Consumers want it all from immune health products

The market is big enough for products that address immunity year-round as part of a general health maintained, and for products that are tied to specific times of the year or events according to research from MarketPlace that Nicole Hill will share at next months’ SupplySide East.

Sandy Almendarez, VP of Content

March 28, 2022

The consumer makeup of the immune health category encompasses:

  • Proactive product-takers who look for added nutrition to help them prepare for an occasion, a season or travel;

  • Those who are proactive year-round and see immunity as part of their general wellness; and 

  • Reactive consumers who reach for a product after they are already experiencing a challenge to their immune system.

“It’s hard not to see the possibilities in immune health,” said Nicole Hill, executive director of strategy, MarketPlace, in this video with Sandy Almendarez, senior content director at Informa Markets. Further, research recently conducted by MarketPlace on immune health consumers showed they desire products that combine immune health with other needs states, such as gut health or stress, and how immune health could be a gateway into personalized nutrition.

In this video, Hill shares more about this research and covers:

  • How some adults who spend time around children feel more preoccupied with immune health.

  • Why the term “immune boosting” could turn off consumers and regulators.

  • That moms know best, even when it comes to soil health and farm life.

Hill will be speaking more about consumers’ desires for immune health products in the SupplySide East session, “Immune health as the new baseline for general health,” on Wednesday, April 13, at 11:00 a.m. to noon, at the Meadowlands Exposition Center in Secaucus, New Jersey. Learn more and register here.

About the Author(s)

Sandy Almendarez

VP of Content, Informa


• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!


Speaker credentials

Resides in

  • Phoenix, AZ


  • Arizona State University


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