With the supplement market becoming an increasingly crowded place, brands are looking beyond formulation and ingredient variety to really stand out. Differentiation is being achieved through branding, storytelling and reimagining the consumer experience, often with novel delivery systems in mind.
That has materialized in a shift from traditional supplement formats, like pills and capsules, to more creative, sensory-driven and consumer-friendly options. Examples include dissolvable strips, wearable patches, functional mocktails and scented capsules, to name just a few. Fresh products are being designed to fit seamlessly into daily routines, with formats that are portable, easy to use and enjoyable.
A primary focus now is creating products that are not only effective but also enjoyable, stylish and aligned with modern consumer values. Get your map to the new format frontier in this free digital magazine. The articles include:
Viewpoint: Serving up function with style
Today’s consumers demand more than just functionality — they want supplements that fit seamlessly into their routines while delivering a touch of excitement, Christine Kapperman submits.
The recipe peak: Why we need a new lens for product disruption
For years, brands have relied on hero ingredients and cleaner labels to stand out, but the saturated market demands more, especially as it pertains to delivery formats, Grace Bryan contends.
Sifting through selections: Practical tips for vetting deliverable ingredients
Navigating the complexities of supplement formulation starts with selecting the right active ingredient, Devon Gholam writes — a process that demands careful consideration of safety, quality, efficacy and product format.
3 ways that brands can reimagine capsule design
While capsules remain the most trusted delivery format, forward-thinking brands are transforming them into engaging, on-trend experiences, as Zain Saiyed explains.
Examples of delivery format takeaways for your business include:
• Bioavailability is a buzzword but claims around it are easily manipulated, because the science is complicated and there is no one standard.
• For a product to deliver on claims, the same dosage evaluated in clinical trials needs to be present in the product.
• Formats such as gummies and functional foods and beverages have surged in popularity due to their sensory appeal, but capsules remain the most widely used delivery system.
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