This report looks at global trends in immune health supplements. The pandemic intensified interest in supplements that can boost immunity, with increased NPD across the board and greater attention from major suppliers. Although the COVID-related uptick is leveling off a little, this report highlights continued interest in immunity from consumers and ongoing activity and diversity on the shelves. While supplements with primary immune positionings continue to grow within NPD, immune claims are also being used more widely as secondary benefits, a strategy that was clearly accelerated by the pandemic.
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