Innovation in immune health – report

For decades, the health and wellness industry approached the immune health category in a compartmentalised, seasonal way. The ‘cold and flu’ season endcaps appeared by October, offering OTCs and natural remedies to soothe sore throats and boost the body’s ability to respond to potential threats. And springtime brought homeopathic remedies to address seasonal allergies—the body’s overresponse to otherwise innocuous compounds. And then 2020—and the COVID-19 pandemic—arrived, upending business as usual. Dive into this report to learn about how over a year of pandemic has transformed the immune health category, creating new opportunities as consumers pave the way with health at the forefront. 

Key takeaways: 

• The attention for a healthy and strong immune system has been transforming from an emergency tactic to a long-lasting strategic goal
• Vitamin D, Vitamin K, probiotics, echinacea, elderberry, ginseng, collagen and probiotics listed as hot ingredients for immunity
• Spiked demand and the race to launch has created shortage and supply chain challenges for key ingredients
• Tight regulation continues to protect the consumer from misleading and over-promised claims
  

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