The epidemic has had a broad impact on the global supplements market with consumers becoming more concerned about their health. Since 2019, there has been an increase in demand for products that support immune health and related needs such as support for healthy sleep, mental health, and overall well-being. The increased consumer focus on immune health material has also led to wider awareness of the health-promoting effects of immune health products.
Recently, Kerry released the white paper “Global Immune Dietary Supplement Market 2021”. The document examines the recent growth of the supplement market from a global perspective, the conditions driving growth, and the multiple benefits consumers are learning about related to immune health, and introduces new dosage forms for immune supplements.
1 Immune health is driving the supplements market
Innova notes that immune health is a global hotspot for supplement development. 30% of all new dietary supplement products in 2020 will be immune-related. new product development is growing at a CAGR of 10% from 2016-2020 (compared to 8% for all supplements).
The Kerry survey shows that globally, more than one in five (21%) consumers say they are interested in buying supplements with immune health support ingredients. This figure is even higher in food and beverage categories typically associated with healthy living, such as juices, dairy drinks, and yogurt.
In fact, immune support is the number one reason for purchasing nutritional health products. Up to 39% of consumers have used an immune health product in the past six months, and another 30% will consider doing so in the future. This represents an overall potential of 69% for the immune health market. This interest will remain high in the coming years, as the epidemic is gaining traction.
2 Immune Health+, which brings greater market potential
Interest in the health benefits of immunity is high. Meanwhile, Kerry’s research shows that global consumers are concerned about bone and joint health in addition to immune health. and cite their concerns as the top reason for purchasing healthy lifestyle products.
While consumers in every region surveyed cited immune health as their top reason for purchasing wellness products, interest in complementing immune health is growing in other states where there is demand. For example, sleep products increased by nearly 2/3 in 2020; mood/stress products increased by 40% in 2020.
At the same time, immune health products are often used in combination with other products. The growth of such “dual-action” products has been particularly rapid in the children’s health product category. Similarly, the link between mental health and immune health is widely recognized by consumers. So health benefits such as stress relief and sleep also coincide with immunization needs.
Manufacturers are also developing products based on immune health along with other health factors with a focus on consumer demand in order to create immune health products that are different from the market.
3 Which phytoconstituents are growing rapidly?
Innova predicts that immune supplements will remain the most popular product. This is especially true for vitamin and mineral-based products. Therefore, opportunities for innovation may lie in blending familiar ingredients such as vitamins and minerals with new, promising ingredients. These may include plant extracts with antioxidant effects, which have emerged as ingredients of concern for immune health.
In recent years, green coffee extract and guarana, among others, have seen growth. Other fast-growing ingredients include South African drunken eggplant extract (+59%), olive leaf extract (+47%), prickly ash extract (+34%), and elderberry (+58%).
The market for botanical supplements is booming especially in the Asia Pacific, the Middle East, and Africa, where herbal ingredients have long been an important part of health. Innova reports that new supplements containing botanical ingredients will grow at a CAGR of 118% from 2019-2020.
4 Immune Health Major New Products
Force Factor® immune capsules contain Wellmune®, quercetin, echinacea, and elderberry.
Mindbodygreen® Immune Support+ product with Wellmune® and Quercetin.
5 Immune Health Products in Explosive Dosage Forms
The dietary supplements market is developing multiple options to address multiple states of need. Among them, immunity is the most important. The increasing number of immune supplement products is forcing manufacturers to adopt new differentiation strategies. Products must not only use unique ingredients but also use dosage forms that consumers find attractive and convenient. While traditional products are still popular, the market is shifting to meet the needs of consumers who prefer other forms. As a result, the definition of supplements is changing. The inclusion of a wider range of product dosage forms further blurs the line between supplements and functional foods and beverages.
5.1 Sachets and stick packs – pouches and stick packs that can be mixed with water or other beverages.
Consumers are accustomed to using powdered products. Bar packs and supplement powders in a convenient dosage form are aligned with the growing demand for immune support. According to FMCGGurus, in 2020, nearly 50% of consumers purchased shakes or drinks containing powdered milk.
5.2 Shots – a concentrated drink that combines energy support and other nutrients
Consumers are increasing their intake of functional concentrated beverages in order to boost immunity, metabolism, energy, and overall health in the wake of the epidemic. The line between supplements and functional beverages is also blurring today, with concentrated beverages becoming a popular ready-to-drink format in busy lifestyles. The global functional market is expected to grow at a CAGR of around 10% from 2015 to 2020. Research suggests that growing consumer demand for ready-to-drink (RTD) beverages is fueling this growth.
5.3 Gummies – no longer exclusive to children’s food, but also resonating in adult food.
While fudge is more geared towards children, it is now becoming a popular choice for adults as well. The benefits of the product include sleep and mood support. According to the survey, new product development for gummy supplements continues to grow at a CAGR of 37% from 2016-2020. Gummies have become one of the most popular dosage forms for immune health.
5.4 Lozenges – A combination of health benefits and candy flavors in a tablet.
Tablets sometimes referred to as “medicinal candies”, are particularly popular in the Asia-Pacific region. Tablets have long been popular among older consumers. They offer the comfort of taste and the benefits of portability, appealing to consumers with busy lifestyles.
5.5 Protein powders – protein powders with added vitamins.
According to the survey, nearly 1 in 4 North American consumers purchased protein supplements in the second half of 2020. At the same time, 60% said they would use protein supplements as “an everyday item to help them get through the day.”
Pre- or post-workout protein supplements can benefit people who take sports nutrition foods, but of course, these products also attract the attention of health-conscious people who are interested in keeping themselves healthy. The Kerry White Paper shows that product credibility and uniqueness are important to consumers. A product’s uniqueness can help it stand out in a crowded market of immune supplements. Also, the inclusion of high-quality, effective ingredients in a product will receive consumers’ attention.
