30% of global consumers identify immune health as one of their main physical health concerns, according to research conducted by FMCG Gurus. This is driving increased demand for supplements with immune health claims.

Preventative self-care is becoming a key consumer trend in immune health, as consumers increasingly focus on how to support their overall health and wellbeing alongside immunity. Consumers are also finding ways to meet their health goals through simple daily routines, driving demand for convenient formats and products that provide multiple benefits.

As a result, immune supplements are evolving beyond traditional vitamin and mineral products with brands exploring new ingredients, formats and multifunctional formulations to meet changing consumer needs.

Popular Ingredients for Supporting Immunity

With immune health ranking among the most popular claims in supplement launches, there are a growing number of ingredients that brands may consider when developing an immune-supporting formulation.

  • Vitamin C: Vitamin C remains a leading ingredient in immunity launches, appearing in 36% of launches.
  • Vitamin D: Another key consideration for immune-supporting formulations, particularly for products positioned around year-round or seasonal immune support.
  • Zinc: Zinc is a familiar immune-supporting mineral and is often combined with other key nutrients such as Vitamin C and Vitamin D.
  • Vitamins B6 & B12: B vitamins are popular amongst immune health launches as they meet EFSA health claims for contributing to normal function of the immune system.

Alongside vitamins and minerals, botanicals and functional ingredients can provide opportunities for brands looking to create more differentiated formulations. Ingredients such as Elderberry, Ginger, Turmeric and functional mushrooms including Reishi, Shiitake and Chaga are becoming increasingly prominent in immune-supporting supplements, according to market research.

Future of Immune Supplements

The demand for clean label formulations is driving innovation in supplements developed using natural and recognisable ingredients with a growing interest in formulations using natural flavours and colours alongside vegan and sugar-free options. This is increasingly relevant as consumers take a more holistic approach to their health and wellbeing.

Consumers are also increasingly looking for products that not only meet their key health goals, but also offer additional benefits. This creates opportunities in the immune health category for multifunctional benefits that combine immune support with other areas of consumer wellness, such as gut health, energy and mental wellbeing.

Popular Formats in Immune Health

The demand for formats that provide consumers with convenient and easy solutions for meeting their health and wellness goals continues to drive product innovation. Trending formats to consider include:

  • Gummies: Gummies are gaining traction for their enjoyable and convenient format.
  • Chewable Tablets: Similar to gummies, these provide a portable alternative without the need for water or preparation.
  • Effervescent Tablets: Drinkable formats combine immune support with hydration to deliver a tasty alternative.
  • Stick Packs & Drinking Powders: A convenient solution for consumers already incorporating functional powders into their routines whilst stick packs provide an on-the-go format.
  • Capsules & Tablets: A familiar, straightforward option for a wide range of consumers.

 

Working With Opalbond

At Opalbond, we can support your next immune health product development across a range of formats including gummies, effervescent tablets, stick packs, tablets and capsules. From vitamins and minerals to botanicals and functional ingredients, our team work with you to develop products tailored to your target consumer and market requirements.

Whether you are looking to develop a traditional immune support product or explore a multifunctional formulation, speak to a member of our team to discuss your next immune-supporting supplement.