Immunity Report 3.0: Your guide to reigniting immunity in a post-pandemic world

By:  Talking Nutrition Editors



  • Immunity remains a top health priority among today’s conscious consumers. But how people approach their immune health has changed, with consumers increasingly adopting a holistic approach that focuses on overall health and quality of life as a result of improved immunity.
  • dsm-firmenich’s Immunity Report 3.0 reveals consumers’ wellness priorities, shares expert insights and offers actionable advice to enable brands to maintain a competitive edge in the immune health dietary supplements space.
  • Read on to learn more about what immunity means in a post-pandemic world and how to elevate both consumer well-being and your brand's success.

Consumers are more invested than ever in their day-to-day health and wellbeing, particularly following the COVID-19 pandemic. At the peak of the public health emergency, consumers sought short-term ways to boost their natural defenses. Today, however, they’re no longer looking at immunity in isolation. Instead, they’re interested in supporting a range of physical and mental health factors that — when combined — build the foundation for a robust immune system. In 2022, 78% of global consumers associated poor immunity with susceptibility to long-term health problems, which is 21% more than in 2019. 1 Not only are consumers more aware of the consequences of poor immunity, but 52% are adopting a long-term approach to their health. 2

As consumers increasingly proactively manage their health and wellbeing, there are factors driving purchasing behaviors that go beyond buying for immune benefits alone. Consumers are ever more conscious of what they put in their bodies and are wary of misinformation. As many as 55% globally are concerned about hidden ingredients in products. 2 Consequently, ensuring supplements are high-quality, effective and sustainable is essential to gaining consumer trust. We are also observing an appetite for targeted formulations that address specific demographics. Prioritizing solutions that address age, gender, nutritional needs and health concerns is increasingly important to retaining relevance in a crowded market.

What are the latest immunity trends?

Immunity Report 3.0 draws on consumer insights, scientific advancements and market expertise to guide brands in developing effective dietary supplements that align with consumer preferences and support immunity. The report spotlights opportunities across four key trends:

  1. Immunity, Plus
    Consumers are choosing multi-functional supplements that offer mental and physical benefits for a holistic approach to overall wellbeing.
  2. Healthy Aging
    Health later in life is a clear priority, with consumers preferring wellness products that provide long-term benefits rather than short-term defences.
  3. Behind the Label
    Conscientious consumers are seeking ingredients with proven benefits that support their health and are environmentally sustainable too.
  4. Personalization
    Supplements must be convenient, easy-to-take and address consumers’ specific health.

In Immunity Report 3.0, we highlight actionable strategies to inspire brands to innovate trend-led, purpose-driven products that support immunity and help brands retain competitive positioning in an ever-evolving market. From refining communication strategies to formulating supplements that support specific health needs, the Immunity Report 3.0 helps you transform research into tangible real-world impact with consumer-inspired solutions.

dsm-firmenich: with you from concept to consumer

Delivering immune health solutions that fit consumers’ lifestyles takes more than ingredients – it takes a partner. At dsm-firmenich, we are passionate about bringing progress to life. We draw on our legacy of scientific expertise and dive deep into consumer insights to help you create the immunity products of tomorrow that address consumers’ health and wellness priorities today. When you partner with us, you benefit from an end-to-end partnership – powered by science-backed products, customized solutions and expert services – that can help you anticipate consumer needs, ideate with purpose and accelerate speed-to-market for the immunity solutions of the future.

Download Immunity Report 3.0 to discover the key trends currently influencing immune health and what you can do to support consumers on their journey to optimal well-being.


  1. FMCG Gurus – Evolving Trends in the Immune Health Market – Global Report, 2022 (
  2. FMCG Gurus – Top Ten Trends For 2022, January 2022 (

Published on

29 September 2023


5 min read

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