The 2024 ITC Insights Consumer Supplement Survey was
fielded from February to March 2024 and analyzed by the
Industry Transparency Center.

The survey includes over 4000 supplement consumers
ages 18+ in 6 countries: US (1000), UK (500), DE (500)
IT: (500), KR: (500), AU: (500), IN: (500). Collagen users
specifically range from a high of 38% in Korea to a low of
22% in Germany.

The survey 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.