Kerry unveils “immune health claims” as top consumer supplement choice

25 Nov 2021 --- Kerry details that consumer demand for immune-boosting dietary supplements is increasing as it unveils the top dietary supplement delivery formats.

Notably, immune health was the number one claim in global supplements development in 2020, with 30% of total supplement launches carrying an immune health claim.

The company adds that the vitamin and dietary supplement market is increasingly focused on consumer health, wellness and immunity.

Additionally, Kerry’s research reveals that around the world, consumers cite health benefits such as support for healthy bones and joints, as top reasons to purchase healthy lifestyle products.

In this space, Innova Market Insights data reveals the use of health claims in supplements launches has increased globally, featuring a +2% year-over-year growth when comparing 2020 and 2019 launches. The market researcher also pegged “In Tune with Immune” as its fifth trend in the Top Ten 2021 Trends.

The trend highlights that six out of ten global consumers are increasingly looking for F&B products that support their immune health.The growing demand for products with support for immune health reflects immune health being widely perceived as a foundation for good health.

Future supplement demand forecast
Kerry anticipates supplements will remain a top format, mainly due to their association with vitamins and minerals, which are key components of supplement products.

The trending formats include shots; sachets, stick packs and powders; and gummy supplements.

Taking a closer look at each format, the global functional shots market grew at a CAGR of around 10% between 2015 and 2020, stimulated by rising consumer demand for ready-to-drink beverages.

Interestingly, in 2020, nearly 50% of consumers had purchased powder to add to shakes or beverages.

Additionally, 40% of North American consumers now say they use protein supplements to support workouts and physical activity. Sixty percent say they use them as “an everyday product to help get me through the day.”

According to Innova Market Insights, the gummy supplement format continues to experience growth, with new product development increasing by a CAGR of 37% over the five years through 2020.

What are consumers looking for in a supplement?
When researching and choosing a product that supports immune health, consumer’s top considerations are:

• The product’s benefits are explained and supported on the packaging.
• Research or scientific data claims for the product have been verified.
• The formulation includes a clinically-backed immune health ingredient with clear, substantiated claims. 

Kerry adds that with a variety of emerging formats competing for shelf space, formulating with research-supported immune health ingredients can help manufacturers create supplements with transparency. Also, manufacturers can achieve product differentiation, so consumers can choose the products that best meet their immune health needs.

Consumers seek supplements with added health benefits based on their tailored health and wellness goals.

For example, busy, on-the-go consumers look to supplements as an easy, time-saving solution to manage their health. At the same time, older adults seek nutritional supplements that offer healthy aging benefits.

Previously, Kerry released a report detailing consumer insights around mental well-being and functional beverages.

Edited by Nicole Kerr