“Consumers are seeking beverages fortified with vitamins, minerals and functional ingredients, such as vitamins A, B, C and D, magnesium, zinc and adaptogens, which are positioned to support immune function,” he says.

According to research from Innova Market Insights, Maxwell states that 30% of global consumers consider immune health to be one of their main physical health concerns, and 39% take supplements primarily to boost immunity.

“Overall, the rise of functional foods and beverages has catalyzed the market for beverages that support immune health and develop more personalized, preventative approaches for healthier and longer lives,” Maxwell adds.

Vaughn DuBow, senior director of product portfolio marketing for health and wellness at ADM, Chicago, feels that immune support is top-of-mind for consumers as they prioritize long-term wellness. He notes that many consumers are taking a proactive approach to their health and shifting toward preventative health.

“When it comes to immunity specifically, a 2025 ADM global survey found that 32% of people are actively seeking a more robust or balanced immune function, making it one of their top health priorities,” DuBow says. “In fact, 46% have changed their diet, 53% their lifestyle or exercise habits and 52% are taking vitamins or other supplements — all aimed at achieving a more robust or balanced immunity.”

These changes are driven by a desire to stay active and healthy well into later life, he shares, with immune health playing a central role in that aim.

Nirmal Nair, founder and CEO of Morgan Hill, Calif.-based Sempera Organics, states that consumers increasingly want added health benefits from the products that they already enjoy, especially in today’s busy world. Immune support is a benefit that Nair considers a great fit for an existing daily food or beverage routine.

There is no question that functional foods and beverages have redefined how consumers think of immune support, he says, noting that many consumers seek immune support via food and beverage over supplements and pills.

“At Sempera Organics, we see that as an opportunity to meet those preferences with immune-supporting mushroom extracts that are easy to formulate into great-tasting drinks,” Nair notes. “It’s all about meeting consumers where they are.”

Maria Stanieich, senior marketing manager at Kyowa Hakko USA, New York, also suggests that the pandemic was “a paradigm shift,” bringing immune health out of the cold-and-flu season conversation and into everyday wellness routines. Like many of the other experts, Stanieich says consumers are thinking more about their long-term health.

“There’s a growing expectation that foods and beverages should offer functional, tangible health benefits, and immune support is consistently at the top of the list,” she shares. “The rise of functional foods and beverages gave consumers a new way to engage with immune health and detach it from the medicinal pill fatigue that consumers are used to feeling through products they already consume daily.”

That convenience, paired with growing label literacy and demand for science-backed ingredients has made immunity a key innovation space, Stanieich states.

“At Kyowa, we’ve seen this firsthand with the momentum behind ingredients like Setria, as brands seek out clinically supported solutions that allow them to make substantiated label claims and confidently meet this new generation of health-conscious consumers,” she adds.

Growing awareness

Immune health awareness has impacted consumer purchasing decisions, experts note.

Like many experts, Maxwell states that the pandemic changed how consumers prioritize immune health, with one in five taking supplements to boost immunity solely due to the threat of viruses.

“Beyond this specific concern, however, many consumers have developed a more holistic view of immune health, understanding that the immune system is linked to other areas of health like digestion and sleep,” he says. “This more holistic view may have given rise to the explosive growth in modern functional sodas like poppi and Olipop. Immune health awareness is reshaping consumer behavior by driving demand for functional ingredients regarding their product offerings with consumers prioritizing their health and wellbeing in beverage purchases.”

Sempera’s Nair states that immune health awareness is having a major impact on consumer purchasing decisions.

“Immune health has been a top consumer priority for years — even before COVID-19 — but now consumers are much more informed and intentional about their purchases,” he says. “They’re checking labels and looking for clean ingredients that deliver real benefits backed by science.”

Nair notes that FMCG Gurus reports that 74% of shoppers say they want immune health products with ingredients they recognize and trust, and mushrooms resonate on all those levels.

“They have deep roots in traditional medicine and now, modern science has validated the immune benefits of their bioactive ingredients,” he explains. “It’s an appealing combination.”

