ITC Insights 2024 Consumer Insights On Mushroom Users
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ITC Insights 2024 Consumer Insights On Mushroom Users
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).
Consumers of mushroom as a supplement ingredient range from a high of over 75% in India, to 38% in Korea, 32% in the US and a low of just under 20% in Italy.
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.
