Post-pandemic, we have settled into a new normal; the kind of normal where concerns about our health are more top-of-mind than they used to be. For U.S. supplement consumers, their immune health concerns are even more pressing  — they’re “continuous.” A recent survey  from Kyowa Hakko shows that 37% of immune health supplement consumers think about immune health every single day. And another 39% have said it crosses their mind at least once per week.

COVID-19 changed many things for many people, but for the U.S. supplement consumer, it seems their attitudes and behaviors surrounding their personal health have considerably shifted. Half of consumers (51%) say they are more concerned about their immune health compared to two years ago, and 43% said they spend more on maintaining good immune health, since the pandemic.

This immune health shift is due to several driving factors, but one thing is clear: consumers are looking for proactive, sustained options for improving and maintaining strong immune systems. Supplementation has risen alongside proper diet and exercise as popular avenues for supporting immune health. About 35% reported since the COVID-19 outbreak in 2020, they started taking immune health supplements on a regular basis. And it shows, according to 2024 SPINS Trend Predictions, the immune health supplements market will see a compound annual growth rate of 1.69% from 2024 to 2027.

As discussed, many consumers are thinking about immune health on a regular basis, but there are also certain events or “triggers” that seem to heighten their awareness. For example, 54% said being near someone who is coughing or sneezing increases their thoughts of being sick. More than a third report being in a crowded area has a similar effect, and 13% report handling door knobs and handles in public also affects their perception of becoming sick.

Some immune health triggers are extending beyond occupying consumers’ brain space — they’re affecting how they approach major life and social events. Almost one third said that they have skipped social events such as weddings and parties in the past 12 months out of worry of getting sick. Another 21% passed up concerts, and one-in-five (20%) reported skipping bars, and nightclubs, or sporting events for fear of catching illness. 


Fortunately, there is one postbiotic ingredient that addresses many of consumers’ need-states and desires surrounding immune health. IMMUSE^® by Kyowa Hakko is an award-winning postbiotic that activates the body’s natural defenses at the cellular level for year-round immune support. By supporting the immune system, IMMUSE^® also supports upper respiratory health and helps with work productivity.

IMMUSE^® is a cutting edge ingredient — it’s the first of its kind to activate pDCs  (plasmacytoid dendritic cells). PDCs are a rare subset of immune cell types that act as leaders of the immune system. Once they are activated, they recruit, stimulate, and organize other key immune cell types across both the innate and adaptive immune systems. Importantly, this activity activates interferon (IFN-a) production, which is critical to immune health.

The entire pDC activation process results in a more organized, comprehensive immune support across both innate and adaptive immunity. Innate immunity is the immune system’s first line of defense. It’s innate, meaning that we are all born with a generalized level of immune support. Adaptive immunity is the immune system’s second line of specialized defenses. It’s adaptive, meaning that it learns and evolves as you move through the world and encounter new external stimuli.

It’s important to note that as a postbiotic, IMMUSE^® also meets the desires of consumers in terms of the perceived connection between gut health and immune health. In 2023, 81% of supplement consumers said they look for ways to boost their digestive health, with diet, activity, and supplements. In terms of postbiotics, nearly half (49%) believe postbiotics are effective for supporting immune health and 70% agree that their microbiome is important to their overall health.


It’s crucial to understand the science behind the effectiveness of postbiotics themselves and how exactly they connect to consumers’ immune health. The small intestine houses many of the body’s immune cells. More specifically, there are more immune cells in the small intestine than any other tissue in the body. On the other hand, the good gut bacteria reside in the large intestine.

Postbiotics are inanimate microorganisms that confer a health benefit to the host. Prebiotics are nutrients, such as dietary fibers and minerals, that feed and promote the growth of the healthy bacteria living in the gut. Probiotics aim to support a healthy balance of microflora in the gut by delivering live bacteria to the large intestine, which indirectly supports immune health. IMMUSE^® in contrast, activates pDCs, which are mainly located in the small intestine.

In 2024, over 86% of consumers said it’s important for immune health ingredients to be backed by science, and IMMUSE^® fits the bill. IMMUSE^® is the branded form of Lactococcus lactis strain Plasma (LC-Plasma), which is a unique strain of lactic acid bacteria cultivated using pioneering cell culturing technology and heat-treated so that it’s no longer viable. It’s clinically researched and is one of the only immune health ingredients backed by 10 years of scientific research including 30+ research studies and 15+ human trials. Clinical research shows that a daily dose of 50 mg of IMMUSE^® provides comprehensive immune support, supporting year-round health when taken regularly.


As an award-winning postbiotic, IMMUSE^® has won many relevant accolades. In 2023, it was named the inaugural recipient of the “Ingredient of the Year: Microbiome Modulation” category in the esteemed annual awards by popular publication, NutraIngredients-USA — also finishing as a finalist in the same category for 2024. And in 2021, IMMUSE^® received the Frost & Sullivan 2021 North American New Product Innovator Award for its clinical studies and exceedingly high manufacturing standards.  

For both supplements and beverages to support immune health, consumers prioritize safety and effectiveness. More than four-out-of-five (90%) agree that safety is important when looking for a dietary supplement to support immune health. Well-studied for safety, IMMUSE^® has self-determined GRAS (Generally Recognized As Safe) status. It’s strongly recommended for consumers to consult with their healthcare provider before taking any dietary supplement, especially if they have a special condition.

The formulation opportunities are ample with IMMUSE^®. Due to its stable nature, long shelf life, and flexible formulation, IMMUSE^® can be used in a variety of applications, including powders and capsules. But its reach goes far beyond capsules and gummies — 74% of supplement consumers would also consider foods and beverages to support immune health in 2024. Opportunities exist to bring to market new immune support applications, especially in beverage formats. Over two-thirds (68%) of supplement consumers in 2023 said they are satisfied with the current beverages to support immune health available to them. This leaves nearly one-third of supplement consumers in the U.S. underserved and unsatisfied with the current market for immune-boosting drinks.


Kyowa Hakko’s proprietary fermentation processes use a patented strain of lactic acid-producing bacteria to make IMMUSE^®. Once the process is complete, heat is applied to make cultures nonviable. As a postbiotic, IMMUSE^® requires no special handling or refrigeration. The ingredient is easily stored, transported, and applied on the production line.