Post-pandemic, consumers have become more label-conscious and ingredient savvy, Kyowa Hakko’s Stanieich says. This change reflects in growing preference for products that offer substantiated health benefits, she notes.

“A 2024 consumer survey by Kyowa Hakko found that 68% of respondents say immune health is more important to them than it had been two years prior, and 43% reported increasing their spending on immune-related products,” Stanieich states. “This shows that immune awareness is no longer a seasonal concern but a year-round, almost cultural driver of purchasing decisions.”

Consumer interest in immune health has affected the beverage landscape.

The beverage market is witnessing a wave of innovation, Glanbia’s Maxwell says, with companies developing new products that include added health benefits.

“Examples include enhanced waters, energy drinks, functional juices and even ‘modern sodas’ that incorporate ingredients known for their immune-boosting properties, such as ginger and antioxidants,” he shares. “The interest in immune health is reshaping consumer behavior, leading to a stronger demand for functional beverages that support overall wellness and immunity.”

ADM’s DuBow says consumers’ focus on longevity and immune health is creating a heightened demand for products perceived to support immune function, especially with beverage choices.

“With 64% of global consumers associating hydration with overall health, beverages are uniquely positioned to deliver a range of benefits — including immune function support — in convenient and accessible formats,” he explains. “This trend has given rise to innovations like stick packs with vitamin C and citrus flavors, as well as functional shots infused with ingredients like ginger, turmeric, black pepper and cayenne, which are often valued for their consumer-perceived antioxidant and anti-inflammatory properties.”

ADM expects this trend to continue as research into functional ingredients expands.

“Examples of future beverage innovations include ready-to-drink (RTD) teas with functional botanicals, sparkling drinks with pro- and postbiotics and functional blends with prebiotics — all aimed at meeting the growing demand for immune health support,” DuBow says. “As a result, we anticipate a thriving period of new product development (NPD).”

Sempera’s Nair points to data from Innova Market Insights, which shows that immune-health claims rank among the Top 4 functional claims globally, accounting for about 61% of new functional beverage introductions.

“In North America, nearly one in five new food and beverage launches feature immune-support messaging,” he adds. “That kind of momentum shows that consumers are committed to strengthening their immune health and brands are stepping up to meet that demand.”

Immune health has gained traction for many reasons, Nair says, one of which being that it is no longer just a seasonal concern — it is a year-round priority.

“We’re seeing immune support claims show up in everything from teas and functional coffees to wellness shots and sparkling waters,” he states. “As long as the ingredients are effective and the experience is enjoyable, there’s a strong market pull. That’s why we’ve focused on developing mushroom extracts that are water-dispersible, neutral in flavor and easy to formulate.”

Kyowa Hakko’s Stanieich says that interest in immune health has transitioned from a functional niche for a handful of brands to a mainstream innovation space.

“Immunity claims are increasingly being integrated into beverages that traditionally focused solely on a singular function, where that be hydration, energy or something has simple as taste,” she notes. “Manufacturers are integrating a wide range of beverage formats with immune-supporting ingredients, driven by consumer demand for everyday wellness.”

The shift is reflected in the attention that similar health-forward applications are getting, Stanieich states, with moves like PepsiCo’s $1.95 billion investment in poppi and Coca-Cola’s development of prebiotic sodas with added vitamins and minerals. She says these are “clear signals” of how major players are investing in immune-adjacent offerings.

“If you walked into one of any number of grocery stores or markets right now, the beverage aisles are filled with exponentially more functional products than they were five or six years ago — things like fortified teas, antioxidant waters, wellness shots,” Stanieich states. “And that’s because retailers are selling more of these types of products. Immune health has moved beyond the supplement aisle, where people may be spending their money a few times a year, to something they are purchasing multiple times a month.”

Immune-supporting ingredients

For beverage formulations featuring immune support, ADM’s DuBow explains formulators have a host of effective ingredients from which to choose.

