The global immune health supplements market was valued at $24.38 billion in 2023, according to a report from Fortune Business Insights, which projected the segment will reach $44.04 billion by 2032 on 6.9% CAGR.

Foundational immune health involves a healthy and balanced diet, regular physical activity, adequate sleep, stress management, proper hydration, and good hygiene, among other essential lifestyle practices.

While the COVID-19 pandemic led to unprecedented market demand for immune health products, sales growth has moderated since the health crisis. Still, consumers are well aware of dietary supplements that claim to offer year-round immune support as well as products that purport to help address seasonal challenges.

Vitamins, minerals, herb and mushroom extracts, prebiotics and probiotics, and omega-3 fatty acids are among the core ingredients found in common immune health products.

“With health being one of the highest priorities for consumers, immunity health supplement manufacturers are choosing ingredients that would offer clinically proven benefits,” according to Fortune Business Insights’ report. “Moreover, research and development activities on immune health supplements are constantly growing to make highly effective nutritional supplements for boosting one’s immunity.”

Health Priorities

According to a 2023 report from Innova Market Insights, while immune health was the fifth most important body-related health concern for consumers, it ranked third among health issues that consumers act upon.

“In fact, nearly two-thirds of consumers say that they take action on supplements for immune health,” Innova said. “A closer look at consumer trends among supplement users reveals that 39% of survey respondents say they take supplements to boost their immunity, making this the second most important reason behind generally staying healthy. Vitamins and minerals are the top subcategory of supplements and many vitamins and minerals have their own immune benefits.”

While new product development and immune health supplement launches have tapered off somewhat, “research continues to gain better understanding of the immune system and the role of nutrition in immune health,” according to Innova. “This could ultimately drive development of new immune health ingredients or more personalized nutrition solutions in the future.”

Herbs and Fungi

Among the most recognized herbal products for immune health, Elderberry (Sambucus nigra, Viburnaceae) sales reached $236.2 million in U.S. mainstream retail outlets in 2022, and $28.9 million in natural channels, according to the American Botanical Council’s Herb Market Report.

Echinacea spp., a common herb associated with immune health support, ranked ninth among the top-selling herbal supplements in mainstream outlets in 2022, accounting for nearly $42 million in sales on 5.1% growth. Echinacea brought in an additional $9.0 million on 11.5% growth in natural channels.

Mushrooms have continued their emergence in the nutraceuticals world, capturing consumer attention due in part to their purported immune health benefits.


Fungi Perfecti, LLC, makers of Host Defense Mushrooms, offers a broad lineup of daily immune support supplements. The company recently introduced a new formulation of its popular Elderberry Plus Syrup. The only syrup in the Host Defense line of mushroom mycelium-based products, the supplement has always combined the synergistic support of mushrooms with elderberry. Previously, it included three mushroom species: Turkey Tail, Chaga, and Reishi, but now it also includes Agarikon.

“This reformulation is the result of emerging research on the immune-supporting benefits of Agarikon, a mushroom well-known for supporting a strongly engaged immune response,” the company said.

Betsy Bullman, director of sales and marketing for Fungi Perfecti, noted: “Our Elderberry syrup has been extremely popular with customers. It’s unique in the market as it combines the synergistic, immune-supporting benefits of mushroom mycelium with two forms of Black Elderberry: fruit juice concentrate and fruit extract powder … But now, with the addition of Agarikon, which is an increasingly popular choice for anyone specifically looking to support an engaged immune response, we think people are going to make this their go-to for daily support.

Elderberry Plus Syrup can be taken on its own or added to drinks, smoothies, and foods, the company noted.

Postbiotics

Alongside more well-known probiotics and prebiotics, postbiotics have been gaining attention thanks to scientific evidence supporting their immune health benefits, as well as their versatility in formulations.

Cargill’s EpiCor postbiotic was recently shown to support immune health in children ages 4-12, according to a study conducted in partnership with KGK Science and published in the journal Pediatric Research.

“EpiCor supplementation resulted in significantly lower cold/flu symptom severity and less cold/flu medication usage than Placebo demonstrating a beneficial effect on immune function in children,” the researchers concluded.

