Immunity-boosting products have gained serious momentum in recent years. But these products are held to an extremely high standard by health-focused consumers, many of which read product labels like never before.
“People aren’t looking for quick fixes; they want long-term ways to support their well-being and maintain a high quality of life,” said Gigi Kwok-Hinsley, who works in nutrition research for Amway. “That’s why immunity-supporting foods and beverages continue to be a hot topic.”
Kwok-Hinsley has noticed that many consumers are savvier than ever when researching products that promise to improve health. Most of these shoppers know there’s no “magic ingredient” that can boost immunity, the Doctor of Public Health noted, and that “no food or beverage can single-handedly supercharge your immune system. But they can support overall immune health.”
As a result, food and beverage companies are getting creative in how they deliver immune-supporting products. Retailers and direct-to-consumer brands now offer everything from nutrient-dense wellness shots to high-fiber, on-the-go oatmeal, and vitamin-packed smoothies.
Such health products are in high demand in an era where many adults live a fast-paced, high-stress existence. The global immunity-boosting food products market was valued at $24.9 billion in 2023 and is expected to grow at a CAGR of 9% through 2028, according to Research and Markets.
“When you have constant stress on your body, your immune system becomes compromised,” noted Ian Kowalchuk, a food scientist and product development specialist at Plexus Worldwide.
“The best way to stay ahead of getting sick is to consume or purchase immune-boosting products.”
The Key to Preventative Wellness?
Instead of relying on supplements, many consumers are turning to functional foods and beverages and integrating them into their daily routine.
“People are starting to prioritize preventative wellness over reactive health solutions,” said Katie Sarna, CEO of Santa Cruz Fungi. “The growing ‘food as medicine’ movement is driving shoppers to seek out real ingredients with tangible health benefits, favoring whole foods over synthetic junk.”
In 2025, the following immunity-boosting foods and products are popular among health-conscious consumers:
- Foods rich in probiotics (i.e. yogurt, kefir, and miso)
- Mushrooms (cordyceps, chaga, and lion’s mane)
- Leafy vegetables (sprouts, spinach, and kale)
- Citrus fruits (lemons, limes, and oranges)
- Healthy fats (i.e. chia seeds, flax seeds, and walnuts)
- Antioxidant-rich botanicals
Brands are increasingly producing products like the recently launched Kimchi Shot by Vadasz – items that aim to improve gut health, for example.
“Modern food production processes strip many essential nutrients and vitamins from our food, meaning we don’t get as much as we need,” said Dr. Daryl Gioffre, a certified nutritionist and gut-health specialist. “Additionally, chronic stress and the release of cortisol weakens our immune system response. … This is why we frequently find ourselves needing to ‘boost’ it to maintain balance and resilience.”
Marketing Immunity-boosting Products
When advertising an immunity-boosting product, brands need to use messaging that’s relatable. They also need to show that the product offers proven benefits to users.
It helps to note that a product is the result of extensive research and clinical trials, experts said. Brands need to make sure their claims are clear and within regulatory guidelines.
“Transparency in sourcing and quality is more important than ever,” Sarna said. “Consumers want to know the ‘who, what, why’ and exactly where their ingredients come from, how they’re sourced, and the standards behind them.
“The brands that prioritize traceable, high-quality ingredients … are going to ‘win’ and earn greater trust and loyalty.”
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