The number of allergy sufferers in the UK is increasing by five per cent each year, and a quarter of UK households now have at least one allergy or intolerance sufferer. And it's not just the number of allergy sufferers that's growing. The severity of allergies is also on the rise, with hospital admissions for severe allergy and anaphylactic shock having jumped considerably in the last 10 years. Increasingly, evidence suggests a link between lifestyle and allergy development, so it's more important than ever for pharmacy staff not only to be able to advise on products for allergy prevention and treatment, but also to offer self care advice to help customers limit their risk of developing allergies and avoid triggers.