Vitamins

Prior to the pandemic, immune support was among the top three reasons consumers purchased supplements. NBJ predicts the category will see unprecedented growth in 2020 at more than 50%. Immune ingredients generally fall in two categories—strengthening natural barriers or directly modulating biological processes underlying immune response. Probiotics, prebiotics, mushrooms, pomegranate extract, echinacea, curcumin, omega-3, olive leaf and more are among the category’s popular formulation offerings.