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Emerging Ingredients Joining the Fight Against COVID-19

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Since the outbreak of the coronavirus in January, consumers have been actively searching for ways to boost their immunity to strengthen their defenses against COVID-19. Many consumers are turning to vitamins, minerals and supplements (VMS) as a way to provide additional immune support into their diets, reflected by a growing number of posts related to Coronavirus in this category.

COVID-19 Consumer Discussion On the Rise in VMS

The below graph shows the increase in consumer discussion in the VMS category surrounding COVID-19.


Source: Signals Analytics Vitamins, Minerals, & Supplements Playbook, US Data


Immune Support Beyond Vitamin C

Unsurprisingly, there has been a significant lift in consumer discussion around Vitamin C as the universal go-to for immune health. However, we’ve uncovered many other emerging solutions, in addition to Vitamin C, that are believed to help boost immunity as well, including Elderberry, Echinacea, Zinc, Garlic, and Selenium.

The word map below shows the topics that are closely associated with COVID-19 in consumer discussions.


Source: Signals Analytics Vitamins, Minerals, & Supplements Playbook, US Data


Key Opinion Leaders Sparking Interest in Emerging Solutions

Key Opinion Leaders (KOL) and publications are driving consumer awareness of these emerging ingredients. With these KOLs shining the spotlight on these new options, these trends have moved from niche to top-of-mind.


Source: Signals Analytics Vitamins, Minerals, & Supplements Playbook, US Data - Diet Doctor


Emerging Ingredients Joining the Fight Against COVID-19

This shift from niche to top-of-mind is reflected in consumer discussion levels, which is showing significant growth. The rising consumer interest surrounding these attributes creates new opportunities to consider for your own product portfolio.

Emerging ingredients discussed in the context of boosting immunity to fight coronavirus, % shows year-over-year growth, comparing March 1 to 15 in 2020 against the same period in 2019.


Source: Signals Analytics Vitamins, Minerals, & Supplements Playbook, US Data, March 1 to 15, 2020 versus March 1 to 15, 2019.


As the novel coronavirus continues to dominate the conversation, consumers are increasingly seeking VMS, food, and beverage products to boost their immune strength. Key opinion leaders are driving awareness of niche and emerging immunity solutions, as reflected in the significant lifts in consumer interest we are seeing in the platform.

Detecting Emerging Opportunities with Advanced Analytics

Advanced analytics platforms like Signals Analytics help identify these emerging opportunities by connecting multiple data sets, from consumer discussion, products, key opinion leader discussions, patents, and more for a holistic view of your ecosystem. This is critical to extracting timely and actionable insights to stay ahead of an ever-changing and competitive industry, especially during these challenging times.

See our infographic on the established, emerging, and white space topics surrounding COVID-19 and read about our methodology in extracting these insights.

Connect with us to understand how we can help you identify the potential opportunities that are emerging in your business.

Media inquiries

Chris Thatcher
5W Public Relations 646-430-5161
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