The 2024 Immune Health Supplement Consumer: 3 Things You Need to Know

Danielle Citrolo

Post-pandemic, we have settled into a new normal; the kind of normal where concerns about our health are more top-of-mind than they used to be. For U.S. supplement consumers, their immune health concerns are even more pressing— they’re “continuous.” A recent survey from Kyowa Hakko shows that 37% think about immune health every single day. And another 39% have said it crosses their mind at least once per week. Keep reading to find out the three things you need to know about reaching today’s immune health supplement consumer.

1. COVID-19 Shifted Their Mindset

COVID-19 changed many things for many people, but for the U.S. supplement consumer, it seems their attitudes and behaviors surrounding their personal health have considerably shifted. Half of consumers (51%) say they are more concerned about their immune health compared to two years ago, and 43% said they spend more on maintaining good immune health since the pandemic.

Supplementation has also risen alongside proper diet and exercise as popular avenues for supporting immune health. About 35% reported since the COVID-19 outbreak in 2020, they started taking immune health supplements on a regular basis.

2. They’re More Proactive Than Ever

As supplement consumers’ interest in immunity grows, they are looking for proactive, sustained options for improving and maintaining strong immune systems. More than half said that, compared to five years ago, they are doing more exercise and eating more immune-supporting foods and beverages.

Consumers' proactive approach to immune health is also affecting how they approach major life and social events. Almost ⅓ said that they have skipped social events such as weddings and parties in the past 12 months out of worry of getting sick. Another 21% passed up concerts, and 1 in 5 (20%) reported skipping bars, nightclubs, or sporting events for fear of catching illness.

3. Immune Health and Gut Health Go Hand-In-Hand

It’s no surprise that as interest in immune health changes and grows among consumers, their approach to their entire well-being does as well. In 2023, 81% of supplement consumers said they looked for ways to boost their digestive health with diet, activity, and supplements. In terms of postbiotics, nearly half (49%) believe postbiotics are effective for supporting immune health and 70% agree that their microbiome is important to their overall health.

Help Your Consumers Redefine Resilience with IMMUSE^®

Fortunately, there is one postbiotic ingredient that addresses many of consumers’ need-states and desires surrounding immune health. IMMUSE^® is a universal postbiotic — the first of its kind to activate pDC cells for year-round immune support. PDCs recruit, stimulate, and organize other key immune cells for true, comprehensive support at the cellular level. IMMUSE^® is clinically researched, backed by 30+ research studies and 10+ years of research. With limitless formulation opportunities, IMMUSE^® contains no food additives, artificial flavors or preservatives, is neutral in taste, and is stable at room temperature. The formulation opportunities are ample with IMMUSE^®. Due to its stable nature, long shelf life, and flexible formulation, IMMUSE^® can be used in a variety of applications, including powders, capsules, gummies, and beverage formats.