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Consumers want it all from immune health productsConsumers 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

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

editor in chief, Informa

Sandy Almendarez entered the natural products industry in 2009 when she joined Virgo Publishing (now Informa Exhibitions) as an assistant editor. Since then, she's worked her way up to editor in chief where she writes, edits and manages content for INSIDER. Under Sandy’s direction, INSIDER has won editorial awards from Folio: every year since 2014, including B2B Editorial Team of the Year in 2015.

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