With the dietary supplement industry swaying more consumers than ever to invest in products aimed at improving their health, many informed and demanding shoppers are making purchasing decisions based on product format, convenience and effectiveness. Products developed for different consumer markets elicit specific demands for form and function, which shape how manufacturers package and formulate their products.

With a variety of classic and new delivery systems—ranging from capsules, powders and soft gels to gummies, melts, effervescents and more—nutraceutical producers and supplement users have an array of formats available to them.

Yet, while product design may be a key motivator for some, above all consumers want their supplements to work. The most successful formats should enable nutrients to be readily available for the body to absorb and utilize. 

Novel Formats
Though there are numerous delivery systems available today, the traditional tablet and capsule hold steady at the top of the pack. “The most popular dosage forms remain tablets, two-piece capsules and soft gel capsules,” said Sam Wright IV, CEO of The Wright Group, Crowley, LA, “but many other formats have emerged in recent years, including gummies, chewables, meltable strips, sachets, liquid shots and other more food-like forms.” 

Russ Hazen, PhD, premix innovation manager of Fortitech Premixes, North America, Schenectady, NY (a division of DSM), cited lower production costs for capsules as a reason for their continued prominence, while more novel delivery systems can be expensive.

However, he said drinkable alternatives such as “effervescent tablets, stick packs, and cap-dispensing technologies all continue to emerge and offer liquid alternatives to traditional delivery forms.”

One tried-and-true delivery method is the gelatin capsule, which has origins dating back to the mid-19th century. What led to the innovation for gel caps at the time was the need to mask undesirable tastes and odors, according to Oliver Wolf, head of global marketing and communication for GELITA, the Germany-based manufacturer and marketer of collagen proteins.

Once gel caps enabled drugs and dietary supplements to become more palatable to consumers, “it was discovered that the excellent oxygen-barrier properties of gelatin improved the stability and reliability of sensitive fills,” said. Mr. Wolf. The capsule’s ease of swallowing was also an added bonus, while offering convenient, portable and effective delivery in both hard and soft capsules, he noted.

While this format is still popular today, the issue of cross-linking with gelatin capsules can present an obstacle for nutrient delivery. Mr. Wolf warned the “possibility that gelatin capsules can cross-link presents an insidious problem to the capsule industry because capsules that perform normally when they are freshly made can gradually become insoluble, delaying or even preventing opening and release of the medicine.”

With this delivery problem in mind, GELITA has introduced a new line of gelatin products that target the reduction of cross-linking damage, thus improving product shelf-life performance. The company’s patented GELITA RXL technology offers a solution for cross-linking that enables formulators to utilize materials that once were impossible to use because of difficulties with product shelf-life. “GELITA’s technology is useful in all gelatin capsule formats, but it is particularly useful in the soft capsule (soft gel) format,” said Mr. Wolf.

However, the notion of “pill fatigue” may be driving some consumers to look to gummies, chews and other unique delivery methods. “Gummy delivery has boomed in popularity given the added benefit that these gummies taste great, are easy to ingest and do not require water,” explained Mr. Wolf.

Growth in the general supplement market, and specifically in the nutricosmetics market, has lent itself to fortified gummies, he said. “They are ideal to deliver many nutrients and minerals in a tasty, visually appealing and convenient method. So, it is possible to deliver beauty-from-within ingredients such as collagen peptides while at the same time enjoying sweets.” GELITA offers low-sugar and tooth-friendly gummies as well. 

The market for children’s supplements is also a perfect fit for nutritional chews and gummies. “Traditionally delivered via medicinal syrups and/or chewable tablets, children’s vitamin consumer compliance was inhibited. The industry and consumers alike embraced these novel confectionery-like vitamins. Today, because of the child-friendly convenience, dosing control and parental acceptance, fortified gummies dominate the U.S. children’s vitamin and mineral category by an overwhelming majority, with incremental growth expected for years to come,” said. Mr. Wolf.

