Global immune supplement trends for 2024 and beyond

Our 2024 immune supplement insights reveal consumers’ evolving needs, category trends and the future of immune supplements.

Immune health remains a high priority for consumers, with nearly two-thirds of global consumers more attentive to their immune health in the aftermath of COVID-19 (1). This interest is driving the 2024 immune supplement trends as brands expand their focus to new active ingredients, convenient delivery formats and holistic formulations that offer more than just immunity benefits.

Key drivers of immune supplement popularity

The pandemic changed how consumers prioritise immune health, with one in five taking supplements to boost immunity solely due to the threat of viruses (2). Beyond this specific concern, many consumers have developed a more holistic view of immune health, understanding that the immune system is linked to other areas of health like digestion and sleep.

Research indicates today’s immunity needs are multidimensional. Some consumers take a reactive approach, seeking support for mild or serious illnesses, while others may proactively seek to optimise their immune health for longevity or to feel their best (3).

Consumer behaviour and supplement market dynamics

As a result of the increasing holistic view of immune health, 30% of global consumers consider immune health to be one of their main physical health concerns and 39% take supplements primarily to boost immunity (4). Consumers in Asia are the most likely to regularly take immune supplements (5).

The market is responding to this sustained interest in global immune health. In the post-pandemic period, major supplement companies, including Sanofi, Nature’s Way, Haleon and Herbalife, featured immune health claims on a greater percentage of their product launches than before (6). Vitamins and minerals are prominent in these products in Europe, Latin America and the Middle East/Africa, while North America, Australia and Asia over-index for botanicals (7).

Global Immune Supplement Trends

Immune Health is the #1 supplement claim

Immune health is the leading health claim in recent supplement launches, with 33% of new supplements making this claim (8). In addition, supplements with immune health claims are outpacing category growth (9).

Shift in supplement formats

New supplement launches for immune health over-index for liquid, gummy and chewable formats compared to global supplement launches overall (10). These are all formats that make it easier to compete directly with immune-supporting foods and beverages.

Immune + claims

Many new immune support supplements are featuring multiple claims to address other priority health concerns. The top immune + combinations in recent global launches are immunity plus brain/mood health, energy/stamina, and bone health (11).

Top vitamins and minerals: C, D and Zinc

Vitamin C, vitamin D and zinc are the most popular vitamins and minerals in immune supplements (in 38%, 31% and 29% of new launches, respectively), with usage up compared to five years ago (+5, 6 and 8 percentage points) (12). Among foods and beverages with immunity claims, vitamin C is the top vitamin and zinc the top mineral (13).

Mushrooms and botanicals gaining traction

The use of functional mushrooms (such as lion’s mane, cordyceps and reishi) and certain adaptogenic botanicals (including ashwagandha, ginger and curcumin) has grown in immune health supplements in the past five years (14). In the same period, probiotics have shown a significant decline (15).

Looking ahead: The future of immune supplements

Expect to see continued growth in the immune supplement market, with greater integration of immune supplements into consumer’s daily routines through enjoyable formats and flavours, ingredients that address multiple health needs and messaging around proactively optimising health.

Segmentation is another opportunity area. Targeted immune supplements for children, seniors and women can incorporate their priority nutrients and functional ingredients, with messaging around the importance of immune health for that specific group. 

Emerging ingredients in immune health foods, beverages and supplements, such as vitamin K, bacopa and black pepper (16) provide additional opportunities for differentiation. With the future of immune supplements tied to regulatory environments, expect research into functional mushrooms and trending bioactive botanicals to ramp up to better support claims.

Your ingredient partner in immune healthy products

Our insights help inform and enable brands to make the best products to address their consumers’ needs. Market adaptation and innovation will be key to companies succeeding in the evolving landscape of immune health supplements. Learn more about how Glanbia Nutritionals partners with companies to create better nutritional products here.

References

(1) FMCG Gurus, Immunity Survey – Global, April 2024.
(2) Innova Market Insights, Trends Insider: Superfoods and Shielded Systems: The Global Immunity Space – July 2023.
(3) Glanbia Nutritionals, Global Consumer Attitude & Usage Study - US, 2023.
(4) Innova Market Insights, Category Insider: Future-Proofing Wellness: Anticipating Global Trends in Immune Health Supplements – November 2023.
(5) Innova Market Insights, Trends Insider: Superfoods and Shielded Systems: The Global Immunity Space – July 2023.
(6-7) Innova Market Insights, Category Insider: Future-Proofing Wellness: Anticipating Global Trends in Immune Health Supplements – November 2023.
(8-9) Innova Market Insights, Trends Insider: Superfoods and Shielded Systems: The Global Immunity Space – July 2023.
(10-12) Innova Market Insights, Category Insider: Future-Proofing Wellness: Anticipating Global Trends in Immune Health Supplements – November 2023.
(13) Innova Market Insights, Trends Insider: Superfoods and Shielded Systems: The Global Immunity Space – July 2023.
(14-15) Innova Market Insights, Category Insider: Future-Proofing Wellness: Anticipating Global Trends in Immune Health Supplements – November 2023.
(16)  Innova Market Insights, Trends Insider: Superfoods and Shielded Systems: The Global Immunity Space – July 2023.