Immune Health Supplements | Dying Category or Huge Opportunities Ahead?

Remember the good ole’ days when health experts predicting an upcoming bad cold and flu season was the biggest worry to our immune health? Because of recency bias, it’s likely hard for most of us to detach the rise in consciousness around immune health from the last 2.5 years. Surprisingly though, if you look back to consumer health surveys from late-2019, immune system support was still a top priority. The cold, flu, and immunity market became arguably the most important topic of interest in 2020. According to the Nutrition Business Journal, that condition-specific supplements category grew at a staggering 72.3% YoY. What was once a seasonality fueled $3.4 billion supplement category, now transformed into a constant year-long pursuit that added more than $2 billion in incremental consumer spending. Even without mentioning those growth metrics, any CPG industry professional with their eyes open intuitively knew that the cold, flu, and immunity supplement market skyrocketed in 2020. That being said, what happens to the long-term outlook of the immune health CPG category after a demand pullback in 2021 and 2022? Are consumers less interested in immune health...making it a dying category? I'll breakdown a few things at play here (changing consumer health attitudes, rise in immune health functional foods and beverages and consumer skepticism). Finally, I discuss what opportunities push the immune health category growth even further in the future. This content was supported by Compound Solutions. If you’re interested in attaining more information about CoreBiome or any of the other unique, science-backed ingredients supplied by Compound Solutions, head over to www.CompoundSolutions.com or reach out to me directly and I’ll connect you with the relevant team member. FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - https://www.linkedin.com/in/joshuaschallmba TWITTER - https://www.twitter.com/joshua_schall INSTAGRAM - https://www.instagram.com/joshua_schall FACEBOOK - https://www.facebook.com/jschallconsulting MEDIUM - https://www.medium.com/@joshuaschall