Nearly four in ten consumers are more likely to buy products backed by credible data, according toa new report from Kerry, makers of Wellmune.

According to a press release, the report—compiled using data gathered before the COVID-19 pandemic—finds that the supplement market is booming. Over the past five years, global launches of vitamin and supplement products have grown at a CAGR of 13%. Shots and gummies are popular with younger consumers—gummies’ share of the market has grown by 31% since 2014—but capsule and tablet formats continue to grab the lion’s share of product launches, with 34% and 25% market shares respectively.

Wellmune, with the goal of determining how a supplement can stand out in a crowded market, surveyed over 11,000 consumers in 14 different countries. 39% said that seeing claims based on research or scientific data would make them more likely to buy a healthy lifestyle product. This number varied based on country—51% of consumers in Brazil and Thailand, for instance, agreed with the statement.
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Another sales driver: transparency. 48% of consumers in China and 50% of those in Mexico said they wanted to see the benefits explained on the packaging.

And, looking at specific segments: 34% of consumers said that they would be interested in purchasing a supplement if it supported the immune system. Immune health supplements represent the third largest segment of the global market. The research was conducted before news of the pandemic broke.

John Quilter, VP & GM at Kerry, said in the release: “The vast range of products now on offer is a sign of a healthy market, but it can leave consumers drowning in choice. With immune health at the front of everyone’s mind, we wanted to explore how manufacturers can ensure their products stand out. We found that trust is key. Whatever the format, claims backed by strong scientific evidence enhance credibility, and the consumers are more likely to be attracted to products with these benefits communicated clearly on the packaging.”

Wellmune is a proprietary beta glucan derived from a strain of baker’s yeast, supported by peer-reviewed clinical research demonstrating its efficacy in immune support.