Romane Maillet
Product Manager
Immune health has evolved from a seasonal concern to an essential part of everyday well-being. Consumers are adopting proactive strategies that combine healthy lifestyle habits with advanced biotic solutions, driving innovation across the supplement industry. Probiotics remain a cornerstone of this approach, supported by extensive research and clinically documented solutions, which help support the immune response across different life stages. Alongside probiotics, postbiotics are gaining recognition for their stability, formulation versatility, and proven bioactivity, offering brands additional options to deliver effective, science-backed immune support. Together, these microbiome-based strategies are shaping how immunity is supported year-round.
Market Momentum
Health-conscious consumers are increasingly informed and proactive about supporting their immune systems. They view immunity as integral to everyday wellness and recognize that maintaining and supporting immune health requires a holistic approach. Evaluating their well-being based on how they feel and their energy levels, many are embracing preventive healthcare as part of their daily routines. The top three attributes cited for sustaining a strong immune system are regular exercise, a nutritious diet, and consistent sleep patterns. Consumers consider themselves in good health when they feel physically and cognitively fit and active1.
They also believe that a healthy diet can be complemented with natural ingredients such as vitamins, minerals, botanical extracts, and pre-, pro-, and postbiotics. This trend is reflected in the expanding global immune health supplements market, which is projected to reach $27 billion in 2024, with expectations to more than double by 20322.
Consumers Are Aware of the Link Between Immune Health and Gut Health
Consumers are increasingly aware of the connection between digestive health and immune function, with 73% recognizing this link. Pre-, pro-, and postbiotics are viewed as key strategies for supporting overall well-being, and 40% of supplement users report taking probiotics specifically to support their immune system3. According to Innova Market Insights, 61% of global consumers have taken steps to support their immune health in the past year, with millennials leading the way in supplement usage 4. This shift from reactive to proactive immune care is driving innovation in product development and reshaping marketing strategies across the industry.
Immune Health Probiotic Supplements Market
The immune health probiotic supplements market was estimated at $220.1 million in 2023 and is projected to reach over $394 million by 2031. North America currently leads the global market, driven by rising health concerns and growing demand for wellness-focused products5. In 2024, newly launched probiotic immune supplements accounted for 8.5% of global immune supplement introductions6. The most common additional active ingredients in these products include vitamins (C, D3, B6, B12, B2), prebiotics, and zinc. Capsules and powder formats remain the most popular delivery forms among consumers7.
Scientific Validation and Innovation in Probiotics
The efficacy of probiotics in supporting the body’s natural defenses is well-established. Lallemand Health Solutions has developed an innovative scientific program that includes both preclinical and clinical studies to evaluate the impact of immunity-targeted probiotics for all age groups. Research has validated specific strains that help modulate the immune response and support natural defenses. One standout product is Probiokid®, a unique synbiotic formula backed by 28 published clinical studies in pediatric populations, shown to support healthy and timely immune maturation. The Lafti® L10 strain has been clinically studied for its benefits in supporting the natural defenses of athletes and students. Another notable strain, Rosell®-71, has been featured in two large clinical studies—one demonstrating its ability to promote immunity and overall health in young adults, and another showing its support for babies’ specific immune needs.
Emerging Role of Postbiotics
While probiotics continue to demonstrate health benefits for immune support, postbiotics are gaining traction among consumers. Unlike probiotics, which require viability to exert their effects, postbiotics are heat-inactivated or otherwise non-living microbial cells that retain bioactivity. Known for their stability and extended shelf life, postbiotics do not rely on product viability for efficacy. Their heat resistance makes them easy to formulate, positioning them as an ideal biotic ingredient for functional foods and beverages. The postbiotic supplements market is estimated to be valued at $10.8 million in 2024, with a projected compound annual growth rate (CAGR) of 10.9% from 2024 to 2034, reaching $30.5 million8.
