The resurgence of Covid -19 pandemic has brought consumer focus back on food that is not only nutritious but which also boost immunity. Coronavirus has definitely highlighted the concerns consumers have about their health and the need for staying healthy. It is for this reason that immunity boosting food products, which contain anti-inflammatory ingredients like turmeric, ginger, tulsi, etc., are very much in demand. In fact, according to an analysis of Google Trends there has been an increase in search for “immune boost” and “immune boosting” phrases in the last one year.
Immunity boosting ingredients in products
The fear and anxiety that the COVID-19 pandemic has caused is pushing people to somehow protect themselves from getting the disease. The fact that several traditional ingredients, like those mentioned above, are seen as being beneficial is leading to a demand for food products that contain these ingredients. Several food brands have released and are releasing products that have the ‘immunity’ tag, which includes cooking oils, juices, tea and even ice creams that contain turmeric, ginger and tulsi, and milk that contains anise or haldi. Several of such food products have now been given the immunity tag since they have been tweaked by adding immunity boosting ingredients.
Growth trends
While the trend for health boosting and functional food products is not new, the pandemic has accelerated the growth as consumers now wish to eat and drink healthier, to maintain a good immunity so they will be less prone to Covid-19 attack. According to TechSci Research the Indian Immunity Boosting Packaged Products Market is projected to reach $ 347 million by FY 2026. Aside from the pandemic, another reason for the growth of the immunity boosting market is the rise in middle-class incomes, which enables them to purchase such health boosting products. The busy lifestyles of consumers that lead to health issues, caused by lack of nutrition or fitness, is also creating a demand for immunity boosting packaged products across the country.
Immunity boosting food categories
In India the immunity boosting packaged food products market has several categories like supplements, foods and beverages. The food market is further divided into instant foods and seeds, while the beverage market includes juice, tea, coffee and probiotics. The supplement products include syrups, capsules or powders. However, since the pandemic several snack food products like biscuits, namkeen snacks like khakra, have also got the immunity tag. Normally the growth for such category of products would be around 5 to 10 percent annually but now the growth ranges from 20 to 40 percent. This alone shows how currently, health has become more important than any other subject. However, what food manufacturers have to keep in mind, is that all the various immunity boosting products they manufacture must conform to the FSSAI food regulations.
Nutrition also high priority
During the COVID-19 pandemic nutrition has also become high on priority as without good nutrition the immune system response will not be good. India’s traditional Ayurveda system also encourages taking preventive measures for healthy living. In fact, Ayurveda emphasizes the need to maintain immunity for good health. The World Health Organization (WHO) had also issued directions about taking essential nutrients during the pandemic in 2020 for health and wellbeing. Since a robust immune system is considered a good barrier to deal with the novel coronavirus, consumers now wish to increase the body’s immunity so they can fight COVID-19 better. This is why they are purchasing food products they perceive as building their health since it is well known that prevention is better than cure.
Worldwide trends
It is now established that Covid-19 attacks people with low immune systems and therefore, immunity boosting foods are trending. The immune system requires energy, macro and micro nutrients for a good immune response. The European Journal of Clinical Nutrition has reached the conclusion that without a good, nutritious diet, the immune system may not be able to have a successful immune response. Therefore, good nutrition is what best supports the immune system and a good immune response can lower the danger of viral diseases. Therefore, the need to have a healthy diet to maintain a good immune response is important to consumers. In other countries around the world too, immune-boosting foods are trending. There is an increase in the use of probiotics and nutritional supplements and antioxidants and also some dairy products, since they are perceived as benefitting the immune system.
Conclusion
Till there is a cure for the COVID-19 or people are vaccinated against the disease, immunity boosting foods are likely to continue to be part of preventive measures against the disease and consumers will continue to use them to remain safe and healthy. However, what is important is not to get swayed by claims that are unverified or uncertified or which have no scientific basis. Such immunity boosting food products must also be in compliance with food regulations as food safety and quality are equally important.
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