HIGHLIGHTS FROM THE ITC INSIGHTS 2024 CONSUMER SUPPLEMENT SURVEY

The survey by Industry Transparency Center (ITC) provides insights into supplement user buying behaviors and priorities, including familiarity, usage patterns, purchase drivers, branded ingredients and the importance of values like trust, transparency and sustainability. 

Here we highlight the potential of adaptogens, as consumer data shows a significant demand for adaptogens based on their preferences and health concerns, which they are using supplements to address or support.