New audience, new material
Magnesium’s presence on social media suggests a new generation of consumers are interested in immune health and related products. According to Research and Markets, the global immune health supplements market is expected to be valued at $20.8 billion in 2022 and reach $34.73 billion by 2028. The report notes that the 18-34 age group is driving much of the demand due to their increased awareness of immune health, rising incomes, and busy lifestyles.
Manufacturers are noticing the change, too. “We’re excited to see herbs experiencing a resurgence in popularity, especially among younger generations,” says Laura Chamberlain, chief customer officer at Nature’s Way. “As more savvy consumers look to improve their health and longevity, more whole foods continue to gain popularity.”
This consumer demand has led to growth in the brand’s immune products, which includes its sambucus line. Citing SPINS data, Chamberlain said vitamin C, vitamin D and elderberry are major drivers of immune product growth. “Together, they account for 85% of total sales in the pharmaceutical channel over the past 52 weeks,” Chamberlain said.
Other ingredients gaining traction for immune health include umquat and elderberry. Nature’s Way has also seen increased demand for ginger root, oregano oil, goldenseal and echinacea in the immune support category. “Magnesium is also becoming ubiquitous,” says Chamberlain. “Magnesium is the new vitamin D and is essential for heart, muscle and nerve function. It also helps promote a calm and balanced mood. Magnesium comes in several forms, so you can choose the form that meets your specific needs.”
Quercetin, a flavonoid with anti-inflammatory and antioxidant properties, is also a hot ingredient, according to Mike Frink, chief operating officer of APAX USA, parent company of Feelgood Superfoods. In the wake of the pandemic, consumers are taking a more proactive approach to seasonal respiratory illnesses and overall health. “We know that antibiotics can’t cure everything, so we need over-the-counter options that have clinically studied effectiveness,” Frink said.
Clinically studied benefits serve as a useful differentiator for consumers when making product choices and help retailers streamline their assortments. “Specifically, retailers want fewer SKUs that contain targeted ingredients that benefit the body’s overall immune response, from gut health to overall wellness,” says Frink.
future
Immune health products could boost VMS sales: According to Mintel’s 2023 Vitamins, Minerals & Supplements Report, 51% of adults who use or are interested in VMS products say they have the goal of supporting their immune system, the second-most important goal after physical health, cited by 60% of adults.
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Retailers can capitalize on this opportunity by serving as an educational resource. According to FMI’s “The Power of Health & Well-Being 2023” report, shoppers want to know more about nutrition and health. When asked about the most important attribute in their primary store, 41% cited the availability of nutrition and health information. They also see retailers as allies, with 44% saying grocery store pharmacists and 38% saying drugstores are allies when it comes to staying healthy.
“People are looking for products that improve their overall daily health,” says Mason Vitamin’s Thakur. “This is a big trend that’s been going on for a while.”
