Since the start of the pandemic, interest in immune support dietary supplements surged globally. According to proprietary Euromonitor data, immune health represented 15% of the global vitamins and dietary supplements marketplace in 2020, and it “carried” the growth of the entire industry. Growth of immune support vitamins and dietary supplements was remarkable in some cases—well over 25% in North America and 53% in Latin America.

Increased demand for immune health products is likely to persist in 2021, as the world continues its fight against the virus, and consumers are still bombarded with the topic. In January 2021, Google searches for “immunity supplement” were three times higher than the same period last year, and at 84% of the average level of 2020.

Euromonitor found consistent users of immune-positioned supplements exhibit specific behaviors. For example, they are more consistent users of dietary supplements—47% claim usage daily or almost every day, as opposed to just 26% of consumers overall. Targeting users of immune support supplements with at least one product could thus create loyal and frequent customers for other products under a brand.

Based on this data and our experience in the market, we expect interest to remain at an increased level well after 2021, as such a long-lasting shift in mindset is likely to result in a permanent change in consumer purchasing behavior. We also see a ripe opportunity for companies to consider launches in the immunity segment, because now product foundations can be tied to and benefit from the multiple sources that collected data on immune health in 2020.

To read this article in full—as well as other market analysis on the topic—click the link to access the digital magazine, “Immune health rising.”

Matevž Ambrožič is the marketing and public relations director at PharmaLinea. He has an academic background in biochemistry, with a specialty in protein biochemistry. After finishing at the top of his master's degree class at Stockholm University, Ambrožič was recruited for a research and development (R&D) position by the pharmaceutical industry giant Novartis. He later decided to apply his knowledge of life sciences to the food supplement industry, joining PharmaLinea.