Spotlight on Innovation: Immuse® — The Most Documented Postbiotic for Immune Support
One of the most compelling innovations in immune health is Immuse® a heat-inactivated Lactococcus lactis strain Plasma. Earlier this year, Lallemand Health Solutions and Kirin Holdings Company, Limited announced a strategic partnership to expand the visibility and market reach of this extensively documented postbiotic for immune support. Developed by Kirin Holdings Company, Limited, Immuse® is a clinically researched lactic acid bacteria, studied in 15 clinical trials demonstrating its efficacy in supporting immune health through a unique mechanism of action.
This postbiotic strain directly activates key immune cells known as plasmacytoid dendritic cells (pDCs), which play a central role in both innate and adaptive immune responses. Located in the gut-associated lymphoid tissue (GALT), pDCs orchestrate a broad immune response, making Immuse® a multi-targeted solution for natural defenses. Clinical research shows that Immuse® helps prepare multiple immune cell types to perform their specialized roles, offering comprehensive immune support.
This collaboration leverages the strengths of both companies to deliver advanced, science-backed immune health solutions to consumers worldwide.
Immune health is no longer a seasonal concern; it’s a daily priority. For professionals in the dietary supplement industry, this means embracing innovation, science, and market trend. With its unique mechanism of action and strong clinical backing, Immuse® exemplifies the next generation of natural, effective, and safe immune support ingredients.
Evidence-Rich, Ingredient
Key findings from clinical studies include:
- A significant reduction in cough days and sore throat severity compared to placebo [Shibata, 2016].
- A decrease in cold-like symptoms and cumulative incidence days [Suzuki, 2015].
- Enhanced immune response, including upregulation of antiviral gene expression and increased secreted IgA levels in saliva [Fujii, 2017].
- Improved exercise performance by supporting immune function in healthy athletes [Komano, 2018 and 2023].
Year-Round Immune Support with Immuse®
Immuse® is the first dietary and food ingredient shown to activate pDCs—a rare type of immune cell that acts as a leader within the immune system—providing more comprehensive immune support. This postbiotic stimulates the body’s natural defenses at the cellular level, helping the immune system respond quickly and appropriately to environmental changes.
Clinical evidence shows Immuse® supports respiratory health during the winter season and promotes overall wellness when taken regularly.
Example of Health Claims in USA with Immuse®
(36mg equivalent to 100B cells)
- Supports healthy days*
- Promotes immune health*
- Supports respiratory health*
- Stimulates your body’s natural defense system*
- Promotes exercise performance by supporting the immune system*
- Provides immune support during high intensity training*
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.
This robust body of evidence positions Immuse® as a trusted and versatile ingredient for brands looking to formulate immune-support products with substantiated claims. With its novel mechanism of action, Immuse® stands apart from traditional immune health supplements. It is available in various dosage forms, making it easy to incorporate into daily routines.
About Lallemand Health Solutions
With over 90 years of expertise, Lallemand Health Solutions is a vertically integrated global leader in the development, production, and marketing of bacteria- and yeast-based probiotic supplements for human and pet health, food applications, nutricosmetics, and CDMO markets. Our production facilities meet the highest quality standards, including Good Manufacturing Practices (GMP), and are supported by a robust research program through the Rosell Institute for Microbiome and Probiotics.
We offer our partners clinically documented probiotic strains for a wide range of health applications, including gut health, natural defenses, mental health, women’s health, skin health, oral health, sports performance, metabolism, and healthy aging. From raw powder to finished goods, Lallemand Health Solutions maintains full control and expertise to produce premium probiotics in facilities certified to the highest quality standards.
Today, we offer more than 600 probiotic formulas across over 70 countries.
Contact: healthsolutions@lallemand.com
- FMCG Gurus, Immunity Survey, 2024, 16 000 consumers interview, 20 countries
- Immune Health Supplements Market Size, Growth & Trends 2024-2032
- FMCG Gurus, Immunity Survey, 2024, 16 000 consumers interview, 20 countries
- Global immune health trends. 1 in 4 consumers think that boosting
- https://www.datamintelligence.com/research-report/immune-health-probiotic-supplements-market
- Innova, 2025. Immune system products analysis, Global countries
- Innova, 2025. Immune system probiotic products analysis, Global countries
- Futuremarketinsights, 2024. Postbiotic Supplements Market