More than a full year into the global COVID-19 pandemic, the reshuffling of health markets and reshaping of consumer mindsets and priorities is starting to emerge from the fog of chaos and uncertainty. Liz Sloan and Catherine Adams Hutt have done a great job identifying and making sense of fast-emerging trends.
 
Sharp focus on immune health has been obvious, as consumers face the harsh reality of a highly infectious novel disease in their communities. Since COVID-19, consumers aged 65 and older have joined Millennials, especially those with kids, as those most likely to seek out immune-support products. 
 
Globally, vitamin C is the most popular immune-boosting supplement, along with vitamin D, B vitamins, omega-3s, and probiotics, according to October 2020 data from Euromonitor. Immune health has risen to the third most significant health concern in the U.S. and China, according to HealthFocus. 
 
A majority of U.S. consumers link probiotics and the microbiome to immune health (55%), but this still lags behind 68% globally. Immunity and mental health are among top benefits people link to gut health, according to HealthFocus. Gut health is also the number one benefit consumers are looking for in foods and beverages, and has now become a sign of overall wellness.
 
In December 2020, a Gallup poll noted that Americans’ assessment of their mental health was worse than it had been at any point in the last two decades, with the percentage of U.S. adults rating their mental health positively declining nine points from 2019. 
 
Anxiety is now the top condition U.S. consumers are trying to prevent and/or treat, according to the Hartman Group. One-quarter (25%) of consumers in 16 major countries have increased levels of anxiety since the beginning of the pandemic, according to Ipsos’ 2020 COVID-19 Poll. Half of U.S. Millennials report being more anxious, according to the Natural Marketing Institute. 
 
Perhaps a productive tool in the fight against stress and anxiety, exercise and fitness represent a broad market that has been reimagined amid gym closures and general consumers opting to workout at home. For example, Peloton sales basically doubled last year compared to 2019. 
 
Overall, the scope and range of health needs among consumers have not only shifted, they are at an all-time high. Natural products and nutraceuticals that can meet the needs of the era stand to make a meaningful difference at a critical period in public health.