Find out who the consumers of immunity products are and why they take them

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Immunity has become one of the major consumer health concerns. As a result, consumers are looking for solutions to support their immune health in traditional ways or with superfoods and dietary supplements.

How consumers manage their healthy lifestyle?

Consumers explore various potentialities to stay healthy. Some may use traditional ways : drinking water, eating vegetables, exercising, some may choose others’ methods for supporting their immune health.

Superfood, dietary supplements, or fortified foods fill nutrition gaps to achieve their daily nutrition goals or to reinforce specific defenses.

Based on a nutrition & health survey from Euromonitor with more than 21000 respondents, 1/3 of consumer consider that taking dietary supplement has a high impact on their immunity and more than ¼ for fortified foods & beverages.

Based on the results, some consumers are combining both traditional healthy habits and supplementation to support their immune system.

All solutions targeting Immunity on the rise

Supported by health claim or consumer awareness, most popular ingredients such as C and B Vitamins, Zinc, probiotics, or turmeric appear on several products worldwide from dietary supplements to functional foods.

Most of the time they are combined with other active ingredients to activate different immunity mechanisms of action.

Probiotics, prebiotics, symbiotics become mandatory in formulation

For several years, consumption profile of probiotics has changed. Immunity has become one of the major consumer health concern. Consumers have become more aware than ever of the general health benefits of probiotics, especially dedicated to immune health. It explains a global increase in interest from 2020 to 2021 – In the new nutrition and health Survey of Euromonitor, 38% of respondents using probiotics declare they do so to support their immune system (+4% vs 2020).

Otherwise, digestive health shows a slight decrease (-2% of respondents) in the “Reasons for taking probiotics” as people have found alternatives with prebiotics and symbiotics, combined with the fact that people used barrier gestures to avoid contaminations and traveled less during this period.

People using probiotics to support their immune health


Generation X, from the US to Australia, focused on Immune Health

The number of Generation X respondents reporting taking probiotics for their immune health properties nearly doubled from 2020 to 2021 in both in the US and Australia. A risky age and no access to vaccine should explain why consumer focus on alternative solutions to support their immune system, including probiotics.


Immunity products in Australia

In Australia, immunity market is on the rise with an annual growth (CAGR) at 5% between 2016 and 20201. This growth is accompanied by an increase in the number of products launched by 11% each year between 2016 and 20202. This increase is mainly supported by two mains applications: Baby & toddlers and sport nutrition.

Interest in immune health solutions in Australia, kids and sportsmen centric

Supporting their children’s health while maintaining healthy habits through the consumption of active functional foods, consumers are surfing these two dynamic segments in term of innovation.

In these innovations that support the immune market growth in Australia, the main ingredients are vitamins and minerals:


Includes selenium, vitamin A, vitamin C, vitamin E, zinc, and iron to support your child’s natural defenses.


Rich in iron, zinc, folate, and vitamins B6, vitamin B12, vitamin C and vitamin D for normal immune system function.

ultimate-greensAmino acids, probiotics, Ups supergreen blend (wheat grass, barley grass, alfalfa leaf, broccoli powder, red beetroot powder, spirullina, chlorella, flavors, prebiotic fiber, citric acid , sweetener, probiotics.


Strengthens the immune system with vitamins.


For immunity, strong bones, and growing bodies. Vitamins B12, C and D for immunity support.

carb-crusherWith iron, vitamin B6, B12, C and zinc which contributes to the normal function of the immune system.

The Healthy Immune Vegetarian, the main trends for Australian adults

From plant-based proteins to turmeric extract, through superfruit, immunity is at the center of vegetarian and natural trends.


1: Euromonitor
2: Innova database


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The information provided here is, to the best of our knowledge, true and accurate. However, our products must only be used in compliance with local laws and regulations. We cannot guarantee the freedom of use for every intended application or country. These statements may not have been evaluated by your local Food and Drug Administration. Our products are not intended to diagnose, treat, cure, or prevent any disease. A healthy, balanced and diversified diet should fulfill all nutritional needs.