Consumer understanding of immunity has evolved
The World Health Organisation might have declared that Covid-19 no longer constitutes a public health emergency, but consumer interest in immunity isn't decreasing.
That's the starting point of health, nutrition and beauty ingredients formulator dsm-firmenich's latest Immunity Report.
But the report goes on to identify a move from short-term measures designed to boost defences to a greater emphasis on overall health and quality of life as a result of improved immunity.
Consumers have become increasingly aware of the crucial link between immunity and their overall physical and mental wellbeing. This holistic perspective on health is driving the popularity of multifunctional supplements, while tailored solutions and single-ingredient vitamins have also captured the attention of consumers looking to support different life stages and meet specific nutritional needs.
Furthermore, as consumers seek to ensure lasting health benefits that will accompany them as they age, preventative measures and proactive habits are shaping today's concept of immunity.
For example, Euromonitor International research explored how people define health – for 65%, it's mental wellbeing followed by a healthy immune system (62%), getting enough sleep (59%), 'feeling good' (58%) and emotional well-being (56%).
Then, earlier this year, FMCG Gurus named the top five health aspects that consumers planned to address – 66% said their immune health was the top priority, 56% said digestive health, 53% heart health, 48% mental wellbeing and 38% cognitive health.
At the same time, gut health has become a top priority for many individuals seeking to prevent infections, reduce inflammation and support overall immune health.
This heightened focus stems from a growing understanding of the vital role played by the gut microbiome, with 79% of global consumers recognising the direct impact of a poor digestive system on the immune system and vice versa.
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