Table of Contents
Executive Summary
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- The market
- Desire for better life quality drives investment in immunity management at every life stage
- COVID-19 will further drive product and service innovations for immunity management
- Opportunity for upgraded products and services integrating more angles of immunity improvement
- Credibility remains as an issue in marketing communications
- Impact of COVID-19 on Immunity Management
- COVID-19 is expected to fuel market growth in both short and long term
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- Figure 2: Short, medium and long term impact of COVID-19 on Immunity Management market, May 2020
- Companies and brands
- The consumer
- Digestive, skin and mental health playing active roles in immunity association
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- Figure 3: Perceived signs of poor immunity, April 2020
- More detailed solutions are in demand
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- Figure 4: Approaches for improving immunity, April 2020
- Awareness of effective ingredients is a result of years of market education
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- Figure 5: Nutrients and botanical ingredients associated with immunity, April 2020
- Diversify media channel and build credibility in professionalism
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- Figure 6: Trust in different information sources, April 2020
- Early adopters (Mintropolitans) go for exotic ingredients
- What we think
The Impact of COVID-19 on Immunity Management
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- Figure 7: Short, medium and long term impact of COVID-19 on Immunity Management market, May 2020
- Opportunities and Threats
- Health supplements benefit from increasing awareness of proactive wellbeing management after COVID-19
- COVID-19 increases need for stress relief
- Professional human expertise is in demand
- Impact on the market
- What we’ve seen so far
- Growing demand for health supplements from the less affluent consumers
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- Figure 8: % of consumers who have ever done the following activities in the last month, Feb to May 2020
- Demand for wider application of fresh fruits and vegetables
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- Figure 9: Examples of packaged drinks highlighting fruits and vegetables, China, 2018-20
- Shifts in consumer behaviour
- Protection from the inside: naturalness now matters to mass consumers
- Protection from the outside: COVID-19 will reshape traditional meal-sharing habits
- How COVID-19 will affect key consumer segments
- Seniors will become more engaged with functional food and drinks and omnichannel health services
- Stressed women will pay more attention to mental wellbeing
- COVID-19 has raised health and immunity awareness in lower tier cities
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- Figure 10: Selected health issues and issues associated with immunity, by city tier, September 2019- April 2020
- How a COVID-19 will reshape the industry
- A more competitive marketplace for health supplements
- “Professional experts” becoming an indispensable part of the business
- The health tech market powers up
- Impact on the marketing mix
- Opportunity for upgraded product and service innovations integrating more angles of immunity improvement
- Rethink about targeting consumers and occasions
- Marketing communication could emphasis expertise
- Family gifting packages to offer good price value
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- Figure 11: Examples of family package supplements meeting different family members’ needs, China, 2020
- COVID-19: China context
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- Figure 12: Accumulative confirmed cases of COVID-19 in China, January to May 2020
- Figure 13: Status of returning to work, China, March and May 2020
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Issues and Insights
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- Expanding the territories of probiotics
- The facts
- The implications
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- Figure 14: Examples of category expansion in using probiotics ingredients, Global, 2017-20
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- Figure 15: Meiji’s Probio Yogurt R-1, Japan, 2017
- Marketing botanical ingredients as a "natural boost" for total wellbeing
- The facts
- The implications
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- Figure 16: Examples of food and drink products combining additional botanical ingredients for extra immunity benefits, global, 2018-20
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- Figure 17: Intenson’s superfood bar, Poland, 2018
- Professional human expertise in demand for making lifestyle and product choices
- The facts
- The implications
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- Figure 18: Dingxiang Doctor’s paid advisory services, China, 2018
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- Figure 19: Weis ‘SmartFood+’ sports nutrition subscription services, China
The Market – What You Need to Know
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- Immunity needs to stay at every life stage
- The wider food and drink category sees huge opportunities
- Other opportunities lie beyond exploring new formula interest and product-service integration
Market Overview
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- Importance of immunity management reaches mass awareness
- Desire for better life quality drives investment in immunity management
- Attention to COVID-19 creates opportune time in health supplements
