Global consumer insights from 4,000+ supplement users across 7 markets

This report analyzes consumer behavior in the dietary supplement market, based on survey data collected February – March 2025 from over 4,000 supplement consumers by the Industry Transparency Center. Coverage includes the US (1,003), UK (510), Germany (500), Italy (511), South Korea (502), Australia (501), and India (502).

Prebiotic users specifically range from 64% in the US to 69% in Korea, over 80% in India and a low of 50% in Germany.

Key insights include:

Purchase Behavior Analysis

• What drives supplement purchases across different markets
• Usage patterns and consumption frequency
• Price sensitivity and decision-making factors by region

Brand and Ingredient Preferences

• Consumer familiarity with supplement ingredients and formulations
• Brand trust and loyalty patterns across countries
• Impact of transparency and sustainability on purchasing decisions

Market Opportunities

• Cross-market trends and regional differences
• Gaps in current product offerings
• Cultural variations in supplement priorities and expectations

Ideal for:

Product developers, brand managers, market researchers, and strategists looking to understand global supplement consumer behavior and identify regional or cross-market opportunities.