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The importance of immune health has intensified over the last decade as concerns have grown over vulnerability to disease and illness, and health goals have focused on disease maintenance. Consumers are taking a long-term and proactive approach to improving their immune health, and are making fundamental changes to their diets and lifestyles to help achieve this. The report examines what steps consumers are taking and why, what types of products appeal to consumers, and what barriers exist when trying to improve health.
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