CherryDark berries and fruits contain anthocyanins to help protect against free radicals and support our immune system.9, 10

Kale, BroccoliThese greens deliver vitamin C, sulforaphane, folate and other nutrients that help support our immune system.9, 10

Green Coffee Bean Extract, Green Tea Extract, Tumeric ExtractThese extracts provide catechins, chlorogenic acid and curcuminoids which help protect from free radicals and help support our immune system.9, 10

Phyto-C™ is a fruit and vegetable antioxidant complex that delivers eleven superfoods to help support a healthy immune response. The formula contains natural Vitamin C and polyphenols from acerola extract, strawberry, tart cherry, blueberry, organic maqui berry, organic açai, broccoli, organic kale, green tea extract, green coffee bean extract, and turmeric extract.

What is Phyto-C™ and how can it support our immune system?

INTRODUCING PHYTO-C™

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INTRODUCING PHYTO-C™

How Phyto-C™ benefits brands and consumers alike

Phyto-C makes it easy to bring the power of superfoods to your finished product. As a complex of popular plant-based ingredients, Phyto-C simplifies sourcing and formulation. The ingredients in the Phyto-C complex contain nutrients that help keep our body, especially our immune system, functioning optimally. With Phyto-C, you can help consumers feel like they are taking back control of their health.

Reach your target market

Phyto-C is designed to target consumers who want to improve their immune health with plant-based superfoods.The complex is ideal for:

Capsules Tablets Gummies Ready-to-MixBeveragePowders

Bars

How can you bring the immunity supporting power of plant-based superfoods to your next launch?

We can help. Let’s Talk!

www.futureceuticals.com

REFERENCES1Innova Consumer Survey 2020, Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, and Indonesia. Innova Market Insights. http://www.innovami.com/Snippets/Innova_TTT2021_Webinar_Top5Trends.pdf2Global immunity boosting products market is expected to witness growth over the next five years and surpass $ 17 billion by 2025. (2020, Aug 12). PR Newswire. https://www.reportlinker.com/p05950943/Global-Immunity-Boosting-Products-Market-By-Type-By-Distribution-Channel-By-Region-Competition-Forecast-Opportunities.html?utm_source=PRN3New Hope Network survey of 839 consumers collected week of August 17, 2020. New Hope Network. 4Top Trends 2021. (2021, March 10). Innova Market Insights. https://www.innovamarketinsights.com/top-10-trends-2021-for-dairy/5Immune Health Supplements Market Size [2020-2027] is Projected to Reach USD 29.4 Billion by 2027, Exhibiting a CAGR of 7.4%. (2021, April 21). Fortune Business Insights.6Nutrition and immunity. Harvard T.H. Chan School of Public Health. https://www.hsph.harvard.edu/nutritionsource/nutrition-and-immunity/7Innova Database: plant based. Innova Market Insights. 8Vitamin C and contribution to the normal function of the immune system: evaluation of a health claim pursuant to Article 14 of Regulation (EC) No 1924/2006. (2015, Nov 13). European Food Safety Authority https://www.efsa.europa.eu/en/efsajournal/pub/42989Nemzer, B., Centner, C., Zdzeiblik, D., Fink, B., Hunter, J., et al. (2018). “Oxidative stress or redox signaling – new insights into the effects of a proprietary multifunctional botanical dietary supplement,” Free Radical Research, 53:3, 362-372, DOI: 10.1080/10715762.2017.139022810Puertollano, M., Puertollano, E., de Cienfuegos, G., de Pablo, M. (2011). “Dietary antioxidants: immunity and host defense,” Current Topics in Medical Chemistry, 11(14):1752-1766 DOI: 10.2174/156802611796235107.11CFR – Code of Federal Regulations Title 21. U.S. Food and Drug Administration. (2020 April 21). https://www.accessdata.fda.gov/scripts/cdrh/cfdocs/cfcfr/cfrsearch.cfm?fr=101.54