A format innovation bug is spreading through the natural health winter wellness sector like wildfire. Matt Chittock catches the latest trends shaping the category
If you happen to be a flu virus, you’ll remember last winter as one of the best years on record.
Following the first ‘normal’ Christmas after COVID-19, winter illnesses had a bumper season, with cold and flu incidence 46% higher than the year before – and well above the national five-year average [IQVIA Flu/Cough/Cold Notification 2022/2023 Season as of w/e December 17th 2022].
That spike sent demand for over-the-counter medicines soaring 59% in consequence [RI OTC Cough, Cold & Respiratory, Unit Sales 4 w/e 24 Dec 2022 vs 2019]. The result? Headline-hitting shortages of the likes of Lemsip, and shoppers starting to panic on social media. The situation calmed by spring – yet it’s a reminder of just how key the winter wellness category can be here in the UK.
Of course, this year could well be different. With offices and factories open and germs well distributed, people aren’t as likely to be experiencing new strains of flu for the first time. Plus, whatever happens, hard-working health store retailers will be on hand to help shoppers protect, prevent and treat when pharmacists are running low on stock and GPs are at capacity.
Death of the pill?
Winter wellness is one of the best-established natural health categories, with seasonal stalwarts like vitamins C and D and zinc all core products. However, as the cost of living crisis bites there’s always the worry that customers will trade down to supermarket own-brands or head to Amazon for dodgy products. This means the sector is having to work harder to communicate its credentials and keep the category exciting and relevant. Much of that work is being achieved through fresh formats.
Tim Gaunt – Acorn Scientific Marketing CIO, biochemist, biologist, formulation expert and nutritionist – says that formats are now evolving fast to create excitement and take the sector forward.
“The latest buzz in the industry is around format, with the innovation production line creating novel products presented as gummies, stick packs, effervescents, oral melt strips, liquids and sprays,” he says.
“This has certainly more than piqued the interest of buyers as they look to meet the growing demand from consumers for convenient and experiential dietary supplement formats.”
“The body doesn’t flip overnight into good levels of nutrients, so start prepping for winter in October!”
Gaunt says that this goes well beyond ‘novelty value’. “Many struggle to swallow pills/capsules in their traditional solid-dose formats. This can be because of digestive issues; having a prescribed medication regime, meaning they do not wish to take any other ‘pills’ but still want to take daily supplements; or, of course, they may be younger adults/children for whom pills/capsules are unsuitable/a choking hazard. The gummy has revealed itself as the real mover here, showing strong and sustained growth.”
The headline stats back this up. According to Future Market Insights, the vitamin gummies market is set to generate $4,050 million by 2023 and is predicted to top $700 million a decade later.
The rise of the gummy format has even led to chat about ‘the death of the pill’. Although, in natural health circles, pills are still regarded as reflecting potency and even value.
The gummy format has certainly granted winter remedies permission to go for a fresh look and feel – new products don’t necessarily look like the old guard. Take Starpowa, which offers distinctive design to set it apart from the pack. For winter, the brand stocks vitamin D3 gummies and Ouka, described as ‘the world’s first manuka honey gummies’.
Elsewhere, Vegums is a new brand launched by pharmacists John Rushton and Abdul Sharief, who saw that a lack of vitamins was affecting their customers’ wellbeing. They pinpointed the opportunity to create a plastic-free vegan brand that’s good for the planet as well as health. It’s an idea that’s chiming with consumers. The brand has sold 30 million gummies so far, with the average Vegums consumer coming back seven times, driven by lines like its immune-friendly Sugar-Free A-Z Multivitamin.
After taking on France in 2022, Zohi is another gummy brand set to support shoppers during the British winter. Meaning ‘life’ in Greek, its Immunity variant includes echinacea, propolis and vitamin D3, useful for any serious anti-sniffle regime.
Pros and cons
One of the big benefits of gummies is that consumers tend to enjoy taking them, which helps them reach the right level of seasonal essentials like vitamin D.
“Vitamin D is vital to strengthen the immune system, making you less susceptible to infection,” explains Lorna Driver-Davies, head of nutrition at Wild Nutrition. “And
it’s able to support you if you do get an infection, helping to ‘fight’ that infection and ideally lessen the severity and length.
