The composition of consumers in the immune health category includes:
- Proactive product takers who are looking for extra nutrition to help them prepare for an occasion, season or trip;
- Those who are proactive all year round and see immunity as part of their overall well-being; and
- Reactive consumers who seek a product after having previously experienced a challenge to their immune system.
“It’s hard not to see the possibilities for immune health,” said Nicole Hill, executive director of strategy, Marketplace, in this video with Sandy Almendarez, Senior Director of Content at Informa Markets. Additionally, recent MarketPlace research on immune health consumers showed that they want products that combine immune health with other need states, such as gut health or stress, and how immune health could be a gateway to personalized nutrition.
In this video, Hill shares more information about this research and covers:
- How some adults who spend time with children feel more concerned about immune health.
- Why the Term “Immune Boost” Might Turn Off Consumers and Regulators.
- What moms know best, even when it comes to soil health and farm life.
Hill will talk more about consumer desires for immune health products in the SupplySide East session, “Immune Health as the New Benchmark for Overall Health,” Wednesday, April 13, 11:00 a.m. to noon, at the Meadowlands Exposition Center in Secaucus, New Jersey. Learn more and register here.