The COVID-19 pandemic has plagued the world for a full year now, creating various challenges for almost every industry but in its wake it has also left a sea of new opportunities. Since March 2020 we have witnessed a surge in consumer demand for healthier food and beverage products and in particular for those with immunity boosting claims.

According to a survey of 23,000 consumers across the globe conducted by FMCG Gurus, 72% of consumers are now making conscious decisions to purchase healthier food and beverage products. In 2020 there were 4,450 new product launches globally with immunity boosting claims.

As a result of individuals questioning their immunity and vulnerability to disease, consumers are taking a more proactive approach towards their diets and lifestyles in order to maximize their health and strengthen their immune systems. This is a deep psychological consumer shift which is likely to persist well into the future. Brands which can adapt and ride these new waves of consumer demand will capitalize on growth opportunities in a post-COVID era.

“In 2020 there were 4,450 new products launched with Immunity Boosting claims.”


In response to these market dynamics FSL and Medibel have co-developed a range of no-sugar added Immunity boosting juices which are tailor made to the taste profiles of the GCC region. The VitaHealth range of juices contain natural ingredients such as Ginger, Turmeric, Ginseng, Vitamin B and Ashwagandha which provide a healthy boost to the immune system and a wide range of other health benefits.

However, taste will always be a key motivator for repeat purchases and these juice blends are carefully designed to suit the local taste profiles of GCC consumers offering delicious and refreshing new taste and flavor profiles. Combined with a daily dose of healthy ingredients in a single serving, this new range of juices adds value to the consumer and can hence command a premium on the shelves. When it comes to their immune systems and health, we can safely estimate that a large majority of consumers would be willing to spend a little extra.



Source: Innova Market Insights