- Wider acceptance of TCM concept
- Standardized regulation to strengthen product reassurance
Market Segmentation
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- The big picture
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- Figure 20: Share of food, drink and healthcare launches with an immune system claim, by region, May 2015-April 2020
- Figure 21: Share of food, drink and healthcare launches with an immune system claim, Global vs China, May 2015-April 2020
- Category spotlight: healthcare
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- Figure 22: Share of healthcare launches with an immune system claim, by markets across APAC region, May 2015-April 2020
- Vitamins and dietary supplements are predominant product segments
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- Figure 23: Product type estimation on vitamins and dietary supplements with an immune system claim, China, May 2015-April 2020
- Category spotlight: food and drink
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- Figure 24: Top 10 categories in food* and drink launches with functional claims** related to immunity, China, May 2015-April 2020
- Figure 25: Top growing categories in food* and drink launches with functional claims** related to immunity, China, May 2015-April 2020
- Dairy is the most common category with immunity claims
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- Figure 26: Top five sub-categories in dairy launches with functional claims* related to immunity, China, May 2015-April 2020
- Figure 27: Examples of drinking yogurt offering immunity benefits, China, 2018-20
- Beverage ‘blurring’ trend creates new usage occasions
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- Figure 28: Examples of blurring beverages offering immunity benefits, China, 2019-20
- Additional nutrition starts to become a new purpose for snacking
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- Figure 29: Examples of snack foods offering immunity benefits, China, 2019-20
- Ingredient spotlight
- Micronutrients dominate
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- Figure 30: Top 10 ingredients in food* and drink launches with functional claims** related to immunity and healthcare launches with an immune system claim, China, May 2015-April 2020
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- Figure 31: Top 10 micronutrients in food* and drink launches with functional claims** related to immunity and healthcare launches with an immune system claim, China, May 2015-April 2020
- TCM provides a shortcut to holistic healing
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- Figure 32: Examples of TCM products that highlight evidence-based benefits, China, 2020
- Gut health focus will drive interest in prebiotics and probiotics together (synbiotics)
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- Figure 33: Share of food* and drink launches with functional claims** related to immunity and healthcare launches with an immune system claim, by probiotics and prebiotics as an ingredient, China, May 2015-April 2020
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- Figure 34: Examples of food, drink and supplement products highlighting prebiotics/synbiotics as an ingredient, China, 2019-20
- Services spotlight
- Connecting with consumers via professional health experts
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- Figure 35: ‘Fight for my immunity’ online health consulting service by By-Health and Chunyu doctor, China, 2020
- Figure 36: By-Health combined its protein powder offerings with online fitness classes on Tmall, China, 2020
- Personalisation via consumer biometrics
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- Figure 37: Examples of personalised test kits and wearable devices targeting immunity improvement, China
Companies and Brands – What You Need to Know
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- Big Chinese supplement brands eyeing awareness expansion
- Embracing product/service innovations by integrating more angles of immunity management
- Global trend: creating new usage occasions for immunity management product applications
- Global trend: personalisation will become next normal
Competitive Strategies
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- By-Health actively building brand awareness via mass media
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- Figure 38: By-Health’s protein powder TV ads, China, 2019
- Pfizer leverages precision marketing to expand wider consumer reach
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- Figure 39: Centrum’s Nutrition Package Model, China, 2020
- Biostime focuses on highlighting endorsement from trusted health experts
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- Figure 40: ‘Immunity College’ webinars by Biostime and healthcare experts from Beijing Union Medical College Hospital, China, 2020
- Dairy brands promoting immunity claims in different ways
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- Figure 41: Mengniu’s Guanyiru and Yili’s Ambrosial Greek-style yogurt marketing messages, China, 2020
- Fitness services go omnichannel
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- Figure 42: Keep’s offline gym studio and light meal products, China, 2018-20
Global Trends/Innovations
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- Micronutrients in greater varieties and new occasions
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- Figure 43: Examples of products highlighting novel micronutrients for immunity, Global. 2019
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- Figure 44: Flat Tummies highlights fresh oranges as top ingredients, India, 2019
- Botanicals show overriding trend as natural sources of nutrients
