Since the start of the pandemic, interest in immune-supporting dietary supplements has increased around the world. According to exclusive Euromonitor data, immune health accounted for 15% of the global vitamin and dietary supplement market in 2020, and it has “driven” the growth of the entire industry. The growth of immune support vitamins and dietary supplements has been remarkable in some cases, well over 25% in North America and 53% in Latin America.
The increased demand for immune health products is expected to persist into 2021, as the world continues to fight the virus and consumers are still bombarded by the topic. In January 2021, Google searches for “immune supplement” were three times higher than the same time last year, and at 84% of the 2020 average level.
Euromonitor has found that regular users of immune-boosting supplements exhibit specific behaviors. For example, they are more regular users of food supplements: 47% say they use them almost daily, against only 26% of all consumers. Targeting immune support supplement users with at least one product could thus create loyal and frequent customers for other branded products.
Based on this data and our market experience, we expect interest to continue at an increased level well beyond 2021, as such a lasting change in mindset is likely to lead to a permanent change in behavior. consumer purchasing. We also see a ripe opportunity for companies to consider launches in the immunity segment, as now product bases can be linked and benefit from the multiple sources that collected data on immune health in 2020.
To read this article in its entirety, as well as other market analysis on the subject, click on the link to go to the digital magazine, “Rising immune health. “
Matevž Ambrožič is the Director of Marketing and Public Relations at PharmaLinea. He has a university education in biochemistry, with a specialty in protein biochemistry. After finishing at the top of his master’s class at Stockholm University, Ambrožič was recruited for a research and development (R&D) position by pharmaceutical giant Novartis. He then decided to apply his knowledge of life sciences to the food supplement industry, by joining PharmaLinea.