“YOU’RE GOING TO MAKE ME SICK”. Ring a bell? We have all, at some point, scolded a friend, loved one, or colleague for breathing their flu-ey germs near us, shooing them away to a safe distance. Because come winter, it can feel like we’re all playing cat and mouse with bugs. And while avoiding a cold or flu is a *little* harder than shouting at someone to stay away, by taking the right precautions, you can help your body fight illness a lot more effectively and recover a lot more quickly. And this year especially, we all need to be doing more to help ourselves. Read on to find out why.
A Hard Winter Is Coming
Experts have warned that a big, early wave of flu is expected to hit the UK, and after nearly two years of nearly zero flu circulating, they’re more worried than ever. According to leading specialists, this winter could be the first time we see the effects of a ‘twindemic’ with both Covid and the flu in full circulation. What’s more, there’s strong indications of new Covid variants emerging that might evade the immune response. This, coupled with the reduction of immunity toward the flu, poses a serious and very present risk to all of our health.
The solution? Prepare, prevent and protect. Health experts are encouraging anyone who is eligible for a flu shot to get one, with the NHS director for vaccinations and screening Steve Russell urging those most susceptible to serious illness to prioritise vaccines.
And kids. A lot of young people won’t have encountered the flu yet, meaning they won’t have built up any natural immunity to the virus, making it particularly important for them to get the flu vaccine this year.
2022 is Ashwagandha’s winter.
Ashwagandha has always been a well recognised ingredient with a great sales performance. But the pandemic gave it a huge push in the market as the consumers became more proactive in improving their circumstances.
One such way being natural remedies to support their mental wellbeing. Ashwagandha is famed for supporting mood regulation, anxiety, stress reduction and sleep management. And a growing body of clinical research dedicated to the ingredient has lent it invaluable credibility among the new section of consumer who values science above all else.
And now Kourtney Kardashian Barker has given it an even bigger push.
The star has launched a new vitamin and supplements brand that hits the market nail squarely on the head. ‘Lemme’ sells gummy supplements that target specific need states, like stress, energy and focus, and has been opportunely launched around winter – exactly when people will need them most.
Her public support of Ashwagandha is huge press for the ingredient and will bring it even further into the public eye. It is already the most trending ingredient on TikTok. And if you combine its organic reputation with the increased awareness set to come from celebrity endorsement, both Kourtney’s and others, and the consumer demand for mood & mind supplements, it’s set to experience even more incredible results across the VMS sector.
Immunity boosting supplements
And finally, how to put it all in practice.
After the pandemic, not only did the demand for immunity boosting supplements increase, consumers became a lot more knowledgeable. And together, this contributed to noteworthy changes in the sector – from the types of nutrients used to the formats in which they’re sold and how consumers want to incorporate supplements into their life.
In short, as effortlessly as possible. Even though consumers are happy to take supplements, they want to be taking less of them, which means they want the ones they do take to be multifunctional in their effect, and with a format as appealing as the function. What’s more, they’re tired of the constant health threat posed by COVID and want to be able to focus on areas of their life now the worst of it has passed.
The market is moving beyond traditional ingredients to immune modulating substances that work alongside the body’s immune system to either suppress or stimulate the immune response as needed and are helping it bounce back quicker and far more effectively from infection.
Ingredients like Ashwagandha, Elderberry, Vitamin C, Vitamin D, Selenium ACE, Echinacea to name a few.
If you’re unsure how best to help your customers prepare, protect and prevent this winter, contact a member of our team to find out how we can support you. Our bulk, bespoke and private label services and immune boosting product portfolio will have exactly what you need.