What are the three biggest considerations for brands in the nutraceutical space looking to focus on the immune health segment?
With the COVID-19 pandemic dominating the news, consumers’ focus on health and well-being is even stronger. According to the Nutrition Business Journal, immunity-specific supplement sales are expected to increase by over 50% this year, surpassing $5 billion in sales. Also, consumers’ perspective is changing not only towards convenience but also towards protection and support. So, the increasing demand for products offering immune health benefits is one of the biggest considerations for brands to focus on in this segment.
Other considerations are nutrition and holistic approaches to support the immune system as well as the increasing evidence around the microbiome and its role in immune health. Thus, consumers are seeing the value of prevention and the importance of having an optimal micronutrient intake in current times. As well as the link between digestive and immune health via microbiome, probiotics have been seen to have a positive effect on digestive health, but their benefits for supporting a healthy immune system are becoming more widely recognized.