Volume 2 | August 2022

THE IMMUNITY
REPORT
Dietary Supplements Edition

SELF-EMPOWERED
CONSUMERS

360° VIEW OF
IMMUNE HEALTH

SPOTLIGHT ON
VITAMIN D
Take a fresh look at your
consumers with DSM.

We understand that today’s consumers are driven by individual

health needs and habits, especially when it comes to immune health.
The DSM Immunity Report uses data to reveal what consumers want
now – and why they want it. Because where others see products, we
see purpose.

Together, we can ensure your portfolio offers all the dietary

supplements consumers are going to need in 2022 and beyond.
The Key Trends

Self-Empowerment
Fueled by their own research and driven by a desire for control in a rapidly
changing world, consumers are taking their immune health into their own hands.
Supplement brands can empower consumers to feel confident in their purchasing
choices by leaning on strong scientific claims and sustainability credentials.

Holistic Immunity
Consumers are viewing immune health more holistically, learning about the lifestyle
factors at play like sleep and stress. Brands have an opportunity to offer natural,
nutrition-based solutions that enable consumers to manage stress levels and
improve sleep quality, supporting both the immune system and general wellbeing.

Vitamin D
New studies are shining a light on the importance of vitamin D in immune health.
Vitamin D’s growing association with immunity, coupled with high rates of deficiency
worldwide1, means consumers are in the market for wellness solutions that combine
immunity-boosting ingredients with quick-to-absorb vitamin D.

Health From the Gut

As we learn more about the complexity and importance of the gut, consumers are
coming to understand that it is more than just the digestive system. A new awareness
of the gut’s connection to immunity is driving consumers to seek out products with
multiple benefits that support health from the gut and, in turn, the immune system.

Innovative Formats
Today’s consumers need an easier way of taking immune health supplements than
swallowing pills. Enter nutrition optimization: a convenient way for consumers to
enhance regular meals with wellness ingredients. From vegan gummies to powders
and flavored drinks, brands can explore innovative formats to meet growing demand.

Personalization
Thanks to home-testing innovations, personalized healthcare is more accessible than
ever. Consumers are increasingly prioritizing products tailored to their individual
needs. Brands can respond with personalized products based on simple home tests,
as well as solutions designed for specific wellness concerns and living environments.
Executive Summary

Gone are the days when people only reached for immunity-boosting
supplements at the first signs of a cold. Today’s consumers see
immune health as a top priority for year-round wellbeing.

Between April 2021 and April 2022, 27% of global VMS

launches had an immune health claim, up from less than
20% five years ago.2

Consumers are taking ownership of their immune health,

conducting their own research into ingredients and insights. They’re
learning about the benefits of taking a holistic approach to immunity,
as well as how the immune system is affected by vitamin D levels
and the gut.

These conscientious consumers know there is no ‘one size fits all’

approach to immune health. They want solutions tailored to their
lifestyle and health needs, in easy, food-enhancing formulas for
the ultimate convenience.

Consumer needs are changing. Take a closer look at our six key
trends in immunity and discover how your business can take
advantage of this growing area of supplementation. We can help
you stay one step ahead with our proprietary insights, dynamic
innovation pipeline, third-party partnerships and expert services,
guiding you end to end, from identifying needs to satisfying
your consumers.
SELF
-EMPOWERMENT
Wellness has grown from an aspirational trend to a
mainstream interest, with 49% of consumers across
Europe now seeking solutions to sustain a healthier
lifestyle, compared to 37% in 20153. Consumers are
49%
taking ownership of their health and spending more OF CONSUMERS
ACROSS EUROPE ARE
on wellness products and services4.
NOW SEEKING SOLUTIONS
TO SUSTAIN A HEALTHIER
In a 2021 survey, 36% of global consumers said LIFESTYLE, COMPARED TO
37% IN 2015
they take more supplements than ever and
69% take them to support their
immune health5.
 47%
OF EMEA CONSUMERS
WOULD ACTIVELY SUPPORT
ENVIRONMENTALLY
RESPONSIBLE BRANDS
This desire for control is partly driven by the
world we live in. In a recent survey, 66% of
global consumers said environmental issues
adversely impact their current and future
health6. Socially conscious consumers are
searching for more eco-friendly choices – 47%
of EMEA consumers would actively support
environmentally responsible brands7.

