What would it take for consumers to buy more supplements?
Over the past two years in large part due to efforts to maintain/boost immunity against COVID, the consumer base taking supplements has broadened with many
Len Monheit March 29, 2022
The Industry Transparency Center (ITC) has identified emerging, vibrant categories within the Natural Products Industry. Through stewardship programs and aggressive work plans, ITC 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.
The Categories
As a core part of Industry Transparency Center, we are deeply engaged in:
ITC also has a stake in and commitment to astaxanthin, glucosamine, mushroom, and Vitamin K-2.
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Insights into the immunity market
The use of vitamin C to bolster immunity goes back even before the days of Linus Pauling, to Hungarian biochemist Albert Szent-Györgyi, but the understanding
Len Monheit February 24, 2022
Younger consumers see more than Vitamin E for skin health – Coconut oil interest surprisingly robust
What:A recent ITC (Ingredient Transparency Center) survey of US and UK consumers asked respondents what healthy ingredients they used (topically or ingested) for skin health.
Len Monheit May 26, 2021
Collagen Consumers Have Specific Product Format Preferences
Often, when trying to truly understand attitudes toward health ingredients, one has to examine separately those intuitively food-forward and those most associated with supplements as
Len Monheit March 31, 2021
Gaming nutrition: Niche or a new mainstream?
Hype about supplements for gaming seems to be everywhere right now, with excitement reaching fever-pitch among trade media and companies looking to get on the
Traci Kantowski March 4, 2021
Consumers weigh in on immunity ingredients
It’s nearly universally agreed that 2020 changed the way consumers purchase nutritional supplements, with a huge amount of attention being placed on immunity. This trend
Industry Transparency Center Staff February 22, 2021
What’s Happening to Consumer Trust in Buying Supplements Online
Survey of US and UK consumers shows markedly different patterns In today’s shopping universe, more consumers, especially supplement consumers, are going online than ever before.
Len Monheit February 11, 2021
Are we at peak microbiome? Not by a long shot … here’s why…
After years of intense focus on microbiome science and the strategic and regulatory environments around this burgeoning industry, nobody would blame you for thinking ‘surely
Traci Kantowski October 17, 2020
Supplement Consumers Value These Signals of Transparency
Walk any tradeshow – live or virtual- and you won’t get far without hearing about transparency either in conversations or in presentations. And, with good
Traci Kantowski October 6, 2020