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Strategy Briefing

Disease Snapshot: Immune Defence in The US

17 pages, Dec 2017

US$570

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Vitamin and dietary supplements (VDS) positioned as “immune boosters” or for “immune support” are very popular in the US market and growing more so, as consumers look to natural, preventive products to stave off seasonal colds and the flu. Loose restrictions around health claims make it easy for new products to enter the market, and consumers are increasingly drawn toward VDS products directed at a broader health positioning (such as “immunity” and “energy”) over products for a specific symptom.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Vitamin and dietary supplement (VDS) products positioned towards immune defence are very popular in the US

More than two thirds of US consumers report routine use of VDS products, and the vast majority also report trusting VDS products to be safe and to do what they claim they will do. Of these consumers, almost 30% report taking VDS products positioned for “immune health” or “immune support.”

FDA regulations make it very easy for VDS products to claim “immune defence” properties

It is very easy for VDS products to claim a role in immune support, too, since the US Food & Drug Administration (FDA) has very loose restrictions regarding what a VDS product can legally claim that it does. Because it is so easy for new products to enter this space, more and more products are being released in the US market, driving up competition.

Positioning strategy is key for VDS products, as American consumers readjust their purchasing preferences away from symptoms and more toward systems

Within consumer health, and VDS in particular, consumers are increasingly shifting their purchasing choices away from products directed at a specific symptom (like “pain”) and more towards products that address wider health systems (such as “immune support”, “energy boosting”, or “heart health”.) Broader health benefits are preferred to individual benefits that may not have as prolonged or extensive results.

Emergen-C (Pfizer) and Airborne (Reckitt Benckiser) lead sales of immune defence products but competition is growing

Among products positioned for immune defence, the US market is dominated by Emergen-C (Pfizer) and Airborne (RB). Sales of both products have grown rapidly in recent years, with increases in absolute retail value sales of USD102 million and USD44 million, respectively, between 2012 and 2017.

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Key findings

Immune boosting products are very popular in the US

Components of immune defence products

Vitamin B and probiotics lead the single supplement market

Product positioning shifting away from symptoms and towards state

Personalisation is the positioning of the future

It’s easy for these products to claim a share in the market…

…though can result in legal action if the claim is called into question

And despite similar claims, component makeups differ widely (1)

And despite similar claims, component makeups differ widely (2)

And despite similar claims, component makeups differ widely (3)

Emergen-C and Airborne lead sales in immune defence

New immune products take further advantage of positioning options

And outside products are further muddying the immune defence space

The overlapping world of hangover remedies

Trends driving future growth

Why buy this report?

Want to find out more about this report?

Request more information

Euromonitor International

Euromonitor International

Megatrends

Strategy Briefing

Disease Snapshot: Immune Defence in The US

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Vitamin and dietary supplement (VDS) products positioned towards immune defence are very popular in the US

FDA regulations make it very easy for VDS products to claim “immune defence” properties

Positioning strategy is key for VDS products, as American consumers readjust their purchasing preferences away from symptoms and more toward systems

Emergen-C (Pfizer) and Airborne (Reckitt Benckiser) lead sales of immune defence products but competition is growing

Want to find out more about this report?

Table of Contents

Key findings

Immune boosting products are very popular in the US

Components of immune defence products

Vitamin B and probiotics lead the single supplement market

Product positioning shifting away from symptoms and towards state

Personalisation is the positioning of the future

It’s easy for these products to claim a share in the market…

…though can result in legal action if the claim is called into question

And despite similar claims, component makeups differ widely (1)

And despite similar claims, component makeups differ widely (2)

And despite similar claims, component makeups differ widely (3)

Emergen-C and Airborne lead sales in immune defence

New immune products take further advantage of positioning options

And outside products are further muddying the immune defence space

The overlapping world of hangover remedies

Trends driving future growth

Why buy this report?

Want to find out more about this report?

Recently Viewed

Recently Viewed

Megatrends

Strategy Briefing

Disease Snapshot: Immune Defence in The US

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Vitamin and dietary supplement (VDS) products positioned towards immune defence are very popular in the US

FDA regulations make it very easy for VDS products to claim “immune defence” properties

Positioning strategy is key for VDS products, as American consumers readjust their purchasing preferences away from symptoms and more toward systems

Emergen-C (Pfizer) and Airborne (Reckitt Benckiser) lead sales of immune defence products but competition is growing

Want to find out more about this report?

Table of Contents

Key findings

Immune boosting products are very popular in the US

Components of immune defence products

Vitamin B and probiotics lead the single supplement market

Product positioning shifting away from symptoms and towards state

Personalisation is the positioning of the future

It’s easy for these products to claim a share in the market…

…though can result in legal action if the claim is called into question

And despite similar claims, component makeups differ widely (1)

And despite similar claims, component makeups differ widely (2)

And despite similar claims, component makeups differ widely (3)

Emergen-C and Airborne lead sales in immune defence

New immune products take further advantage of positioning options

And outside products are further muddying the immune defence space

The overlapping world of hangover remedies

Trends driving future growth

Why buy this report?

Want to find out more about this report?

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