Immunity Boosting Foods: Gut Health & General Immunity Improvement
The U.S. retail market for packaged foods and beverages marketed with various claims for gut health or immunity is projected to expand at an average rate of 8.8% annually, reaching $90 billion in 2025. Sales will decelerate after the pandemic-induced boom of sales in 2020 and 2021, as the market will continue to grow from the high base of sales established in 2020 from a pandemic boost.
Scope of the Report
This report covers the scope, size, and growth of the U.S. market for packaged foods and beverages with various claims for gut health or immunity boosting. This market includes functional food and beverage products that are implicated in gut health and immunity boosting, whether through product marketing or consumer perception. Such products may feature claims regarding gut health, such as those with probiotics or prebiotics, or promoting ingredients like dietary fiber. Other products in the scope of this report have ingredients with “superfood” claims such as “high in antioxidants” or “added vitamins/minerals” that imply an ability to boost the performance of the immune system.
This report also includes numbers for historical and projected fresh produce consumption and production in pounds and historical sales of vitamins and foods and beverages that often carry gut health or immunity claims (fruit juice; kefir; sauerkraut; soup, stock, and broth; tea and kombucha; and yogurt and yogurt drinks). Additionally, the report has dozens of tables displaying numerical survey data on consumer demographics and psychographics and numerous product and marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.
This report also examines product marketing; surveys retail channel trends; and analyzes consumer trends and motivations. This report contains dozens of numerical tables and charts, as well as numerous product photographs.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.
Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers who purchase food or beverage products with a probiotic or high fiber label.
Scope of the Report
This report covers the scope, size, and growth of the U.S. market for packaged foods and beverages with various claims for gut health or immunity boosting. This market includes functional food and beverage products that are implicated in gut health and immunity boosting, whether through product marketing or consumer perception. Such products may feature claims regarding gut health, such as those with probiotics or prebiotics, or promoting ingredients like dietary fiber. Other products in the scope of this report have ingredients with “superfood” claims such as “high in antioxidants” or “added vitamins/minerals” that imply an ability to boost the performance of the immune system.
This report also includes numbers for historical and projected fresh produce consumption and production in pounds and historical sales of vitamins and foods and beverages that often carry gut health or immunity claims (fruit juice; kefir; sauerkraut; soup, stock, and broth; tea and kombucha; and yogurt and yogurt drinks). Additionally, the report has dozens of tables displaying numerical survey data on consumer demographics and psychographics and numerous product and marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.
This report also examines product marketing; surveys retail channel trends; and analyzes consumer trends and motivations. This report contains dozens of numerical tables and charts, as well as numerous product photographs.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.
Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers who purchase food or beverage products with a probiotic or high fiber label.
- Executive Summary
- Pandemic-Induced Consumer Interest in Gut Health and Immunity
- "Better-for-You" Food Trends
- Key Demographics
- Scope
- Related Reports
- COVID-19 Effects on Consumers
- Highlights
- Consumers Report Buying More Foods and Supplements to Protect Their Immune System During the Pandemic
- Table Food, Beverage, Supplement, and Vitamin Purchase Habits: "Because of the coronavirus, I am…", 2021 (percent of consumers)
- Eating Habits Are Changing
- Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating more…", 2021 (percent of consumers)
- Consumers Who Are Eating or Buying More Immune Boosting Foods or Supplements Express Greater Concerns about the Coronavirus
- Table Coronavirus Concerns: "I am concerned about the…" (percent of consumers)
- Consumers Who Report Eating or Buying More Immune Boosting Foods or Supplements Are Experiencing More Negative Personal Effects of the Pandemic
- Table Coronavirus Concerns: "The coronavirus has negatively affected my…" (percent of consumers)
- Effects on Work Are Higher Among Those Eating or Buying More Immune Boosting Foods or Supplements
- Table Coronavirus Concerns: "Because of the coronavirus, I…", 2021 (percent of consumers)
- Shopping Patterns Are Shifting, With Many Consumers Cutting Back on Spending and Shopping Less Inside Stores
- Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2021 (percent of consumers)
- Increasing Use of Convenient Food Ordering Methods Is Higher Among Those Who Are Eating or Buying More Immune Boosting Foods and Supplements
- Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2021 (percent of consumers)
- Overview and Market Trends
- Highlights
- The Connection Between Gut Health and Immunity
- Many Consumers Think Probiotics Improve or Restore Gut Health, Even If These Claims Are Not FDA-Approved
- Increasing Consumer Awareness of Prebiotics and their Connection to Wellbeing Are Leading to More Prebiotic Claims
- Dietary Fiber Has Clear FDA-Approved Claims of Health Benefits
- Interest in Gut Health Is Expanding in the Wake of the Pandemic with More People Cooking at Home
- Gluten, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers
- Vegetarians, Vegans, and Flexitarians: Plant-Based Eating, Sustainability, and Beyond
- Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
- Consumers Think Small and Medium Businesses Have More Credibility
- Drivers of Food Purchase Decisions
- More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
- Influential Labels in Food Purchasing Decisions
- Half of Consumers Say Whether a Food Is Processed Affects Purchasing Decisions
- A Majority of Consumers Want to Know Where Food Comes From
- Sustainability Is Important to Many Consumers
- Most Consumers Think Knowing Whether Food Choices Are Environmentally Sustainable Is Hard
- Health Benefits in Foods
- One-Fourth of Consumers Seek Health Benefits from Foods
- Nutrients Considered Healthy by Consumers
- Most Sought After Nutrients
- Perception of Health Differences in Products
- Market Size, Forecasts, and Historical Trends
- Highlights
- Scope
- Fresh Produce
- Table Fresh Produce Production and Consumption, 2014-2020, 2025P (billion pounds)
- Historical Sales of Selected Food Products and Vitamins
- Table Historical Retail Sales of Selected Food Products and Vitamins, 2017-2020 (billion dollars)
- The Market for Foods and Beverages with Gut Health and General Immunity Improvement Claims
- Table The Retail Market for Foods and Beverages with Immunity Boosting or Gut Health Claims, 2017-2020, 2025P (billion dollars)
- Retailing and Marketing Trends and Opportunities
- Highlights
- "Superfoods", "Functional Foods", "Immunity Boosting" Ingredients, and "Food as Medicine"
- "Better-for-You" Trends
- Clean Label Trends
- Fair Trade Foods as More Ethical Products Better for the Environment and Human Welfare
- Unrefined Sugar
- Sugar-Free/No Sugar Added Products and Alternative Sweeteners
- Low-Carb/High Protein, Keto, and Paleo Diets
- Addition of Nuts, Fruit, Seeds, and Other Ingredients for Increased Nutrition
- Vegan/Plant-Based Products Appeals to Those Looking to Eat a Plant-Forward Diet
- Organic Products
- Targeting Families with Children
- Direct-to Consumer (DTC) Marketing
- New Companies and Products with Niche Appeal May Choose DTC Channels
- Subscriptions Save Consumers Money Boost Sales
- Private Labels
- In-Store Purchasing Trends
- Retail Stores Rely More On Impulse Purchases
- Bringing Product Claims Front and Center
- Private Label Products Are a Driver of Store Traffic and Retailer Loyalty
- Some Consumers Engage in "Cleanse" and "Detox" Diets or Intermittent Fasting to Boost Immunity or Overall Health
- Notable New Product Releases
- Consumer Demographics
- Highlights
- Women Are More Likely to Buy Food Labeled as Probiotic or High Fiber
- Table Buying Food Labeled as Probiotic or High Fiber by Gender, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Gender, 2021 (percent of consumers)
- Younger Consumers Are More Likely to Buy Probiotic Foods, While Older Consumers More Often Buy High Fiber Foods
- Table Buying Food Labeled as Probiotic or High Fiber by Age Bracket, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Age Bracket, 2021 (percent of consumers)
- Food Purchase Patterns Based on Household Income
- Table Buying Food Labeled as Probiotic or High Fiber by Household Income Bracket, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Age Bracket, 2021 (percent of consumers)
- Regional Patterns
- Table Buying Food Labeled as Probiotic by U.S. Region, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by U.S. Region, 2021 (percent of consumers)
- Urban Consumers Most Likely to Be Changing Eating and Buying Behavior
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Urban, Suburban, or Rural Living, 2021 (percent of consumers)
- Educational Attainment
- Table Buying Food Labeled as Probiotic by Educational Attainment, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Educational Attainment, 2021 (percent of consumers)
- Presence of Children in the Household
- Table Buying Food Labeled as Probiotic by Parenthood and Number of Children, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Presence of Children in HH, 2021 (percent of consumers)
- Race/Ethnicity
- Table Buying Food Labeled as Probiotic by Race/Ethnicity, 2020 (percent of consumers)
- Table Buying or Eating Immunity Boosting or Healthy Food or Supplements by Race/Ethnicity, 2021 (percent of consumers)
- Plant-Forward Consumers
- Table Buying Food Labeled as Probiotic by Diet/Eating Philosophy, 2020 (percent of consumers)
- Consumer Psychographics
- Highlights
- Consumers Who Seek Out Probiotic and High Fiber Foods Are More Likely to Use Vitamin and Dietary Supplements
- Table Use of Vitamins and Dietary Supplements, 2020 (percent of consumers)
- Table Use of Vitamins and Dietary Supplements by Type, 2020 (percent of consumers)
- Food Attitudes Among Consumers Who Buy Probiotic and High Fiber Foods
- Table Food Attitudes of Consumers, 2020 (percent of consumers who agree completely with statement)
- Probiotic and High Fiber Food Buyers Show A Greater Focus on Eating and Exercising Right
- Table Health Attitudes of Consumers, 2020 (percent of consumers who agree strongly with statement)
- Grocery Shopping Activity
- Higher Spending at Food Stores Is Prevalent Among Probiotic and High Fiber Food Buyers
- Table Amount Spent at Food Stores in an Average Week by the Household, 2020 (percent of consumers)
- Consumers Who Buy Probiotic Foods Are More Likely to Shop for Groceries Online
- Probiotic and High Fiber Food Buyers Are Slightly More Likely to Use Blue Apron or HelloFresh Meal Kit Delivery Services
- Table Use of Meal Kit Delivery Services, 2020 (percent of consumers)
- Higher Spending at Food Stores Is Prevalent Among Probiotic and High Fiber Food Buyers
- Consumer Opinions on Packaging and Recycling
- Table Consumer Thoughts on Garbage and Recycling, 2021 (percent of consumers who strongly agree)
- Table Consumer Thoughts on Packaging, 2021 (percent of consumers who strongly agree)
- Table Consumers Who Especially Look Out for Sustainable or Eco-Friendly Packaging, 2021 (percent of consumers who strongly agree)
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