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Home » Authors » Len Monheit, CEO, ITC

Articles by Len Monheit, CEO, ITC

Microbiome-support-for-wellness.jpg
2026 Trends

Consumer Insights: Trends and Opportunities in the Microbiome Market

Explore three marketing personas that can be used to determine marketing strategy, identify targets, product positioning, channel planning, engagement approaches and more.
May 7, 2026
Len Monheit, CEO, ITC

With anticipated growth over 15%, the human microbiome market represents a huge commercial opportunity for suppliers, brands and service providers to address current and emerging consumer needs.


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Close-up of dietary supplement capsules and powder representing prebiotic ingredients used in natural health products, aligned with Health Canada regulations and the updated prebiotics monograph in Canada.

Initial Prebiotics Monograph Marks Milestone for Prebiotic Category in Canada

Health Canada's new framework signals greater clarity for prebiotics in natural health products.
April 29, 2026
Steve Imgrund, Global Prebiotic Association (GPA) and Len Monheit, CEO, ITC

A new prebiotics monograph in Canada sets clearer rules for ingredients, claims, and labeling—marking a major shift for the NHP and supplement industry.


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USA India Trade War and USA Indian trade relationship / tariffs conflict.

Perspectives on Tariffs and India-U.S. trade

Here's what an agreement will mean for India-U.S. trade, specifically in the natural products industry.
February 3, 2026
Len Monheit, CEO, ITC

A deal between the U.S. and India will provide much-needed stability to supply chains that rely heavily on herbs and herbal extracts from India.


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USA India Trade War and USA Indian trade relationship / tariffs conflict.

Perspectives on Tariffs: The Industry's India Conundrum

The 50% tariff the U.S. administration has imposed on India is jeopardizing supply chains and relationships in unprecedented ways. Read on for impacts and actions.
September 5, 2025
Len Monheit, CEO, ITC

What do the tariffs imposed on India mean for the nutraceuticals industry, and what can be done to adjust? Read on for key insights.


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Tariffs-GettyImages-926907538-copy.jpg

Thoughts on Liberation Day

Exploring the many questions surrounding tariffs, trade, timing, scope, and more.
April 2, 2025
Len Monheit, CEO, ITC

ITC's Len Monheit reflects on the impact of tariffs on the natural products industry.


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Mastering the Microbiome

Tracking ‘Biotics: Opportunities for Growth

ITC has been collecting and compiling this research for seven years.
July 8, 2024
Len Monheit, CEO, ITC

The research and results are unique in that they focus on key ingredient categories and measure familiarity and consumption of these very specific ingredient categories.


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Active woman on a beach.
Naturally Informed Education

Active Aging: Market & Consumer Context with ITC & HMT

March 26, 2024
Len Monheit, CEO, ITC

At the virtual conference Active Aging: Mastering the Market, Len Monheit, CEO of Industry Transparency Center (ITC), discusses the active aging space with Sophie van Cooten of HMT.



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Naturally Informed Education

ITC Insights Consumer Supplement Survey

March 26, 2024
Len Monheit, CEO, ITC

At Supply Chain & Delivery Systems: Mastering the Market, Len Monheit, CEO of Industry Transparency Center, shared consumer insights on supplement usage.


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Ncdcoverphoto

Coconut Oil: A very different saturated fat

June 5, 2020
Len Monheit and Len Monheit, CEO, ITC
[vc_row][vc_column][vc_column_text]There have been some attacks on coconut oil in recent years due to its saturated fat content, but the research shows that all saturated fats are not equal. “There is relatively little overlap between the types of saturated fatty acids found in the animal fat lard and the vegetable oils...
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Supplement herbs

Supplements' Weakest Link

February 14, 2020
Len Monheit and Len Monheit, CEO, ITC
Any chain is only as strong as its weakest link, and that’s certainly true in the dietary supplements and natural products universe. And when it comes to supply chains specifically, despite movement towards clean and simple labels, dietary supplements is one of most the complex.  Many of the brands stocked...
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