全球免疫市場

在世界上，免疫從來沒有被更多人談論過。在受新冠病毒襲擊的世界中，消費者正在尋找免疫自我保健解決方案，以盡可能保證自己和家人的安全。人們對維持身體免疫系統的重要性有了很高的認識，研究表明，越來越多的消費者正在使用補充劑和免疫產品。

針對這種不斷增長的需求，出現了各種類別，例如免疫補充劑、維生素 C 和 D、鋅補充劑、益生菌和抗病毒劑。

本報告調查了免疫市場，並提供了市場概況、細分和區域趨勢以及未來市場前景。

目錄

概述

• 免疫力如何成為醫療保健領域最熱門的趨勢之一
• 從預防到治療的轉變
• 現有的 CHC 免疫市場
• 免疫市場規模評估
• 一場大規模的流感復興即將來臨？

消費者對免疫的態度

• 越來越重視預防
• 調查揭示的消費趨勢
• 主要發現摘要

免疫補充劑

• 2020 年繁榮的品類將創下銷售記錄
• 發佈活動顯著改善，進一步加強
• 主要品牌整體增長迅速
• 美國受到高發佈活動和 A + P 投資的推動
• Airborne 在美國排名第一
• 基於接骨木的 Sambucol 激增
• 印度尼西亞受益於啟動和教育 A + P
• 由於流行病刺激了需求，意大利受到 NPD 的提振
• 在德國，利潤有限，是未來經濟衰退的徵兆
• 俄羅斯大流行導致 2020 年銷售額激增
• 加拿大對紫錐菊的需求強勁
• 波蘭的增長放緩，因為消費者尋求替代品
• 墨西哥受益於 Adelogill 的強大表演
• 由於消費者轉向維生素 D，法國的銷售額持平
• 在澳大利亞，需求旺盛的快速啟動活動
• 巴西在 Covid 背後創造了新市場
• 幾乎沒有發佈新的成分來擴大品類
• 以前的活力不可持續，但銷售額仍然很高

維生素 C

• Covid-19 大流行顯著增加了免疫銷售
• 免疫聯繫已經建立，但它們對 Covid-19 有益嗎？
• 獨立的維生素 C 品牌 Emergen-C 和 Redoxon 引領世界
• Covid-19 美國銷售額超過 10 億美元
• Emergen-C，被確立為美國維生素 C 品牌，用於免疫
• 中國對維生素 C 的需求超出免疫問題
• 消費者尋求免疫保護，巴西的銷售額幾乎翻了一番
• "三重作用" 促進氧化還原
• A + P 專注於波蘭的高水平免疫力
• 免疫問題導致德國銷售額大幅增長
• 在澳大利亞推出，A + P 營銷人員正努力滿足需求
• 受疫情影響，意大利銷量激增
• 免疫美容會成為一個不斷擴大的利基市場嗎？
• 大流行需求停滯導致維生素 C 銷售高企

維生素 D

• 2020年全球銷售額快速增長
• 維生素D加速免疫作用的研究
• 延續使用範圍在全球免疫維生素 D 排名中佔據主導地位
• 得益於免疫鏈接，2020 年美國維生素 D 銷量激增
• Aqua Detrim 和 Detrimax 通過引人注目的 A + P 壟斷俄羅斯
• Covid-19 提振了加拿大的維生素 D 市場，那裡的流行病正在苦苦掙扎
• 意大利是免疫維生素 D 的佼佼者
• Vitabiotics 在大流行期間利用了英國的免疫傾向
• 法國免疫維生素 D 市場的競爭
• 消費者對免疫力的擔憂會刺激 A+P，這在巴西引起了人們的關注
• 細分市場在全球具有巨大潛力，在亞太地區尚未開發

鋅

• 2020年全球銷售額快速增長
• 延續使用範圍在世界免疫鋅排名中佔據主導地位
• 得益於免疫鏈接，2020 年美國銷售額激增
• 收購 Zicam 為未來潛在的 NPD 鋪平了道路
• 高劑量形式促進了德國鋅的銷售
• 在日本，鋅的免疫作用與美容和能量競爭
• 巴西受益於兒童對補鋅的高度認識
• 在俄羅斯，Solgar 在長線銷售中佔據主導地位
• 提高人們對鋅的免疫特性的認識促進了未來的銷售

