Data from custom consumer and manufacturer surveys
Raw Data + PPT Slides
Table of Contents
Click through each chapter for more information and a detailed list of data charts.
- Cold, Flu and Immunity vs. Total Supplement Sales and Growth, 2015-2023e
- Cold, Flu and Immunity Supplement Sales and Growth, 2015-2023e
- Top Cold, Flu and Immunity Supplement Ingredients by Market Share, 2019
- Vitamin C Sales and Growth for Cold, Flu and Immunity, 2015-2023e
- Multivitamin Sales and Growth for Cold, Flu and Immunity, 2015-2023e
- Combination Herb Sales and Growth for Cold, Flu and Immunity, 2015-2023e
- Homeopathic Sales and Growth for Cold, Flu and Immunity, 2015-2023e
- Pre-and-Probiotic Sales and Growth for Cold, Flu and Immunity, 2015-2023e
- Elderberry Sales and Growth for Cold, Flu and Immunity, 2015-2023e
- Cold, Flu and Immunity Supplement Sales by Ingredient, 2015-2023e
- Cold, Flu and Immunity Supplement Growth by Ingredient, 2015-2023e
- Cold, Flu and Immunity Supplement Sales, Growth and Market Share by Channel, 2017-2019
- Cold, Flu and Immunity Supplement Sales by Channel, 2019
- Top Categories Positioning Immunity that Have Received Investment, 2016 through mid-year 2020
- Investment Transactions Across Health Conditions, 2016-2020e
- Exhibitors with Immunity Positioning and Claims Registered for Natural Products Expos East and West, 2019-2020
The future of ingredients
- Immunity Claim Performance by Category, Natural Products Expos East and West, 2017-2019
- MARKET MANIFESTATION: Nature’s Way Sambucus
- MARKET MANIFESTATION: Country Life Vegan Vitamin D3 Spray
Food and beverage
- MARKET MANIFESTATION: Uplift Foods Gut Happy Cookies, Salted Peanut Butter with Chocolate and Coconut
- MARKET MANIFESTATION: Four Sigmatic Ground Mushroom Coffee with Probiotics
- MARKET MANIFESTATION: Uncle Matt’s Organic Ultimate Immune Orange Juice
- MARKET MANIFESTATION: Vive Organics, Wellness Rescue
- Top 10 Ingredients Used in Immune-Positioned Supplements at Natural Products Expos East and West, 2019
- MARKET MANIFESTATION: Ancient Nutrition Probiotics
- MARKET MANIFESTATION: Renew Life Completely Clear Organic Prebiotic Fiber
- MARKET MANIFESTATION: Pure Encapsulations Liposomal Vitamin C
- MARKET MANIFESTATION: Naturade Symbiotics Colostrum Plus
- When you think about immune system health what first comes to mind?
- Which do you believe most accurately describes how you think about your immune system?
- Where do you get information on immune health?
- How often do you do things with the deliberate intent of supporting your immune system?
- What is the goal of supporting your immune system?
- What actions do you take to support your immune system health?
- Which of the following do you do with the deliberate intent of supporting your immune system?
- What sorts of food or beverages are you eating with the deliberate intent of supporting your immune system?
- How often, if ever, do you consume food or beverages with added immune-specific functional ingredients or labels that make immunity claims?
- What sort of dietary supplements are you taking with the deliberate intent of supporting your immune system?
- How often do you take dietary supplements with added immune specific functional ingredients or labels that make immunity claims?
- What types of claims do you look for in immunity-supporting foods, beverages or supplements?
- Do you think about the efficacy of the product or effective dosage?
- Where do you look for information when you do evaluate the efficacy or effective dosage?
- Top Ingredients Associated with Immunity from Social and Mass Media Mentions
- How would you rate immunity as an opportunity for your company over time?
- How many products did you sell in 2019 that targeted immunity?
- How many new products have you launched in 2020 that target immunity?
- How many new products that target immunity are you currently developing or planning to bring to market in 2020 or 2021?
- Have you increased your offering of general wellness products in 2020?
- Have you added immunity claims or ingredients to support immunity to previously existing products?
- Were your new immunity products in development prior to COVID or developed in response to COVID-19?
- Do you have formulas or products that target immunity in addition to another health goal or condition on the label?
- Are you currently conducting new scientific research around immunity?
- Are you planning to conduct new scientific research around immunity in the next year?
- What types of products do you sell that target immunity?
- What ingredients do you currently use in your products to target immunity?
- Do you have supply chain concerns about any of the following ingredients you are using?
- Have you altered any of your formulations due to ingredient shortages in 2020?
- How has your marketing investment changed in 2020?
- Which of the following words do you use in your marketing and labeling around immunity?
- Are you targeting new demographics in 2020?
- Within which of the following demographic characteristics has your targeting changed?
- Have you experienced delays or disruption in your business this year due to any of the following reasons?
- A global supply network responds to multiple challenges
- FDA and FTC focus on egregious COVID claims but all immunity marketing requires caution
- Designing clinical trials with an end health claim in mind is a key product differentiator
- The changing story of human immunity
Acknowledgements and Definitions
Director, Brand Strategy
"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."
Director of Marketing
"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."
"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"