In recent years, immune health has catapulted to the forefront of consumers’ wellness concerns. They know that the immune system is constantly under attack, and consumers want products that go beyond simply treating or masking symptoms. They want continued immune system support throughout the year, and as a result, products that combine immune-boosting benefits with other wellness-focused solutions are seeing high levels of interest from shoppers. We reached out to category experts for insights on the current state of the immune category, emerging research to note, and a look at what’s to come as we head into 2026.
Trends & innovations in immune support
Innovation is being fueled by artificial intelligence (AI). Looking ahead to 2026, Lauren Clardy, Senior Director Branded Ingredients, Maypro, says the immune health category will continue to evolve toward personalization, sustainability, and digital integration. “AI-driven platforms and microbiome analytics will increasingly shape individualized supplement recommendations, while plant-based and vegan formulations gain further ground as consumers align health choices with ethical and environmental values. On the D2C [direct to consumer] side, subscription models and e-commerce will anchor brand growth, enabling ongoing engagement, convenience, and data-driven customization.”
While technology is fueling formulation advances, for consumers it’s the focus on natural that holds appeal, with a preference for holistic solutions. “Since the COVID pandemic, consumers are placing greater emphasis on immune resilience,” explains Jennifer Toomey, TopGum Head of NPD North America. “People today are taking more responsibility for their personal well-being and are taking a more proactive stance to strengthening their immune systems. Supporting immunity through daily supplementation and fortified foods has become a key part of many people’s routines. This is driving demand not only for natural agents such as vitamin C, vitamin D, zinc, and elderberry, but also for holistic, science-backed solutions that support gut health and stress management.”
Consumers also are looking down the road with a focus on living well into their golden years. “As we enter 2026, industry and consumers have moved beyond building resilience against common upper respiratory conditions,” says Emilie Puppinck, Senior Product Manager, Biotics with Gnosis by Lesaffre. “The immune conversation has expanded to include longevity and healthspan. When we enter our senior years, we become more susceptible to viruses such as RSV, and this underscores the importance of healthy immune function. In addition, consumers are increasingly looking for synbiotics or synergistic blends that provide a wider scope of clinically proven efficacy…In 2026, you will see more symbiotic products featuring added vitamins, minerals, and plant extracts that offer additional health benefits or amplify the benefits provided by the synbiotic. Consumers are looking for immunity support via improving the gut microbiome with related benefits like digestive support, and improved energy, sleep, and mood.”
Immunity support by way of gut microbiome improvement will be a significant trend, agrees Steven Riley, Head of Marketing, Clasado Biosciences. “The standout trend is what we might call ‘Immunity Plus,’” Riley explains. “These are products that deliver immune system benefits alongside other health outcomes, or vice versa. Given that consumers are increasingly aware of the gut-immune axis, they’re naturally drawn to solutions that support both gut and immune health simultaneously. This multifunctional approach will absolutely continue into 2026 and beyond and will likely shape the future of the nutraceutical category.”
Focusing in on the microbiome connection for immune support, says Martin Felkner, Senior Expert, Branded Ingredients, Finzelberg. “Researchers estimate that 70% to 80% of the immune system cells reside in our gut and it therefore plays a vital role in immunity and immunomodulation. The gut’s immune system is in constant interaction with the microbiome, helping shape systemic immunity and overall health. This approach aligns with emerging science and evidence that connects the gut-immune axis to systemic immune health.”
Jim Roza, CSO, Layn Natural Ingredients, doesn’t underestimate the impact of the immune-plus-gut connection and maintains that other compounds are worth making note of as well. “Heading into 2026, the convergence of immune and gut health will remain central, with greater emphasis on ingredients that deliver clinically supported, multifunctional benefits. Consumers are gravitating toward naturally derived bioactives, fermented ingredients, and postbiotic compounds that nurture the microbiome while supporting systemic wellness. Clean-label formulation, proven efficacy, and sustainable sourcing will continue to define the next wave of immune-support innovations across food, beverage, and supplement applications.”
