Demand for immunity products to be sustained long-term says SIRIO

Movement towards healthy lifestyles and preventative supplements the lasting behavioural change post COVID-19.

Europe has already seen a significant spike in the demand for immunity products across the main economies. Recent weekly data from Euromonitor show an increased purchasing of vitamin C and multivitamins by consumers, with unusual levels of stockouts present throughout Europe.

During lockdowns, production and supply chains have been fairly robust, but there have still been large stock shortages. This is surprising given that we are approaching summer, which is not traditionally a peak period for these products. Anticipating a surge, Dr Dominique Baum, Managing Director at SIRIO Europe (Ayanda), advised that the company has secured a "very large inventory of ingredients to ensure continuity of supply" for all its customers.

In addition, confinement regulations have left consumers with reduced exposure to sunlight which, in turn, has increased sales of nutraceuticals containing vitamin D or other ingredients that compensate for the lack of natural daylight.

Also proving popular among consumers are products that strengthen their respiratory and cardiovascular systems, with omega-3 fatty acids and antioxidants (that may protect against oxidative stress). The company suggests the long-term cumulative effect will be continued growth in health-boosting and immune-boosting supplements, adding a further driver to an already expanding nutraceuticals class.

“The lasting impact of the virus will see a further acceleration of an already popular product class and, in the next few years, we will likely see many new innovative immune formulations delivered via softgels and gummies. Consumers will be looking for new ways to potentially boost health and immunity with combination products, and we anticipate those products with multiple actives are likely to be increasingly popular. It’s a difficult time for society, but it could lead to further improvements with an increased consumer focus on wellbeing,” said Dr Baum.