The Analyst's Take: 3 insights from Nutrition Business Journal's Immune Health Report

Immunity is certainly the hottest health topic of 2020, so here are some of the top takeaways from Nutrition Business Journal's recent deep dive into the category. This is the latest installment in our data discussion from Nutrition Business Journal’s senior analyst.

Claire Morton, Senior Industry Analyst

September 22, 2020

1 Min Read
The Analyst's Take: 3 insights from Nutrition Business Journal's Immune Health Report

In order to better understand and track the immunity market's data and trends, Nutrition Business Journal and NEXT Data and Insights have partnered to publish the 2020 Immune Health Special Report, a deep dive into the immunity supplement market.

Below are some top data takeaways from this special report.

1. Passing the $5B benchmark.

NBJ estimates that sales of cold, flu and immunity supplements will reach $5 billion this year, with annual growth over 50%. That means 10% of all U.S. supplement sales in 2020 will be for immune health support. Vitamins still dominate the market, but there is strong growth in herbs and botanicals, as well as probiotics, that support immunity.

2. Regular consumer use of immunity supplements.

In a survey of U.S.-representative consumers conducted in August 2020, of the 37% of respondents that reported buying immune health supplements, 74% reported using them weekly or more often and only 6% said they take them only when needed (i.e., when they are sick). That’s 27% of all respondents indicating a usage of weekly or more often.

3. Brands seizing the opportunity.

In a survey of over 200 natural product brands and manufacturers, 34% of respondents reported that they didn’t offer any products targeting immunity in 2019. But 60% of total manufacturers have already launched immune health products this year and only 15% of brands reported no plans to develop or launch immunity products this year or next. It is no surprise that brands are diving into immunity, but the number that is currently planning to launch additional products is undeniably impressive.

ImmunityReport_Cover.pngLearn more about the immunity market in Nutrition Business Journal's 2020 Immune Health Special Report.

About the Author(s)

Claire Morton

Senior Industry Analyst, New Hope Network

Claire Morton is the senior industry analyst for New Hope Network’s Nutrition Business Journal. She manages NBJ’s data and insights to inform the industry on market trends and forecasts in natural and organic food and beverage, functional food and beverage, dietary supplements and personal care.

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