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The Analyst’s Take: An update on the $5.66B immunity market

The COVID-19 pandemic triggered a tsunami of market growth in 2020, leaving behind a permanent change in immunity sales.

Claire Morton, Senior Industry Analyst

July 25, 2022

1 Min Read
Claire Morton Reynolds

The cold, flu and immunity market was the key topic of interest in 2020, clocking in at 72.3% growth. Though that growth was massive, it was not necessarily surprising given the ongoing health crisis. Perhaps the more interesting story is watching the trajectory of this category now that it is over $2 billion larger than it was pre-pandemic.

After that record year of growth, the condition actually saw a slight decline in 2021, dropping by 4.2%, and we project another year of declining growth in 2022. Research shows that consumers are not necessarily less interested in their health, but we see sales shifting to more support of general health, especially in the vitamin categories.


While that 4.2% decline adds up to nearly a quarter billion dollars, it’s important to focus on the sheer size of the current market. Cold, flu and immunity sales clocked in at $5.66 billion in 2021. In 2017 the market had not even reached $3 billion. Even with a normalization curve in the coming years, the market has been permanently affected by the pandemic.

For more data and insights on tNBJ Condition Specific Report 2022

he supplement market, check out NBJ’s Condition Specific Report, available for sale now. 

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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