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A surge in sales during the COVID-19 outbreak provides a good indication of what supplement consumers prioritize for optimizing their health.
April 15, 2020
By: Dr. A. Elizabeth Sloan
The COVID-19 crisis has made consumers around the world increasingly aware of the critical role a strong immune system can play in health maintenance and disease prevention—and they’re taking action. Moreover, fears of possible additional outbreaks, either in the fall or from returning to normal behaviors too soon, have created a new need for preparedness, which is likely to be the new normal—and a very big business opportunity going forward. For the year ended (Y/E) Mar. 22, 2020, U.S. total mass multi-outlet (MULO) and convenience store dollar sales of immunity products jumped 199%, vitamins 77%, and gastrointestinal products (which include probiotics) 30%, per IRI’s Apr. 4 COVID-19: Economy Report. The number of immunity product buyers in the U.S. increased by 125%; vitamin supplement buyers by 27%. In the U.K., vitamin supplement sales increased 118% for the year ending Mar. 15, 2020; 212% in New Zealand, per IRI’s Mar. 26 COVID-19 Impact Report. The opportunity for the nutraceutical industry is to keep these new immune product buyers long-term. Off the Back Burner Some major nutrition sales tracking firms have reported that combined cold/flu/immunity supplement category sales have shown increasingly strong single-digit sales growth over the past three years, fueled by previous cold/flu seasons. However, the number of U.S. supplement users who had taken an immunity supplement has remained essentially flat for the past five years. According to the 2019 CRN Survey on Dietary Supplements, 27% of supplement users took a supplement for immune health last year vs. 26% in 2018, 24% in 2017, 23% in 2016, and 27% in 2015. Immunity was the third most popular reason for taking a supplement last year behind overall health/wellness (cited by 40%), and energy (cited by 31%). In 2019, a weak/stressed immune system ranked 19th among health concerns Americans were extremely/very concerned about, per HealthFocus’ 2019 USA Trend Study (see Figure 1). Immunity is seventh among health concerns mothers are extremely/very concerned about for their children, ranking behind their appearance including skin, hair, and teeth.
Source: Mintel Functional Ingredients in Food and Drink – US, Dec. 2019
Source: Euromonitor, 2019 Health & Nutrition
Source: IRI 2020 Harnessing the Power of Self Care to Drive Sustainable Growth
Source: Mintel, Nutrition Drinks – US – Feb. 2020
Source: Sloan Trends, 2019
Source: Euromonitor, Health & Nutrition Survey, 2019
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