Awareness about immune health has skyrocketed over the past year, and consumers are developing a better appreciation of how the immune system ties into everyday health and wellness. Specifically, consumers are connecting immune health with quality of life, which is a new phenomenon. Previously, consumers mainly associated quality of life with brain health or energy support. But times are changing, and shoppers now realize how important it is to support the immune system each and every day. As a result, the immune health category has seen tremendous sales growth among new and existing buyers of immune health products.