Analysis of Immune Health Market Trends in 2025
Currently, the immune health product market is constantly developing, with the application of new raw materials, innovation of product forms, changes in consumer focus and research progress affecting this field all changing. These changes are also driving new trends in immune health products, including emerging immune ingredients, functional foods and beverages, intestinal immunity, etc.
1. The rise of new immune ingredients
Traditional ingredients in the immune health market are mainly vitamins and minerals,In 2023, vitamin and mineral supplements dominated the immune health market, accounting for 37.44% of sales. Still, more brands are looking beyond conventional vitamins and minerals to offer comprehensive solutions that address overall wellness and long-term immune support.
Mushroom extracts: The market for mushroom raw materials has been very hot in the past two years, both from the perspective of scientific research and downstream product development, including Reishi Mushroom, Cordyceps sinensis, Chaga, Grifola frondosa, etc.
Herb: With the increase in consumer demand, the market share of traditional herbs such as astragalus, turmeric, and licorice has increased significantly. One of the application directions of these herbs is immune health. In March 2024, Karallief, a US company, launched an herbal extract formula KaraShield™, including Andrographis paniculata, Ashwagandha, Moringa oleifera, and Holy Basil. These ingredients are mixed in a specific ratio, which has also been confirmed in relevant clinical studies. In addition, the growth of herbal applications in immune health products is also related to the improvement of technology and processes. The advancement of modern science and technology has provided new possibilities for the development and utilization of herbal plants. Through extraction, concentration and other technologies, the ingredients in herbal plants are made more active and more convenient for consumers to eat.
2. Intestinal Immune Solutions
Gut flora-oriented immune health solutions are becoming one of the trends in immune health products.
Gut health is considered one of the key factors in immune support, and probiotics, prebiotics and postbiotics continue to gain attention for their ability to support immune resilience by increasing intestinal microbial diversity. For example, the probiotic strain L. CASEI 431™ Lactobacillus paracasei strain launched by Novonesis is used for daily immune maintenance.
In addition to probiotics and prebiotics, postbiotics are also new ingredients in immune health formulas. For example, Cargill’s yeast-derived postbiotic EpiCor, related scientific research found that yeast metabolites and cells interact with the intestinal lining to help support a healthy immune system. Currently, Country Life has launched an immune health product containing this ingredient, which also includes Wellmune® yeast beta-glucan and oligoxylose complex.
3. Immunity+ becomes a product trend
Immune health products are evolving from a single dimension to a multi-dimensional model. Consumers are looking for products that can support immune health while solving stress and sleep problems. This demand is driving immune health products towards the dimension of "comprehensive formula". For example, immune support is combined with emotional health, sleep management, cognitive health, etc. to form differentiated product formula competition.
Data released by Innova Market Insights shows that between July 2023 and June 2024, among the dietary supplements with immunity claims launched globally, 42% were related to energy supplementation, 37% were related to the brain/mood, 29% were related to digestive health, and 27% were related to skin health. This shows that immunity products + have become a trend in product development, and many brands are also catering to consumer demand through such products.
For example, Garden of Life in the United States launched an immunity + comprehensive solution, which is formulated with quercetin, vitamin C, vitamin D, Bacillus subtilis DE111®, etc. The product is in the form of tablets, does not contain genetically modified ingredients and gluten, and is used in digestion, immunity and overall health.
In the future, consumers will be more inclined to buy products with scientific formulas, multiple functions, and quality assurance, because these products can meet their health needs from multiple dimensions. Therefore, the differentiation of immune health products in the future will be reflected in the ability to provide comprehensive health solutions, focusing on a variety of segmented health needs, so as to maintain advantages in the fierce market competition.