Since the start of the COVID-19 pandemic, consumers have been seeking natural ways to bolster their immune systems, whether through basic diet and lifestyle to the use of nutraceuticals and food supplements. Whether this is a not-so-seasonal sales spike similar to that seen in cold and flu season or a long-term change in behavior is still unknown; however, companies have an opportunity to offer unique products with responsible marketing and claims to make the new behaviour stick. In this podcast, Mike Hughes, head of research and insight at FMCG Gurus, and Informa’s Heather Granato discuss: • How the consumer mindset is shifting from a strict focus on immune function into the connection of whole-body wellness. • Whether the shift toward improved diets and use of supplements is sustainable—and what companies need to do to ensure continued market growth. • Regulatory and marketing considerations related to immune health that could boost or hamper growth across the broader supplement and functional food market.