“Vitamin D is also important to manage a proper inflammatory response, in the face of infection. You want some inflammation early on to deal with an infection, but inflammation weakens the system if it goes on for too long. Excellent vitamin D reserves will enable that inflammation to be present as needed, but toned down when appropriate.”
The current problem with vitamin D is that most people just aren’t getting enough. Driver-Davies points out that today most people don’t even meet the conservative recommendations of the NHS.
“Many people have problems swallowing, so [vitamin D gummies] are a really easy way to supplement, encouraging more people to keep their levels healthy,” she adds.
The major excitement around gummies doesn’t mean there aren’t drawbacks too. In the natural health arena, brands refuse to overload products with sugar. Other manufacturers might not be so ethical. That’s led to criticism that gummies can be ‘candyceuticals’ – pleasant to take because of the sugar content.
Gaunt again: “The rapidly growing gummy market has to address the sugar/sweetener issue. I have seen the first product come to the market using beetroot fibre to add sweetness, and this looks set to fly. Long term, if manufacturers don’t address these … issues, they will not prosper. The health store consumer is knowledgeable; they do their homework.
They are all too aware of the negative impact to body, mind and environment when a company turns a blind eye in order to turn a quick profit. Sugar and sweeteners weaken the immune system and the consumer will be increasingly aware of this when choosing and purchasing winter remedies. This, coupled with warnings from the World Health Organization about certain artificial sweeteners and the harm they represent, needs to be considered when manufacturing and presenting new formats. Health stores may well be best advised to stick to the traditional, tried and tested, clean label, no sugar/sweetener tablets and capsules they have stocked in the past.”
“The gummy has revealed itself as the real mover here, showing strong and sustained growth”
Helen Godfrey, owner of Conscience Foods & Lifestyle in Bristol, says that one of
the reasons that she personally doesn’t love gummies is that they can be taken ‘like sweets’. Instead, she offers a solid core range of winter products, with her favourites including Terranova D3 plus K2, ChywanaPura (from Ayurveda Pura) and Floradix FloraVital, offered ‘as a good pick me up’.
Patching up
Anyhow, as Gaunt points out, gummies aren’t the whole shooting match. Other formats are also reshaping the seasonal market, including Olbas. Its latest Breathe Easy Patches are take-away strips that emanate the brand’s comforting trademark aroma.
“The patches offer users a quick and easy format which is perfect for providing soothing vapours for easy breathing while travel-ling or when spending nights away from home,” says Claire Campbell, senior brand manager for Olbas.
It’s not surprising the more mainstream side of winter wellness is also looking for innovation. Right now, over half of adults (53%) agree that more brands should use natural ingredients in cold and flu remedies [Mintel Insights | OTC Analgesics, Cough, Cold and Flu Remedies-UK-2023. Source: Based on Circana/Mintel] – so expect more launches with botanical claims soon.
Maybe most eye-catching is the fact that global raisin purveyor Dole has entered the market. Its new The Secret Nature of Fruit chews are made from both fruit and plants, with added science-backed micronutrients, vitamins and minerals.
Elsewhere in this year’s wellness selection is Lifebio’s Boost & Protect – a patch that delivers a hefty 4,000iu of vitamin D3, essential for a healthy immune system and overall wellbeing – and De-liver-ance, an antioxidant elixir that assists with natural detoxification, stimulating the liver’s natural processes and supporting immune health.
So, that’s winter 2023 for you; as manufacturers reach for something new, there’s no shortage of products to recommend. There’s just one caveat: as the nights close in, don’t procrastinate – share your favourites with customers before the seasonal lurgy starts to circulate.
“It’s important to have a winter wellness category, but as nutrition experts we are really encouraging people to prepare for winter in advance,” says Driver-Davies. “The body doesn’t flip overnight into good levels of nutrients, so start prepping for winter in October!”
D-i-s-o fever
Is 2023 the year that winter wellness gets a proper glow- up? Launched at this year’s NOPEX, OQO is bringing a pop of colour to the category with Diso: a range of flavoursome oral vitamin strips designed to dissolve quickly on the tongue. Particularly pertinent for winter are its Diso Vit C and M-Vit (multivitamin) variants. The former includes a powerful dose of vitamin C plus elderberry extract, for both its flavour and because it’s a powerhouse for building immune strength. The latter features magnesium alongside vitamins A and K as a convenient seasonal immune-improving all-rounder.
