As November arrives, so do chilly temperatures, family gatherings…and cold and flu season. As an unwelcome part of the holiday time of year, even those who live in warmer climates are prone to illness from these stressful months and changing weather. It is important to ensure that our immune systems are kept strong to stave off the illnesses that knock our lives out of balance.
Consumers have known for a long time that the natural products industry offers great options for immune system care. However, it is crucial that retailers are armed with the correct information and products to best help their customers.
Steve Holtby, president and CEO of Los Angeles, CA-based Soft Gel Technologies, Inc., says, “Marketing dietary supplements in the immune category is tough because FDA laws prevent marketers from saying what a product is capable of doing other than as a structure/function claim. Every supplement company is trying to find new ways to promote their immune support products, and some even take the risk of making cancer claims. This exposes that brand to enforcement action by the FDA and tarnishes the reputation of the supplement industry in general. Retailers should support those brands that don’t make outlandish claims, but only reference that their antioxidant and/or immune formula supports proper immune system function.”
With this in mind, immune system care is very individualized. Retailers must be aware of this to properly g uide customers to stay their healthiest and happiest....
