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State of the Market Report: Marketing Immune Products

A recent INSIDER reader survey identified top immune ingredients and how science, claims and education factor into marketing these products both seasonally and year-round.

April 25, 2014

1 Min Read
State of the Market Report: Marketing Immune Products

Report Summary

In March 2014, INSIDER surveyed readers about their experiences marketing immune supplements and functional products. They identified top immune ingredients and provided details on the use of claims, the importance of supporting science, the value of tailoring seasonal vs. year-round marketing, the knowledge base of both consumers and retailers, and other specifics on marketing immune products effectively.

Editor's Take

Marketers can choose from a number of popular natural ingredients known for immune benefits. Clinical research is important to marketing specific benefits to targeted demographics, but most marketers avoid health claims, instead opting more commonly for structure-function claims in the marketing of their natural immune products. Marketing year-round immune health is an increasingly common goal, but many marketers feel consumers, and to some extent retailers, have not completely been convinced of the need for immune health support products beyond seasonal immune needs.

Takeaways for Your Business

  • The most popular claim type used in immune marketing is structure-function.

  • Clinical research is highly important to marketing natural immune products.

  • Marketing Immune products year-round is an increasingly common goal, but consumers haven't caught on.

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