1 MAY 2020 | INSIGHT

NUTRITION WATCH: IMMUNITY IN

APAC
As COVID-19 persists, focusing on factors affecting immunity and the power of
Michelle Teodoro, Global
traditional medicine, backed by solid science, are vital in product innovation. Food Science Analyst

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Mintel's perspective
What we've seen
Amid the fear of the pandemic, consumers in APAC want to protect themselves and turn to immune
health solutions like alternative medicines, taking supplements and eating more healthy foods.

Why it matters
Diet and lifestyle play a critical role in one's health and immunity. Having a healthy immune system helps
to prevent many diseases including infections and immune-mediated disorders.

To date, immunity-boosting products are still niche and are likely being overlooked by a lot of companies
in APAC.

What's next
Targeting the factors affecting immunity like stress, sleep deprivation and lack of micronutrients can be
the key in formulating immunity-boosting products. Brands can explore traditional and ancient medicine
ingredients.

Yet, brands should be responsible by ensuring safety with strong science and compliance with
regulations.

IN CHINA
Opportunity exists for immunity support
64%
products to thrive in the current COVID-19
of consumers worry crisis
about their own or While healthcare manufacturers are rushing to help create a COVID-19
families' health (March vaccine, people are really interested in what they can do to protect
2020) themselves from the virus.

Since the COVID-19 pandemic surged, consumers are being reminded

about the importance of protecting their health and well-being, especially
boosting their immune system. Nutrition and lifestyle play a critical role in
reducing incidence of immune-related illnesses.

Food, drink and supplement manufacturers should respond to consumer

demand for more immunity-boosting products.

Base: 1,200 Chinese internet users aged 18-59

Source: KuRunData/Mintel

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Consider other categories for immunity-boosting product

innovation
As consumers show interest in health protection, they will look for products that meet immunity needs.

However, the share of new products with immunity claims in APAC has been limited, particularly in food
and drink, but are more common in healthcare.

Supplements still lead the immunity product launches, but cold cereal and meal replacements are
emerging formats.

Launches are driven by India, but are gaining traction in Australia and South Korea.

APAC: % change of new food, drink and supplements with immunity claims,
by top 10 sub-categories, Mar 2015-Feb 2016 and Mar 2019-Feb 2020

% change: Mar 2015-Feb 2016 vs Mar 2019-Feb 2020

240%

185 168 190 72

7 -14
-28 -53 -25 -45
-80%
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Innovation seems to be shifting away from healthcare to food and drink: meal replacements, cold cereals
and teas

Source: Mintel GNPD

The need to boost the immune system against COVID-19

propels interest in traditional and ancient medicines in APAC

China promotes TCM (Traditional Chinese Medicine)

China's National Health Commission prescribes the use of TCM with Western drugs in its guidelines
for the treatment of more than 80% of all COVID-19 patients.

There is still debate about whether TCM works only as a placebo.

Thais are hoarding fa talai jone, or andrographis

Fa talai jone is a well-known medicinal plant in Thailand. The leaves are traditionally used for treating
ailments like fever and infections. Currently, there is no research which confirms that it can protect or
cure humans from COVID-19.

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Indonesians look at jamu to beat Covid-19

Indonesians are buying up jamu (traditional herbal medicine) herbs that purportedly prevent viral
infections.

Jamu ingredients Javanese turmeric, red ginger and lemongrass are selling well in wet markets, with
their prices surging up to 150%.

India's AYUSH backs traditional medicine practices

The Ministry of AYUSH (Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homoeopathy) issued
an advisory, recommending the use of sesame oil in the nose, and tulsi, ginger, guduchi and turmeric
in diets for symptomatic management of COVID-19.

Source: South China Morning Post; The Jakarta Post; Ministry of AYUSH; Bangkok Post

Introduce traditional and ancient medicine

ingredients in conjunction with solid science
Strong, reliable scientific evidence in ingredients is needed to reassure
consumers.

Although known as a dependable alternative medicine in recent years,

Kiwiherb De-Stuff Ear, Nose
& Sinus Support (New
Zealand)
traditional and ancient medicine ingredients still require substantiation.
Authorities in APAC countries like Singapore, China, Vietnam and
Australia have warned brands to be cautious about the health claims they
make in relation to COVID-19.
Well-researched ingredients could garner trust, transparency and safety
among consumers who are aware of the prevalence of unsubstantiated
claims in the market.

Kiwiherb De-Stuff Ear, Nose & Sinus Support is said to support clear
sinuses, nose and ears, soothes irritated airways and supports healthy
immune function. The producer states that the 100% natural, premium
herbal formulations are developed by medical herbalists and
pharmacists, drawing on sound traditional and scientific evidence.

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Brands should consider formulating products that target the

factors affecting immunity
Micronutrient deficiency, gut microbiota, stress and inadequate sleep affect various functions within the
immune system.

Start with immune-boosting micronutrients

Daily Juice Co Nourish Immunity Orange, Carrot, Blood Orange &

Ginger Juice contains vitamin A and vitamin C which are claimed to
support normal immune system function when consumed as part of a
balanced diet (Australia).

Combat stress and sleep deprivation with botanicals

Xplor Superfood Organic Tulsi Herbal Tea Bags. This soothing tulsi
herbal tea claims to boost immunity, relieve respiratory problems like
sore throat, mild fever, cough and cold and beat stress and pump up
energy (India).

Target gut health

Microgenics Probiotic 35 Billion Dietary Supplement provides a broad

spectrum of Lactobacillus and Bifidobacterium species to support
gastrointestinal system health and help maintain and support healthy
immune system function (New Zealand).

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Meet the expert

Michelle Teodoro

Global Food Science Analyst

Michelle specializes in food science and ingredients with a focus on

nutrition. Her experience covers nutrition and dietetics concentrating on
food service, clinical nutrition, health and wellness program
management, nutrition research and marketing. She’s a licensed
Nutritionist-Dietitian and an Accredited Nutritionist.

Read more by this expert | Get in touch

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Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).

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