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Take a look at the latest immunity consumer trends in Japan, China, and South Korea—with regional insights highlighting exciting product development opportunities.
The rise of Douyin, China’s short-video platform akin to TikTok, has become a significant force in influencing consumer perceptions of health and wellness (including immunity products), spurring demand for innovative solutions.
The ease in creating content and sharing it widely has positioned Douyin as a crucial channel for promoting supplements, particularly among younger audiences. This highlights the critical need for manufacturers to stay attuned to emerging trends to remain relevant and effectively reach their target consumers.
In Japan, where health consciousness and per capita consumption of health products are high, 49% of consumers have adjusted their diets and lifestyles to boost immune health.1 The most common dietary changes are increased intake of vitamins, minerals, or supplements (43%), fiber (43%), and protein (40%).2
Other efforts to improve immunity include exercising more (30%) and cutting back on alcohol (29%).3 When choosing a product to help support their immune health, taste plays an important role, with 29% of Japanese consumers willing to pay a premium for great taste.4
In China, younger consumers and rapid urbanization impact the immune health market by driving demand for digital shopping experiences and convenient product formats.
Gen Z and Millennial shoppers are increasingly turning toward gummy supplements and functional beverages, which better align with their preferences and lifestyles, and using Douyin influencers as trusted sources of health and product recommendations.
Korean popular culture, or K-culture (which includes K-food), has significantly influenced the development and appeal of immunity products in South Korea and beyond.
This has led to increased interest in Korean health products, effectively positioning South Korea as a leader in health and wellness. From traditional foods like kimchi to ginseng-based drinks, immune health in South Korea seamlessly merges traditional with contemporary.
In Asia, there are three main factors influencing the demand for immunity products:
The realities of the pandemic created rapid and widespread consumer awareness of the importance of maintaining a strong immune system. This caused a noticeable shift in how immunity is perceived, elevating it from being just one aspect of overall health to a highly sought-after benefit in its own right.
Even post-pandemic, immunity has remained a priority throughout much of Asia. When consumers were asked how they define health, maintaining a healthy immune system or avoiding illness ranked in the top two responses by consumers in Japan, China, and South Korea.5
Additionally, consumers have been embracing modern approaches to supporting their immune health. While traditional practices such as using herbs and consuming fermented beverages remain a cultural staple, consumers often blend these remedies with modern solutions like supplements.
Of consumers who have made changes to boost their immune health in the past year, 28% of consumers in China6 and 43% in South Korea7 have taken nutritional supplements. Vitamin C supplements are popular (often as effervescent tablets), while functional foods and beverages have been gaining traction.
While 64% of consumers in Asia Pacific are interested in supplements that help their immune system, 68% are interested in getting this benefit from foods and beverages.8 The success of flavored vitamin C drinks and herb-infused beverages for immunity indicates a new preference for modern, convenient formats.
Key immune-associated ingredients are important to consumers and signal an effective product. For example, 41% of consumers like immune-boosting products high in vitamins and minerals.9
Supplements make up nearly half of Asia Pacific launches featuring immune health benefits, with fast-growing segments including women’s supplements (+52%) and hair, skin, and nail supplements (+48%) (CAGR, Oct 2019-Sep 2024).10
Bundling immune health benefits with other benefits is a highly effective strategy since so many consumers prefer this. In South Korea, over one-third (37%) of consumers seeking an immune health product would pay a premium for multifunctional benefits.11 44% of consumers in China would pay more.12
Energy benefits have a strong appeal, with 41% of Asian consumers wanting to see a claim on immunity products about improving energy.13 Immune health and energy levels are closely linked. Research shows that 42% of consumers gauge their own immune health based on their energy levels.14
After supplements, beverages are the most popular format for delivering immune health benefits.15 This includes hot drinks, tea as the leading hot drink for immune health, and dairy drinks.16
| Category or Segment | % of New Product Launches with Immune Health Claim |
|---|---|
| Supplements | 47% |
| Dairy | 12% |
| Hot drinks | 10% |
| Soft drinks | 8% |
| Snacks | 5% |
| Other | 18% |
Drinking yogurt and other fermented dairy beverages provides probiotics, which consumers associate with gut health and immunity. Dairy alternative drinks and snack nuts and seeds featuring immunity claims are also becoming more prevalent.17
Natural claims, no or low sugar claims, and scientific evidence supporting the health claims are important to many consumers when they buy immune support products.18 Consumers also express a strong interest in branded health ingredients, with many willing to pay more.19
“. . .spending on health and wellness products is now more considered, with consumers placing greater emphasis on whether products are effective, essential, and good value for money."
–FMCG Gurus, Immunity Health Trends in Asia-Pacific
Nearly two-thirds (64%) of consumers in Asia Pacific have sought to improve their immune health over the last year, with 47% of these consumers specifically trying to improve their dietary health.20 Providing healthy food and beverage solutions that contain immune-supporting ingredients is a clear opportunity to address this need.
In the healthy aging nutrition segment, where launches of healthy aging foods and beverages with an immune health claim have grown 22% (CAGR, Oct 2019-Sep 2024), the fastest-growing ingredients are green tea (+29%) and inulin (+16%).21
“The prebiotic inulin, a leading ingredient in both food and beverage and supplements, supports a healthy gut, which is linked to better immunity.
–Innova Market Insights, Trends Insider: Now & Next with Healthy Aging in Asia Pacific
In supplements, inulin (+25%) and oligofructose (+20%) are on the rise.22 Including these prebiotics illustrates how manufacturers demonstrate the connection between immune health and gut health. In fact, 45% of consumers seeking to improve their immunity also want their gut health to improve.23
The immunity trends in Japan, China, and South Korea highlight many strategies for product innovation in the immune health space, including developing convenient and enjoyable product formats, with a shift toward beverages and snacks, and providing multiple benefits, especially through science-backed and branded ingredients.
Manufacturers can also consider claims that will resonate with immunity-focused consumers, such as natural and no or low sugar, while leveraging regional trends in product innovation. Paying close attention to younger consumers to understand how social media continues to shape beliefs around health and shopping habits will also benefit manufacturers.
To learn more about our nutritional solutions and collaboration opportunities to create your next immunity-focused product, contact Glanbia Nutritionals.
Bioactive ingredients deliver health benefits by influencing biological processes in the body, such as supporting immune function, heart health or bone health. These compounds, found in foods, botanicals, and other sources, work at the cellular level to help promote wellness.
Consumers’ interest in products that offer health and wellness benefits is driving the use of bioactives in foods, beverages, and supplements. This includes bioactives for immunity, energy, gut health, mood, and sleep support, aligning with the increasing focus on preventive health and personalized nutrition.
Custom nutrient premixes are tailored blends of vitamins, minerals, and other nutrients used in foods, beverages, and dietary supplements formulated to meet specific nutritional targets. They help manufacturers enhance the nutritional profile of their products while simplifying the production process.
Custom nutrient premixes are used in fortified products like nutrition bars, breakfast cereals, beverages, bakery products, dietary supplements and snacks to improve their nutritional value and ensure the even distribution of vitamins, minerals, and other nutrients throughout the production run. They provide precise nutrient combinations in an easy-to-add powder, allowing manufacturers to tailor their products to their consumers’ needs.
