Novel Formats to Fight Supplement Pill Fatigue

This "pill fatigue" is driving demand for new, enjoyable supplement formats that cater to convenience, taste, and personalization. The global vitamins and dietary supplements market, valued at $136.4 billion with a 5% annual growth rate, is poised for transformation as manufacturers embrace these trends.¹

Current Trends in Supplement Consumption

The Shift Away from Pills

Tablets and capsules continue to dominate the supplement market, but interest in alternative delivery formats is on the rise. Gummies, powders, and liquid shots are no longer niche products; they’re quickly becoming mainstream choices for consumers worldwide.

Global Supplement User Formats 

In Asia Pacific, 28% of consumers opt for liquid shots—a significantly higher preference than the global average of 16%—underscoring regional enthusiasm for this convenient format.²

In Europe, drinkable and chewable supplements are gaining popularity, with 62% of consumers indicating interest in innovative delivery methods tailored to their specific needs.³ Meanwhile, in the United States, gummies now tie with tablets as the largest-selling supplement format, driven by their taste, ease of use, and broad appeal across demographics.

Personalization as a Key Driver

Personalization is at the heart of today’s supplement market. Modern consumers want products that address their unique health goals, whether that’s by age, gender, or specific health needs. This trend is particularly prominent in Asia, where 78% of consumers value supplements tailored to their individual conditions,⁴ followed closely by Europe at 63%.⁵

Supplement manufacturers are responding by segmenting their portfolios and offering customized solutions such as tailored gummy vitamins, functional powders, and liquid supplements that meet diverse health concerns. This focus on personalization enhances user satisfaction and boosts compliance—an essential factor for achieving health outcomes.

The Appeal of New Formats

Among the new formats reshaping the market, gummies lead the charge. Their popularity is particularly evident in the United States, where they are on par with tablets as the top-selling multivitamin format. Gummies appeal to younger demographics and women, who show a preference for their enjoyable flavors and ease of consumption.

Powders are another flexible option, allowing consumers to mix their supplements into smoothies, juices, or even coffee. This versatility aligns with the growing trend toward functional nutrition. Liquid shots, on the other hand, have captured the attention of busy consumers seeking portability and fast absorption, with men showing a notable preference for this format.

Science and Technology: Enabling Innovation

Behind these novel formats are advancements in science and technology that ensure both effectiveness and consumer satisfaction. Innovations in flavor masking, for instance, make gummies and powders functional and enjoyable to consume. Similarly, developments in bioavailability ensure that active ingredients are delivered efficiently, meeting consumer expectations for efficacy.

Manufacturers are leveraging data-driven insights to tailor supplements to specific demographics. This blend of science and consumer insights allows manufacturers to create targeted, innovative products that align with modern preferences.

Collaboration: The Key to Success

To successfully navigate these trends, collaboration across multiple disciplines is crucial. Research and development teams play a vital role in designing effective delivery systems, while marketing teams must stay attuned to consumer preferences and emerging trends. Procurement teams, in turn, are responsible for sourcing the high-quality ingredients necessary for these cutting-edge formats.

By fostering cross-functional collaboration, manufacturers can bring innovative products to market quickly and effectively, ensuring they remain competitive in this fast-evolving space.

The Road Ahead

As consumer preferences continue to shift, the demand for innovative supplement formats will only grow. Gummies, powders, and liquid shots are leading this evolution, offering new opportunities for brands to meet consumer needs in creative and effective ways. With personalization, convenience, and taste at the forefront, these formats are reshaping the way consumers think about supplements.

Are you ready to innovate and stay ahead of the curve? Contact Glanbia Nutritionals to learn how our expertise in nutritional solutions can help your brand create cutting-edge supplement products tailored to evolving market demands.

References

1.    Euromonitor, Vitamins & Dietary Supplement, Data ending November 2020, CAGR 2024-29.
2.    Innova Market Insights, Now & Next in Supplements-Asia Pacific, June 2024.
3.    Innova Market Insights, Now & Next in Supplements-Europe, June 2024.
4.    Innova Market Insights, Now & Next in Supplements-Asia Pacific, June 2024.
5.    Innova Market Insights, Now & Next in Supplements-Europe, June 2024.