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- Figure 45: Share of food, drink and healthcare launches with an immune system claim, by select herbal ingredients, Global, May 2015-April 2020
- Figure 46: Examples of products highlighting botanical ingredients for immunity, Global, 2018-20
- Boosting immunity from maintaining healthy gut mucous lining
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- Figure 47: Examples of products offering immune and digestive health benefits, Global, 2019-20
- Personalisation is trending
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- Figure 48: Examples of functional yogurt products, Japan, 2017-20
- Figure 49: Examples of personalised supplements, Global, 2019
- Putting adequate sleep and rest into the equation
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- Figure 50: Examples of food, drink and supplement manufacturers communicating the importance of sleep and immunity, Global, 2020
The Consumer – What You Need to Know
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- Digestive, skin and mental health playing active roles in immunity association
- More detailed solutions are in demand
- Lack of knowledge and spending power for supplements barriers in low income groups
- Awareness of effective ingredients is a result of years of market education
- Early adopters (Mintropolitans) go for exotic nutrition
- Professional human lifestyle expertise in demand
Perceived signs of poor immunity
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- Multiple signs of poor immunity on consumers’ watch list
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- Figure 51: Perceived signs of poor immunity, April 2020
- Setting up relevant ‘scenario’ for a defined audience
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- Figure 52: Perceived signs of poor immunity, by age, April 2020
- Early middle-aged females are more cautious about stress and fatigue
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- Figure 53: Perceived signs of poor immunity, by gender and age, April 2020
- Figure 54: Natura’s meditation app, Brazil, 2018
- Seniors care more about chronic disease
- Affluent young males are more driven by skin immunity
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- Figure 55: Perceived signs of poor immunity, by monthly household income, April 2020
- Consumers in lower tier cities stay up-to-date
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- Figure 56: Perceived signs of poor immunity, by city tiers, April 2020
- Signs of poor immunity can be related
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- Figure 57: Perceived signs of poor immunity, by consumers who are aware of certain signs of poor immunity, April 2020
Approaches for improving immunity
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- Consumers view immunity management as best tackled holistically
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- Figure 58: Approaches for improving immunity, April 2020
- Solutions to sleep, fitness and nutrition issues are desirable
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- Figure 59: Analysis of perceived importance and frequency of approaches taken to improve immunity, April 2020
- Consumers look for sugar reduction and less processed food and drinks
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- Figure 60: Reducing sugar intake and eating less processed foods – important but I haven’t done enough, by age, April 2020
- Barriers from taking health supplements: lack of knowledge and spending power
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- Figure 61: Taking supplements regularly – important and I have been doing it regularly, by monthly household income, gender and age, education and family structure, April 2020
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- Figure 62: Taking supplements regularly – not important to me, by monthly household income, family structure and education, April 2020
- Students have sleep management problems
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- Figure 63: Getting enough sleep – important but I haven’t done enough, by selected employment types, April 2020
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- Figure 64: Goodnight water by Wan An Technology, China, 2019
- High income earners: exercise for stress management
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- Figure 65: Exercise regularly and maintaining a positive mindset – important and I have been doing it regularly, by selected employment types and monthly household income, April 2020
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- Figure 66: Exercise regularly – important and I have been doing it regularly, by different age groups with high household income, April 2020
Nutrients associated with immunity
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- Multivitamins, protein and probiotics are most acknowledged
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- Figure 67: Nutrients associated with immunity, April 2020
- Protein and iron for females but zinc and selenium for males
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- Figure 68: Nutrients associated with immunity, by gender, April 2020
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- Figure 69: Examples of protein, probiotics and iron formulated products designed for females, Global, 2017-19
- Figure 70: OneDayMore’s muesli for males, Poland, 2018
- Young people go for single nutrients
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- Figure 71: Nutrients associated with immunity – zinc, single vitamins, iron, by age, April 2020
- High income earners are more interested in fish oil
