SUBSCRIBE

Breaking News on Supplements & Nutrition - North AmericaEU edition

News > Suppliers

Read more breaking news

 

 
Loading...

‘The awareness of the importance of overall immune health has reached critical mass with consumers’: Biothera CEO

By Stephen DANIELLS , 08-Jul-2014
Last updated on 08-Jul-2014 at 16:45 GMT

Consumer awareness of the importance of immune health throughout the year is driving significant growth in that category, and there are still plenty of opportunities in the category, says the CEO of Biothera.

Speaking with NutraIngredients-USA at the recent IFT Annual Meeting and Expo in New Orleans, Richard Mueller, said that the immune health market is growing very rapidly.

“Datamonitor now estimates that the market size in the US is over $15 billion and growing at a compound annual growth rate of over 7% per year,” he said. “Why is that happening? The awareness of the importance of overall immune health has reached critical mass with consumers.

“They may not know what the immune system does in the body but they understand that a strong healthy immune system is critically important to overall health.

“We also know from Datamonitor that immune health is the second most important category that consumers are looking for when they’re purchasing foods and beverages, second only to overall health and wellness.”

The market is no longer seasonal, he said, but is now a year round marketplace. “Eighty-eight percent of consumers today are looking for foods and beverages that have immune benefit in the product, and yet only 40% are actually buying products that have that benefit. To me that means opportunity for companies that have a clinically-supported immune ingredient in their products.”

The company has invested heavily in understanding the ingredient’s mechanism of action, said Mueller. “It simply works by priming the immune system and the most prevalent number of cells in the immune system, which are the neutrophils. The good thing is that your immune system doesn’t change with our ingredient on it until a challenge is present, and then it will get to the site of that challenge quicker and do a better job of killing the challenge.”

The fastest growth is in functional foods, said Mueller, with 50 products introduced in 2013 using Wellmune WGP, and 30 product launches so far in 2014 in different parts of the world.

Wellmune WGP, derived from the cell walls of a proprietary strain of yeast (Saccharomyces cerevisiae) via a patented manufacturing process, is a natural carbohydrate that activates key immune cells.

Related products

Botanical Adulterants Program 'intended to raise the bar of awareness of the problem, and I think we've done that,' Blumenthal says

Botanical Adulterants Program 'intended to raise the bar of awareness of the problem, and I think we've done that,' Blumenthal says

The Botanical Adulterants Program is “raising the bar of awareness of this growing problem among...

McGuffin: DSHEA was about preserving right to direct one's own self care

McGuffin: DSHEA was about preserving right to direct one's own self care

Michael McGuffin, president of the American Herbal Products Association, has a unique perspective on...

‘Some companies claiming they’re strengthening their defense against chondroitin adulterants are not using the right method’: Synutra President

‘Some companies claiming they’re strengthening their defense against chondroitin adulterants are not using the right method’: Synutra President

A unique collaboration of experts worked together to identify an adulterant in the chondroitin...

Israelsen: DSHEA created world's most vibrant supplement marketplace

Israelsen: DSHEA created world's most vibrant supplement marketplace

The dietary supplement business has gone from fighting for its life to enjoying the...

CRN’s Mister on DSHEA’s ‘monumental anniversary’, companies choosing a side, and the critical role of contract manufacturers for GMP complia...

CRN’s Mister on DSHEA’s ‘monumental anniversary’, companies choosing a side, and the critical role of contract manufacturers for GMP compliance

The 20th anniversary of the Dietary Supplements Health and Education Act (DSHEA) is ‘monumental’, says...

New ingredient set to give caffeine a run for its money, supplier says

New ingredient set to give caffeine a run for its money, supplier says

Ingredient supplier Compound Solutions has introduced a nature identical version of theacrine branded as...

GMPs, NDIs, and definitions for GMO and natural: NPA’s Fabricant on industry issues

GMPs, NDIs, and definitions for GMO and natural: NPA’s Fabricant on industry issues

Despite ongoing vacancies in the main office of the Division of Dietary Supplements, companies...

Cargill highlights cavity-fighting effect of Zerose erythritol at SupplySide West trade show

Cargill highlights cavity-fighting effect of Zerose erythritol at SupplySide West trade show

Research by Cargill shows its Zerose brand erythritol does more than just cut calories; ...

Adverse event reporting can provide valuable data to companies, expert says

Adverse event reporting can provide valuable data to companies, expert says

Reporting adverse events is something all dietary supplement companies must prepared to do to...

‘No better place than the nutra-science marketplace for financial investors’: BI Chief

‘No better place than the nutra-science marketplace for financial investors’: BI Chief

Nutraceuticals and dietary supplements are attracting a lot of private equity attention, and it’s...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

Fed up: Probiotic research veteran issues global call to action

Fed up: Probiotic research veteran issues global call to action

Veteran probiotic researcher professor Gregor Reid is not a happy man. It’s time the...

Industry concerned about data abuse as EFSA fans transparency wings

Industry concerned about data abuse as EFSA fans transparency wings

Euros Jones

Director of regulatory affairs, European Crop Protection Association (ECPA)

Unilever: Healthier food choices must be ‘doable’

Unilever: Healthier food choices must be ‘doable’

Hans Zevenbergen

Cross-category nutrition and health director, Unilever