Nutritional deficiencies are still prevalent in developing countries, and they are a major contributor to the high morbidity and mortality rates from infectious diseases. Even in developed countries where general nutritional deficiencies are uncommon, nutrition issues such as specific nutrition deficiency, less ideal diet composition, and excessive calorie consumption present a difficult situation. As it is agreed that nutritional deficiency or insufficiency must be corrected to ensure that the immune system functions properly, evidence suggests that increasing intake of certain nutrients above current recommended levels helps accelerate immune function, including improvement of defense function and resistance to infection, with maintaining tolerance.

Key takeaway:

Social media promotion for intake of immune health supplements fuel the growth of global market

As immune boosting is a hot topic right now due to the Coronavirus pandemic, a Google Trends analysis shows that phrases like "immune boost" and "immune-boosting" saw a significant increase in February 2020. Furthermore, from April 2020 to May 2020, the popular hashtag #immune booster increased by more than 46% on social media platforms such as Instagram. As a result, hashtag content has created popular trends that promote perspectives and drive narratives. According to research, social media sites such as Instagram and Facebook are becoming increasingly popular for advertisement and sale of immunity supplements, generating profits for both companies and users. As a result, the global immune health supplements market has expanded.

Report coverage

COVID-19 impact on immune health supplements has positive influence on the global market

With perceived "immune-boosting" has affected the sale of dietary supplements and nutraceuticals to increase dramatically during the pandemic. While patient nutritional status does not appear to play a role in COVID-19 susceptibility and outcomes, sales of vitamins and other supplements have increased despite a lack of evidence supporting their use against the pandemic. According to the American Society for Microbiology, dietary supplement and nutraceutical sales in the United States have experienced the highest annual growth in recent years (approx. 5% or a US$345 Mn increase in 2019), but accelerated by 44% (US$435 Mn) in April 2020. Furthermore, sales increased by 16% (US$151 million) as a result of the subsequent growth. This was evaluated due to consumer perception that dietary supplements and nutraceuticals would protect them from infection or mitigate the impact of infection due to various immune health supplements the market has witnessed significant attention paramount.

Rising prevalence of chronic diseases bolster the growth of global immune health supplements market

With increase in chronic diseases and trends of improved initial survival in generally complex conditions, followed by largely stable rates of these conditions, total rates of chronic health conditions and disability among children and adolescents continue to rise steadily from the past. The Nurses' Health Study data claims that folate and vitamin B6 from diet and supplements protect against coronary heart disease. A higher intake of folate (0.8 mg folic acid) would also reduce the risk of ischaemic heart disease by 16% and stroke by 24%, according to the report. As a result of these factors, there has been a high adoption of immune health supplements during chronic diseases, resulting in the growth of the global market.

Market Segmentation

The global immune health supplements market is segmented based on ingredients, source, form, and distribution channel. By ingredient, the market is segmented as vitamins, omega-3 fatty acids, probiotics, minerals, and others. By source, the market is split into plant-based and animal-based. By form, the market is segregated as tablets, capsules, powders, and liquids. Furthermore, the distribution channel is segregated as hypermarkets/ supermarkets, retail pharmacies, and online pharmacies.

Vitamins have gained significant attention in the global market due to their vital role in immunomodulatory, antioxidant, and antiviral responses. Vitamin C, for example, may play a key role in preventing infection due to its importance in boosting immune health, as this vitamin supports the function of various immune cells by enhancing their ability to protect against infection. Apart from that, according to the National Institute for Health and Care Excellence report, vitamin D plays an important role in the immune response to respiratory viruses, potentially mitigating the inflammatory response. During the COVID-19 pandemic, treatment was made available as a management option. As a result, it has been proposed that vitamin D could improve outcomes in people with confirmed COVID-19. Such factors have a long-term impact on segmental growth, ultimately leading to global growth in the immune health supplements market.

Regional Landscape

Asia Pacific registers maximum revenue share during the analysis period of 2021 to 2028

Asia Pacific has historically held a dominant share and will continue to do so through the forecast period of 2021 to 2028. China is the dominant country responsible for the growth of the Asia Pacific region for immune health supplements among APAC provinces. According to a report from the China International Import Expo Bureau, National Exhibition and Convention Center (Shanghai), China will be the second-largest market for healthcare products, with sales revenue expected to reach $51.1 Bn by 2021. Another motivating factor is that young people are increasingly confronted with healthcare-related issues, including serious chronic diseases. Furthermore, rapid growth in consumption and its contribution to China's economic growth are primarily driven by consumption upgrade and innovation, with the influx of new consumption models becoming an important driving force and growth point of the economy.

Competitive Landscape

The prominent players of the global immune health supplements market is segmented based on Bayer AG, Amway Corp., Glanbia PLC,  NOW Foods, Himalaya Wellness Company, Abbott, EuroPharma USA, and among others

Market Segmentation

Market By Product Type

Vitamins & Minerals
Herbal/Botanical Extracts
Amino Acids
Probiotics
Omega-3 Fatty Acids

Market By Source

Animal Based
Plant Based

Market By Format

Soft Gels/Capsules
Tablets
Powder
Liquid
Others

Market By Distribution Channel

Supermarkets and Hypermarkets
Convenience Stores
Pharmacies & drug stores
Online Retail
Other

Market By Geography

North America
•    U.S.
•    Canada

Europe
•    U.K.
•    Germany
•    France
•    Spain
•    Rest of Europe

Asia-Pacific
•    China
•    Japan
•    India
•    Australia
•    South Korea
•    Rest of Asia-Pacific

Latin America
•    Brazil 
•    Mexico
•    Rest of Latin America

Middle East & Africa
•    GCC
•    South Africa
•    Rest of Middle East & Africa