Welcome to part two of our three-part series on what drives consumers to purchase and consume health & wellness products. Our first post looked at the top driver of overall health. Today we’ll look at the number two most popular consumer driver: promoting immunity.
Driver #2 Promoting Immunity
“Consumers in the U.S. are becoming aware of the link between digestive and immune health, but there is a long way to go before the link is common knowledge,” says Mike Bush, vice president of business development at Ganeden Biotech.
A study by the International Food Information Council found that 72% of consumers were aware of the health benefit pairing of probiotics and digestive health (up from 58% in 2007) and 71% were aware of the connection between probiotics and maintaining a healthy immune system (up from 54% in 2007).
Up Next: Driver #3 Increased Energy
Read about Driver #1 Overall Health