益生菌

• 免疫是減速類中的一個亮點
• 用於免疫的益生菌
• 食品和飲料推出推動美國益生菌
• 嬰幼兒健康占主導地位的中國益生菌品類
• 延繩釣品牌主導的澳大利亞免疫益生菌
• 免疫益生菌在法國增長，領先於營收下滑
• 德國益生菌市場的機遇
• 營銷人員對波蘭免疫領域表現出越來越大的興趣
• 意大利免疫領域表現參差不齊
• 印度是益生菌的新力量
• 韓國尋找高水平益生菌 NPD
• 高級 NPD細分市場擴展到新市場
• 免疫領域的前景是光明的

多種維生素

• 消費者對健康和保護的興趣增加促進了銷售
• 美國銷量大躍進（中國增長穩定）
• 印度高鋅含量的關鍵
• A + P 專注於巴西的高水平免疫力
• 英國增長強勁，但代購的低迷影響了澳大利亞
• 在俄羅斯、德國和法國取得多項成就
• Centrum 進軍免疫健康領域
• 免疫類產品有望保持高位

OTC 滋補飲料

• 免疫是歷史靜態類別中的一個新利基
• 日本營銷人員尋找新的利基市場
• 海外業務有限但不斷擴大
• 免疫力對收入的長期影響可能有限

Chyawanprash

• Covid-19 推動需求並在 2020 年創下品類銷售記錄
• 達布爾的綜合免疫範圍是最大贏家
• Covid-19 和協調策略推動了 Dabur 的銷售
• Dabur Chyawanprash 的 Covid-19 臨床試驗的主要發現
• Baidyamath 的綜合處方是一個重要賣點
• Zandu 專注於無糖療法以促進銷售

抗病毒劑

• 品牌受益於 Covid 主導的預防措施
• 俄羅斯感冒和流感市場有多種抗病毒藥物
• 索賠已被審查，但阿比多爾因 Covid 的舉動而重振旗鼓
• Inosine Planovex 部門在波蘭的增長和成功
• 其他市場的供應有限
• 有限的 NPD 包括新的抗病毒滴鼻劑

口腔和鼻腔消毒劑

• Vicks First Defense 歷史悠久的品牌
• Cold Zyme 向國際擴張
• Otrivin Breathe Clean 擴大細分市場
• 其他已上市產品摘要

CCA 品牌針對免疫

• 添加維生素C如何治療喉嚨痛
• 自然療法和傳統療法的好處
• 針對免疫的咳嗽自然療法
• Zarbee 的針對性免疫健康

防腐劑和消毒劑

• 免疫外設品類快速增長
• 美國 FDA 安全重點
• 整體快速增長的主要品牌
• 美國的趨勢
• 中國的趨勢
• 印度的趨勢
• 法國的趨勢
• 日本的趨勢
• 滴露在大流行期間建立了良好的聲譽
• Germ-X□□ 受益於簡單的 USP
• 習慣的改變促進可持續銷售

食品/飲料

• 快速擴張的免疫品牌

內防

• 補充營銷人員轉向新的利基市場
• Plant People：提高免疫力的創新 VMS 營銷人員
• 推出免疫補充劑，擴大地位

CBD 免疫

• 試圖利用 CBD 流行的營銷人員

對活躍消費者的免疫力

• 免疫的新利基
• Fast & Up：印度運動營養專家爭奪免疫力
• Vega：運動補充劑玩家擴展到 "免疫支持營養"
• 未來展望

個別化免疫

• 個別化會成為免疫的 "下一個前沿" 嗎？
• Nestl將成為收購 Persona 的關鍵參與者？
• DSM推出具有數字支持的維生素 D 品牌
• Bayer投資個性化 VMS 和免疫測試
• Nourished 提供個性化的軟糖堆棧
• Amway與 HEM 合作開發個性化益生菌
• Thorne 高級 VMS 生產線進行測試
• Viome 提供基於樣品的定制 VMS

方案

• 具有免疫潛力的未開發概念
• Superimmunity，免疫療法的先驅
• 概念變體：組合 SKU 推出

直銷

• 直銷銷售渠道與消費者的個人接觸
• 全球領先的傳銷品牌實現強勁增長
• Nutrilite
• Herbalife Nutrition
• USANA

展望

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