Consumer Attitudes Toward Immunity Before and After COVID-19 Outbreak
Prior to COVID-19, interest in immune health was already increasing, according to FMCG Gurus.1 For example, 61% of consumers in North America reported making changes to their diet and lifestyle in 2019 to improve their immunity. Of these consumers, 58% were not suffering from any problems with their immune system but were nonetheless concerned about their immune systems or wanted to take a proactive approach toward health.
After COVID-19 struck, sales of immunity supplements and general health supplements (such as multivitamins) surged as consumers sought preventive measures that could reduce their disease risk. In July 2020, 10% of surveyed US consumers indicated they had increased their supplement consumption.2 However, as the COVID-19 situation progressed, a growing interest emerged in supplements that offer ancillary support, such as those that support restful sleep or mental health.
Immunity Support Shifts from Short- to Long-Term Strategy for Consumers
The prolonged pandemic has led many consumers to consider the need for a more comprehensive approach to maintaining their health and immunity that can work over the long term. For many, the COVID-19 situation served as a wake-up call, motivating them to evaluate their lifestyles and priorities. Rather than relying on a pill as a quick fix, an increasing number of consumers are asking themselves how they might improve their diet, exercise, sleep, and stress management to best take care of themselves.