“Consumers gravitate toward minerals and vitamins, like C, A, D and E, to support immune health,” he says. “Increasingly, they’re also embracing botanical and plant-based extracts that deliver both essential nutrients and on-trend ‘closer-to-nature’ appeal. Gut microbiome-supporting solutions are also gaining attention, with 74% of consumers now linking a healthy gut to stronger immunity.”

DuBow points to examples of promising biotic ingredients, including ADM and Matsutani LLC’s Fibersol, a prebiotic dietary fiber with clinical research showing it supports the growth of beneficial gut microbes. ADM’s DE111, a spore-forming prebiotic, has been shown to help support both digestive and immune health, DuBow adds.

Functional mushrooms are “natural powerhouses” packed with immune-supporting bioactive compounds, Sempera’s Nair says.

“At Sempera Organics, our Immunity Core blend features seven of the most researched mushrooms in medicinal mycology: Reishi, Turkey Tail, Shiittake, Maitake, Chaga, Royal Sun and Lion’s Mane,” he says. “Each species is rich in beta-glucans, triterpenoids, phenolics and glycoproteins — compounds shown in both preclinical and clinical studies to enhance NK cell, macrophage and T-cell activity, support both innate and adaptive immunity [and] exhibit anti-inflammatory and antiviral properties.”

What makes mushrooms especially compelling, Nair adds, is that their immune health benefits are grounded in centuries of traditional use and now validated by modern science.

“While ingredients like vitamin C and zinc are still staples in the immune health space, consumers are starting to look for more comprehensive support,” Kyowa Hakko’s Stanieich says. “Known as the ‘master antioxidant,’ glutathione plays a vital role in maintaining immune cell function and protecting the body from oxidative stress. At Kyowwa Hakko, we’ve seen growing interest in Setria Glutathione, our branded, clinically studied form of glutathione that’s been shown to help increase the body’s natural levels over time.”

Stanieich notes a six-month clinical study that demonstrated Setria increased glutathione levels in blood and tissues and even enhanced natural killer cell activity, which plays a key role in frontline immune defense.

“That’s a meaningful finding, especially as more consumers begin to understand the connection between oxidative stress, aging and immune resilience,” she explains. “Setria offers a unique, scientifically backed solutions that supports immune health that consumers can trust, as well as one that formulators can easily integrate into their products.”

Various beverage categories are more well-suited for such ingredients than others.

ADM’s DuBow suggests sparkling drinks, stick packs, RTD teas and shakes as stand-out categories within this space. He notes that biotics have found their way into such formats as well.

“It is widely recognized that 70% of the immune system resides in the gut,” DuBow says. “This connection between immune and digestive health is driving tremendous interest in gut microbiome-supporting solutions. By combining different biotics, beverage brands can create customized wellness offerings.”

As this trend grows, DuBow anticipates seeing more functional beverages pairing biotics with botanical extracts to meet evolving consumer preferences.

Sempera’s Nair shares that the company has seen success in categories like RTD wellness shots, powdered drink mixes, hydration solutions, teas and coffees.

“These formats align really well with how consumers want to consume functional ingredients that are quick, convenient and part of their daily rituals,” he says. “The key is to integrate immune support in a way that’s seamless and enjoyable. That’s where mushrooms shine. They’re versatile, effective at consistent low doses and increasingly familiar to consumers.”

Potential difficulties 

When working with immune-supporting ingredients, beverage-makers could face challenges.

Sempera’s Nair says that taste, solubility and serving size often pose difficulties. Mushrooms have traditionally been tricky on all three fronts, he notes, but that is changing.

“At Sempera, we have developed a FlavorFixed technology to smoothen the sensory experience in mushroom powders that we currently ship,” he states. “Further, we’re developing extracts specifically designed to overcome these hurdles, opening up new innovation opportunities across a wide range of beverage categories. When mushroom extracts offer clean taste, good solubility and effective low-dose servings — without compromising sensory quality — they unlock the full potential of fungi-based health benefits for mainstream food and beverage applications.”