Both products are presented in fun and eye-catching tin packaging (with cardboard refills available), serving as a reminder that although ‘Diso’ is short for ‘dissolves’, it’s only a single letter away from being ‘disco’ too.
Javid Patel, commercial director of Issa Group, based in Preston, Lancashire, says that there are no other similar products to Diso available on the UK market.
“The vitamins market is growing rapidly as more people become increasingly health and nutrition conscious – with a particular focus on boosting the immune system, following the COVID-19 pandemic,” he says.
“We have come up with the Diso range to enable even more people to take advantage of the benefits of vitamins. They can be taken on the go, with no water required and no swallowing required, and absorption is fast and effective.”
Hot Stocks
Sunshine drops
Available in a base of either olive oil or Estonian sea buckthorn oil (both certified organic), Nogel’s adult Vitamin D3-Drops are sold in two strengths – 1,200iu and 4,000iu – while a SKU specifically for infants and toddlers contains 440iu.
Part of the sale of each product goes to support Tartu University Hospital Children’s Foundation.
Just the trick
Fushi Wellbeing’s Organic Trikatu capsules can be used to help address sinus issues, clear the airways relieving nasal congestion, and support respiratory health. Trikatu, commonly used in Ayurvedic medicine, also boasts benefits for sluggish digestion and poor circulation – common afflictions in the darker months.
Daily dose
Good Health Naturally helps customers strengthen their defences and boost immune responses through autumn and winter with the unique formulation within its D.I.P. Daily Immune Protection. The science-backed ingredients include vitamin D, beta-glucans, zinc, vitamin C and elderberry extract, along with the brand’s comprehensive EpiCor and eXselen Selenium formulas.
Fungi kingdom
Organic Mushroom Blend from Feel Supreme is a ‘potent concoction’ which harnesses the revered immune-supporting powers of shiitake, chaga, maitake, reishi and lion’s mane mushrooms, along with added acerola cherry, astralagus root and black pepper to aid absorption, boost defences and enhance bioavailability.
Going sugar-free
Best-selling brand Jakemans has developed a sugar-free version of its classic Throat & Chest Lozenges, available in a 50g format. Suitable for vegetarians, Jakemans Marvellous Menthol Confections aim to soothe airways with vapour action and ‘only the very finest ingredients’.
Bristol Fungarium
Bristol Fungarium
Tel: 07923 989300
E-mail: [email protected]
www.bristolfungarium.com
Bristol Fungarium was born from the desire to cultivate, process and provide the finest medicinal mushroom products – with the least negative impact on our local environment, while inspiring and educating people about the history, science and healing opportunities of the mushrooms they grow and love.
Striving to do things differently by offering native and 100% organic medicinal mushroom tinctures that are grown, comprehensively extracted and bottled under a single roof; Bristol Fungarium create the strongest and highest quality mushroom extracts available in the UK and fund clinical research to better understand their potential.
Ingredients with antiviral and antibiotic properties
Unbeelievable Health
Tel: 020 7993 2471
E-mail: [email protected]
www.unbeelievablehealth.com
Unbeelievable Health is one of the only brands crafting targeted, all-in-one plant, herb and food sourced supplements blending beneficial ingredients (not usually found in a regular diet), with no added fillers, synthetic ingredients or excipients.
Bee prepared immune supplements are a top seller. They’re formulated by nutritionists and combine therapeutic amounts of highest quality ingredients including several with antiviral and antibiotic properties including bee propolis, olive leaf and black elderberry. It’s concentrated so fewer are required and is suitable for children too. Capsules may be opened into to juice if desired. Made in the UK.
Olbas Breathe Easy Patches
G.R. Lane Health Products Ltd
Tel: 01452 524012
E-mail: [email protected]
www.laneshealth.com
Recognised as faster growing than its top two competitors1, Olbas is delighted to welcome a new addition to the family of products that have been helping families to breathe easy for generations.
New Olbas Breathe Easy Patches bring a brand new format to the nation’s favourite decongestant oil range2. With 6 individually wrapped patches per pack, the quick, convenient and easy to use patches are perfect to apply to bedding or clothing to ease congestion when at home or out and about.
