A Hot Topic report from Nicholas Hall's Reports
Immunity has rarely been a hotter topic globally than right now. In a world scarred by the effects of Covid, consumers are seeking immunity self-care solutions to keep themselves & their families as safe as possible. Awareness of the importance of maintaining the body's immune system is at a high, with surveys suggesting more consumers than ever are turning to supplements and immunity products.
Categories boosted by this increased demand include immune supplements, vitamins C & D, zinc supplements, probiotics, antivirals and many others.
The shift from treatment products towards prevention - already an established trend across many markets - has accelerated considerably, reflecting changing consumer priorities. Adjacent issues have also had a bearing: lack of sleep, stress and anxiety, rising dramatically in incidence during the pandemic, are key causes of lowered immunity.
This Hot Topic report delves into every aspect of Immunity , charting the rapid growth of existing categories, highlighting innovative NPD, and assessing the prospects for this dynamic health area.
Key Features:
- An in-depth exploration of the Immunity market globally
- Case studies of key brands
- Dedicated Outlook chapter focused on the future of Immunity
- A wide spectrum of CHC categories covered, including:
- Immune supplements
- Vitamin C
- Vitamin D
- Probiotics for immunity
- Multivitamins for immunity
- Zinc supplements
- Chyawanprash
- Oral & nasal sanitisers
- Cough & cold immunity extensions
- Antivirals
- Antiseptics & disinfectants
- Foods & beverages
The report investigates key questions surrounding immunity, including:
- Will consumer interest in boosting immunity outlast Covid?
- How likely is a resurgence in seasonal respiratory viruses this winter?
- Is the shift to prevention products sustainable?
- What are the latest trends & developments among established immunity ingredients like echinacea, black elderberry and zinc?
- What are the most promising new ingredients?
- Which brands are flourishing?
- What can be learned from the most successful immunity brands?
- Is consumer interest in immune support reflected in activity in the MLM and online space?
- Where are the future opportunities?
- What will the immunity market look like in 5-10 years?
Table of Contents
Overview
- How immunity became one of the hottest trends in healthcare
- The shift from prevention to treatment
- The existing CHC market for immunity
- Assessing the size of the immunity market
- A major flu revival imminent?
Consumer attitudes to immunity
- Prevention a growing priority
- Surveys reveal consumer insights
- Recap of key survey findings
Immune supplements
- Thriving category sees record 2020 sales
- Further bolstered by dramatic upturn in launch activity
- Leading brands grew rapidly across the board
- USA driven by high launch activity and A+P investment
- Airborne consolidates its No.1 US ranking
- Elderberry-based Sambucol continues formidable rise
- Indonesia benefits from launches and educational A+P
- Italy boosted by NPD as pandemic stimulates demand
- Germany sees limited gains, then signs of downturn
- Russia sees huge pandemic-led jump in 2020 sales
- Canada experiences strong demand for echinacea
- Poland growth sluggish as consumers seek alternatives
- Mexico benefits from strong showing for Aderogyl
- France sales flat as consumers look to vitamin D
- Australia sees high demand prompt launch activity
- Brazil sees new market spring up in shadow of Covid
- Few new ingredient launches to expand the category
- Previous dynamism unsustainable but sales remain high
Vitamin C
- Covid-19 pandemic brings big rise in immunity sales
- Immunity links well established, but is it beneficial for Covid-19?
- Standalone vitamin C brands Emergen-C and Redoxon lead globally
- Covid-19 sees US sales break $1bn
- Emergen-C established as the US vitamin C brand for immunity
- Demand for vitamin C in China rises over immunity concerns
- Sales almost double in Brazil as consumers seek immune protection
- Redoxon boosted by "triple action" claims
- High levels of immunity-focused A+P in Poland
- Immunity concerns provide big sales boost in Germany
- Launches and A+P in Australia as marketers seek to meet demand
- Sales rocket in Italy thanks to pandemic demand
- Beauty with immunity to be an expanding niche?
- High vitamin C sales brought about by pandemic demand here to stay?
