Defense and Immunity

by Eric Munson | September 2, 2025

Immune support has shifted to a year-round concern.

While immune health is typically associated with the cold and flu seasons, it can also refer to autoimmune conditions as it’s part of the body’s checks and balances system for health.

According to Dr. Serena Goldstein, a naturopathic doctor based in Delray Beach, FL, it can help discern which foreign molecules, ranging from food to pathogens, are part of us and not.

“If the body discerns something isn’t good for us, then the different cells as part of the immune system mobilize so they can each do their part in hopefully eliminating what’s harmful, whether it’s through trips to the bathroom, emesis, mucus (i.e. spitting up, blowing one’s nose), or even being able to sweat stuff out,” she said. “However, factors such as hormone imbalances, stress and poor sleep, for example, can affect the way the immune system can run sufficiently.”

“When the immune system is strong and balanced, it can respond quickly to threats, recover faster from illness, and help prevent chronic inflammation, which is linked to diseases like heart disease, diabetes and autoimmune conditions,” added Jennifer Campbell, education scientist at Life Extension (Fort Lauderdale, FL). “Supporting immune health through proper nutrition, sleep, exercise and stress management helps ensure the body’s natural defenses function efficiently and effectively.”

The Basics of Immune Health

According to Global Market Insights (GMI), the global immune health market was valued at $25.3 billion in 2023 and is estimated to grow at a compound annual growth rate (CAGR) of 9.8 percent from 2024 to 2032.

Immune health supplements are fortified with a wide range of vitamins, minerals and medicinal herbs, which can help the body repair damaged cells, reduce the severity of illness and maintain optimum health, according to the report.

“Your immune system is basically your body’s defense network—it’s what helps you fight off infections, manage inflammation and bounce back from the daily stress we all put on our bodies. Supporting it isn’t just about ‘not getting sick.’ It’s about helping your body stay resilient overall—from how you heal from a cut to how well you respond to vaccines,” explained Dr. Brian Greenberg, an immunologist, allergist and Nutrition Board Advisory Member at California-based 1MD Nutrition.

Cheryl Myers, chief of scientific affairs and education at EuroMedica (Green Bay, WI) said everybody wants relief from immune-related symptoms whether it’s the flu, seasonal allergies or chronic sinusitis. Since the pandemic, people are more aware than ever of the connections between immune response, systematic inflammation and cognitive and emotional well-being.

“Inflammatory cytokines that can’t be regulated properly by an immune response can lead to long-term issues that go far beyond a cough or runny nose,” Myers said. “So, addressing immune threats and responding to them with natural medicines will not only stop symptoms and reduce illness duration—but also have effects that reverberate well past any initial illness.”

According to Daina Parent, ND, clinical educator at Standard Process (Palmyra, WI), immune support refers to the actions, nutrients, compounds, whole foods and strategies that help maintain, strengthen and balance the body’s immune system.

“However, patients and clinicians often view immune support differently,” Dr. Parent said. “While patients commonly associate it with short-term illness, health care practitioners recognize the immune system is always active and should be capable of mounting a balanced response. This underscores the importance of immune support not only for immediate concerns, but also in the context of long-term illness and overall health.”

According to Pam Conboy, health care practitioner education & support at New York-based Omni-Biotic Brands, a properly functioning immune system is the body’s primary defense against infection, disease and cellular dysfunction.

Conboy added that approximately 80 percent of the human immune system is located in the gut (gut associated lymphoid tissue or GALT) so it is important to ensure a diverse and robust gut microbiome directly supports proper immune function. Immune-targeted probiotic formulations can play a role in microbiome function and immune resilience.

“Immune response deters pathogens (bacteria, viruses, fungi), identifies and eliminates abnormal cells, and contributes to tissue repair and overall homeostasis. Immune health is also influences mental health (gut-brain access, neuroinflammation) and other gut-associated systems,” she said.

For Patients and Clients

According to Dr. Goldstein, patients are looking for ways to address their immune health concerns and how they can take preventative measures to other issues.

“While there is a preference for more natural medicine, especially depending on the severity, conventional medicine may offer some solutions depending on the person’s concerns,” she explained.

Dr. Greenberg added, “Since COVID, I’ve noticed people are a lot more proactive. They ask better questions, they read labels, they want products that are clean and backed by science. And they’re not just looking for something to “boost immunity”—that term is kind of outdated. They want things that also support gut health, help manage stress, and contribute to overall longevity, not just single-purpose remedies.”

According to Myers, patients are looking for several different things for their immune health. First, if they have a cold, flu or infection, they want symptoms relief so they can feel better faster.

“But on a longer-term scale, they want to prevent getting sick to begin with, especially if they are prone to respiratory illnesses or intensive allergies. So being able to recommend natural medicines that perform both functions is the ideal choice,” she said.

