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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.

If you do like the show, make sure to subscribe and follow the Vitafoods Insights podcast. Feel free also to recommend the show to a friend that you think would enjoy it. 

Vitafoods Insights Podcast

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