Immune system support is the most common reason for consumers to buy healthy lifestyle products, according to new global research.
A survey by Wellmune®, a natural ingredient that is clinically proven to help strengthen the immune system, asked over 11,000 consumers in 14 global markets about their reasons for buying healthy lifestyle products.1
They were asked to select five options from a list of 13 health areas and rank them in order of importance. Nearly two thirds (63%) chose immune system support, ahead of healthy bones and joints, good digestive health, improve energy levels and heart health support.
One in five (19.5%) listed immune system support as their number one reason for purchasing healthy lifestyle products, ahead of healthy bones and joints, heart health digestive health and energy levels.
With 42% of global consumers now proactively looking for products that can improve their health,2 Kerry’s proprietary research shows the rich potential of the immune support space for manufacturers and brands in the wellbeing category.
The survey found demand for immune health products to be high across the world, but particularly in Asia. In China, for example, 50% of respondents said they had used an immune health product in the previous six months and a further 29% said they would consider doing so in the future.
The research also reveals that, globally, 70% believe breakfast is the best time for consuming products with immune health benefits. Yogurt and yogurt-based drinks, followed by fruit and vegetable juices, were the categories where there was the greatest interest in immune health benefits.
When asked specifically about Wellmune®, a proprietary beta glucan derived from a strain of baker’s yeast, the majority (55%) of consumers worldwide correctly identified its immune health benefits. Over eight in ten (82%) said they considered the immune health claims made for Wellmune® to be believable, while over half (52%) said they would definitely or probably switch to a product with Wellmune® if their usual brand did not contain it.
Wellmune® has been shown to help immune cells in the body move more quickly and recognize and destroy foreign challenges. It can also help protect against the effects of stress and promote healthy energy levels and mental clarity.
It has a five-year shelf life, is highly stable and will withstand most processing conditions with no impact on efficacy, says the manufacturer.
 Kerry Global Consumer Survey – Digestive & Immune Health, 2019
 GlobalData, TrendSights Overview: Health & Wellness, August 2018