Beauty and Health Innovations 2021: Consumers prioritize immunity-boosting products - NIQ

Beauty and Health Innovations 2021: Consumers prioritize immunity-boosting products


Beauty and Health Innovations 2021: Consumers prioritize immunity-boosting products

Sales of products that boost immunity and support health boomed during the COVID-19 pandemic and it seems this health-first consumer mindset is here to stay. Fifty-nine percent of consumers surveyed by NielsenIQ agreed that physical and mental wellness will be more important to them over the next 12 months, and 56% cited that stress management and sleep will become more important.

Service the immunity

In this time of increased focus on health and wellbeing, consumers are seeking out products that offer additional health benefits, such as vitamins and supplements, antibacterial properties added to existing formulations, or sleep aids to help with relaxation. 

To increase appeal, brands can consider how to support their customers’ mental and physical health, using both supportive outreach and layering on immune support enhancements to product lines. 


Nielsen IQ’s 2021 Health and Beauty Innovation Report, an annual compilation and celebration of innovation successes, recognizes brands that offer meaningful category innovation and are representative of key trends observed across health and beauty. Broadly, we considered new innovations that: 

  • Sell either in-store or online 
  • Represent a new brand or sub-brand 
  • Started selling in July 2020 or later 
  • Reached over $5mm in sales in their first 12 months on the market 

For online launches, we considered brands that were new to selling online and experiencing rapid growth (the analysis looks at year one sales and does not include any analysis of the long term potential​).

Little health helpers

These product innovations saw impressive in-store sales thanks to their focus on health and wellness.

P&G Crest Plus Premium

This antibacterial toothpaste accrued sales of $5.3MM in year 1 sales.

Goli Nutrition Inc.

Wonder herb Ashwagandha is said to promote relaxation and this supplement was so popular it saw year 1 sales of $41MM. 

Church & Dwight Vitafusion Powder Zinc

Zinc was in the spotlight as consumers focused on fending off illness. This potent zinc supplement made year one sales of $17.7MM.

New Mountain Capital LLC Natrol Sleep +

As sleep became a priority, this snooze-boosting supplement saw year 1 sales of $18.7MM.

Click for better wellbeing

These e-commerce supplement brands have both benefited from post-pandemic growth. 

Ritual Multivitamins

“Clean” vitamin supplements made with high quality ingredients were top of many shoppers’ lists in 2021. This brand recorded sales of $290MM – 346% growth from 2020.

Everlywell Food Sensitivity Comprehensive Test

The at-home health testing kits recorded online sales of $15.5MM in 2021 – 147% growth from the previous year.

1 NielsenIQ RMS, Product Insider, powered by Label Insight, Total US xAOC L52W ending 5/21/22; Beauty & Personal Care 

2. Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 2021​ 

Q. What areas, if any, will be more important to you over the next 12 months?​ 

Want to know more?

Schedule time with our leading industry experts for access to this report.