EpiCor has been previously shown to support immune health and positively modulate the gut microbiome in adult populations.

“Immune health is so important to families,” said Najla Guthrie, CEO at KGK Science. “The statistically significant positive results of this study affirm EpiCor may help support immune health in younger populations and upholds the efficacy and safety of daily EpiCor supplementation in children.”

Completed during the traditional cold and flu season (September 2022 through April 2023), 256 Canadian children ages 4-12 were enrolled in the randomized, double-blind, placebo-controlled study. The research found that a daily dose of 500 mg of EpiCor postbiotic in a gummy format offered statistically significant benefits over placebo.

Caregivers of children supplemented with EpiCor reported statistically significant reductions in cold and flu symptom severity during 84 days of supplementation compared to those taking placebo (P<0.05).

Participants supplemented with EpiCor also had lower severity scores on some of the more troublesome symptoms, including “sore throat” and “muscle aches and pains” during 84 days of supplementation compared to those receiving a placebo supplement. (P≤0.05)

Supplementation with EpiCor limited the need for traditional cold and flu medication as well. In the study, children who received placebo were nearly two times (1.7) more likely to use prescription or over-the-counter medications over the 84-day study period compared to those supplemented with EpiCor.

Other research-backed postbiotics are also finding their way into a range of product formulations. For example, IMMUSE, from Kyowa Hakko USA, Inc. is a patented strain of lactic acid bacteria, Lactococcus lactis strain Plasma (or LC-Plasma), that stimulates multiple types of immune cells for comprehensive support. The novel postbiotic has been shown to support respiratory health during the winter season, as well as promote year-round health when taken regularly.


Recently, Bobelo, a beverage company recognized for its powdered self-carbonation technology, debuted Postbiotic Immunity. Created for health-conscious individuals and wellness enthusiasts, as well as members of their whole family, this innovative beverage stick pack is formulated with vitamins C and D as well as electrolytes and IMMUSE. The product is available in Watermelon Citrus, Coconut Lime, Blue Razzz, and Sour Apple varieties.

“IMMUSE is at the cusp of innovative immune health, and its inclusion in Bobelo’s novel products is a testament to the functional versatility of this ingredient,” said Karen Todd, vice president of global brand marketing, Kyowa Hakko USA, Inc. “We are proud to offer a product that doesn’t just promise, but is evidence-based and empowers individuals to take control of their immune health in the most natural way.”

Extensive research, including 30 scientific studies and 15 human clinical trials, confirms IMMUSE as a proactive means of immune support, the company said.

“Our mission is to offer products that taste great and contribute significantly to our customers’ health,” said Stephen Colvin, founder of Bobelo. “With this delicious, self-carbonating beverage made with only natural fruits and flavors and zero sugar, supporting your immune health has never been more enjoyable.” 

---

About the Author: Sean Moloughney has been the editor of Nutraceuticals World since 2012. He can be reached at smoloughney@rodmanmedia.com.

---

Sponsored Content

How Postbiotics Support Immune Health

IMMUSE^® is the novel, award-winning postbiotic that activates your body’s natural defenses at the cellular level for year-round immune support.

Did you know nearly half of supplement consumers believe postbiotics are effective for supporting immune health? 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. In other words, prebiotics are the food probiotics need to thrive; without prebiotics, probiotics often don’t perform as well. 

While both probiotics and postbiotics provide a variety of health benefits, postbiotics are more stable, convenient, and easier to combine with other ingredients than live bacteria and yeasts.

IMMUSE^® is a cutting-edge postbiotic — the first of its kind to activate pDC cells for year-round immune support. PDCs are a type of immune cell that act as leaders of the immune system. Once activated, they recruit, stimulate, and organize other key immune cells for true, comprehensive support at the cellular level.

By supporting the immune system, IMMUSE^® also supports upper respiratory health, helps with work productivity, and stimulates our body’s natural defenses. IMMUSE^® is clinically researched and is one of the only immune health ingredients backed by 30+ research studies, including 15+ human trials.