Understanding concerns and influencing better decisions
FMCG Gurus data supports the idea that consumers are currently getting proactive in their approach to addressing immune health. According to the market research firm, 64% of consumers globally plan to improve their immune health over 2021, with 70% reporting they have made changes to their diets and lifestyles in the previous twelve months to boost their immune health. The most popular step they’re taking, according to Hughes, is making changes to their diets (68%).
Jane Barracato, RD, head of global medical science and vitamin mineral supplements, Reckitt, agrees that consumers are really looking at how to improve their personal health incrementally, day by day. “COVID showed for some that despite being young and healthy, you certainly can still get very unwell, demonstrating that we all need to think about what we’re doing to help strengthen and support our immune systems as best we can,” she says. “With this, I feel the immune health market is as strong as it’s ever been, as people do genuinely want to do better for their body. Going forward, supplementation may become a part of daily life for so many more people.”
COVID showed that despite being young and healthy, you can still get very unwell—indicating the importance of continuously supporting the immune system
June Lin, global vice president of marketing, ADM Health & Wellness, concurs with the assessment, noting that “As consumers continue to take a more holistic approach to health and wellbeing, a growing number are now turning to vitamins and dietary supplements. In fact, according to Mintel, the number one reason European consumers decide to take vitamins, minerals or supplements is to strengthen their immune system (67% Germany, 64% Italy, 53% France and 60% Spain). This is also reflected in the United States, where the Hartman Group found 41% of consumers reported adding probiotics to their diet since 2019, with 59% increasing their intake of vitamin D—well-known for its benefits in supporting immune function.”
In fact, there are so many ingredients being promoted for their ability to impact immune function that it can be challenging to track them all and what resonates for one consumer—or geography—may not have the same draw for another. “The type of products that consumers are seeking for immune support are dependent on cultures and territories,” observes Dr Fontana. “Generally speaking, vitamins and salts are among the first options taken in consideration by consumers, together with probiotics. The supplementation with botanicals is a popular option, especially among those consumers that are familiar with traditional medicines and with immune health supportive plants. Of course, the awareness of the importance of the immune health formulas has been increasing over the time, but the choice between one ingredient and another is still largely driven by popularity, hearsay, tradition. So, there is still a great work to be done, and a great opportunity for companies to make the science behind their product known.”
Ambrožič concurs about the opportunity for different types of ingredients, and the role of science. “The market is layered and varied and there is space and demand for many types of products—from the very low-cost simple ascorbic acid powders to complex high-end combination products,” he says. “We can only speak for our part when we say that we see the premium, clinically supported products with branded and studied ingredients to be a highly growing segment. We used to run into sceptics that thought the immunity segment was purely ATL driven and full of commodity products. Now we see there is definitely an increasing space for scientifically substantiated supplements that can be promoted through medical detailing.”
In addition, consumers are interested in different ways of bolstering their intake of nutrients to support their immune health, whether that’s through traditional food supplements, novel delivery formats, or fortified and functional foods and beverages. Christina Mesch, PhD, product manager, SternVitamin, says consumers are seeking classic micronutrients such as vitamin C, zinc and vitamin D, but are expanding their knowledge at the same time. “Consumers' awareness has changed to the point that consumers are looking more carefully at ingredient lists, and searching specifically for ingredients that support the immune system,” she says. “Regarding food supplements, we see rising consumer interest in gummy supplements with immune-supporting micronutrients in Europe and Asia. Regarding fortified foods and beverages, we see higher demand for fortified dairy products, dairy alternatives, and beverages (e.g., flavoured water) with immune-supporting ingredients.”
Tony Gay, head of technical sales and NPD, nutrition, Prinova Europe Ltd, agrees on the opportunity for different delivery formats. “There is growing thirst for beverages with functional benefits,” he says.
“After a slight dip in value in 2020, Mintel reports the global functional beverage market is forecast to reach $158.28 billion in 2023, growing at a CAGR of 8.08%. This is partly because health-focused consumers are now looking to everyday beverages to meet an increasing range of needs. In the current global climate, there is particular interest in products that offer to boost our defences against viruses and other pathogens, hence the growing demand for products with immune health benefits.”
Fighter Shots is one company focused on meeting that consumer demand. Anna Szymanowska founded the company to deliver all-natural health shots targeting immunity, fatigue, and overall wellbeing. “Awareness for immune health has been a positive change for many and has created a surge in a pre-existing market,” she says. “The ‘new normal’ of immune health is likely to promote natural products such as our Fighter Shots, which promotes immune health in a non-invasive and everyday drink in a small shot form.” Szymanowska adds the company created a unique selling point by focusing on innovative ingredients and an easy-to-use format.
Similarly, companies are targeting the gut/immune space, moving beyond just micronutrients. Wolf observes: “As consumers start to understand how complex is the immune system, they are becoming more open to other solutions that can address other important aspects of their immune health, such as the gut barrier, the mucosa or skin barrier of defense.”
Morgane Maillard, marketing group manager and product manager, Lallemand Health Solutions, says this evolution of consumer knowledge has had particularly positive results on the probiotics segment. “Globally, consumers are aware of probiotics’ various beneficial effects,” she says. Citing FMCG Gurus data, she adds: ”In 2020, 65.2% of probiotics consumers stated that they purchase probiotics to boost their immune system, while in 2019, the first reason for purchasing probiotics was to have ‘enough good bacteria in their body.’ This shows how consumers understand probiotics interest for immune health in the time where it has become a top priority for them. Consumers also understand the benefits of probiotics for other health areas [such as] the link between immune, digestive and mental health: by improving their immune health, 55.9% of consumers stated that they wanted to improve their digestive health and 50.7% to improve their mental health. The more consumers are educated and knowledgeable, the more space opens up to develop new opportunities.”
Lin notes this aligns with the growing awareness of the microbiome’s role in supporting immune health. “Age and environmental factors can also impact the microbiome, making the introduction of microbiome solutions, such as probiotics, increasingly relevant to a wider demographic,” she says. “There is a growing recognition that the microbiome has an important role to play in the fight against a number of infections, and is one of the players responsible for selecting, calibrating, and terminating immune functions. In the coming years, we expect to see a rise in consumer interest in probiotics and other microbiome solutions, as the industry continues to research and innovate in this exciting new area.”
Consumers are increasingly interested in the science behind the gut's ability to influence mood and overall immunity