Supplement brand NB Pure (formerly Nutritional Brands) recently debuted Immune+, a formula the company said goes beyond immune support, with ingredients aimed to shorten the duration and severity of viral symptoms, as well as promote gut health.
“Science shows that a large part of our immune system lives in the gut. Creating and fostering a balanced gut can lead to many wonderful health benefits,” Danna Pratte, CEO and owner of NB Pure, told NutraIngredients-USA.
Ingredient profile
The formula contains ingredients like calcium, vitamins C and D, zinc, ashwagandha, quercetin, CoQ10, resveratrol and Reishi mushrooms.
Pratte told us that NB Pure’s R&D team does extensive research to ensure that every ingredient has science-supported studies.
“All our ingredients are chosen to serve a specific purpose and the dosing reflects that. Immune+ was designed to give the body the herbs, botanicals and vitamins that it requires to empower optimal function,” said Pratte. “Many of the herbs chosen are time tested, meaning they have been used by numerous civilizations for hundreds, if not thousands, of years. This, combined with vitamins like A,C, D3 and E which our body requires for certain functions, creates a powerful booster when the body is lacking for a variety of reasons like sickness, stress, etc.”
Pratte said she believes the ingredient profile is what sets this product apart. “Most immunity supplements are just large doses of vitamin C paired with less than the efficacious dose of other ingredients.”
One stand out ingredient Pratte highlighted is KSM-66 Ashwagandha, Ixoreal Biomed’s root-only Ashwagandha extract. According to Ixoreal, it is the only ashwagandha maker in the world that owns its own farms, R&D, testing labs, manufacturing and distribution.
“Because we own our farms, we are also able to ensure green, sustainable agriculture practices. KSM-66 is the only high-concentration extract that is 100% organic as certified by USDA,” said Ixoreal’s founder and CEO, Kartikeya Baldwa.
The category
While the category is nothing new, immunity has been thrusted into the spotlight amid the Covid-19 pandemic, with significant consumer interest in the use of immune support. Pratte said to stand out in the crowded category, brands have to keep up with the times.
“We believe the immunity category is primed and ready for a reinvention. The current products have existed for quite some time and are outdated. Being intentional about the ingredient profile, doses of each ingredient, and delivery systems is what will set brands apart and help them stand out,” said Pratte.
According to Grandview Research, the global immune health supplements market size was valued at over $55 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 11.3% from 2021 to 2028. In the US, the market is forecasted to grow 9.3% CAGR. The key factors driving market growth include the increasing prevalence of infectious diseases, diabetes, and several other disorders due to lack of immunity.
The respiratory tract infection segment dominated the immune supplement market and accounted for the largest revenue share of nearly 37% in 2020. With the microbiome playing a key role in immunity, the gut health segment is anticipated to become the second-highest revenue contributor to the market over the forecast period.