In the U.S. alone, sales of children’s dietary supplements have made great gains in recent years, growing at 12% in 2013 to account for $660 million, according to Euromonitor International. Such significant interest in children’s supplements make ease of use and appeal a key factor to consider when formulating for kids.

And as parents experienced—and eventually demanded—the convenience and indulgence of sweet, chewable supplements, more adult offerings became available in gummy format.

BASF Corporation, Florham Park, NJ, cited Mintel research that found nearly 37% of vitamin users aged 18+ have used a gummy/soft chew format, while another 35% would be interested, suggesting possible further gains in the gummy segment. In addition, BASF reported that chewable gummy vitamins made up one third of the vitamins, minerals and supplements category growth dollars for April-October 2013. In response, the company has developed product prototypes for various adult gummy applications, such as “Young at Heart” Gummies, targeting heart health and cholesterol management.

Also commenting on the success of chewable delivery methods, Mr. Wright pointed out that older consumers sometimes struggle with swallowing large pills and “have shown a preference toward gummies, chewable vitamins and other easier to consume forms. This has been especially true in products that are taken in large doses over 1,000 mg (vitamin C, glucosamine, calcium, magnesium, etc.).”

According to the 2013 Council for Responsible Nutrition Consumer Survey on Dietary Supplements, 30% of the population has difficulty swallowing pills.

Oral strips offer a similar appeal to the swallowing-challenged, aging demographic, as well as for children. Nutra3/NutraFood Nutrients, Inc. (NFNI), Egg Harbor Township, NJ, has developed Strip Melts dissolvable oral strips for use with dietary supplements.

John Tobin, the company’s president & CEO, said one of the key benefits of Strip Melts is the ability to provide precise dosage amounts in condition-specific products for infants, young children and even seniors. “A primary advantage of Strip Melts oral strips lies in administration to the pediatric and geriatric populations where the difficulty of swallowing larger oral dosage forms is eliminated. This oral technology is also used for local action, rapid-release products and for buccoadhesive systems that are retained for longer periods in the oral cavity to release ingredients, including probiotics for oral care, and also to release drugs in a controlled fashion.” Mr. Tobin added that oral strips offer “an alternative platform for molecules that undergo first pass metabolism and for delivery of peptides.”

Powders can also be a convenient and effective method of delivery. Carl Hastings, chief scientific officer of Reliv International, Inc., Chesterfield, MO, is a strong proponent of powdered supplements dissolved in liquid or shakes, and Reliv’s patented ingredient LunaRich, which is comprised of the soy peptide lunasin, utilizes powders in its own production.

“The body can only use nutrients that it can readily absorb,” he said. “Reliv shakes provide the body instant access to the nutrients they contain, providing greater benefit from each serving. Capsule technology has improved over the last 26 years, however, and we recognize that capsules designed with absorbability and bioavailability in mind can also be an effective means of nutrient delivery.”

According to Mintel’s Consumer Insights Report, 57% of respondents said they have tried or are interested in trying vitamins in a dissolvable powder format.

Capsugel, Morristown, NJ, has capitalized on the convenience of sachets and powders, while adding the portability and cost-effectiveness of a capsule with its new Coni-Snap sprinkle capsules. Peter Zambetti, director, global business development, health and nutrition at Capsugel, said Coni-Snap capsules were designed to meet the needs of older consumers and children alike, who may have difficulty swallowing pills. This quality-controlled delivery format is an alternative to standard tablets and sealed capsules, and its contents can be sprinkled on food or in beverages for easy consumption.

“Sprinkle capsules also directly address manufacturers’ requests for innovation without undue time or money investment,” said Mr. Zambetti. “No new equipment or resources are required, as sprinkle capsules may be filled on the same machines as traditional capsules. And they are naturally biodegradable and dissolve easily, meaning no unnecessary waste for the eco-friendly consumer.”

