Nutraceuticals World (NW): What’s your assessment of innovation in today’s immune health market?

Katie Emerson, MS, RD/LDN, CISSN, Senior Manager, Scientific Affairs, Kyowa Hakko USA: We are seeing more brands continue to encourage consumers in their proactive approach to improving their immune systems. We’re also seeing immune-supporting properties being incorporated into foods and beverages that people consume every day. A quick vitamin C mix-in powder isn’t enough anymore. It’s not just about taking action when you feel a cold coming on; it’s about using the right products to proactively stay ahead. More and more, we are seeing immune-supporting ingredients that are being added to waters, coffees, energy bars, and snacks.

Some of the biggest innovations we’re tapping into include growing the understanding of the connection between the immune system and the microbiome. The small intestine houses many of the body’s immune cells. With postbiotics, we can actually strengthen the body’s defense system by directly activating plasmacytoid dendritic cells (pDCs), which are mainly located in the small intestine.

Photo: Dragana Gordic | AdobeStock
NW: Can you speak to the need for more advanced, science-based formulations?

Emerson: Consumers understand that science-based formulations deliver results, and they’re demanding them now more than ever. According to a survey by Kyowa Hakko, when asked what was important to them in an immune health supplement, respondents indicated that “backed by science” was at the top of the list. But when consumers go to search for products, there are many supplements and ingredients out there that claim to support immune health, which can leave them struggling to figure out which ones actually work.

In order to effectively stand out to consumers, products should back up their claims with scientific evidence including human trials, clinical efficacy studies, and clinical safety studies. Thanks to IMMUSE^®, they can. IMMUSE^® is a clinically researched postbiotic and is one of the only immune health ingredients backed by 30+ research studies, including 15+ human trials. It’s also the first postbiotic to activate pDCs, the leaders of the immune system.

For more than 60 years, Kyowa Hakko has maintained a constant commitment to research, innovation, and quality. With Kyowa’s commitment to improving lives through health science, IMMUSE^® has been clinically shown to activate pDCs for proactive immune support at the cellular level.

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NW: How can IMMUSE^® help facilitate the development of innovative formulations?

Emerson: IMMUSE^® is the next generation of immune health that is a step ahead of other immune support ingredients. Through a process that took Kyowa Hakko decades of scientific innovation to bring to market, the mechanisms within IMMUSE^® have never been seen before.

Kyowa Hakko works with hundreds of consumer brands to develop new products containing IMMUSE^®. From identifying initial consumer needs, to ideating new products, to developing the final formulation, Kyowa works hand-in-hand with consumer companies to bring effective, relevant products to market. We bring formulation expertise, regulatory guidance, consumer insights, and strong operational efficiency — we help companies bring their products to life while mitigating risk. 

NW: Why should brands opt for a branded ingredient over a generic commodity ingredient?

Emerson: Brands should ensure their products are ones that their consumers can trust. IMMUSE^® undergoes rigorous quality control and is supported by clinical studies that prove its efficacy. These studies provide evidence of the health benefits for which the ingredients are intended. 

NW: How do you think consumers view immune health today following the Covid pandemic?

Emerson: Consumers have settled into a new normal, and that means immune health is more top-of-mind than before the pandemic. Our 2024 consumer survey shows that 37% of immune health supplement consumers think about their immune health every single day. Another 39% have said it crossed their minds at least once per week. Half of these consumers (51%) say they are more concerned about their immune health compared to two years ago, and 43% said they have spent more on maintaining good immune health since the pandemic.

Consumers are looking for more proactive, sustained options for improving and maintaining strong immune systems. About 35% reported that they started taking immune health supplements on a regular basis since COVID-19.

For more information on consumer desires for immune health products post-pandemic, you can download our full report here.