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- Figure 72: Nutrients associated with immunity – fish oil*, by monthly household income and consumer classification, April 2020
- Probiotics see opportunity targeting kids
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- Figure 73: Nutrients associated with immunity – probiotics, by family structure, April 2020
- Combining immune-boosting nutrients to offer synergic functions
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- Figure 74: Nutrients associated with immunity – multivitamins, protein and probiotics, by consumers who associate selected nutrients with immunity, April 2020
Botanical ingredients associated with immunity
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- Ginseng is the most widely accepted botanical ingredient
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- Figure 75: Botanical ingredients associated with immunity, April 2020
- Ginseng and ginger for the young and garlic and mushrooms for the older
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- Figure 76: Botanical ingredients associated with immunity – ginseng, Ganoderma spore powder, garlic, ginger, by age, April 2020
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- Figure 77: Share of selected surveyed botanical ingredients in food* and drink launches with functional claims** related to immunity, China, May 2017-April 2020
- Targeting more educated consumers with exotic botanicals
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- Figure 78: Botanical ingredients associated with immunity – anthocyanin, curcumin, quercetin, by education, April 2020
- Green tea, curcumin and maca to help consumers feel calm
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- Figure 79: Botanical ingredients associated with immunity – green tea, curcumin, maca, by consumers who perceive feeling stress as a sign of poor immunity, April 2020
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- Figure 80: Examples of products containing green tea, curcumin or maca for stress-relief benefits, Global, 2019-20
- Hybrid ingredients to boost product appeal
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- Figure 81: Selected botanical ingredients associated with immunity, by consumers who associate probiotics with immunity, April 2020
Trust in different information sources
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- Professional human expertise is in demand
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- Figure 82: Trust in different information sources, April 2020
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- Figure 83: Trust in accredited nutritionists – yes, by consumers who perceive sensitive digestive system as a sign of poor immunity, April 2020
- Online channels are yet to build credibility via offering human advice
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- Figure 84: Analysis of perceived trust and level of uncertainty towards different information sources, April 2020
- Figure 85: Trust in different information sources – accredited nutritionists, health info websites/apps, by age, April 2020
- “Word of mouth” is a key opinion driver among middle-aged and senior consumers
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- Figure 86: Trust in different information sources – family/friends, by age, April 2020
- Moving from health experts to KOLs
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- Figure 87: Trust in selected information sources – yes, by consumers who trust in online influencers, April 2020
Attitudes towards immunity
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- Immunity is a long-term demand yet too many choices can be confusing
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- Figure 88: Attitudes towards immunity, April 2020
- Claims are perceived as more trustworthy among lower tier consumers
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- Figure 89: Attitudes towards immunity – products with immunity claims are trustworthy, by city tier, April 2020
- Descriptive claims are key to marketing stress-relief products
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- Figure 90: Selected attitudes towards immunity – any agree, by consumers who perceive ‘often feel stress’ as a sign of poor immunity, April 2020
- Disconnection between ingredients and their functions is a barrier
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- Figure 91: Selected attitudes towards immunity, by consumers who find selected ways of immunity management being important but haven’t done enough, April 2020
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- Figure 92: Attitudes towards immunity – nutrients sourced from food are better absorbed than from supplements, by consumers who find taking supplements regularly important and have been doing it regularly, April 2020
Meet the Mintropolitans
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- Mintropolitans see more signs of poor immunity
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- Figure 93: Perceived signs of poor immunity, by consumer classification, April 2020
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- Figure 94: Trust in selected information sources – yes, by consumer classification, April 2020
- Mintropolitans spend more effort on holistic health improvement
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- Figure 95: Selected approach to improve immunity, by consumer classification, April 2020
- Mintropolitans go for exotic ingredients
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- Figure 96: Selected nutrients and botanical ingredients associated with immunity, by consumer classification, April 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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