We looked at ITC’s latest Consumer Supplement Survey (2024) for a clear look at what’s trending in daily nutrition habits—and where active nutrition brands and practitioners offering advice can stand out. Multivitamins (88%) and vitamin C (91%) continue to dominate, with strong daily usage rates of 32% and 28%, respectively. Vitamin D, magnesium, and Omega-3s also lead in both regular and irregular use, reinforcing their role as foundational nutrients for active individuals. But the data also shows inconsistency in how often these essentials are taken—an opportunity for practitioner education supporting more consistent routines.

For sports dietitians, trainers, and performance-focused brands, the message is clear: there’s growing traction in products that support recovery, inflammation, and gut health. Probiotics (69%), protein powders (62%), and turmeric (61%) all show solid usage, pointing to consumer interest in long-term performance and wellness—not just quick energy. At the same time, cognitive and advanced performance ingredients like Alpha-GPC, citicoline, and nootropics are still underutilized, despite emerging science and awareness. This gap creates room for education and formulation around mental performance and resilience. Combination formulas remain a white space—no stack cracked 8% in usage—suggesting that customized blends for performance and recovery could become a new frontier.