But before they can take control of their health, consumers need
knowledge. As consumers learn more about immunity, dietary
supplement brands have an opportunity to provide the innovative,
high-quality products they desire, as well as the scientific credentials
they need to feel confident in their choice.

Opportunities for your business

What if you could work
with key opinion leaders
to develop innovative,
scientifically sound
immunity products that
meet consumer demand?
What if you could What if you partnered
validate all health with a sustainability-
claims with strong driven nutrition brand
science and advocacy committed to ending
support to reassure and global malnutrition and
empower consumers? sourcing ingredients
responsibly?
HOLISTIC
IMMUNITY
In search of a longer, healthier lifestyle,
consumers are taking a more holistic view of
immunity – and dietary supplements play a vital
role. They’re waking up to the fact that lifestyle
1/2
affects immune health; particularly sleep. In a IN A 2020 SURVEY OF
GLOBAL CONSUMERS,
2020 survey of global consumers, half said they
HALF SAID THEY WOULD
would like more solutions for achieving higher LIKE MORE SOLUTIONS
quality sleep8. It’s no wonder – high-quality sleep is FOR ACHIEVING HIGHER
essential to maintaining overall health, plus it can QUALITY SLEEP
aid post-exercise recovery, boost immunity, and
improve resilience against mental stressors.

Over-the-counter sleep aids are increasingly viewed as an

unsustainable way to combat sleep worries. This ties into the growing
trend of consumers favoring herbal and natural remedies.

33% of immunity-focused vitamin and mineral supplement

launches in the last five years have contained an herbal
ingredient9 and 63% of VMS users say natural ingredients
factor into their purchasing decision10.
 34%
OF GLOBAL
CONSUMERS SAID THEY
TAKE SUPPLEMENTS TO
HELP MANAGE STRESS
Consumers are looking for easy, effective
solutions to take care of their physical, mental
and emotional wellness: in a 2022 survey, 65% of
global consumers said they worry about stress
and 34% said they take supplements to help
manage it11.

Stressful lifestyles require consistent energy levels, so products

designed to maintain immune health and energy levels will grow in
popularity. Now’s the time for brands to explore immunity-boosting
supplements that could speed recovery, replenish nutrients and
recharge energy levels.

Opportunities for your business

What if you used plant-
based ingredients to
create a supplement that
has both immunity and
sleep wellness claims?
What if you introduced What if you could
consumers to new, deliver new combinations
natural ingredients that of ingredients with
support immunity and confidence, knowing
fight the effects they were backed by
of stress? proven claims?
VITAMIN D
Vitamin D is having its day in the sun. Last year,
42% of VMS launches with immunity function
contained vitamin D – up from 33% in 201712 – and
62% of consumers worldwide now associate vitamin
62%
D with boosting immunity13. While vitamin C and zinc OF CONSUMERS
WORLDWIDE
have long been associated with improving immune
NOW ASSOCIATE
response, studies show that vitamin D is also VITAMIN D WITH
important – and global deficiency rates are high. BOOSTING IMMUNITY

It’s estimated that 88% of the world’s

population have suboptimal vitamin D
levels14. As most of our vitamin D comes from
the sun, people who have little or no sunlight
exposure risk developing a deficiency15.
 Low levels of vitamin D can take a long time to restore, leaving those
who are deficient more vulnerable to infection16. Restoring vitamin D
through supplementation can take weeks or even months – unless it’s
taken in a faster acting format. Brands innovating with vitamin D can
combine with other immunity-enhancing vitamins and minerals, like
zinc, vitamin C, B6 and B12, or even herbs, to make their product more
appealing to consumers.