Vitamin D
- Global sales spike in 2020
- Studies into immune benefits of vitamin D accelerating
- Longline ranges dominate global immunity vitamin D rankings
- US vitamin D sales rocket in 2020 thanks to immunity link
- AquaDetrim and Detrimax dominate Russia via high-profile A+P
- Covid-19 pandemic boosts struggling Canadian vitamin D market
- Italy a star performer in immunity vitamin D
- Vitabiotics capitalises on immunity trend in UK during pandemic
- Growing competition in France's immunity vitamin D market
- Consumer concerns over immunity inspire high-profile A+P in Brazil
- Segment has strong potential globally; underdeveloped in Asia-Pacific
Zinc
- Global sales spike in 2020
- Longline ranges dominate global immunity zinc rankings
- USA sees sales rocket in 2020 thanks to immunity link
- Zicam acquisition paves way for potential future NPD
- Germany's zinc sales boosted by high-dosage formats
- In Japan zinc's immunity benefits compete alongside beauty and energy
- Brazil benefits from high awareness for zinc supplementation in children
- In Russia longline range Solgar dominates sales
- Raised awareness of zinc's immunity properties drives future sales
Probiotics
- Immunity a bright spot in a slowing category
- Probiotics for immunity
- USA probiotics driven by food & drink launches
- China's probiotics category dominated by infant health
- Australian immune probiotics dominated by longline brands
- Immunity probiotics grew in France ahead of declining topline
- Opportunities exist in Germany's probiotics market
- Marketers showing growing interest in Poland's immunity segment
- Mixed performances in Italy's immunity segment
- India an emerging force in probiotics
- South Korea seeing high levels of probiotics NPD
- High levels of NPD expanding segment into new markets
- Outlook is bright for immunity segment
Multivitamins
- Greater consumer focus on wellness and protection boosts sales
- Sales see big leap in USA (while China growth steady)
- High zinc content key in India
- High level of immune-focused A+P in Brazil
- UK sees strong growth, while daigou downturn affects Australia
- Varying performances in Russia, Germany and France
- Centrum expanding into immune health
- Immune-focused products forecast to maintain highs
OTC tonic drinks
- Immunity a new niche in historically static category
- Japanese marketers look to new niches
- Overseas presence limited but expanding
- Immunity may have only limited long term impact on topline
Chyawanprash
- Covid-19 drove demand, leading to record 2020 category sales
- Dabur comprehensive immunity range the biggest winner
- Covid-19 claim and adjusted strategy boosted sales for Dabur
- Key findings of Dabur Chyawanprash Covid-19 clinical study
- Baidyamath's comprehensive formulation a key selling point
- Zandu focuses on sugar-free remedies to boost sales
Antivirals
- Brands benefit from Covid-driven move towards prevention
- Russian cold & flu market features several antivirals
- Arbidol revived by Covid trends, although claims scrutinised
- Poland's inosine pranobex segment sees growth and activity
- Limited availability in other markets
- Limited NPD includes new antiviral nasal sprays
Oral & nasal sanitisers
- Vicks First Defence most established brand
- ColdZyme expanding internationally
- Otrivin Breathe Clean expands segment
- Roundup of other launches
CCA brands targeting immunity
- Sore throat remedies adding vitamin C
- Natural & traditional remedies benefit
- Natural cough remedies targeting immunity
- Zarbee's targets immune health
Antiseptics & disinfectants
- Immunity-adjacent category grows rapidly
- Safety a focus for US FDA
- Leading brands growing rapidly across the board
- Spotlight on USA
- Spotlight on China
- Spotlight on India
- Spotlight on France
- Spotlight on Japan
- Dettol builds strong reputation during pandemic
- Germ-X benefits from simple USP
- Changing habits will drive sustained sales
Foods & beverages
- Brands for immunity seeing rapid expansion
Inner defence
- Supplement marketers moving into new niches
- Plant People: Innovative VMS marketer making strides in immunity
- Launches expand immune supplement positionings
CBD for immunity
- Marketers looking to capitalise on CBD's popularity
Immunity for active consumers
- A new niche for immunity
- Fast&Up: Indian sports nutrition specialist competes in immunity
- Vega: Sports supplement player expands into "Immune support nutrition"
- Looking forward
Personalised immunity
- Is personalisation "the next frontier" in immunity?
- Nestlé a key player via Persona acquisition
- DSM launches vitamin D brand with digital support
- Bayer invests in personalised VMS and immune testing
- Nourished offers personalised gummy stacks
- Amway works with HEM on personalised probiotics
- Thorne premium VMS line moves into testing
- Viome offers custom-made VMS based on samples
Regimen
- Underdeveloped concept with potential in immunity
- Ultra Immune a pioneer in immunity regimen
- A variation on the concept: combination SKU launches on the rise
Direct selling
- MLM sales channel offers consumers the personal touch
- Leading MLM brands globally posting strong growth
- Nutrilite
- Solid market leader with long market presence
- New launches in the immunity space
- Product bundles & discounts help drive immunity sales
- Herbalife Nutrition
- R&D investment drives growth for brand
- Use of branded ingredient Epicor offers edge
- All-round immunity health solutions bundle
- USANA
- Young company focused on cellular nutrition
- InCelligence Complex offers unique selling point over rival brands
- Immunity health range justifies premium pricing with unique blends
- Immune health launches in MLM beyond the top players
Outlook
- How sustainable is the rise in products for immunity?
- VMS immunity market to flatten in short term before rallying
- Four concluding thoughts on the future of immunity