Olbas grows the fastest out of the top 3 brands (Sudafed, Vicks, Olbas by spend share) in Decongestants over the winter season of 2022-23 (24 w/e 19th March 2023). Source: Kantar Purchase Panel | 24 w/e 19th March 2023 | Spend | Decongestants | Olbas
2 Olbas is the UK’s no. 1 decongestant oil brand. Circana Cold & Flu Decongestants, Volume Sales, 52 w/e 23 June 23, Total Market
Bee Health Propolis Winter Liquid
Bee Health
Tel: 0800 083 0356
E-mail: [email protected]
www.beehealth.com
Winter is often associated with a higher risk of getting coughs and colds, as the cold weather can weaken our immune system. However, there are natural remedies that can help boost our immune system and protect us from illnesses. Propolis, a natural substance collected by honey bees from buds and trees, contains tree resin, essential oils, waxes, and bioflavonoids that can support our immune system.
Bee Health Propolis Winter Liquid is an excellent way to access the benefits of propolis. This versatile liquid can be added to your favourite beverages or taken directly for a quick and easy immune boost. It is made from high-quality propolis and is one of the richest sources of bioflavonoids available, making it a powerful tool for immune support during the winter months.
Vitamin D 3000 IU Daily oral spray
BetterYou
Tel: 01226 814030
E-mail: [email protected]
www.betteryou.com
Vitamin D is essential in supporting a healthy immune system, which is your body’s first line of defence against infection and disease. BetterYou’s Vitamin D 3000 IU Oral Spray provides a pill-free, fast and convenient alternative to tablets. The great-tasting spray has been specially formulated to deliver vitamin D3 directly to the bloodstream, via the inner cheek for enhanced absorption. The product contains over 100 daily doses, is palm oil derivative free, and housed in packaging made from carbon negative, plant-based plastic, which is 100% recyclable.
LungForte®
HealthAid Ltd
Tel: 020 8426 3400
E-mail: [email protected]
www.HealthAid.co.uk
LungForte® Immune Booster – We can control to an extent what enters our bodies through diet, but we often have very little control over the air that we breathe. Toxic air pollutants can have a major negative impact on lung function and respiratory conditions. Lungforte tablets are specially formulated with Vitamin A, which contributes to the maintenance of normal mucous membranes, Vitamin C, which contributes to the protection of cells from oxidative stress and Vitamin D, which contributes to the normal function of the immune system. It also combines the most beneficial amino acid and naturally sourced antioxidants for optimum respiratory support. LungForte® retails at £18.99 for 30 tablets. Contact HealthAid Ltd on 020 8426 3400 for purchase and stockist information or visit www.healthaid.co.uk.
Sea Moss with Bladderwrack and Spirulina
Tel: 03330 501553
E-mail: [email protected]
www.feelsupreme.co.uk
The power of marine superfoods Irish Sea Moss and Bladderwrack with added spirulina is specially formulated to promote overall health and wellness providing a comprehensive range of nutrients that can support overall health and wellness.
While Irish Sea Moss alone is a valuable addition to any diet, the addition of Bladderwrack and Spirulina in this supplement can provide you with a more complete and balanced nutrient profile. Irish Sea Moss has been used for centuries in traditional medicine to promote digestive health, boost the immune system, and improve overall wellness. Our Irish Sea Moss capsules contain a unique blend of equal amounts of Bladderwrack and Spirulina.
Bursting with a variety of vitamins, minerals, and antioxidants that can promote overall health and wellness including iodine, omega-3 fatty acids, magnesium, calcium, iron and potassium, antioxidants, such as beta-carotene and phycocyanin as well as vitamins A, C, E, B12 and K.
Pro-Ven Probiotic Urgent C Everyday
Vega Nutritionals Ltd
Tel: 07734 908367
E-mail: [email protected]
www.provenprobiotics.co.uk
Ongoing immune support in one delicious daily drink – Urgent-C Everyday Immune Support1 is a delicious orange-flavoured effervescent drink that can also be taken by sprinkling directly into the mouth, to give a sherbet orange burst sensation. Designed for ongoing daily use, Urgent-C Everyday Immune Support1 contains 1000mg of vitamin C, along with vitamin D, zinc, selenium and beta-glucans to provide comprehensive immune support.
