Bioavailability is the extent to which an active ingredient is absorbed and available for use by the body after ingestion. Bioavailability has become a term commonly used within the nutrition industry. Oftentimes, one company will claim superior bioavailability for its product over a competitor. But is bioavailability important for consumers?

NutraInsights™ conducted a consumer survey assessing supplement use, consumer confidence, if “improved absorption” was an important attribute and if consumers would be willing to pay more for vitamins or supplements touting better absorption

Here on a NutraIngredients-USA.com video, I discuss the results from the study and how bioavailability has become an attribute important to consumers.

NutraIngredients-USA.com video link:

Consumers willing to pay more for bioavailability

To purchase the study on NutraInsights.com:

 Bioavailability Survey: Will consumers pay more for supplements with improved absorption?