understanding the potential of immune health...
TRANSCRIPT
Understanding the potential of
immune health ingredients for consumers
analyze & realize GmbH Waldseeweg 13467 Berlin Germany [email protected] www.analyze-realize.com
Dr. Annegret Auinger
analyze&realize GmbH
Food Matters Live
November 2014
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Agenda
Understanding the potential of immune health ingredients for consumers
• The immune system – a complex system
• Consumer needs and expectations
• How to translate immune benefits to consumer?
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KOLs
Official bodies
(Social) media
Country specific
differences Socio-
demographig factors
State of Health
Price
Brand trust
What are the influencing factors for a purchasing decision?
3
Understand consumers’ needs and expectations
© a&r 2014
KOLs
Official bodies
(Social) media
Country specific
differences Socio-
demographig factors
State of Health
Price
Brand trust
What are the influencing factors for a purchasing decision?
4
Understand consumers’ needs and expectations
© a&r 2014
Target of supplement use
Supplements - Who needs them? NHS Choices, 2011
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The immune system
ILSI; Nutrition and Immunity in Man, 2011
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The immune system
http://nutritiondenver.com/blog/; © Michal Kolodziejczyk - Fotolia.com
http://www.zentrum-der-gesundheit.de/; http://www.countyofsb.org/pandemic
Factors affecting the immune system
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The immune system
Consequences of weakened immune system
• People are more
vulnerable to infections
prone to frequent infections
prone to longer infections
• Most consumers associate the immune system with seasonal common cold infections.
• Indeed, common cold infections occur quite frequently with adults presenting with 2-5
infections/year…
…BUT…
http://www.the-perfect-office.de/schnupfen-geschenk-aus-dem-buero/
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The Immune system...
…is more than defending a cold
© a&r 2014
The Immune system
…is more than defending a cold
© a&r 2014 www.dsm.com
Consumers‘ expectations
11
© a&r 2014 12 PlantLIBRA Conference, Vienna 2014
Bernadette Egan
Benefits sought per country (botanicals) – Findings from the PlantLIBRA Consumer Survey
Consumers‘ expectations
© a&r 2014 Copyright 2014 by Informa Exhibitions LLC.
http://www.naturalproductsinsider.com/ 13
Trends in immune health products
Consumers‘ expectations
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How to translate immune benefits to consumer?
Consumer acceptance
What would I like to claim?
Which wording is consumer friendly?
Technological feasibility
What can I claim?
Legal frame
What am I allowed to claim?
Where marketing meets
regulation!
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How to translate immune benefits to consumer?
What claims to be made on food products/supplements?
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Ingredient Health benefits
Vitamins & minerals
(Copper, folate, iron,
selenium, zinc, vitamin A,
C, B12, B6, D)
Approved 13.1 health claim
„normal function of the immune system“
Beta-glucan No approved EFSA health claim but
scientific evidence from common cold studies
Probiotics No approved EFSA health claim for none of the probiotic strains
© a&r 2014
How to translate immune benefits to consumer?
What claims to be made on food products/supplements?
16
Ingredient Health benefits
Vitamins & minerals
(Copper, folate, iron,
selenium, zinc, vitamin A,
C, B12, B6, D)
Approved 13.1 health claim
„normal function of the immune system“
Beta-glucan No approved EFSA health claim but
scientific evidence from common cold studies
Probiotics No approved EFSA health claim for none of the probiotic strains
Differentiation to other
products difficult!!
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Translating consumer expectations into science
Product specific, innovative health claims (13.5)
• Innovative claims
• Individual authorization
• Convincing RCTs are required
• Submission to any national food agency; evaluation by EFSA and approval by
the European Commission
• No associated fees
• Data designated as proprietary are protected for 5 years
• Applicants get their own protected claim, which cannot be used by
competitors for at least 5 years if data designated as proprietary
17
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EFSA and Immune Health
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EFSA guidance on immune function
• Function claims related to defence against pathogens
• Defence against pathogens at a specific site of the body where the type of the infection need to
be specified (e.g. upper respiratory tract) to be assessed by e.g. the number of episodes and
severity or duration of the infection
• Claims on the function of the immune system
• Number of episodes and severity or duration of the together with concomitant changes in relevant
immunological parameters
• Change of an immune parameter (e.g. cytokines, immune cells) in itself is not a beneficial
physiological effect
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An appropriate outcome parameter – an example
Clinical outcome
• Number of episodes and severity or duration of infection while the nature of the
infection such as common cold should be established by
clinical diagnosis by a physician
microbiological data and/or
the use of validated questionnaires (e.g. WURSS)
• Revision of the currently available guidance on the scientific requirements for health
claims related to gut and immune function.
more guidance on appropriate immune markers
EFSA and Immune Health
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Summary
Immune function - hot topic in consumer perception
• A weakened immune system and vulnerability to infections is something that everybody
has experienced in his or her life.
• A weakened immune system/increased incidence of f.e. common cold can be described
by the consumer, and corresponding body responses
can self-diagnosed or diagnosed by medical doctors.
• Almost every person seeks to strengthen the
immune system and by that to reduce the
incidence of infections
• High consumer awareness for foods and drinks as
being effective in improving immune function
© a&r 2014
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