ITC Publishes 2021 Prebiotic Report

Probiotics gut health

The Ingredient Transparency Center has released its 2021 ITC Insights Consumer Supplement User Prebiotic Report, which walks brands through consumer buying behaviors and priorities across the U.S., U.K., and Germany.

According to a press release, it surveyed 1,000 U.S., 500 U.K., and 500 German consumers, all of whom use supplements. The survey measures how behaviors have changed over the past several years, and shares insights into their health issues and concerns, their familiarity with the industry and the category, what they look for when purchasing products, and where and why they buy what they do.

The report is 265 slides with supporting data, and is provided as a PDF and PowerPoint. Viewers can see drivers of purchase and trust, as well as education and market gaps that can lead to opportunity. The report includes a broad assessment of several ingredient categories, including vitamin D, probiotics, and omega-3s, categories which are used as benchmarks for a deep dive into prebiotics.

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The report can be purchased here.

And for a brief on the insights, register to view the Healthy Aging: Mastering the Market session on-demand—Len Monheit offered an ITC Insights Brief on Day 2, available for free.