Opportunities for your business

What if you offered a
product clinically proven
to boost vitamin D
levels three times faster,
restoring levels in days or
weeks, not months?
What if you combined What if you could launch
the effects of vitamin D new products that are
with botanicals to developed using scientific
help stressed research on vitamin D’s
consumers support role in immunity?
their immune system?
HEALTH FROM
THE GUT
Recent studies show that gut microbiome can affect
the body’s response to infection17 and consumers
3/4
are taking note – almost three quarters of those OF THOSE ASKED IN A
asked in a recent survey said they see gut health as RECENT SURVEY SAID
THEY SEE GUT HEALTH
more than just the digestive system18. AS MORE THAN JUST
THE DIGESTIVE SYSTEM

In a 2021 survey, people who take probiotics

were asked to list their reasons for doing so –
65% listed gastrointestinal support, 53% listed
general health and 48% listed immune health19.
 70%
THE GUT IS HOME TO 70%
OF THE IMMUNE SYSTEM
In the last five years, launches of food and
drink and VMS with a combination of probiotic
and immune-system claims have grown20 – but
it’s not all about probiotics. There are also
prebiotics, like Human Milk Oligosaccharides
(HMO), which can enhance healthy gut bacteria21,
and postbiotics – a relatively new area of
research. Postbiotics have similar benefits to
probiotics but are not living microorganisms,
which makes it easier to conserve and deliver
their health benefits to consumers22.

The gut is home to 70% of the immune system23. This connection will be
of great interest to consumers looking beyond probiotics to take care
of their general health and, more specifically, their immune health.

Opportunities for your business

What if you offered What if you What if you could

supplements that support could substantiate access next-generation
microbiota balance and immunity and healthy ingredients to provide
diversity as well as the gut claims with leading combined immunity and
immune system? scientific research? healthy gut solutions
beyond probiotics?
INNOVATIVE
FORMATS
25%
Last year’s pill fatigue trend, covered in our 2021
immunity report, has evolved into a focus on
nutrition optimization. Today’s consumers are
looking for simple ways to incorporate immune
OF CONSUMERS ASKED
health benefits into their daily routine – and what IN 2022 SAY THEY WANT
could be simpler than adding them to everyday IMMUNITY-BOOSTING
meals? 25% of consumers asked in 2022 say they BENEFITS FROM
THEIR FOOD, DRINK
want immunity-boosting benefits from their food, OR NUTRIENTS
drink or nutrients24.

There is clearly a big appetite for health benefits added to

food and drink products. In March 2022, global consumers
were asked which, if any, fortified products they choose -
38% said cereal, 32% said drinks, 37% said milk, 45% said
yogurt and 27% said rice25.
 This gives brands an opportunity to educate consumers, introducing
them to the plethora of innovative, easy-on-the-palette immunity
formulas that are currently being developed. From vegan multivitamin
gummies and food-enhancing sprinkles to collagen peptides delivered
as flavored drinks, it’s easier than ever for consumers to optimize their
favorite meals and drinks.

Opportunities
for your business

What if you could offer
immune-health solutions
designed to work with
your consumers’
daily routines?
What if you could What if you worked
partner with leading with product experts to
nutrition experts to create digital resources,
bring innovative formats educating consumers
to market? about nutrition’s role
in immunity?
PERSONALIZATION
Immunity gets personal, as consumers look for
health solutions tailored to their individual needs.
It’s now possible to send off blood samples to check
health indicators; saliva samples for genetic testing;
88%
and stool samples for microbiome analysis. OF CONSUMERS
PRIORITISE
PERSONALIZATION
NOW AS MUCH OR
While privacy can be a concern, consumers
MORE THAN THEY DID
seem willing to trade it for personalization – in THREE YEARS AGO
the UK, US and Germany, over 88% of consumers
prioritize personalization now as much or more
than they did three years ago26.

