After UK hospitals reported a 50% week-on-week surge in flu cases and experts warned that the peak is yet to come, Clasado shared perspective of how the H3N2 ‘superflu’ outbreak puts changing consumer attitudes towards immune health into focus.
Clinical subject matter experts explained that this season’s H3N2 strain has arrived earlier and hit harder than usual, with over 2,660 patients hospitalised daily in the UK during the first week of December, the highest figure for that time of year on record.
Clasado believes that what’s particularly telling from a formulator’s perspective isn’t just the outbreak itself, it’s how consumer attitudes to immune health are evolving.
The business notes a shift in consumer mindset on immune health, from reactivity to proactivity. Just a few years ago, consumers would reach for immune support only when feeling unwell. Now, they’re thinking about immune resilience as an everyday priority; something to maintain year-round, not fix when broken. The superflu headlines brought immunity back into mainstream conversations, offering vital clues for health and nutrition formulators.
Google Trends data shows ‘flu’ searches peaking across the UK through December, reflecting how consumers turn to online research when health concerns arise. In addition, Innova Market Insights reports that one in five global consumers are now increasing their supplement use specifically to stay healthy and support immunity on an ongoing basis – not in response to illness, but as preventative maintenance.
Clasado argues that for formulators, this represents a significant opportunity, but also a responsibility. Today’s consumers are remarkably well-informed and are looking beyond marketing claims to understand the science behind ingredients, particularly in immune health where regulatory scrutiny is appropriately rigorous. Overstated or poorly substantiated claims don’t just risk regulatory issues, they erode consumer trust across the entire category.
In this context, formulators also have to ask what’s next in the immune health market. For many, the answer lies in the gut-immune connection, with around 70% of the body’s immune cells located in the gut. The focus is not on preventing specific illnesses, but on providing the foundation for optimal health through targeted nutritional support. As consumer awareness of the gut-immune interplay grows, Clasado anticipates prebiotics, such as multi award-winning Bimuno® GOS, becoming increasingly central to next-generation immune products designed for daily, year-round use.
The superflu outbreak provides a stark reminder that immune health remains a primary consumer concern. For formulators, the challenge is clear: meet the demand for proactive immunity and wellness with products that combine genuine efficacy with the robust scientific validation that today’s discerning consumers expect.