Choosing the Right System
When making the decision to choose a particular delivery method, manufacturers need to consider a variety of concerns, ranging from consumer preferences to shelf stability to nutrient absorption.

According to Mr. Tobin of Nutra3/NFNI, “Some factors driving demand for different formats are level of active ingredients required to meet condition-specific requirements to match existing clinical studies; molecular weight of the ingredient to determine the correct dosage; and if there are any first pass metabolism considerations.” 

Mitch Skop, senior director of new product development, Pharmachem Laboratories Inc., Kearny, NJ, noted a key driver propelling novel delivery formats is the consumer’s desire for new options. “Choice is highly appreciated. Look at the incredible success of gummy vitamins for adults—all the big mass vitamin companies now offer this choice. Many also now have flavored chews that deliver calcium or vitamin C. For many consumers, gummies and/or chews are like a little ‘guilt-free’ treat.”

According to Mr. Skop, Pharmachem’s independent market research conducted with Customer Experience Partners and its principal Doug Pruden, “found that consumers, to a great extent, do not actually like tablets or capsules, although these forms do make up the brunt of our business.” Consumers generally prefer chewable or drinkable supplements, he added, though their purchasing habits tend to veer toward more conventional platforms.

The Wright Group’s Mr. Wright said much of the new delivery innovation taking place is a natural result of companies trying to differentiate their products in an increasingly crowded marketplace. “Companies in our industry are trying to compete on other bases besides price. Design, including dosage form design, has become more important.”

However, the emergence of these new delivery methods is an outcome of what he called a “food-supplement convergence,” where functional food and beverage formats are gaining significant momentum. “The functional food business in the U.S. now exceeds dietary supplements by a large margin and is growing faster,” said Mr. Wright.

Market research firm TechNavio predicted the functional foods and beverages market will grow at a CAGR of 5.2% between 2013-2018.

“Millenials who are beginning to form their own households and make their own buying decisions are also showing more preference for food and beverage-like dosage forms,” Mr. Wright added.

According to Datamonitor Consumer’s 2013 global consumer survey, 53% of U.S. respondents said they either “tend to agree” or “strongly agree” that “food or drinks can provide the same or better health benefits as non-prescription medications can.” Tom Vierhile, innovation insights director with Fairport, NY-based Datamonitor said this suggests “a significant percentage of consumers think that foods and beverages make an excellent delivery for health benefits that can be provided by medications or supplements.”

Dr. Hazen of Fortitech pointed to packaging innovations as a way many manufacturers can deliver essential nutrients in novel formats. “Advances in packaging technology are continuously being developed that offer increased convenience or greater functionality. Examples of these are some of the cap-based dispensing systems, or portion controlled dispensing in liquid or powdered formats. Many of these offer an interactive experience with the consumer and many believe that is part of their attraction.”

Bioavailability & Absorption
Above all else, the efficient and effective transference of a product’s intended nutrient content is critical to product success. Ensuring that an ingredient can do its job of supporting health is where the issue of bioavailability comes into play.

“Bioavailability has to do with the portion of the administered drug or nutrient that reaches the target organ without any transformation,” explained Anurag Pande PhD, vice president of scientific affairs for Sabinsa Corporation, East Windsor, NJ. “The bioavailability of an intravenous drug would be 100%, however, when a drug or nutrient is given orally, it undergoes some transformation in the gut or while getting metabolized in the liver. The amount of the nutrient that reaches systemic blood untransformed determines the bioavailability of that nutrient.”

He also stipulated that bioavailability and absorption are not the same thing. “It is often seen that the terms bioavailability and absorption are used as synonyms, however, they are quite different. While the absorption of a drug or nutrient can be very high, its bioavailability can still be very low, as the drug or nutrient may bio-transform quickly in the gut or liver.”

