March 11, 2026 – Immune health as a benefit from food and beverage or supplements came firmly into the spotlight post-COVID. Today, it faces renewed competition from other wellbeing functionalities, but it remains one of the core targets in health-oriented NPD.

Consumers’ rising levels of self-sufficiency in health care have raised the focus on immune support as a preventive strategy, and many are turning to nutrition-fortified food, beverages and supplements as tools to boost their immune system.

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