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). 

Magnesium use ranges from highs of 97% and 93% in Germany and Italy respectively, to 88% in India, 78% in South Korea, 68% in the US and Australia and a low of 61% in the UK.

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.