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Delivering long-term immune support to consumers – podcast

Consumers are turning to functional foods and supplements to bolster immune health, but it will take investment in quality to make it a long-term commitment

Since the start of the COVID-19 pandemic, consumers have been seeking natural ways to bolster their immune systems, whether through basic diet and lifestyle to the use of nutraceuticals and food supplements. Whether this is a not-so-seasonal sales spike similar to that seen in cold and flu season or a long-term change in behavior is still unknown; however, companies have an opportunity to offer unique products with responsible marketing and claims to make the new behavior stick.

Immune Health is one of the thematic micro-communities that will be a part of the Vitafoods Virtual Expo, taking place 7-11 September. In this Vitafoods Insights podcast, Mike Hughes, head of research and insight at FMCG Gurus, offers a look into consumer behavior and market opportunity in the immune health category ahead of his presentation during the Vitafoods Virtual Expo.

In this podcast, Hughes and Informa’s Heather Granato discuss:

  • How the consumer mindset is shifting from a strict focus on immune function into the connection of whole-body wellness.
  • Whether the shift toward improved diets and use of supplements is sustainable—and what companies need to do to ensure continued market growth.
  • Regulatory and marketing considerations related to immune health that could boost or hamper growth across the broader supplement and functional food market.

'COVID-19 and immunity opportunities,' part of Vitafoods Virtual Expo, will take place on 7 September from 14:00-14:30 BST. To learn more about this presentation or get registered for Vitafoods Virtual Expo, click here.

Got feedback? Email Heather at

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