It is also unique in containing 5 billion of the extensively studied Lab4 friendly bacteria, which form a natural part of the human intestinal microbiome. Urgent-C Everyday Immune Support1 can be used as long-term daily support for immunity – just one delicious drink every day. One daily sachet – add to water or take directly from the sachet. Suitable for: Vegetarian, Vegans, Gluten-free, Diary-free
Hello Immunity for your immune support push
Native Wisdom
E-mail: [email protected]
www.hello-wellness.co.uk
It’s never too early to start reminding customers to stock up on immune supports.
Hello Immunity from the Hello Wellness range is a herbal blend in capsule form that combines 100% natural ingredients to provide all round immune system support. It is available in a 30-capsule stackable eco-pot (made from plant materials), and a 60-capsule fully recyclable pouch.
One capsule provides 80mg of Rose hips providing antioxidants, and 80mg of Elderberries. The blend also contains Calendula which is anti-bacterial and is soothing for sore throats.
Hello Wellness formulas are made in the UK, vegan certified and free from major allergens.
Double strength Neuro-Logical PLUS
Lamberts Healthcare
www.lambertshealthcare.co.uk
Lamberts launches new double strength Neuro-Logical PLUS – Palmitoylethanolamide (PEA) is a fascinating nutraceutical ingredient that is often described as a safe ‘alternative to cannabidiol (CBD)’, given that the therapeutic actions of both compounds overlap in their biochemical roles in humans. Initially discovered over 50 years ago, recent decades have seen renewed research to understand PEA’s mechanism of action. PEA, unlike CBD, is produced by the body, as a direct response and repair mechanism to inflammation and pain.
Lamberts is delighted to introduce our new double strength Neuro-Logical PLUS (400mg) into the range. Whilst containing twice the level of PEA (OptiPEA®) as our original formula, it is still enhanced with vitamins B1, B6 and B12 known to support normal neurological and psychological functions.
Nature’s Answer Mullein Leaf Liquid Herbal Extract
Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail: [email protected]
www.kinetic4health.co.uk
The leaves of mullein have traditionally been used for respiratory remedies, due to their natural content of plant compounds such as flavonoids, saponins and tannins. Mullein offers an ideal tonic that helps reduce inflammation of the respiratory system while also helping to stimulate fluid production and promoting expectoration. Nature’s Answer Mullein Liquid Extract is alcohol-free and provides a pure and potent dose of 1,800mg of wildcrafted mullein leaf per serving to support respiratory health. All Nature’s Answer extracts are Holistically Balanced® to preserve the natural synergistic ratios of the original plant source, and much more concentrated than liquid tinctures on the market. Non-GMO, vegan, kosher, gluten-free, and cruelty-free. www.kinetic4health.co.uk
Jakemans
G.R. Lane Health Products Ltd
Tel: 01452 524012
E-mail: [email protected]
www.laneshealth.com
Jakemans is the most popular cough/throat lozenge brand and no.1 bagged brand within medicated confectionery. Each lozenge is bursting with menthol – an ingredient that soothes the throat and clears airways.
Flavours of Throat & Chest, Honey & Lemon, Cherry, Peppermint, Menthol & Eucalyptus, Blackcurrant and Blueberry are available in a 73g bag. The most popular flavours Throat & Chest, Honey & Lemon and Cherry are also available in a stick pack.
Jakemans contain no artificial colours or flavours and are suitable for vegetarians. A new sugar free option of the classic flavour, Throat & Chest comes in a 50g bag.
Jakemans
G.R. Lane Health Products Ltd
Tel: 01452 524012
E-mail: [email protected]
www.laneshealth.com
Jakemans is the most popular cough/throat lozenge brand and no.1 bagged brand within medicated confectionery. Each lozenge is bursting with menthol – an ingredient that soothes the throat and clears airways.
Flavours of Throat & Chest, Honey & Lemon, Cherry, Peppermint, Menthol & Eucalyptus, Blackcurrant and Blueberry are available in a 73g bag. The most popular flavours Throat & Chest, Honey & Lemon and Cherry are also available in a stick pack.
