ITC Insights 2024 Consumer Insights On Vitamin K Users
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ITC Insights 2024 Consumer Insights On Vitamin K 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).
Vitamin K-2 user rates range from a high of 38% in India to 36% in Germany, 32% in Italy and the US and a low of 22% in Australia.
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.
