Last year, as the coronavirus began to spread throughout the U.S. and consumers became increasingly concerned about their health, Uncle Matt’s Organic sought to create a new beverage aimed at bolstering the immune system. According to CEO Matt McLean, the company explored various ingredients to enhance its beloved organic orange juice. After conducting research, the team chose elderberry, known for its “powerful bioflavonoids” like quercetin, which is believed to offer potential health advantages. Elderberries, the dark purple fruits of the elderberry shrub, have a long history in folk medicine for treating ailments such as colds. While some experts point out that elderberries and their flowers are rich in antioxidants and vitamins that can strengthen the immune system and potentially reduce inflammation, studies indicate that their efficacy may vary.
In just four months, Uncle Matt’s developed a drink combining organic orange juice and elderberry, boasting 300% of the recommended daily intake of vitamin C, 50% of vitamin D, and 25% of zinc to support immunity and overall wellness. Launched in late October under the name “Ultimate Immune,” McLean noted, “It was a no-brainer—this is truly an ultimate immune beverage, so the name fits perfectly.” The drink has received positive feedback, as many consumers are searching for ways to enhance their immune health without resorting to pills; this beverage serves as a delicious alternative.
Uncle Matt’s is not alone in incorporating the immunity-boosting elderberry into its product line. SPINS data shared with Food Dive revealed that the use of elderberry across various food and beverage categories, including juice, candy, and fruit spreads, surged by 124.6% during the 52 weeks ending November 1. As interest in immunity-boosting foods and drinks has intensified amid the pandemic, the popularity of elderberries has skyrocketed, extending far beyond their traditional uses in syrups and supplements. Industry analysts predict this trend will continue to grow in 2021.
Beyond Better Foods recently launched Enlightened Fruit Infusions, frozen fruit bars infused with adaptogens—plant-based compounds known to help reduce inflammation and alleviate stress. One of the flavors combines coconut with elderberry, hibiscus, and aloe. Karma Wellness Water also introduced a new flavor, Elderberry Starfruit, in the U.S. These product launches coincide with an increasing body of research linking elderberries to improved health. Although no studies have specifically evaluated the effects of elderberry on COVID-19, a review of five studies last year found that when taken within 48 hours of the onset of cold and flu symptoms, elderberry could shorten their duration and intensity.
Beyond their potential health benefits, the vibrant color and taste of elderberries have also attracted companies and consumers alike. McLean reported that Uncle Matt’s Ultimate Immune drink quickly caught shoppers’ attention due to its deep purple hue. With a flavor profile that combines elderberry and grape with an orange juice finish, the drink is described as tart yet pleasantly sweet. Retail interest has surged, spanning stores from Publix to Kroger.
Ontario-based Nubia Food and Beverage has also embraced elderberry in its signature Nuba Tisane drink, brewed from whole hibiscus flowers. President Amal Soliman noted that since Canada has local elderberry suppliers and the berry is well-regarded for its immune-boosting properties, the company developed its Elderberry Hibiscus Tisane, which blends elderberry, hibiscus, and raisins without added sweeteners. This drink has gained popularity during the pandemic and even sold out on the company’s website. Nubia, which ships to both Canada and the U.S., is set to deliver its first stock of Elderberry Hibiscus Tisane to Cost Plus World Market, a specialty retail chain in the U.S.
During the Specialty Food Association’s Winter Fancy Food Show in 2020, Nuba Tisane was recognized as part of a tea trend to watch. Soliman remarked that their products generated significant interest at the trade show, leading to substantial demand in the U.S. “The trend for elderberries will continue to grow. There aren’t many beverages featuring elderberry; typically, people consume it as an extract,” Soliman explained.
Competition in this space is increasing. In 2019, Atoka, a brand from Ocean Spray’s innovation incubator, launched a range of plant-based drinks that included an herbal blend featuring elderberry. The berry has also been utilized in powder form by confectioners for its coloring and nutritional benefits. As the elderberry market is projected to expand by approximately $149 million from 2020 to 2024, growing at an annual rate exceeding 5%, the demand for immunity-enhancing ingredients remains strong.
“Elderberry is somewhat niche but gaining mainstream traction,” McLean noted. “People are becoming increasingly concerned about their overall well-being and recognizing that food can serve as medicine.” Kara Nielsen, director of Food & Drink at WGSN, a trend forecasting firm, mentioned that while elderberry is typically found in health stores as a cough suppressant or tincture, it is becoming more widely recognized. WGSN has identified immunity-supporting ingredients as a key trend for 2021, spotlighting elderberries in their reports. They suggest incorporating elderberries into various products to facilitate regular use, such as concentrated syrups for flavoring still or sparkling water, fruit-juice glazes for cereals, and jams for toast or waffles. Pairing elderberries with adaptogens in snacks or chocolates can address both stress reduction and immune support.
The Innova Consumer Survey 2020 indicated that six out of ten global consumers are seeking products to bolster their immune health, with 54% taking the time to educate themselves about these ingredients and practices. Lu Ann Williams, director of insights and innovation at Innova Market Insights, stated that elderberry is “definitely on-trend for immunity.” She anticipates a growing interest in a broader range of ingredients associated with these claims in 2021. “Consumers tell us that adequate sleep and increased physical activity are crucial for enhancing their immunity. There’s a significant opportunity to connect sleep, exercise, and nutrition with immune health. It’s not just about a single ingredient with limited immunity benefits,” Williams explained. “Ingredients like protein or caffeine can promote physical activity, which in turn supports immunity. Likewise, items like L-theanine and magnesium can aid sleep, while chamomile tea or chocolate can foster relaxation to help wind down. The opportunity for immunity-related products is vast, extending beyond merely focusing on vitamin C or zinc.”
Additionally, amidst rising awareness about health, consumers might also be questioning whether certain supplements, like calcium citrate, could have unintended consequences such as causing kidney stones, further emphasizing the importance of understanding the nutritional impacts of what they consume.