The pandemic and its aftermath caused a shift in how we as a society perceive immune health. What were the key takeaways and how should we think about immune health going forward? Spoiler alert: The concept of immune health is much broader than most people realize — and deserves to be top of mind in our day-to-day lives year-round. 

The Evolution of Immune Health

Pre-COVID: Traditional Seasonal Remedies — Before COVID, immune health concerns were largely centered on the cold and flu season. Common remedies included vitamin C, zinc, and echinacea, all of which were widely recognized as reasonable bets to bolster the immune system during specific times of increased vulnerability. These supplements were part of a seasonal ritual for many, taken in anticipation of, or in response to, the (dreaded) onset of cold and flu symptoms. The approach was largely reactive, aimed at mitigating the impact of illnesses once they were already in progress or expected to start.

COVID: A Paradigm Shift in Immune Health Awareness — The COVID-19 pandemic brought about an unprecedented focus on immune health. Suddenly, the importance of maintaining a robust immune system was a spirited global conversation. This period saw a surge of interest in natural and botanical ingredients known for their immune-supportive properties, and sales skyrocketed.

In particular, elderberry gained mainstream recognition for its historical use and science-backed substantiation as an immune support remedy. Driven by fear and uncertainty, consumers sought out these natural products in hopes of fortifying their defenses against the novel virus. This heightened awareness and proactive stance towards immune health marked a significant shift from the pre-pandemic mindset.

Post-COVID: The Emergence of Immune Fatigue — As the pandemic persisted, a phenomenon known as immune fatigue began to set in. Constant media messaging about the importance of immune support led to mentally exhausted, complacent consumers. Many people grew weary of the relentless focus on immune health and started to shift their attention and spending back to other aspects of their lives.

The growing acceptance that COVID-19 was here to stay made constant emphasis on immune health seem less critical. This mindset shift underscores a crucially important challenge: keeping the spotlight on immune support in our post-pandemic world.

Present Day: Reframing Immune Health — To combat the burnout around immune support, it’s essential to rethink the big-picture narrative. Even though people may be tired of hearing about immune health, its true importance has not diminished. One of the key takeaways from the pandemic is that immune support should not be limited to the cold and flu season. Rather, it ought to be a year-round goal. The fact is, many facets of everyday life — kids going to school and summer camps, air travel, family vacations — all represent potential exposure to pathogens. This is why maintaining a robust immune system year-round is essential.

But there is so much more to immune health than just fighting off a cold or flu. If consumers truly understood the foundational importance of a healthy and balanced immune system, it would likely be the fastest growing supplement category in every market report. Perhaps a lack of enthusiasm around innovation in the immune health category is in part due to a lack of understanding about just how integral the immune system is to overall health and wellness in a variety of ways.

The Importance of a Balanced Immune System

A strong immune system is vital for healthy living in the present, and healthy aging in the future. Yes, it defends the body against foreign invaders, but it’s also closely linked to other important aspects of health. For example, a strong immune system has links to brain function and has been associated with lower incidence of mood disorders and depression. The immune system is also interrelated with multiple aspects of physiological regulation such as hormonal regulation, metabolic regulation, circadian rhythms, as well as nutrient utilization.

At its core, the immune system plays a crucial role in regulating inflammation in the body. Some inflammation is essential for combating pathogenic invaders, but uncontrolled chronic inflammation is related to nearly every disease, including cardiovascular disease, cognitive decline, and metabolic disorders.

Also at play is a bidirectional relationship between inflammation and free radicals in the body that factors into chronic disease and premature cellular aging. Excess free radicals can trigger inflammation, and inflammation can also trigger the formation of free radicals and result in oxidative stress. Put simply, this means that homeostasis within the immune system plays a fundamental role in ensuring overall wellness and healthy aging. 

Integrative Approaches to Immune and Gut Health

The relationship with the gut microbiome is another critical factor in immune health. The lining of the gut serves as an interface between gut microbes and immune cells. Studies indicate that the composition of the gut microbiome can affect immune system development and modulate immune mediators. Translation: An unhealthy gut may increase systemic inflammation and alter the proper functioning of the immune system. This is the “why” of highlighting the importance between gut health and the immune system.

A new way to reframe immune health shifts the focus from viewing gut health and immune health products separately, and instead encourages consumers to see them as two sides of the same wellness coin. This opens innovation opportunities for multi-functional products that target both complementary health categories and support the immune system by way of the gut.

European black elderberry extract is a prime example of a crossover ingredient that benefits both immune and digestive health. Elderberry has well-established, direct immune-supportive and anti-viral properties. Recent studies have also shown the prebiotic activity of particular elderberry extract polyphenols and their ability to enhance the diversity of the gut microflora. The bottom line: ingredients such as elderberry highlight the important hand-in-hand interplay between gut health and the immune system.

Incorporating Immune Support into Daily Life

To effectively support immune health, it is essential to integrate it into our daily lifestyles. This involves making healthy food choices that provide antioxidant-rich polyphenols and prebiotics/probiotics, as well as using supplements to fill phytonutrient gaps. Specific circumstances, such as travel or exposure to large crowds, may require additional boosts to the immune system. However, the goal is to achieve balance through a holistic approach that includes adequate sleep, effective stress management, and proper nutrition/supplementation.

An increasing body of evidence highlights that dietary constituents with especially high anti-inflammatory and antioxidant capacity, like polyphenols, can interact with immune transcription factors to reduce inflammation and oxidative stress, thereby strengthening the immune system.

Polyphenols like anthocyanins are a particular class of compounds that are tied to immune-support properties due to their well-studied anti-inflammatory and antioxidant capacities. Berries and fruits like tart cherries are an excellent source of these phytochemicals, with many available in fresh form, and others available in a variety of supplement deliveries. 

Adaptogens, a class of herbs that help the body adapt to stress, also play a significant role in maintaining immune health. They support overall balance and wellness, making them a valuable addition to an immune-supportive regimen. By taking care of our immune health proactively, we can prevent chronic diseases and enhance our quality of life over the long term.

Conclusion

The immune health category has been on a wild ride over the past few years. We must not let immune fatigue keep us from recognizing the necessity of a proactive and comprehensive approach to a robust and stable immune system. As we move forward, it is crucial to view immune health as an integral part of our daily lives, not a seasonal concern. Ingredients that support both immune and digestive health, such as elderberry, highlight the interconnectedness of our body’s systems and open up opportunities for innovation.

Now is the perfect time to redefine our perspective on immune health and embrace a holistic approach that encompasses balanced nutrition, gut health, consistent stress management, and lifestyle adjustments as needed. The goal: to fortify our immune systems and contribute to resilience against chronic diseases and long-term wellbeing. This commitment could be a boon to better long-term health outcomes and higher quality of life. As a value proposition, everybody wins.

References

1. Bauer, M.E., Teixeira, A.L. Neuroinflammation in Mood Disorders: Role of Regulatory Immune Cells. Neuroimmunomodulation 18 August 2021; 28 (3): 99–107. https://karger.com/nim/article/28/3/99/820396/Neuroinflammation-in-Mood-Disorders-Role-of

5. Reider, S., Watschinger, C., Längle, J., Pachmann, U., Przysiecki, N., Pfister, A., Zollner, A., Tilg, H., Plattner, S., & Moschen, A. R. (2022). Short- and Long-Term Effects of a Prebiotic Intervention with Polyphenols Extracted from European Black Elderberry-Sustained Expansion of Akkermansia spp. Journal of personalized medicine, 12(9), 1479. https://pubmed.ncbi.nlm.nih.gov/36143265/