Misunderstanding of this differentiation can often mislead consumers when selecting a supplement. “Today consumers are fairly well aware of what they consume, however, their understanding of bioavailability is limited to claims of better or improved product; consumers do not fully understand the role of bioavailability and how it may affect their health. Unfortunately, without having proper evidence to show bioavailability, manufacturers at times make tall bioavailability claims based on the increased absorption of a nutrient alone, which is not correct or accurate,” said Dr. Pande.

Lynda Doyle, vice president of global marketing at OmniActive Health Technologies, Morristown, NJ, voiced similar concerns, stating that if consumers are unable to feel the benefits of a product as a result of poor bioavailability, the chances of a product’s success is unlikely. “If a dietary supplement doesn’t provide a benefit or the promise of long-term health support, the probability of repeat purchase is low,” she said. “Manufacturers will continue to seek out more bioavailable ingredients to provide efficacious products to the increasingly savvy consumer. There are many products on the market claiming strong bioavailability and it is confusing for consumers to choose between the plethora of available products.” Ms. Doyle emphasized the importance of product manufacturers formulating with highly bioavailable ingredients, while backing bioavailability claims with sound clinical evidence.

In addition, she stressed the importance of educating the public on the importance of bioavailability to inform better consumer purchasing decisions. “Manufacturers and marketers need to differentiate their highly bioavailable products on the shelves with consumer education and label messaging,” she stated.

Production cost can also be a benefit when formulating with highly bioavailable ingredients, according to Janice Brown, technical support/sales with AstaReal, Inc., Burlington, NJ. “Higher bioavailability results in lower dosage, adding to the success of a product based on cost effectiveness.”

Richard Wang, MPH, general manager, NuLiv Science USA Inc., Walnut, CA, said that in the end, ensuring users are receiving the promised nutritive value from supplements is a “win-win” for producers. “Not only is the manufacturer maximizing the efficacy of its product line, but end users will notice/feel the difference. This is particularly important in the sports nutrition segment, where ‘feel’ sometimes trumps actual efficacy.”

Overcoming Obstacles
Achieving optimal bioavailability, however, isn’t an easy task—especially when utilizing some of the more popular ingredients in the marketplace today. Various carotenoids, probiotics and others ingredients can present unique challenges for manufacturers. Luckily, new technology in combination with custom delivery formats are helping manufacturers in their attempt to provide consumers with the highest possible nutrient content.

“As experts on natural astaxanthin, we do know that increased bioavailability is important,” said Ms. Brown of AstaReal. “While astaxanthin has proven to be better absorbed compared to other carotenoids, there was always room for improvement. And that’s why we developed our new AstaREAL HBA, a water-soluble, highly bioavailable natural astaxanthin. Our new product has clinically shown up to three-times greater uptake in both animal and human studies.” She also pointed to Fuji’s (AstaReal’s parent company) proprietary emulsification ingredients and emulsification process as key factors contributing to the high bioavailability of the company’s product.

Curcumin is another ingredient that traditionally has had problems with bioavailability. As a result, suppliers of this essential carotenoid are developing new and innovative ways to improve their product’s impact on consumer health.

“Curcumin is one of the top fastest-growing supplements—it is also one of the most notorious for having low bioavailability,” explained OmniActive’s Ms. Doyle. “Interest in the curcumin category has significantly increased based on the explosion of scientific and exploratory research in curcumin over recent years.” The missing link in a truly successful market breakthrough for the ingredient, she said, is the ability to address market concerns on bioavailability.

To combat this challenge, OmniActive developed its UltraSOL Nutrient System Technology. The resulting product is a highly bioavailable form of curcumin, containing the natural curcuminoids profile found in turmeric—CurcuWIN Turmeric Extract standardized to 20% curcuminoids. “In a well-controlled human clinical trial—the first curcumin study of its kind comparing commercial standard and enhanced curcumin products—CurcuWIN increased relative absorption of total curcuminoids 46 times over standard curcumin. And CurcuWIN was significantly more bioavailable than other enhanced forms,” noted Ms. Doyle. 