Campbell said consumers and patients are seeking products that are effective, convenient and backed by science. They are prioritizing clinically studied ingredients such as vitamin D, zinc and probiotics, and prefer clean label, natural formulations with minimal additives.

“Convenient delivery formats such as gummies, powders or capsules are favored, especially when they offer multi-functional benefits like stress or gut support,” she said. “There’s also a growing demand for holistic, preventive approaches that promote long-term wellness. Above all, consumers value transparency, education and trust in brands that offer scientifically credible products.”

Patients are seeking a daily immune support product that delivers immune-associated nutrients such as zinc and vitamin C along with whole food extracts that provided broader immune health benefits, according to Dr. Parent.

“This includes immune-supportive mushrooms like turkey tail and maitake, which are valued for their immune-modulating properties, primarily attributed to their content of beta-glucans and polysaccharide-protein complexes,” she said. “Patients want a research-supported product they can confidently take year-round to strengthen their immune defenses and respiratory health, especially during seasonal challenges.”

“As with all things consumer: verifiable quality and user-friendliness with tangible efficacy (lower propensity for catching a virus, reduction in allergic symptoms, etc.) all within a practical, cost-effective price point,” Conboy added.

Products and Ingredients

There are numerous supplements available for practitioners to recommend to their patients.

Life Extension offers a range of science-backed immune support products such as Black Elderberry + Vitamin C, Immune Packs with Vitamin C, D, Zinc & Probiotic, Immune Senescence Protection Formula and N-Acetyl-L-Cysteine (NAC).

Standard Process designed its Epimune Complex to help activate and balance healthy immune system response function through clinically tested ingredients.

“Epimune Complex leverages the power of whole food extracts, including turkey tail, maitake mushrooms, acerola and EpiCor dried yeast fermentate along with other immune-supportive ingredients,” Dr. Parent explained.

One of EuroMedica’s many immune health products is Sinutol Extra Strength, which features a blend of eucalyptus, myrtle and lemon oils that can help clear bronchial airways and sinus passages.

According to Myers, eucalyptus is one of the most well-known plant oils for clearing sinuses. It contains 1,8 cineole, alpha pinene and limonene, which are all compounds with strong anti-inflammatory abilities. Sinutol uses leaf and stem oil from Eucalyptus radiata.

“It thins mucus for more efficient sinus clearing and is a natural antibacterial and antiviral to treat sinus infections. Many studies on eucalyptus oil and its key compounds show it not only reduces inflammation and destroys pathogens, it also helps to strengthen the immune system so it can respond more quickly to infections,” Myers explained.

The formula also contains myrtle (Myrtus communis) oil that has been studied and sold in Europe for more than 75 years. Like eucalyptus, myrtle also has antibacterial and anti-inflammatory properties and also contains 1,8 cineole that stimulates cilia in the sinus cavities to move mucus along more quickly and help relieve congestion, Myers explained.

“For even more sinus-clearing power (the ‘extra strength’ aspect of Sinutol Extra Strength) we include lemon (Citrus limon) zest oil, which provides noticeable benefits, and is another nutrient to help keep the immune system working properly. Plus, our soft gels are enteric coated to ensure patients only experience sinus relief, and not any gastrointestinal discomfort,” Myers said.

Omni-Biotic Logic offers an immune targeted blend of dietary fibers and vitamins to support the metabolic needs of the GALT, according to Conboy.

ImmunityMD from 1MD Nutrition was designed to support multiple parts of the immune system at once including antioxidant support, inflammatory balance and gut health in a single, daily formula.

“It’s not a quick fix. It’s about keeping your system prepared all year. And because so much of your immune system lives in the gut, combining probiotics with key vitamins and amino acids was very intentional,” Dr. Greenberg said.

The Post Pandemic Era

The immune health category has seen substantial growth in recent years with sales growing drastically during the COVID pandemic years. According to Nutrition Business Journal (NBJ), sales of immune support dietary supplements totaled $3.4 billion in 2019. By the end of 2020, sales jumped to $6 billion. Other market research suggests the demand for immune support supplements has grown by double digits since 2020 and continues growing at a strong trajectory.

“The immune health category of supplements experienced dramatic changes during and after 2020, when immune health emerged as a trending topic and became one of the primary drivers for supplement purchases,” said Dr. Parent.

“What began as a surge in demand has evolved into a more sustained interest, as consumers increasingly prioritize year-round immune system support as part of their overall wellness routines. Rather than reacting to seasonal challenges, individuals are now proactively seeking ways to maintain immune resilience through daily supplementation,” Campbell added.

Campbell added this shift has driven innovation across the industry with continued interest in foundational nutrients such as zinc, vitamin C and vitamin D, and growing interest in emerging ingredients such as mushrooms, biotics and herbs.

