Immunity continues to be one of the largest dietary supplement categories globally and in the CEE region. This is no surprise, as only around half of European consumers in 2024 are satisfied with their immune health, a notable drop from 62% in 2022 (FMCG Gurus).
Key points:
- immune health dietary supplement category has seen high growth in several CEE countries from 2023 to 2024 (for example, 6,7% in Ukraine and 7,0% in Romania) (Euromonitor International)
- in some CEE countries, such as Czech Republic and Romania, immune health represents the largest share of the dietary supplement market (Euromonitor International)
- 46% of Polish consumers have taken nutritional supplements to address their immune health in the past year (FMCG Gurus)
- 25% of Europeans are willing to pay a premium for immunity products with scientific evidence on packaging to support health claims (FMCG Gurus)
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