Sabinsa has also developed a solution to increase curcumin’s bioavailability through combination with other naturally occurring compounds. Studies conducted by the company have found that black pepper extract standardized with piperine in its ingredient BioPerine increases the bioavailability of many nutrients, such as “amino acids, minerals, vitamins, herbal extracts such as curcuminoids, resveratrol and antioxidants,” among others, noted Dr. Pande. “Bioavailability of certain ingredients such as curcumin, resveratrol and green tea polyphenols is poor, which limits their therapeutic benefits; potential herbal extracts such as these can be made more bioavailable by use of BioPerine, which enhances absorption and reduces biotransformation in the body.”

Moreover, Dr. Pande said studies using vitamin C, vitamin B and beta-carotene have shown improved bioavailability in the presence of BioPerine. “The study done with L-selenomethionine showed that BioPerine can enhance the benefits of selenium as well as increase bioavailability of amino acids. BioPerine’s bioenhancing benefits can be put to use in supplementation of amino acids in sports nutrition to enhance the absorption of the amino acids.”

While probiotic activity is not associated with blood, and therefore bioavailability, it still presents delivery challenges for manufacturers. Probiotic bacteria need to survive manufacturing, packing, shipping and the journey to the stomach in order to convey a benefit to the host. Dr. Pande said that enteric coating on supplements may help increase probiotic survival during transit to the stomach, where it is exposed to very low pH. With this in mind, he said the nutraceuticals industry has focused a great deal on spore-forming lactic acid-producing bacteria such as Bacillus coagulans MTCC 5856, which Sabinsa markets as LactoSpore. “This bacillus strain has high stability against temperature and other physical stressors, which increases its survival more than other spore and non-spore forming bacteria,” he said.

Nutrient absorption in the stomach and small intestine is also reliant on adequate enzyme activity, according to Mr. Wang of NuLiv. “Many folks are enzymatically deficient and therefore unable to fully digest a wide range of nutrients. Across the board, irrespective of the nutrient source, both complete digestion (resulting in maximum bioavailability) and enhanced active transport of the nutrient into the intestinal cells is required for optimum benefit and results.” He noted that the company EnxymEssence, Miltona, MN, is working on an enzyme-based solution to this problem.

Future Innovation
With consumer demand driving product innovation, more ground-breaking, and sometimes contentious, delivery formats are entering the international market. Datamonitor’s Mr. Vierhile, pointed to several cutting edge products entering the supplement market, with some poised for mass-market success (and others offering novelty, at the very least).

“One area in particular that could really make a splash over the next year or so is liquid supplement drops,” said Mr. Vierhile.

“These products play off of the success of the MiO water enhancer brand as well as numerous copycats, and we are just beginning to see this format pop up in vitamins and supplements.” As an example, he said that Hydroxycut Drops is one of the first products to move in this direction, and he anticipated it won’t be the last. Iovate Health Sciences USA, Inc., developed the fruit punch flavored Hydroxycut Drops, which offer 200 mg of green coffee and are promoted to help consumers lose weight and boost energy.

Another new liquid supplement drop product is from Wegmans Food Markets. The grocery retailer developed what appears to be common Chocolate Flavored Syrup, however, it’s nutritionally fortified. “At first glance, it looks like a liquid milk enhancer for kids, but the product is marketed in the vitamin and supplement aisle,” Mr. Vierhile said. “If you see it outside of that context, you might not even understand that this is marketed as a vitamin product.”

Another interesting take on supplement delivery comes in the form of an oral spray. In 2013, U.K.-based BetterYou Limited developed MultiVit branded Complete Multi Vitamin Oral Spray. According to Datamonitor, “In 2013, 91% of consumers admitted in the consumer survey that they are influenced by the ease of application of a product. A multivitamin that can be taken by merely spraying into the mouth as opposed to swallowing the traditional form may appeal to those consumers.”

New sensory enhanced products, as well as those positioned for convenience and ease of use will no doubt continue to make waves in the supplement market.