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

The overall 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). postbiotic users range from 315 in the US, 115 in the UK, 122 in Germany, 129 in Italy, 242 in South Korea, 112 in Australia and 194 in India.

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.