Demand for Foods and Beverages that Support Immune Health Remains Strong
Product developers are incorporating a variety of ingredients in a range of products to leverage nutritional properties as well as functionality and flavor
There has been an increasing focus on the importance of supporting the immune system, particularly due to its relationship with overall wellbeing. Younger generations, like Millennials, are looking for functional benefits in their foods. With 70%1 of the immune system living in the gut, it's no surprise that 77%2 of adults are looking to particular foods and products to help support the immune system, while 44%3 look to yogurt in particular. Activia launched its latest innovation to meet that growing demand. The new Activia+ Multi-Benefit Probiotic Yogurt Drinks4 are packed with billions of live and active probiotics that help support gut health5, plus are an excellent source (20% DV) of Vitamins C, D and Zinc to support the immune system.
Consumers are looking for healthy and simple probiotic options now more than ever. According to a recent probiotic products forecast report, the probiotic market is expected to have a compound annual growth rate of 7.71% between 2021 and 2025, with 30% of consumers seeking out beverages fortified with immune boosting ingredients. As the maker of the #1 natural probiotic juice in the country, GoodBelly is solely focused on delivering the highest quality probiotics in appealing and innovative formats, and these new product lines are a natural extension of the brand's expertise.
While already a favorite, citrus flavors are evolving to more sophisticated varietals due to consumer interest in immune boosting food and beverage products during the pandemic. Eighty-seven percent of US consumers are interested in products with “immune-boosting ingredients” and 78% of those consumers are interested in vitamin C. Food and beverage launches featuring both a citrus flavor and an immune health claim grew 21% from 2018-2021 as brands leverage consumer’s association of citrus flavors with antioxidants and immune support.
1 IRI POS Data Week ending February 28, 2020 Mulo +C, Custom probiotic yogurt aggregate; Euromonitor International Voice of the Industry, COVID-19 Survey; Streetbees Human Impact Tracker, March 22-28, Streetbees Human Impact Tracker, Friday April 17. https://www.sanofi.com/en/about-us/our-stories/the-power-behind-the-gut National Center for Complementary and Integrative Health; Food & Drink Nutritional Claims – Dec. 2020
2 KRC Research conducted an online survey of 1,004 adults (ages 18+) across the United States between August 25-27, 2021.
3 National Center for Complementary and Integrative Health; Food & Drink Nutritional Claims – Dec 2020.
4 Activia+: 18mg Vitamin C (20% DV), 4mcg Vitamin D (20% DV), 2.2mg Zinc (20% DV). Activia Dailies: 0mg Vitamin C (0% DV), 1.6mcg Vitamin D (8% DV), 0mg Zinc (0% DV) per 3.1fl-oz serving .
5 Activia may help reduce the frequency of minor digestive discomfort. Consume twice a day for two weeks as part of a balanced diet and healthy lifestyle. Minor digestive discomfort includes bloating, gas, abdominal discomfort & rumbling.
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