We help you stand out
From custom consumer research to category stewardship,
Powering Smarter Growth in the Natural Products Industry
The Industry Transparency Center (ITC) helps brands, suppliers, and category leaders in the health and nutrition space succeed through transparency, credible data, and strategic storytelling. We provide custom consumer insights, manage high-impact category alliances, and activate meaningful engagement across the supplements, functional food & beverage, and natural products industries.
Our mission is simple: Elevate trust. Empower innovation. Fuel category growth.
Whether you’re navigating compliance, educating the market, or looking to better connect
with your audience, ITC is your partner in building a more transparent and effective industry.
What We're All About
Strategic Intelligence
We conduct deep, objective research, from large-scale consumer surveys to custom insight reports, translating complex market data into clear, actionable guidance for your team. We help you identify white space, optimize positioning, and elevate your message with credibility.
Category Stewardship
We don’t just report on industry trends, we help shape them. As the strategic engine behind today’s most trusted ingredient alliances, ITC stewards categories like prebiotics, collagen, coconut, and mushrooms, raising the bar on education, standards, and responsible innovation.
Brand Strategy
We help brands and ingredient companies connect the dots between science and storytelling. Our insight-driven messaging, content development, and campaign support help you earn attention, build trust, and lead with substance.
Industry Engagement
We deliver a full calendar of virtual conferences, and custom workshops and webinars that foster collaboration across the entire ecosystem bringing together science, brands, retailers, and investors to shape the next chapter of the industry.
66% of supplement users in the US, UK and Germany said transparency increases the likelihood they’ll purchase a product
Unlock Actionable Intelligence With Our Insight Reports
We survey thousands of consumers and practitioners throughout seven countries on an annual basis to help companies validate market assumptions, learn about consumer mindsets, compare year over year attitudes and behaviors, and uncover insights into emerging and poorly understood ingredients.
Each Report Includes:
- Comprehensive market overview and growth projections
- Detailed consumer segmentation and purchasing behaviors
- Key motivators, barriers, and emerging trends
- Actionable recommendations for brands and manufacturers
- Visual data dashboards and easy-to-digest summaries
Ready to Gain a Competitive Edge?
Stay ahead of the market and partner with us to transform data into opportunity. Contact us today to discuss your specific needs, request a sample report, or purchase directly from our library.
The Latest Industry News
Industry Transparency Podcast
August 22, 2025
Stewarding the Industry from Within
Through stewardship programs and aggressive work plans, we provides leadership, clarity and solutions to category-based issues so that these categories reach their full potential without exploitation. By investing in these categories, ITC and participating companies are able to provide content, data and insights and so offer strategic guidance to enable more informed decision-making in these categories and across the health ingredients universe.
