Consumers Seeking More Enjoyable Formats
New supplement formats are gaining traction globally as supplement brands embrace innovation to stand out and appeal to consumers. The numbers tell a clear story: consumers want more enjoyable ways of getting their nutrients. In the U.S., for example, gummies grew 44% between 2019 and 2020, making them the fastest-growing format in vitamins, minerals, and supplements.1 Branded non-pill formats now make up 34% of the market and continue to grab market share, while growth in traditional pill formats is declining.2
This hints at the vast untapped potential in alternative supplement formats that can deliver a better experience, improve compliance, and win loyal consumers. Not only can alternative formats help fight pill fatigue, but their pleasurable sensory experience in terms of appearance, taste, and texture can act as a treat that consumers can look forward to trying.