In this space, next-generation prebiotics, probiotics, and postbiotics are showing promise in supporting immune responses via microbiome modulation. For example, notes Felkner: “A recent review in Frontiers highlighted postbiotics’ ability to influence immune markers, supporting the trend toward gut-first formulations. Similarly, systematic reviews continue to confirm the efficacy of botanicals in supporting natural defenses, which further strengthens consumer trust in plant-based, evidence-backed solutions.”
One stand-out is Saccharomyces boulardii, a beneficial probiotic yeast that has been studied for its ability to maintain and restore gut health. “Recent findings highlight its broader role in supporting systemic immune function, showcasing a unique interaction between the gut and the immune system,” says Emilie Puppinck, Senior Product Manager, Biotics with Gnosis by Lesaffre. “It strengthens the intestinal barrier by promoting tight junction protein production, which prevents toxins and pathogens from entering the bloodstream. By balancing the gut microbiota, it supports the production of beneficial metabolites that help regulate immune responses.”
For the younger generation, Beneo Institute is investing in research for products combining chicory-derived prebiotics and human milk oligosaccharide (HMO) advance toddler gut health and provide long-term benefits for digestive and immune function.
Also backed by science and gaining mass appeal: medicinal mushrooms. “Functional mushrooms have gained significant attention for their dual benefits in supporting both immune health and stress resilience,” says Clardy. “Strains like reishi (Ganoderma lucidum), turkey tail (Trametes versicolor), and cordyceps (Cordyceps militaris) are renowned for their immune-modulating properties, often attributed to bioactive compounds such as beta-glucans and polysaccharides. These compounds can stimulate immune responses, enhance T-cell and natural killer (NK) cell activity, and support mucosal immunity, particularly in the gut. Beyond immune support, these mushrooms exhibit adaptogenic qualities, helping the body adapt to stress and maintain balance.”
On the botanical side, multi-tasking options are a major draw as consumers are making immune support a daily focus and seeking supplements that can help them work toward multiple health goals simultaneously. “Single vitamins and minerals like vitamin C, vitamin D, and zinc are giving way to multi-benefit herbal formulations that target overall resilience, considering factors like stress reduction, sleep health, and inflammation support simultaneously,” explains Liz Clarke, CFS Global Marketing Manager, Akay Bioactives, part of the Oterra Group. “It’s a very exciting time for botanicals, as they are at the forefront of this shift. In fact, the top vehicle for immune health claims in U.S. supplements was herbals/botanicals in 2024, ahead of vitamins/minerals. Moreover, Nutrition Business Journal recently reported that, ‘the dominance of combination formulas is nothing short of a structural revolution within herbs and botanicals, with multi-ingredient solutions crushing sales targets in virtually every health category.’”
For the active set, immunity merges with active and sports nutrition. As Niamh Hunt, Ph.D., Senior Global Marketing Manager at Kerry Taste & Nutrition, explains of the “immunity plus” shift: “This trend is driving innovation across categories, particularly in sports and performance nutrition, where immune health was the fastest-growing claim in product launches in 2024.”
Companies invest significant amounts of capital into identifying the ingredients or products that will shepherd the next big market trend. Part of the identification process asks for understanding the consumer’s current wants and future needs in almost real time. Agnieszka Szyszkowska, Marketing Manager, Greenvit, sees the proverbial compass pointing towards plant-based options, with one standout in particular: “As demand grows for multifunctional and plant-based solutions, aronia is positioned to become one of the most sought-after botanical ingredients in the years ahead. Its regional availability, clean-label appeal, and growing scientific validation make it an ideal fit for modern functional products.”
Rich in polyphenols and anthocyanins, this “superberry” is known for its strong antioxidant and anti-inflammatory properties. And the welcome bonus: “Recent studies highlight aronia’s role not only in supporting immune resilience but also in promoting metabolic balance, including healthy glucose and lipid levels,” says Szyszkowska. “[This is] a critical factor as metabolic health becomes an increasing focus in preventive care.”
