Postbiotics are gaining traction. But beneath the buzz lies significant confusion about what they actually are and how they work.

Our latest global supplement survey reveals that postbiotics are far from just a trend. Consumers are actively using them for digestive health, immune support, and skin concerns, yet a critical gap still remains. Both the industry and consumers struggle to clearly define and differentiate postbiotics from their probiotic and prebiotic counterparts.

Join Steve Imgrund and Ana Aleksic, MSc, Science Writer & Editor and Fractional SEO & Content Strategist, as they cut through the noise and deliver much-needed clarity on this rapidly evolving category.

In this session, we'll explore:

• The science-backed definition of postbiotics (and what they're not)
• How terminology and regulatory frameworks are evolving globally
• Key consumer insights from our annual supplement survey
• Where the postbiotic category is headed, and what it means for the industry

Want a preview of the consumer data? Download our Snapshot Report today.

Connect with us on LinkedIn or visit us at itcstrategy.com

What's really driving supplement purchase decisions, and how can marketers, formulators, ingredient suppliers, and investors use this data to make informed decisions?

Join Len Monheit and Steve Imgrund as they dive into the latest Industry Transparency Center data from over 4,000 supplement consumers across the US, UK, Germany, Italy, South Korea, Australia, and India to uncover how people take, use, and choose their supplements.

They'll break down regional differences reshaping the industry, explore how to craft messaging that resonates across demographics, and examine the evolving role branded ingredients play in consumer trust and purchasing behavior.

Whether you're aligning formulations to emerging health concerns, evaluating market demand, or positioning your brand for growth in 2026, this data reveals where the real opportunities are.

Want a preview of the data? Download our Snapshot Report today: https://itcstrategy.com/supp-snapshot-download/ 

Connect with us on LinkedIn or visit us at itcstrategy.com

In this episode of the Industry Transparency podcast, Steve Imgrund and Len Monheit explore the growing importance of third-party certifications in the natural health and ingredients industry, with a spotlight on the collagen category.

As the collagen market continues to expand, theres an increased call for transparency from both consumers and clinicians alike. With the rise of many types and formats in the market, third-party certifications have become essential tools for cutting through marketing noise and helping brands and ingredient manufacturers demonstrate their commitment to quality and responsible practices. 

This conversation dives deep into why the collagen category specifically needs clearer standards, given its explosive growth, diverse sources, and widespread consumer confusion. Learn how the Collagen Stewardship Alliance was created with transparency and stewardship at its core, and hear from the pioneering companies in the NutraStrong™ Collagen Verified Program.

Hear from Javier Velasco, R&D and Quality Director at Bioiberica, Hanna Charron, Associate Director, Health Ingredients Product Management at Lonza, and Arun Nair, Chief Command Officer of Stratum Nutrition as they share their experiences going through the NutraStrong™ Collagen Verified Program and explain the value it brings to the industry.

Connect with us on LinkedIn or visit us at itcstrategy.com

What’s driving consumer decisions in the ever-evolving world of functional food and beverage? In this episode, Len Monheit and Steve Imgrund unpack the latest findings from ITC’s 2025 Functional Food and Beverage Report offering a data-driven look at consumer expectations, ingredient preferences, and opportunities for brands to better align with real-world demand.

Tune in for a discussion around:

• The rising demand for branded ingredients
• The differences between U.S. and U.K. consumers
• The emerging idea of intuitive functionality
• Time-of-day preferences for product use
• The white space between health concerns and consumption behaviors
• What makes consumers willing to pay more
• How brands can speak to their audience more effectively

Subscribe to our newsletter and receive an exclusive discount on our 2025 Functional Food & Beverage Survey!

Connect with us on LinkedIn or visit us at itcstrategy.com

Welcome to the debut episode of the Industry Transparency Podcast! Join Len Monheit (CEO of ITC, Executive Director of GPA and CSA) and Steve Imgrund (Marketing & Communications Director) as they unpack key takeaways from Vitafoods Europe 2025, a show that brought new energy, international reach, and candid conversations about the future of the health ingredients industry.

In this episode, they dive into:

• Major trends from the show floor: women’s health, active aging, the microbiome, third-party testing, GLP-1 support, and innovative delivery formats.
• Shifts in formulation and regulatory expectations, and why brand trust increasingly depends on transparency.
• A fresh comparison between legacy shows like SupplySide and the reinvigorated Vitafoods in Barcelona.
• Evolving narratives around collagen, probiotics, and prebiotics, and the areas where science still needs to catch up.

What’s Ahead on the Industry Transparency Podcast

This podcast is your backstage pass to the evolving world of health and nutrition. In future episodes, you’ll hear:

• Deep dives into globally relevant trends. From biotics and botanicals to longevity and metabolic health.
• Expert-driven discussions with researchers, formulators, clinicians, and ingredient innovators.
• Perspectives across categories from the Global Prebiotic Association, Collagen Stewardship Alliance, and Industry Transparency Center.
• A balance of timely event coverage, and bold questions, like what’s really happening with GLP-1 and weight loss claims?

Whether you're a brand, supplier, clinician, or R&D leader, this podcast is designed to keep you informed, inspired, and ahead of the curve.

Connect with us on LinkedIn or visit us at itcstrategy.com