Emergen-C adds ashwagandha and apple cider vinegar to portfolio

By Danielle Masterson contact

- Last updated on GMT

Getty Images / loops7
Getty Images / loops7

Related tags: immune supplements, immune support, COVID-19

In order to keep up with consumer demand for immune health, Emergen-C recently added two new extensions to the brand's botanical line of gummy and powder dietary supplements.

The brand already offers immune supporting ingredients like vitamin C, vitamin D, and probiotics and now Emergen-C has added ashwagandha and apple cider vinegar to the mix. 

Both offerings include 250 mg of vitamin C per serving, along with antioxidants zinc and manganese. The products also contain B vitamins to enhance energy and are gluten-free, caffeine-free and vegetarian. 

“Consumers are in a state of reprioritization. The pandemic has forced them to re-evaluate between chasing a seemingly never-ending grind and slowing down to focus on what matters most, including their health. Our new offerings help support and meet the needs of consumers while putting their immune health first,”​ a spokesperson for the company told NutraIngredients-USA​. 

The spokesperson added that prolonged stress can impact the immune system and reduce the body’s response to foreign invaders and that Emergen-C’s Ashwagandha powders and gummies both help reduce occasional feelings of stress. 

Top 5 ingredients for immune health 

According to a white paper by Sprim​, the healthcare consulting agency found that consumers are interested in specific ingredients, with more than half saying they have changed up the ingredients they take for immune health. The firm’s research found that vitamin C is the most sought after immune support ingredient, followed by vitamin D, vitamin B, zinc, and probiotics.

Consumers taking supplements more regularly 

Sprim noted that historically, purchasing patterns in the immune support category has been seasonal, with demand spiking during the winter months as cold and flu cases rise. “Now, as the world continues to struggle with the impacts of COVID-19, 83% of consumers say they take an immune support supplement every day and buy more when they run out. The industry is responding to this increased purchasing frequency. GSK, for example, announced that it will begin promoting its Emergen-C product year-round versus only during cold and flu season,"​ the report noted.

The category 

With the vaccine widely available​ and everyday life becoming more ‘normal’ again, the market for immune health products appears to be stabilizing. 

According to Grandview Research, the global immune health supplements market size was valued at over $55 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 11.3% from 2021 to 2028. In the US, the market is forecasted to grow 9.3% CAGR. The key factors driving market growth include the increasing prevalence of infectious diseases, diabetes, and several other disorders due to lack of immunity. 

The respiratory tract infection segment dominated the immune supplement market and accounted for the largest revenue share of nearly 37% in 2020. With the microbiome playing a key role in immunity, the gut health segment is anticipated to become the second-highest revenue contributor to the market over the forecast period.

Related topics: Markets and Trends

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