A consumer study conducted by the International Nut and Dried Fruit Council (INC) identified that by 2024 the market size for products that boost energy is projected to grow 50% and digestive-health supporting products are expected to grow 32%. 

With many people concerned over the COVID-19 pandemic, consumer focus on a healthy diet will likely deepen, the council predicts. Already the trend research showed that companies are increasingly expanding into this market and this trend is expected to only grow in a post-COVID-19 world. 

In North America, more than one-third of vitamin and mineral products advertise an immune supportive claim, and in the Asia-Pacific region, nearly half of the vitamin and mineral products released within the last year promote an immune supportive claim.