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Deanne Dolnick, science director for TR Nutritionals in Georgia, pointed to another Euromonitor study–one indicating a decrease in the immune health supplement category by 29 percent from 2009 to 2014. The fact that consumers have moved away from boosting immune health through dietary supplements “doesn’t mean that the consumer no longer cares about boosting their immunity,” Dolnick said. Mueller described “consumers’ embrace of food, beverage and supplements created to provide immune health benefits” as “a recent phenomenon.” He explained that 20 years ago “consumers were focused on the absence of nutritional negatives in beverages (low sodium, refined sugar, artificial sweeteners). It is a shift driven by consumers “taking a long-term approach to their health, moving from reactive, short-term fixes to a more pro-active, preventative approach,” Mueller said. Dan Lifton, president of Proprietary Branded Ingredients Group of Maypro Industries (New York), pointed to the most recent Consumer Survey on Dietary Supplements survey published in October 2014, by the Council for Responsible Nutrition (CRN).
Sales of single vitamins are down, but up are “innovative, whole-food-based vitamins,” Pete Maletto, founder and CEO of PTM Food Consulting in New Jersey, said.
Immune health has always been one of the largest categories within the nutrition category and has recently passed heart health as the No. The changes are in the ingredients and not in how people perceive immune health, Todd continued. AHCC is supported by more than 20 human clinical studies and is used in more than 1,000 clinics across the globe, Lifton noted.
Mueller said beverage, food and supplement products utilize Biothera’s Wellmune, a natural immune health ingredient, around the world.
Kyowa’s major immune health ingredient is called Setria Glutathione, and the brand name, according to Todd, came about by the root of the words “set,” meaning balance, and “tria,” short for tripeptide, a protein made up of a chain of three amino acids.

Clinical studies show Setria increases blood glutathione levels and supports the immune system, Todd said. In May, Pennsylvania-based Genestra Brands introduced a new product, Cor Defense, a once-daily capsule, free of dairy and gluten, that contains European elderberry flower extract, vitamins C and D, and zinc combined with EpiCor, a clinically tested, dried fermentate of Saccharomyces cerevisiae (baker’s yeast) manufactured by Iowa-based Embria Health Sciences. Deaton pointed to “a randomized, double-blind, placebo controlled” human clinical study that showed the ability of DE111 “to support healthy gut microflora by controlling microbial populations.” The same study also demonstrated the strain’s ability to maintain healthy levels of cholesterol, glucose and triglycerides. Lifton of Maypro noted that approximately 70 percent of women and 65 percent of men take supplements. Todd said that Kyowa’s top consumers “are interested in strengthening their immune system overall and take a proactive approach to their diet and nutrition versus waiting until it is too late.” Typically, such consumers have been in the habit of taking supplements or eating functional foods to support their immunity. In addition to probiotics, the team at Genestra Brands listed the following ingredients as gaining prominence in the development of immune health products: yeast beta-glucans, mushroom extracts, vitamin D, magnesium and omega-3 fatty acids. Maletto made note of echinacosdes, natural phenols, which he described as “a mainstay from the 70s.” And he named goldenseal “a big one” especially because of the alkaloid it contains, berberine. Lifton said that in addition to AHCC, probiotics and polyphenols are attracting a good deal of interest.
Mueller also said that Biothera has conducted immune health research that shows consumers attribute a variety of positive benefits to a healthy immune system, including wellness, productivity, energy, mood, mental clarity, stress management, athletic performance and quality of life. Lipkin of Maypro weighed in on the importance of clinical research—“proprietary ingredients backed up by human clinical studies, as is the case with AHCC for immune health.
Maletto said that when a manufacturer client asks him to explore “every single aspect of immunity” on a product he is developing, he would test for a “footprint.” He also makes use of existing clinical research such as that published in National Institutes of Health peer-reviewed journals.
Bush said Ganeden has 21 published clinical trials, most looking at digestive function and some at protein utilization. As more people seek products that promote immune health, the shelves of the wellness marketplace are getting stocked as much with enriched drinks and foods as with jars of supplements.

John Deaton, vice president of technology at Georgia-based Deerland Enzymes, said a properly functioning digestive system is the key to immune health and noted that more immune cells reside in the intestines than anywhere else in the human body. Considering 80 percent of the immune system is located in the digestive tract, maintaining a healthy gut is becoming a major focal point in the pursuit to support overall health and immunity. Founded in 1997, Ganeden launched a line of supplements in approximately 60,000 stores in 2007 and sold that business when it shifted roles and became an ingredient supplier in 2011. Dolnick explained that P5P is the metabolically active (co-enzyme) form of B6 (pyridoxine) and has recently been gaining attention. DE111 has been fully genome-sequenced and uploaded to GenBank, the National Institutes of Health genetic sequencing database.
He described those consumers as predominantly college educated and over the age of 35, who regularly read supplement labels and who have household incomes above $50,000. Public relations account executive Gabriella Gasparich also noted that year-round immune health support is an increasing concern among their clients.
At Kyowa, we are providing the scientific support through our clinical studies, but are taking it a step further and have data on the immune health category as a whole and tie it back to claims that can be made to support consumer’s interest,” she noted. I actually work on delivery systems, using coding, emulsification, nano technology and the micronizing of ingredients.” He also recommended citrus bergamot in the form of an essential oil for reducing cholesterol as well as turmeric in soft gel capsules for its anti-inflammatory properties. It is vital for a healthy immune system, formation of glucose and niacin, red blood cell metabolism and synthesis of several neurotransmitters including serotonin and GABA.

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