Sophisticated offerings will be supported by our future

health-data-rich environment, with collective data set to reveal
new possibilities for medicine27.
 Tailored nutrition isn’t all about personal assessment and high-tech
solutions. It can be smartly cost-effective, like offering a vitamin
supplement that restores low levels quickly, tailored to those with
extreme deficiency.

Personalized nutrition is a diverse and evolving area, with the potential

to help consumers address their immune health needs today – and
prepare for tomorrow.

Opportunities for your business

What if you launched What if you What if you used

branded, personalized
nutrition products
that are commercially
validated in market?
provided personalized consumer data and
immunity solutions for scientific research
consumers based on a to offer products tailored
simple home test? to consumers’ ever-
changing needs?
We’re with you, from
concept to consumer.

Purpose drives everything we do at DSM.

We delve deeper into consumer insights to
understand what supplement users
will want next.

When you partner with us, you’ll benefit from our

scientific research and insider knowledge of trends,
market opportunities and formulations. Our wealth of
expertise can help you launch innovative solutions
that answer consumer needs, stand out in an
ever-expanding market and fit seamlessly
into consumers’ lives.

Our end-to-end services enable you to reach

more consumers with products they care about,
addressing their most important health ambitions.

If you want to reach consumers faster,

our premix and market-ready solutions
are here to give you the advantage.

From R&D to marketing and

regulation, we’ll support you
every step of the way.
Ready to innovate
immune health with DSM?

Get started today at partnerwithdsm.com

Hilger et al.: A systematic review of vitamin D status in populations worldwide. Br J
1

Nutr., vol. 111, pg. 23-45, 2014

2
Mintel Food and Drink, The Future of Vitamins, Minerals and Supplements, 2022
3
GFK: Health, Hygiene and Wellbeing Report, 2021
4
McKinsey: Feeling good: The future of the $1.5 trillion wellness market, April 2021
5
DSM: Global Consumer Immunity Panel, March 2022
6
NielsenIQ: Global Health & Wellness Study of 17 Markets, September 2021

Adobe: Getting eCommerce Right in the 2020s, 2022

7

8
McKinsey: Feeling good: The Future of the $1.5 Trillion Wellness Market, 2021
9
Mintel Global New Products Database (GNPD) February 2017 - January 2022
10
Influence Central: Consumer Insight Panel, 2021
11
DSM: Global Consumer Immunity Panel March, 2022
12
Mintel Global New Products Database (GNPD) February 2017 - January 2022
13
DSM: Global Consumer Immunity Panel, March 2022

Hilger et al.: A systematic review of vitamin D status in populations worldwide. Br J

14

Nutr., vol. 111, pg. 23-45, 2014

15
www.nhs.uk/vitamin-d

Bilezikian et al.: Mechanisms in endocrinology: vitamin D and COVID-19, European

16

Journal of Endocrinology, vol. 183, pg. R133-R147, 2020

17
Frontiers in Nutrition: Viral Infections, the Microbiome, and Probiotics, 2021

Natural Market Insights: Supplements/OTC/Rx Consumer Trends & Insights Report,

18

9th Edition, 2021

19
Council for Responsible Nutrition: Consumer Survey on Dietary Supplements, 2021
20
Mintel Global New Products Database (GNPD) February 2017 - January 2022

Elison et al: Oral supplementation of healthy adults with 2'-O-fucosyllactose and

21

lacto-N-neotetraose is well tolerated and shifts the intestinal microbiota, British

Journal of Nutrition, vol. 116, pg. 1356-1368, 2016
22
Mintel Reports China, Gut Health Management, 2021
23
UCLA Health: If you want to boost immunity, look to the gut, 2021
24
IFIC: Food and Health Survey, 2022
25
DSM: Global Consumer Immunity Panel, March 2022
26
McKinsey: Feeling good: The future of the $1.5 trillion wellness market, 2021
27
Deloitte: Global Health Care Outlook, 2022