At least 10 years before the advent of covid-19 coronavirus, the market for immune enhancing products has increased significantly, However, the global epidemic has accelerated this growth trend to an unprecedented extent. This epidemic has changed consumers’ view of health. Diseases such as influenza and cold are no longer considered seasonal, but they always exist and are related to various diseases.

However, it is not just the threat of global disease that urges consumers to find more products that can enhance immunity. The epidemic has raised concerns about social, economic and political inequalities. How expensive and difficult it is for many people to get medical assistance. The increase of medical expenses urges consumers to take preventive measures against their own health.

Consumers are eager for a healthier lifestyle and are willing to buy immune products to provide a wider range of prevention and safety. However, they are overwhelmed by information from health associations, governments, influential people on social media and brand advertising campaigns. How can companies and brand owners overcome all kinds of interference and help consumers orient themselves in an immune environment?

Healthy lifestyle & sleep — a priority concern of consumers

A healthy lifestyle remains a priority for consumers around the world, and the definition of health is evolving. According to the “consumer health and nutrition research” report of Euromonitor International in 2021, most consumers believe that health includes more than physical health, If there is no disease, health and immunity, there is also mental health and personal well-being. With the continuous improvement of mental health awareness, consumers begin to look at health from a broader perspective and expect Brand owners will do the same. Brand owners who can integrate products and services into consumers’ lifestyles in a changing and competitive environment, More likely to remain relevant and successful.

Consumers still believe that traditional lifestyles such as full sleep, drinking water and eating fresh fruits and vegetables affect their immunity. Although many consumers rely on drugs, such as over-the-counter drugs (OTC) or scientifically developed products, such as concentrated products. The trend of consumers seeking more natural ways to maintain a healthy lifestyle is on the rise. Consumers in Europe, Asia Pacific and North America believe that daily behaviors that affect consumers’ immune health “Adequate sleep” is the first factor affecting the health of the immune system, followed by the intake of water, fresh fruits and vegetables.

Due to the cyclical connectivity of digital platforms and the continuing impact of global social and political uncertainty, 57% of global respondents said, The pressure they experience ranges from medium to extreme. As consumers continue to put sleep first to maintain a healthy lifestyle, brand owners who can provide solutions in this regard, Have unique market opportunities.

38% of consumers around the world participate in stress relief activities such as meditation and massage at least once a month. Services and products that can help consumers sleep better and sleep better can find a good response in the market. However, these products must conform to the general lifestyle of consumers, natural alternatives such as chamomile tea, meditation and breathing exercises, May be more popular than prescription drugs or sleeping pills.

Diet + nutrition = immune health

Globally, a healthy and balanced diet is considered an important aspect of a healthy lifestyle, but 65% of respondents said they were still working hard, To improve your eating habits. Consumers want to maintain and prevent diseases by ingesting the right ingredients. 50% of respondents from around the world said they get vitamins and nutrients from food rather than supplements.

Consumers are looking for organic, natural and high protein ingredients to strengthen and support their immune system. These special ingredients show that consumers pursue a more traditional and healthy lifestyle rather than relying on processed products. In recent years, due to health problems, consumers continue to doubt the use of over processed products.

In particular, more than 50% of global respondents said that natural, organic and protein were the main anxiety factors; More than 40% of respondents said they valued the gluten free, low denatured fat and low fat characteristics of the product… The second is non transgenic, low sugar, low artificial sweetener, low salt and other products.

When researchers divided health and nutrition survey data by diet type, they found that consumers prefer natural foods. From this perspective, it can be seen that consumers who adhere to flexible vegetarian / plant and high protein unprocessed diet are likely to They do this to strengthen and support their immune system.

Generally speaking, consumers who follow these three eating styles pay more attention to preventive measures and are willing to spend more money on a healthy lifestyle. Brand owners targeting high protein, flexible Vegetarians / most herbal and raw diet consumers, If consumers pay attention to clear labels and packaging and list ingredients, it may be more attractive to them, Information on nutritional values and health benefits.

Although consumers want to improve their diet, time and price are still the main factors affecting bad eating habits. The increase in the number of convenience related services, such as online meal delivery and supermarket fast food, By saving cost and time, it has caused fierce competition among consumers. Therefore, companies in this field need to focus on pure natural raw materials and continue to maintain competitive prices and convenience, To influence consumers’ buying behavior.