“I think COVID-19 and the many issues that have surrounded this has brought up what it takes for us to have a healthy immune system, such as being outdoors, socializing, a more healthful diet, hydration, movement and looking at all aspects of health (i.e. physical, mental, emotional) to realize that prevention in one aspect of health, can greatly benefit—and act as prevention, for many other health concerns,” Dr. Goldstein said.

Myers said the arrival of COVID-19 brought natural products and their immune strengthening effects into the spotlight. During the height of the pandemic, there was a surge in interest in EuroMedica’s line of immune health supplements.

“And correspondingly, there was a flurry of research that revealed how many botanicals, minerals or other nutrients can mitigate the effects of COVID-19 or potentially prevent the virus from taking hold in the first place,” she explained.

According to Dr. Greenberg, COVID turned immune health into a year-round priority. People started realizing how sleep, stress and diet impacted immune function.

“Consumers are leaning into the concept that more natural approaches to immune support are far superior than reactive interventions including pharmaceuticals. The COVID pandemic also heightened awareness around, and interest in, preventative wellness measures beyond flu season,” Conboy said.

Natural Remedies and Lifestyle Changes

To help keep your immune system strong, it is important to focus on a few key lifestyle habits.

According to Myers, it is important remember that lifestyle measures have a major impact on immune health so good diet and sensible exercise really matter.

“It’s not that a person won’t catch a virus or bacterial infection if they eat healthy meals, but I’m willing to bet that their symptoms won’t typically be as severe, and their bout of illness won’t last as long,” Myers said. “Also, because there is so much information out there regarding supplements, I think it’s key for naturopaths to share their knowledge and experience to help guide patients to the nutrients that work best for stopping colds, flus and other illnesses.”

Campbell recommended eating a balanced diet rich in fruits, vegetables, lean proteins and whole grain, which provide essential nutrients for immune function. She also recommended regular physical activity such as walking, weight training or yoga, which also support immune health and overall well-being.

“Prioritizing quality sleep, practicing good hygiene, and scheduling annual check-ups with your healthcare provider are all important foundations for staying well,” Campbell said. “For those looking to go a step further, adding immune-supporting supplements to your daily routine can offer additional support.”

Dr. Greenberg said the basics such as good sleep, nutrient-dense food, regular movement and managing stress are always important.

“I’m a big fan of simple breathing exercises or meditation because calming the nervous system directly helps the immune system. On the supplement side, vitamin D, zinc and probiotics are always at the top of my list, and adaptogens like astragalus or reishi have a long track record and solid data behind them,” he said.

For optimal immune support, Dr. Parent encouraged patients to consume immune-supportive nutrients as they are packaged within the whole food matrix—a concept that “encompasses the complex synergy between macronutrients, vitamins, minerals, phytochemicals and other bioactive compounds.” For example, acerola berry is a superfruit that is one of the richest plant-based sources of vitamin C providing both the vitamin and supportive cofactors that enhance bioavailability and function.

“In addition to whole-food nutrition, encourage daily movement and adequate hydration to promote lymphatic circulation and restore cellular vitality. Allow extra sleep and rest to aid in convalescence and promote immune cell regeneration,” she explained.

For natural remedies, Dr. Goldstein suggests vitamin C, magnesium, fish oil, curcumin, a mushroom blend, a methylated B complex and vitamin D, adding that people should get their vitamin D levels tested first. She also recommends consulting with a more integrative practitioner to help navigate herb, drug and nutrient interactions and choose additional supplements based on specific concerns.

“In regards to lifestyle, I recommend getting to sleep before 11 p.m. (as that’s ideally when melatonin, our most potent endogenous antioxidant, is mostly made) to help avoid a second wind, ample hydration (i.e. at least half your body weight in ounces of water, more if it’s warmer, or if you’re more active), socializing in person, taking part in activities you enjoy, different types of movement (i.e. walking, weight lifting), a diet plentiful in whole foods and chewing food thoroughly, and getting outdoors,” Dr. Goldstein explained.

“Consistency is really what makes the difference. No single supplement or one-off practice is going to cover it. But when you pair the right nutritional support with solid daily habits, that’s when you see a real change over time,” Dr. Greenberg said.

Healthy Take Aways

• The global immune health market was valued at $25.3 billion in 2023 and is estimated to grow at a CAGR of 9.8 percent from 2024 to 2032.
• Approximately 80 percent of the human immune system is located in the gut (gut associated lymphoid tissue or GALT).
• The immune health category has seen substantial growth with sales growing drastically during the COVID-19 pandemic.
• According to NBJ, sales of immune support dietary supplements totaled $3.4 billion in 2019. By the end of 2020, sales jumped to $6 billion.
• Market research suggests the demand for immune support supplements has grown by double digits since 2020 and continues growing at a strong trajectory.