Nearly half of US consumers added immunity supplements to routine in 2020, survey finds

26 Mar 2021 --- Forty percent of US consumers added vitamins or immunity-supporting supplements to their daily routine in 2020. 

This is according to a 2,474-participant survey conducted by YouGov on behalf of oral health care company TheraBreath.

The survey also indicates that nearly half of US parents (43 percent) are providing their children with vitamins or immunity-supporting supplements as of this past year.

“With spring upon us and restrictions loosening, the world is beginning to reopen. This research indicates many Americans are beginning to take a 360° approach to support their immunity during this critical time,” says TheraBreath founder and chief researcher Dr. Harold Katz. 

Click to EnlargeNearly half of US parents are providing their children with vitamins or immunity-supporting supplements as of this past year.Immunity solutions rising
Even prior to the global pandemic, activity in the immunity supplements sector was rising year-on-year, according to data from Innova Market Insights. 

New product launches for supplements with immune positionings in the US have a CAGR of 37 percent from 2017-2020, according to the market researcher.

Among the fastest-growing ingredients for immune health between 2019 to 2020 was zinc, which grew at a CAGR of 78 percent over the time period. 

Zinc has been in the spotlight as a micronutrient that may contribute to shortening the duration of COVID-19 symptoms, although this finding has recently been challenged. 

European researchers have discovered two proteins that can be manipulated to increase a plants’ uptake of zinc, boosting its mineral profile. 

Ingredients gaining steam
TheraBreath’s survey goes on to reveal ingredients associated with immune health and the percentage of respondents who believe the ingredient supports immunity. 

• Vitamin C (65 percent).
• Zinc (41 percent).
• Elderberry (26 percent).
• Copper (11 percent).

Meanwhile, Innova reports the top three ingredients in immunity supplements tracked over 2019 and 2020 were vitamin C, magnesium and zinc. 

More specialized ingredients, including the one in Bulgarian-based Muno-Vax’s supplement Respistim, is an immuno-modulator that acts as an antigen to stimulate the immune system. 

The company that is currently establishing itself in North America, recommends taking Respistim at the beginning of the fall and then continuing to do so for at least three months for its protective effect. 

Click to EnlargeFunctional foods and beverages can help reduce pill fatigue.Turning to food as medicine
Suppliers have also flagged botanicals as key ingredients to address immunity, including elderberry and certain types of mushrooms. 

Most recently, Canada-based investment issuer New Wave Holdings Corp launched its first functional mushroom product under its Way of Will brand.

The blend of five functional mushrooms is positioned to naturally boost immunity and comes in capsules, as well as powders for versatile mixing into foods and beverages.

“Mushrooms are gaining popularity rapidly right now, but they’re not a new phenomenon in food and medicine. They have been used in certain regions of the world for centuries for a plethora of health and wellness purposes,” says Willie Tsang, founder and CEO of Way of Will.

Meanwhile, new research by NutriLeads is investigating plant compounds from carrots for their immunity-boosting potential. 

Diversifying formats 
As demand for immunity has increased, so too has the variety of supplement formats to reduce pill fatigue. 

Suppliers are innovating in ingredient processing to bring their active products beyond capsules and into foods, beverages or other supplements that taste great. 

TheraBreath’s survey found that 46 percent of parents agreed that giving their children an immunity-supporting flavored spray would be “easier” or “somewhat easier” than giving their children a pill version to swallow. 

Moreover, Nestlé Health Sciences’ Garden of Life brand has recently unveiled immune support supplements for babies, which can be mixed into liquids and foods. 

Demand for immunity products shows no sign of slowing down. Amid the strong growth and competitive nature of the immunity supplements sector, suppliers highlight significant challenges amid supply chain issues and market saturation. 

By Missy Green 

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