Also look to familiar ingredients like ashwagandha and curcumin within the next era of plant-based immunity solutions, Clarke advises: “Looking ahead, the trend toward multifunctional, plant-based immunity is poised to become even more deeply rooted in the consumer mindset. Immufen [the company’s proprietary ashwagandha and curcumin complex] aligns perfectly here, as a science-backed solution for helping the body stay resilient year-round, blending ancient botanical wisdom with modern clinical substantiation to meet consumer needs both today and tomorrow.”
Another standard that continues to be in high demand for immunity and more: omegas. “Today’s immune health consumers are becoming increasingly sophisticated, conducting thorough research on concentration levels, scrutinizing labels, and seeking sustainability credentials,” says Ståle Søfting, Marketing and Sales Director, GC Rieber VivoMega. “High-concentration algal omega-3s are leading this category thanks to their smaller pills and lower dosages. These products also address the demand for transparent plant-based sourcing and sustainable production. As we look ahead, we anticipate that the informed and conscious consumer will continue to shape the market, making consumer research a crucial aspect of product development and marketing strategies.”
Daily convenience is key
“Innovation is happening across formats, particularly in ready-to-drink beverages and functional foods that make daily immune support more convenient,” says Riley. “The real shift, though, is towards holistic approaches. Consumers recognize that immune health isn’t managed by supplementation alone. It also requires a foundation of healthy lifestyle choices, proper nutrition, adequate sleep, and stress management. Products that acknowledge this reality and position themselves as part of a broader wellness strategy, are resonating well with today’s health audience.”
Felkner also points to data from the Global Prebiotic Association (GPA), showing more than 30% of U.S. consumers are looking for general gut health and immune health benefits when choosing to consume foods and beverages containing prebiotics. Functional foods are continuing to conquer typical nutraceutical and dietary supplement territories and lines are increasingly blurring as more consumers understand, appreciate and integrate the benefits of health and nutrition into their daily routines. A popular example of a well-served consumer need is pre- and probiotic soda beverages, which have seen double-digit growth rates in the U.S., and there is no sign of a plateau; Rather, I’d expect to see more of these functional beverages pairing great taste with convenience and targeted, tailored health outcomes beyond hydration.”
In the supplement space, traditional capsules and tablets have given way to effervescent tablets, gummies, and powders, which offer consumers added benefits like faster absorption and greater convenience. “At TopGum, we focus on gummies because they are the ideal format for daily, long-term immune support: enjoyable to take, easy to incorporate into routines, and turn supplementation into a simple, feel-good ritual,” says Toomey. “By combining efficacy with convenience and taste, we provide a solution that people look forward to taking every day, especially during the colder months.”
Forecasting 2026 trends
In the coming months, well-informed consumers will serve as the biggest influencers in the immune health product choices that their loved ones makes. “Looking ahead to 2026, we anticipate this focus on science-backed, strain-specific probiotics will continue to evolve,” says Jordi Riera, Chief Business Officer, Kaneka Probiotics. “Pre-pandemic habits will continue to persist, with consumers proactively managing their health and looking towards solutions that not only target specific health areas like immunity, but also support more vulnerable demographics like children and the elderly.”
By 2026, knowledgeable consumers will have also expanded their understanding of how other health variables, like stress and cortisol levels, can impact their state of immunity, shares Dr. Liki von Oppen-Bezalel, Business Development Director, TriNutra. “People are becoming more aware of how chronic stress and unregulated cortisol levels can negatively impact their immune health. As a result, they will seek tailored solutions that fit their unique lifestyles. Additionally, we anticipate a rise in multifunctional products that combine ingredients for immune health with those supporting gut health, mood, focus, cognitive function, and more. As long as suppliers and brands support their products with clinical data, the immune health category should continue to expand.”
As immune support products continue to evolve and adapt to changes in consumer needs, the companies that can innovate using technology like AI and zero in on science-backed, tailored immune support solutions fueled by the latest science will resonate the most amongst consumers in 2026. WF
