In addition to ingredients like vitamin C that many consumers already link directly to immune health, under a preventative approach to health, consumers may approach their immune health more holistically, linking their diet and lifestyle with their immune health. Indeed, consumer concern about COVID-19 is driving consumers to prioritise healthy eating, and in May 2020, 30% UK consumers agreed that eating healthily was a higher priority for them since the outbreak began³.

COVID-19 is encouraging consumers to seek products like supplements or healthcare products that act as a nutritional safety net, enabling consumers to proactively safe guarding their health. For example, in September 2020, 18% of Polish consumers expected to spend more on healthcare products in the forthcoming month5. When asked about how the COVID-19/coronavirus outbreak impacted their food and drink habits, 47% of Canadian consumers agree they take vitamins/minerals/supplements regularly now (July 2020), compared to just 27% before January 2020⁶.

Botanical ingredients often form the basis of traditional medicine systems, which are sought after by many consumers. For example, 57% of Chinese consumers, 38% of Saudi Arabian consumers and 46% of Mexican consumers somewhat agreeing that traditional medicine (eg made from natural ingredients) is an effective remedy against illness¹². 

51% of UK adults agree that plant/botanical ingredients (eg herbs, spices) can have medicinal benefits (eg treat ailments)¹³. 17% of Spanish consumers have been more interested in learning about medicinal plant ingredients since the start of COVID-19¹⁴.