Exploring the Evolution of Consumer Mindset on Immune Health from 2024 Onwards

In the wake of the pandemic, our perspectives on health have profoundly altered, with increased concern towards our well-being becoming the new status quo. This shift is particularly noticeable among American supplement users, whose focus on immune health has intensified to an ongoing state of alert. According to a recent study by Kyowa Hakko, 37% of individuals who consume immune health supplements indicate such concerns are a daily consideration, with an additional 39% acknowledging these worries at least once weekly.

The advent of COVID-19 instigated unprecedented changes across various facets of life, more so for the American supplement user base. Evidently, personal health attitudes and behaviors have undergone notable changes. A total of 51% of consumers admit to feeling more worried about their immune health now than they did two years prior, while 43% claim to be investing more in maintaining optimal immune health since the pandemic’s onset.

A multitude of factors contribute to this shift towards stronger immune health. However, what stands crystal clear is the consumers’ demand for long-term, proactive strategies to enhance and preserve robust immune systems. Alongside a balanced diet and regular physical activity, supplement intake has emerged as a favored approach to support immune health. Nearly 35% of participants reported adopting a routine of consuming immune health supplements since the start of the COVID-19 outbreak in 2020. This trend seems poised to continue, as predicted by the 2024 SPINS Trend Projections, which foresee a compound annual growth rate of 1.69% for the immune health supplements market from 2024 through 2027.