MIKE HUGHES
Head of Research and Insight,
FMCG GURUS

Over the last twelve months, consumers have become more conscious about their immune health as a result of COVID-19. While it is important to highlight that confidence was not high before the pandemic, it has been accelerated by consumers wanting to minimize their vulnerability to disease and illness. FMCG Gurus research conducted in 2019 showed that only 54% of people were satisfied with their immune health, with this falling to 49% when the same question was asked a year later. More noticeable, there was a significant increase in the proportion of consumers who said that they were taking steps to try and improve their immune health over the next year, rising from 53% to 70% in 2020. This is linked to the fact that 61% of consumers say that they have now become more mindful of the importance of trying to prevent health problems by leading a healthy lifestyle.

Indeed, consumers are taking a more proactive approach to boosting their immune health. For instance, 67% of people say that they are interested in products that aid the immune system, even if not suffering from specific symptoms. The reason for this is that consumers of all ages are looking to focus ...