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.”