Most consumers, even mainstream consumers, believe that immune support begins with healthy digestion, so they support digestive health by eating foods and drinks rich in dietary fiber, probiotics and prebiotics.
They are also looking for foods and drinks rich in antioxidants and actively reduce systemic inflammation by avoiding inflammatory foods. There is a big gap between people who are looking for these products and those who actually use them, such as using supplements, functional foods and drinks to help digestion, and extending to immune health.
According to Hartman group, 45% of consumers say they are interested in functional digestive drinks, but only 13% are using them at present. Similarly, 47% of people say they are interested in functional digestible foods, but only 21% currently use them. Finally, 44% said they were interested in supplements for digestion or microbial support, but only 24% are currently using them.
The difference between intention and action may be because consumers have not received enough information, or they may not realize that there are enough products to support such actions. In any case, in this area, consumers certainly have the opportunity to support immunity through digestible foods and products, and bone soup is an example of the potential of immune enhancing products.
1、 The rapid rise of bone soup
The rapid rise of bone soup is a good example of industry innovation to meet the needs of consumers and fully educate them on the functional attributes of their products.
In recent years, there is a product in the consumer caused a strong resonance, that is bone soup. This category didn't exist a few years ago. In the past few years, there has been an explosion of innovative styles in this field, and consumers have begun to accept bone soup not only for enhancing immune function, but also for other benefits that bone soup can provide, such as joint health, skin health and blood glucose management.
Interesting innovations in this area have helped increase consumer engagement and category growth, including the launch of the Nona LIMS noodle and soup brand, which offers global flavor bone soup in a convenient ready to drink form. Another example is DC area prescription chicken, which offers bone soup and chicken soup, emphasizing the health benefits of its menu in a fast casual environment.
2、 Consumers' requirements for fiber are becoming more and more complex
Fiber is another area of growing interest to consumers, as people want to enhance immunity through better digestion. At the same time, consumers are increasingly interested in new fibers. They're looking for resistant starch, and there are some interesting snack products on the market, such as plantain chips.
In terms of digestion, at present, 20% of consumers add prebiotic resistant starch to their diet, while 45% of consumers are interested in adding resistant starch in their diet. There is a gap between the two. So this is a potential market opportunity as consumers begin to understand the benefits of these resistant starches and the prebiotic effects they produce to support healthy digestion.
3、 Adapt to the rise of original herbal medicine
Consumers are also interested in adapting to raw materials to support their immunity, stress and energy. 45% of consumers were particularly interested in trying Rhodiola to boost immunity and replenish energy. More potential raw materials are expected to emerge, including South African drunk eggplant, which regulates immune health and relieves stress, Astragalus membranaceus for stress relief, basil for anti fatigue and stress & immunity enhancement, acanthopanax senticosus under stress and Ganoderma lucidum for anti allergy and stress.
In addition to ganoderma lucidum, consumers are increasingly interested in other medicinal fungi, such as Hericium erinaceus, white birch mushroom, Coriolus versicolor and Cordyceps sinensis. 37% of consumers are interested in adding medicinal or adaptive mushrooms to their diet.
4、 Antioxidants have become the focus of attention
Consumers are very interested in the immune function of antioxidants, and their understanding of antioxidants is very different. Therefore, it is important for brands to know who their target customers are when promoting the efficacy of antioxidants.
When it comes to enhancing immune function, antioxidants are absolutely the first choice for consumers. In terms of attracting consumers, we should emphasize that we should understand their position in the process and whether a brand is aimed at middle-level, core or peripheral consumers.
For example, a Suja immune boosting shot drink containing turmeric, ginger and Echinacea can impress mainstream consumers who may have heard of the main ingredients. More sophisticated consumers may be attracted by a mama Chia BlackBerry hibiscus flower drink.
Within the range of antioxidants, interest in purple, red and blue plants is on the rise in all consumers. It should be noted that core consumers are trying to use Saskatoon berries, purple artichokes and black rice, while mainstream consumers are attracted by blueberries, red apples, red cabbage and black beans.
With the epidemic, consumer interest in immune support ingredients and products is likely to continue to rise in the coming months and years.
30% of consumers who know about the new coronavirus say that immunization has become more worrying since the outbreak of the epidemic, and its real role is to make mainstream consumers more interested in finding new ways to support health and immunization. Therefore, not only immune health is concerned, but also sleep and stress management related to it has become the focus of attention. When it comes to self-care, food, drinks and supplements must be considered.
