Acid suppression prescribing defining the addressable population
Carbonate absorption falls to around 24% without gastric acid, and roughly 18% of older adults take continuous proton pump inhibitors, which makes the addressable base for citrate a function of prescribing rather than of nutrition trends. Suppliers tracking supplement category growth are watching the wrong indicator entirely. Prescribing data is published, widely available and predicts this market considerably better than anything the ingredient industry currently monitors. Bariatric surgery volumes and age related achlorhydria widen the same group further, and neither appears in supplement market data anywhere. Nobody in this industry watches prescribing.
Market Impact: India growing fastest at 10.2%








