What comes next?

Mental health positioning is again relevant

Innova Market Insights

Experts predict a shift into multi-functional products that spring boarded from the pandemic. This could be a combination of probiotics for immune protection and mood boost, for example. Market research firm Innova Market Insights said there was an association between gut and immune health that is sending a strong message in a post-Covid world.“At the same time, mental health positioning is again relevant, with greater understanding of the gut-brain axis leading some probiotic products to make direct claims about their role in brain health,” Innova reported.According to Innova, in Canada, Genuine Health offers a range of Advanced Gut Health supplements, with a recent addition being positioned specifically for mood. Other brands offer a wide array of immune-sleep and immune-energy products.US brand Olly makes an Immunity Sleep gummy that contains melatonin, echinacea, zinc and vitamin C.Another US brand, Nature’s Way, has a Sambucus Sleep + Immune gummies containing melatonin, Suntheanine, L-theanine, vitamin C, Sambucus nigra L. extract, lemon balm, and passionflower.Key Takeaways

The immune health category is growing, with no signs of slowing down, giving formulators and suppliers entry into the category.

Tried and true ingredients like vitamin C and zinc continue to draw consumers.

Botanicals, some of which have a long history of traditional use for immune health, are gaining
traction, including cat’s claw, curcumin, black elderberry, and cistus x icanus.

The importance of the gut microbiota in immune health is paving the way for product innovation in probiotics, prebiotics, and even postbiotics.

New formats such as drops, bars, and gummies are emerging.