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Our 2024 immune supplement insights reveal consumers’ evolving needs, the top immune supplement trends from immune + claims to functional mushrooms, plus the future of immune supplements.
Immune health remains a high priority for consumers, with nearly two-thirds of global consumers more attentive to their immune health in the aftermath of COVID-19.1 This interest is driving the 2024 immune supplement trends as brands expand their focus to new active ingredients, convenient delivery formats, and holistic formulations that offer more than just immunity benefits.
The pandemic changed how consumers prioritize immune health, with one in five taking supplements to boost immunity solely due to the threat of viruses.2 Beyond this specific concern, however, many consumers have developed a more holistic view of immune health, understanding that the immune system is linked to other areas of health like digestion and sleep.
Research indicates today’s immunity needs are multidimensional. Some consumers take a reactive approach, seeking support for mild or serious illnesses, while others may proactively seek to optimize their immune health for longevity or to feel their best.3
As a result of the increasing holistic view of immune health, 30% of global consumers consider immune health to be one of their main physical health concerns, and 39% take supplements primarily to boost immunity.4 Consumers in Asia are the most likely to be regularly taking immune supplements.5
The market is responding to this sustained interest in global immune health. In the post-pandemic period, major supplement companies, including Sanofi, Nature’s Way, Haleon, and Herbalife, featured immune health claims on a greater percentage of their product launches than before.6 Vitamins and minerals are prominent in these products in Europe, Latin America, and the Middle East/Africa, while North America, Australia, and Asia over-index for botanicals.7
Immune health is the leading health claim in recent supplement launches, with 33% of new supplements making this claim. 8 In addition, supplements with immune health claims are outpacing category growth.9
New supplement launches for immune health over-index for liquid, gummy, and chewable formats compared to global supplement launches overall.10 These are all formats that make it easier to compete directly with immune-supporting foods and beverages.
Many new immune support supplements are featuring multiple claims to address other priority health concerns. The top immune + combinations in recent global launches are immunity plus brain/mood health, energy/stamina, and bone health.11
Vitamin C, vitamin D, and zinc are the most popular vitamins and minerals in immune supplements (in 38%, 31%, and 29% of new launches, respectively), with usage up compared to five years ago (+5, 6, and 8 percentage points).12 Among foods and beverages with immunity claims, vitamin C is the top vitamin and zinc the top mineral.13
The use of functional mushrooms (such as lion’s mane, cordyceps, and reishi) and certain adaptogenic botanicals (including ashwagandha, ginger, and curcumin) has grown in immune health supplements in the past five years.14 In the same period, probiotics have shown significant decline.15
Expect to see continued growth in the immune supplement market, with greater integration of immune supplements into consumer’s daily routines through enjoyable formats and flavors (like sweet indulgent flavors and new fruit blends), ingredients that address multiple health needs, and messaging around proactively optimizing health (as with a multi).
Segmentation is another opportunity area. Targeted immune supplements for children, seniors, and women can incorporate their priority nutrients and functional ingredients, with messaging around the importance of immune health for that specific group.
Emerging ingredients in immune health foods, beverages, and supplements, such as vitamin K, bacopa, and black pepper,16 provide additional opportunities for differentiation. With the future of immune supplements tied to regulatory environments, expect research into functional mushrooms and trending bioactive botanicals to ramp up to better support claims.
We hope our 2024 immune supplement insights will inform and enable brands to make the best products to address their consumers’ needs. Market adaptation and innovation will be key to succeeding in the evolving landscape of immune health supplements, and the potential for growth—and impact—is high.
We can help you to stay ahead of the curve. Contact us for insights, research, and partnership opportunities.