The Coronavirus (COVID-19) era has resulted in pronounced interest in vitamins and dietary supplements positioned around immune support. This briefing examines the effect of COVID-19 on immunity products, identifies the consumer groups most engaged with immune support, and envisages the rise of a broader conception of immunity under the banner of “Immunity Plus”.
The marketplace for immunity has seen strong growth for at least the decade before COVID-19, but the onset of the global pandemic has accelerated growth in immunity products to a level never seen. The pandemic has also severed the link between immunity and seasonal rates of illness, as consumers are overwhelmingly buying immunity products for broader prevention and security in the face of the spread of COVID-19.
Immunity Seekers, consumers who report consistent use of products positioned for immune support, represent about a third of global respondents to Euromonitor’s Health and Nutrition Survey, with rates remaining relatively consistent between regions. This broad base will support further growth in immunity moving forward.
As immunity products have risen in prominence during COVID-19, more consumers are open to combining immunity and other health needs, a trend referred to in this briefing as “Immunity Plus”. This can be seen through the broadening of immunity messaging, the introduction of new ingredients, and the encroachment of food and beverage options.
Under COVID-19, more vitamins and dietary supplements companies are repositioning ingredients and product lines around immunity to benefit from the widened interest in the subject. This phenomenon extends across categories and formats within this space.
Looking forward, interest in “Immunity Plus” is set to only increase, with further immunity launches outside vitamins and dietary supplements being met by product innovations within.
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