Immunity Supplements: More Popular Than Masks, Hand Sanitizer, and Toilet Paper

As more people turn their focus to health, immunity supplement sellers are seeing major gains.

Health supplements are hot tickets right now. The increase in health and wellness supplements were already on a steady uptick with increased societal interest in wellness. And when you add in the flu season and a pandemic, the whole market is rocking. Consumers are scouring the internet for new ways to stay healthy. And with the internet’s knack for sharing information, you’ve got a formula for a lucrative niche.

Immunity Supplements, According to the Numbers

Overall, the health supplement market is projected to hit $230.73 billion by 2027, and immune supplements are expected to make up roughly 8% of it. Recent market data and analysis from New Hope indicated that 17 out of the top 20 vitamin category sales on Amazon were related to immunity. Overall in the vitamins and dietary supplements arena, one in five of the top products was for products associated with immunity.

Another one in five in the top products on Amazon: Vitamin C supplements, which have long been associated with immunity. 

What’s more, popular immunity products outranked all other products in the health and household categories — including face masks and the highly-coveted toilet paper.

According to the Nutrition Business Journal, immunity supplement sales are expected to spike 25% or more in 2020, growing to a massive $3.3 billion in value — the highest number on record.

Overall, the global immune health supplements market is expected to grow to $29.4 billion by the end of 2027. COVID has given these expectations an excellent jumpstart, and now is the time to capitalize on this organically growing market.

COVID Changes What We Buy — and How We Buy It

Part of the current growth in immunity supplements isn’t just the product itself but also how and where it’s sold. With store shelves being wiped clean of essential products, many consumers have shifted to buying online.

To be fair, online shopping was already seeing astronomical growth before the pandemic. But as supply chain disruption started impacting brick-and-mortar shopping, digital channels saw a significant uptick in sales beyond expectations.

This is largely for two reasons:

The first is that with a novel virus, more people are wary of stepping out in public, especially if they don’t have to. Instead, they’re choosing to order essentials like food and cleaning supplies and have them delivered instead of heading to their local grocery store.

Second, shoppers aren’t limited to what’s available in their local markets. They have more retailers and more options to choose from to fill their needs instead of waiting for local stores to get restocked. We’ve come to expect minimal waits in our current age of immediacy, and this has certainly spilled over into the way people shop.

Giving Your Bottom Line Immunity

Health items like supplements have seen one of the largest percent increases in online shopping since March, according to data from the United Nations Conference on Trade and Development. The health category is second only to electronic goods. 

Though it’s anyone’s guess as to how the ongoing demand for immunity supplements will play out, the data so far tells a compelling story. If you’re looking for a sign to expand your supplement lineup, create a healthier bottom line, and take your business in an upward direction, this could be it.



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