Immune health: Empowering resistance – deep dive

Prior to the pandemic, immune support was among the top three reasons consumers purchased supplements. NBJ predicts the category will see unprecedented growth in 2020 at more than 50%. Immune ingredients generally fall in two categories—strengthening natural barriers or directly modulating biological processes underlying immune response. Probiotics, prebiotics, mushrooms, pomegranate extract, echinacea, curcumin, omega-3, olive leaf and more are among the category’s popular formulation offerings.