2025 Year in Review
Insight, Stewardship, and Meaningful Industry Progress
2025 was a year of steady, intentional progress for Industry Transparency Center. Across research, education, and global engagement, our work remained focused on one core objective: helping the natural products industry make better decisions, rooted in credible data, clear thinking, and responsible dialogue.
From global consumer research to category-focused education and international collaboration, ITC continued to operate where clarity and transparency is most needed and where long-term value is created.
This year in review reflects that work through the four pillars that guide everything we do.
A global view of consumer preferences in natural products
At the foundation of ITC’s work is strategic intelligence designed to cut through assumptions and bring real-world consumer understanding into focus. In 2025, that meant expanding both the scale and the geographic relevance of our research.
Our annual General Supplement Consumer Survey captured consumer attitudes, behaviors, and expectations across seven key markets: the United States, United Kingdom, Australia, Germany, Italy, South Korea and India. This multi-country perspective was complemented by our now annual Functional Food and Beverage Consumer Report, examining how consumers in the U.S. and U.K. engage with functional products in an increasingly crowded marketplace.
Together, these efforts provide a clear, global snapshot of how consumers think about supplements and functional foods today. The value of this work lies in its ability to help teams pressure-test assumptions, evaluate positioning, and make more informed decisions about where to focus innovation, communication, and investment. Rather than chasing trends, the data offers a grounded way to understand what is changing, what is consistent, and what actually matters to consumers across regions.
Advancing global conversations
Engagement remains a critical part of ITC’s mission. In 2025, that meant both showing up where conversations are happening and creating space for deeper collaboration.
Throughout the year, ITC maintained an active presence at major global industry events, including SupplySide Global, Vitafoods Asia in Bangkok, the IFT First Annual Expo in Chicago, and the Complementary Medicine Australia Annual Conference.
ITC leadership also contributed original thought leadership on international stages. Len Monheit took to the Vitafoods Asia mainstage, participating in a panel discussion on regulatory and trade strategies in America in the current political climate, and presented ITC consumer research, exploring how new consumer segments are reshaping the active aging category. Later, Len continued with another speaking engagement at the CMA Annual Conference in a session focused on active aging and healthspan.
These engagements reinforced ITC’s role as a connector across regions, disciplines, and perspectives.
Building Community by Bridging Science and Communication
ITC hosted its 5th annual Future of the Microbiome virtual conference in November, welcoming 600 registered participants for three days of discussion on science, innovation, and the evolving microbiome landscape.
Alongside this work, ITC co-produced a full year of Naturally Informed educational programming, focused on areas where scientific nuance and practical application often collide. These included in-depth series on women’s health, the microbiome, delivery systems, emerging technology, and active aging.
Each of these conversations was designed to elevate understanding, encourage informed dialogue, and help stakeholders navigate category growth with greater confidence and responsibility. The goal was simple: better questions, clearer answers, and more thoughtful decision-making across the value chain.
In 2025, ITC continued to support brand and ingredient leaders by helping translate science into communication that is accurate, credible, and useful. This work showed up through collaborative webinars and conference participation that emphasized transparency, evidence, and trust.
Highlights included ITC’s contribution to Unleashing the Microbiome’s Full Potential with SupplySide JRNL (Informa), as well as Branded Ingredients in Today’s Market: Transparency, Innovation & Trust, produced in collaboration with Kyowa Hakko.
ITC also participated in the Seventh Scientific and Practical Conference with International Participation: Use of Dietary Supplements – When, For Whom, and For What Purpose?, held in collaboration with the food supplement industry in Ukraine. This forum reinforced the importance of cooperation and support of the global industry.
Supporting credible education and responsible category development
ITC’s role in category stewardship is rooted in long-term support for industry groups working to bring clarity and credibility to complex ingredient and nutrition spaces. In 2025, this included continued collaboration with the Collagen Stewardship Alliance, the Global Prebiotics Association (now 45 members strong), and the Coconut Coalition of America, supported in part through ITC’s consumer research efforts for their respective members.
Looking Ahead
2025 underscored the growing need for clarity in the natural products industry. As categories mature and expectations rise, credible intelligence, thoughtful stewardship, and informed dialogue become essential, not optional.
We remain committed to transparency in all forms, and honor those in our industry who go far beyond the norms in that value and practice.
We’re grateful to the partners and collaborators who contributed to this work, and we look forward to building on this foundation in the year ahead.
