Despite the plateau of products with immunity ingredients, products that support this particular need start are still fruitful. Consumers are looking for blends of ingredients that will help support their need states, and immunity is one of the most popular. The reason behind this growth? More than half of U.S. adults say they would be interested in purchasing a food or beverage product that claims to help boost immunity.*

Interest in products that taste good and positively impact the immune system is sought after by older consumers like Baby Boomers and Gen X as well as with younger ones, who have a more holistic health mindset. Common immunity ingredients like orange, lemon, and grapefruit, have a general health halo around them, but the potential for more exotic citrus flavors is growing every day. The pandemic may have spiked interest in immune-supporting products, but there is still a lot of room for innovation in this category. There’s also a big push for products that target additional need states like gut health-related food and beverages. Recent data shows that 70% of our inner defense system lives in the small and large intestines, making these two undeniably linked.*

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*CivicScience
*UCLA Health, 2021.