2021 Immune Support & Other Functional Claims Trends

The immune support claim has become of paramount importance to consumers due to fears of the virus, and brands have responded by creating new products featuring vitamins/ingredients including vitamins C and D, and zinc. High interest in immune support products will remain throughout and after the pandemic as consumers seek products that help prevent illness. Nutrition is important, but consumers expect products to feature clean labels and deliver on taste as well. Products that provide convenient immune support such as juice shots will increase in popularity. Gut health and immune support claims will emerge as consumers take a holistic approach to supporting their immune system.