Before the start of the global pandemic, demand for immunity-boosting products typically increased only during cold and flu season each year. Then came the global pandemic. In 2020, strong year-round demand from worried consumers pushed sales of cold, flu and immunity-boosting supplements to $5 billion for the first time, up from $3.43 billion in 2019. The momentum continued in 2021, Claire Morton-Reynolds, senior industry analyst for Nutrition Business Journal, told New Hope Network. She said immunity-boosting supplements and other products are now ‘a 365-day category, not just (a) seasonal’ one.
It all started with supplements
According to data from Innova Market Insights, one in four consumers in the U.S. say they began taking an immune supplement during the pandemic; one-third of consumers say they have increased their use of immunity-boosting supplements. Consumers aren’t stopping at supplements, though. More than two years into a global pandemic, Americans want foods and beverages to help bolster their body’s natural defenses. According to Innova surveys, six in 10 global consumers are looking for food and beverage products that also support their immune health. Innova also found that 54% of shoppers said they have spent some amount of time learning about the ingredients and the foods that could help boost their immune health due to COVID-19 and then began looking for those types of products where they shop, both online and in-store.
Foods and beverages that support immunity are in demand
In all, demand for foods and beverages designed to boost immunity grew from $843.81 billion in 2020 to about $900.21 billion in 2021, according to the Immunity Boosting Food Products Global Market Report 2021: COVID-19 Implications And Growth To 2030 report. These include foods and beverages containing prebiotics and probiotics (such as kefir, kombucha, sauerkraut), herbs and spices (like ginger, turmeric and cinnamon), ingredients like vitamin C, zinc, echinacea, elderberry and others. Demand is also growing for better-for-you snacks that offer some type of immunity boost. On the beverage side, immunity-boosting juices, shots (a concentrated beverage with a variety of functional ingredients), probiotic beverages and fortified drinks are all seeing increased year-round demand.
Stock the products that resonate with your customer base
This is definitely an important category with staying power. And food and beverage manufacturers are meeting consumer demand by adding a wide variety of products with some type of immunity-boosting ingredients. But which ingredients and products will appeal to your unique customer base? And how should your store merchandise, promote and help shoppers learn about immunity-boosting products?
At UNFI Professional Services, we leverage world-class technology tools to help your grocery business stock, merchandise and sell more of the foods and beverages your customers are looking for. We can help you let your customers know about these types of products, both in print and digital promotions and maximize in-store presentation. And we’ll help you to stay ahead of future trends. Learn about all of the ways UNFI Professional Services can help your business. E-mail us at [email protected].
