The current COVID-19 pandemic will drive demand for functional foods and beverages that help boost immunity.

The existing COVID-19 pandemic is gotten as a once-in-a-lifetime experience and something that will have a deep impact on interests about wellbeing, as well as eating and consumption behaviors. This is something that will push claim for functional products that help boost immunity as consumers look to minimize the risk of illness. When it comes to such products, it is crucial that they are deemed affordable and credible when it comes to health claims

Many companies are looking for new alternatives in food additives and clean their labels replacing artificial colors for natural food colors such as: Carmine, Turmeric, Beta-Carotene, Chlorophylls, Anthocyanins, Annatto, Beetroot and so on and so for. A Fast-Moving Consumer Goods Experts Immunity survey of 1,000 consumers conducted in the U.S. in Q3 2019 found only 59% of respondents assumed they were happy with their immunity. Of those customers who are not happy with their immune systems, 30% alleged it had deteriorated in the last two years. When asked what establishes a poor resistant system, 53% said being easily susceptible to long-term health problems, while 33% define it as trouble recovering from virus.

Known the current pandemic crisis confronting the U.S. and rest of the world, it is likely that worries about the immune system have strengthened in recent months. Certainly, customers are probable to take a more preemptive approach to reducing the risk of being susceptible to virus than ever before; eating and drinking conducts will be a major impact in reducing this risk. This is especially true given 32% of respondents said they have experienced a wellbeing problem in the last two years that could have impacted their immunity.