Immunity Interest Surges

Before Covid-19, immunity was already top of mind for many consumers, but the pandemic has accelerated interest and adoption. NBJ is reporting that cold, flu and immunity supplements will reach $5 billion this year, with annual growth over 50%. Mintel’s latest report on vitamins, minerals and supplements (VMS) highlighted the importance of immunity to consumers, with 69 percent taking VMS products to strengthen their immune system generally and 34 percent to specifically fortify against Covid-19.

Nature’s Way Immune Powder

Oranges, a popular and accessible way to get vitamin C and boost immunity, saw sales surge. In May, grocers sold 73 percent more oranges than during the same month in 2019. Elderberry and echinacea, herbs commonly used to support immunity, saw significant sales increases in the first half of 2020. Scott Dillan, founder and owner of The Twisted Shrub, said interest in their 2oz apple cider vinegar shots have exploded, with consumers finding them via search terms “immunity” and “immunity boost.”

While oranges, elderberry, echinacea and apple cider vinegar have more awareness among the population, look for lesser known herbs like Himalayan tartary buckwheat, moringa, medicinal mushrooms, turmeric, olive leaf extract, dandelion root, aloe vera, liquorice and ginseng.  

Homemade Fire Cider

Supplements in capsule form provide a number of benefits like convenience, dosage recommendations and quality assurances but consumers are likely to seek out the benefits of immunity herbs in functional foods and beverages as well. Wahi Water, a new line of bottled water, includes a range of supplements that detoxes, energizes, and aids recovery. It points to the ways consumers are looking to add a nutritional boost to food and drink already in rotation throughout their day.

Brands were already exploring immunity in functional health and beverage pre-Covid. Bitters Cocktails’ new soda line and Tropicana’s new Energise product feature ginseng. Slammers Snacks, a fruit and veggie puree has added Wellmune, a natural yeast-based beta-glucan with clinical research supporting its claim to strengthen the immune system. Raised real, a baby food company, is promoting immunity boosting claims in their flash-frozen meals, and so too is Danone’s Super Danimals product, which features a claim it “helps support the immune system” on pack. 

Like fiber, probiotics, and whole grains, immunity is looking to be the next big health claim consumers will seek, looking to incorporate its benefits daily versus on an on-demand basis.