Jakemans contain no artificial colours or flavours and are suitable for vegetarians. A new sugar free option of the classic flavour, Throat & Chest comes in a 50g bag.
NutraDefence – Immune Support Tea
NutraTea
Tel: 020 3146 7150
E-mail: [email protected]
www.nutratea.co.uk
NutraDefence® by NutraTea® is 1 of 30 unique functional herbal teas that has been developed to support the immune system and maintain the health of the respiratory tract. This complete herbal blend contains 100% active botanicals that have been sustainably sourced including Boneset, Thyme and Mullein to help improve the symptoms endured from flu and other infections of the respiratory tract. Each biodegradable tea bag contains no artificial flavourings or oils allowing for it to be reused up to 3 times throughout the day, offering a delicious way to support your body’s natural defences all year round.
Breathe in
Pukka
Email: [email protected]
www.pukkaherbs.com
Breathe in is a multi-sensorial tea to ease congestion. Clear your senses with our expertly blended tea. Find a moment of relief with the refreshing aroma of mint and eucalyptus, the warming sensation of ginger and the soothing support of honey. Inhale the steam to refresh and drink to soothe. Our Breathe In tea combines the latest scientific research with traditional herbal wisdom to naturally support you when your senses are in need of a helping hand. Each compostable tea bag is full of essential oils and the highest quality organic herbs, specifically sourced for their easing properties.
Strath Kids + D
WFBM Healthcare
Tel: 01782 528611
E-mail: [email protected]
www.wfbm.co.uk
The Bio-strath herbal yeast supplement has been available in UK health stores for over 60 years and has been the go-to product for anyone looking to improve overall health especially immunity, recovery from illness and mental performance. This unique product has been subjected to more than 30 clinical studies including children with neuro diversity and absenteeism from school.
Based on the original formula, Strath kids with Vitamin D supports children’s development from 1 year while contributing to important bone growth and immunity.
Bio-Strath continues to support Health stores and is not available in Supermarkets.
Free point of sale material available on request.
Organic Mushroom Extracts From 100% Fruiting Bodies
Together Health
Tel: 0113 457 0500
E-mail: [email protected]
www.togetherhealth.co.uk/mushrooms
Together Health has developed an innovative mushroom range based on two advanced extraction methods to create highly bioavailable, full spectrum supplements with guaranteed levels of key compounds like immune-boosting beta-glucans for maximum natural potency. The range features: High strength 20:1 extract, combined with a 1:1 full spectrum extract • High levels of key actives like hericenones and triterpenoids • Organic Certified • 100% fruiting bodies • > 40% polysaccharides and > 30% beta-glucans • High strength 1,000mg Lion’s Mane formula • Reishi with over 40% polysaccharides for adaptogenic support • Chaga with more than 2% triterpenes to support immune system function. Available from all good health food wholesalers.
DIP Daily Immune Protection
Wholesale Health Ltd
Tel: 01606 889905
E-mail: [email protected]
www.wholesalehealthltd.co.uk
D.I.P. Daily Immune Protection™ is uniquely formulated for Good Health Naturally and provides a powerful blend of immune-supporting nutrients to strengthen our defences as we head into the autumn and winter. With ingredients backed by science, this comprehensive formula includes EpiCor® and eXselen™ Selenium, plus Vitamin D3, Zinc, beta-glucans, Larch Arabinogalactan powder and Immune Assist™ Micron powder, all proven to contribute to immunity. Also included are Vitamin C and Elderberry Extract for additional immune system benefits. Ideal for daily use to combat the immune system stressors we encounter during the colder months. Suitable for vegetarians. 90 capsules.
Yogi Tea® Echinacea Organic
Yogi Tea distributed by Euro Food Brands
Tel: 01604 821200
E-mail: [email protected]
www.yogitea.com/en
Tart and spicy, echinacea originates from North America, where it has been valued for centuries by the country’s indigenous peoples. Together with South African rooibos and Middle Eastern spices, the echinacea in this tea takes us on a journey of flavour from which we return fortified and inspired. Yogi Tea Echinacea Organic is the tea for everyone who wants to feel protected! For a perfect brew, pour 250ml of freshly boiled water over the teabag and allow to infuse for 5 to 6 minutes, or longer for a stronger flavour. Enjoy!
