In recent years, consumer demand for immunity-boosting ingredients has surged, especially in the world of nutritional beverages. From juices and smoothies to protein shakes and enhanced waters, brands are infusing their products with functional ingredients designed to support immune health.  

This trend was accelerated by heightened awareness of health and wellness and shows no signs of slowing down. But how did immunity-boosting ingredients become a popular feature in beverages, and what exactly is driving consumer interest? 

Why Immunity Became Top of Mind 

The growing consumer focus on immune health can be attributed to several global events and trends, particularly the COVID-19 pandemic. In 2020, health consciousness hit new heights as people sought to strengthen their bodies’ defenses against illness. As the virus spread, the link between overall wellness, immunity and disease prevention gained unprecedented attention. Consumers began prioritizing not just the avoidance of illness, but the proactive improvement of their immune systems. 

However, the focus on immunity isn’t solely a post-pandemic phenomenon. Even before COVID-19, trends in health and wellness were pointing towards an increased interest in preventive care. The rise of the self-care movement, growing awareness of lifestyle-related diseases, and advancements in nutrition science have all contributed to a more holistic approach to health. Immunity, which is a key component of overall well-being, naturally took center stage. 

How Beverage Brands Embraced the Trend 

For busy, health-conscious consumers, beverages offer a convenient, on-the-go solution to incorporating these nutrients into their daily routines. Whether it’s a protein shake after a workout, a morning smoothie, or a midday energy drink, functional beverages allow consumers to easily get their dose of immunity-boosting ingredients without the need for supplements or complex meal planning. 

In response to increasing consumer interest, beverage brands have quickly adapted by incorporating immunity-supporting ingredients into their products. The functional beverage market has grown significantly, with brands innovating to meet consumer demand for health-conscious alternatives. This evolution in product development has led to an explosion of new beverages that promise not just hydration or energy, but targeted health benefits. 

Immune health accounted for 30% of functional beverage launches in North America and immunity claims rose by a CAGR of 5% from 2018 – 2022, according to Innova Market Insights report “Revitalizing RTD Functional Beverages: Exploring Consumer Interest in Health Benefits in the US and Canada” July 2023. 

Major beverage players have incorporated ingredients like vitamins and minerals into their existing product lines, while new entrants are launching beverages specifically formulated to boost immunity. For example, juice and smoothie brands have added superfoods like elderberry and echinacea to their recipes, while sports drink brands are fortifying their products with extra zinc and probiotics to appeal to health-focused consumers. 

The Appeal of Functional Ingredients: What Consumers Want 

Functional ingredients are components in food and beverages that provide additional health benefits beyond basic nutrition. For consumers, beverages with added functional ingredients represent a simple, convenient, and enjoyable way to improve their diet and health. Within the immunity space, popular functional ingredients often include: 

 

• Beta Glucans: Baker’s yeast beta glucan is a GRAS immuno-potentiator (augmenting an immune response). Studies show it can protect against infection by bacteria, viruses and pathogenic microorganisms.  
• CBD: A recent metadata study “overwhelmingly supports” that CBD is immune suppressive, and another study indicates that cannabidiol (CBD), a compound produced by the cannabis plant, inhibits COVID-19 infection. 

• Echinacea: Studies indicate it might reduce chances of catching a cold but not shorten the length of the cold. 

• Elderberry: Contains antioxidants and vitamins that can boost your immune system and may relieve symptoms of upper respiratory infections. 

• Green Tea and Green Tea Extract: Camellia sinensis and its components – polyphenols, caffeine and L-theanine – can act as an anti-inflammatory, antioxidant and neuroprotective.  

• L-theanine: Amino acid in tea that is antioxidant and anti-inflammatory. Studies report L-theanine regulates the immune function by inhibiting inflammation. 

• Reishi Mushroom: A fungus used in traditional Asian medicine to boost immunity by increasing the number and effectiveness of white blood cells that help fight infection. 

• Selenium: An essential trace element, often used in the form of sodium selenite, which is a cofactor for antioxidant enzymes and helps maintain the immune system. 

• Turmeric: Studies report anti-inflammatory effects of curcumin in the immune system. 

• Vitamins C, D: Vitamin C is well-established as a key nutrient for the immune system and Vitamin D also helps fight off infections by supporting the immune system. 

• Zinc: Nutrient that helps the immune system fight off invading bacteria and viruses. 

How Synergy Can Help 

The trend of incorporating immunity-boosting functional ingredients into beverages and nutrition products is unlikely to fade anytime soon. The global functional beverage market is projected to continue growing, fueled by consumer demand for health and wellness products. As consumers become more proactive about their health, the desire for products that offer convenience, taste, and targeted benefits will persist. 

From in-depth consumer insights to innovative flavor pairings and quality masking solutions, our beverage and nutrition experts are here to help your product deliver on consumers’ expectations for functionality and great taste. Contact us to learn more. 

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