The immunity category falls into the preventive wellness sector, which is a $4 billion market in India alone. Pandemic has changed the preventive wellness market as people across socio-economic sectors have slowly started embracing preventive health products.
The immunity-boosting market is projected to reach $347 million by 2026. The immunity category in the FMCG portfolio was just 3.9% in 2019 but grew to 13.5% in 2020. And it’s a no-brainer that this unprecedented growth in this category can be attributed to COVID-19 and the fear and anxiety associated with it.
There was an increasing consciousness and focus on preventive health in the last few years, but it became an important category and a growing concern since the COVID-19 pandemic struck the country. Some may think that this is a temporary phenomenon and may see a pass in years to come. But, the pandemic has been so long-drawn and has left an indelible fear of health in people’s lives that the immunity-boosting category will perhaps continue to grow, albeit not so steeply.