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). Prebiotic users range from 474 in the US, to 367 in India, 316 in South Korea, 247 in Italy, 203 in Germany,197 in Australia and 168 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.