Immunity-enhancing supplements in high demand amid the Covid-19 pandemic

Ongoing research on protective immunity against Covid-19 has not yet helped to define ways of how the public can protect themselves from the illness. Credit: Shutterstock

Covid-19 vaccine release plans are still not specified, therefore concerned consumers may seek other ways to improve their immunity or reduce the symptoms of potential illness. The evidence on how supplementation may affect the spread and course of the disease is limited. Yet, various reports show that certain vitamins and minerals can, arguably, improve one’s defence against Covid-19. Such reports elevate the demand for dietary aids such as immunity-boosting supplements, bought by shoppers seeking ways to find reassurance and hope in times of great uncertainty.

According to Globaldata’s Covid-19 tracker survey, in week one which was carried out over March 25-30, 25% of global consumers declared they are stockpiling or buying significantly more/more vitamins and supplements when asked about their current shopping habits*, just a few days after the global pandemic was announced by the World Health Organization (WHO) on 12 March. Nine weeks later, over the course of 19-24 May, the number has not changed significantly, reaching 24% this time**. These figures could translate into a steady demand for dietary supplements, which may outlast other coronavirus-related measures, such as strict social distancing or face covering.

Some brands have already started to answer these needs by creating customised immunity-boosting supplements. The private label brand, Boots in the UK, has rolled out a consumption-friendly vitamin gummy format with vitamin C and zinc labelled to support the immunity system. In the US, Amborella Organics has unveiled an “immunity entourage” lollipop- an easy on-the-go way to supplement with plant extracts of elderberry, astragalus, ginger, and cinnamon. Another example from the US is the Garden of Life CBD Probiotics capsule, positioned as a high-performance immunity aid, that incorporates the on-trend hemp-based ingredient and probiotics into a personalised supplement format.

Consumers’ health-focused attitudes are reaching their peak, calling for further customisation of new supplement launches. Supplements with underlined immunity-boosting characteristics and presence of ingredients believed to help avoid viral infections may become a staple in many households. The especially vulnerable consumer groups, such as the elderly and those with chronic pre-existing conditions, may also demand highly personalised supplement options aligned with their specific needs.

Ongoing research on protective immunity against Covid-19 has not yet helped to define ways of how the public can protect themselves from the illness, minimise the symptoms, and avoid re-infection. The lack of clear guidelines accompanied by conflicting news on vaccines, testing, and antibodies, may fuel a sense of fear and confusion among the public.  As a way of taking matters into their own hands, consumers are likely to seek comfort in preventative measures, such as supplementation, contributing to a demand for customised vitamin, mineral, and extract blends.

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