By Sean Moloughney, Editor04.08.21
Diverse delivery methods and novel dosage formats can help dietary supplement brands differentiate their product offerings, innovate and experiment, and appeal to varying consumer needs and preferences—from seniors who have difficulty swallowing large tablets to kids (and the young at heart) who enjoy the appeal of gummies.
Delivery Targets
Capsules (42%) and tablets (41%) continue to be the preferred supplement format among U.S. consumers; however, this penchant has been in decline over the past 11 years as gummies (35%), softgels (33%), chewables (26%), and soft chews (24%) are gaining ground, according to the Natural Marketing Institute’s (NMI) 2021 Supplements/OTC/Rx Consumer Trends & Insights Report (9th Edition).
Overall, the percent of supplement users who completely/somewhat agree they prefer their supplements in forms other than pills or capsules has been fairly consistent in recent years (33% in 2017, 38% in 2018, and 31% in 2020). The past year, like everything, has likely been influenced by the COVID-19 pandemic.
Meanwhile, the percent of supplement users who chose gu
Delivery Targets
Capsules (42%) and tablets (41%) continue to be the preferred supplement format among U.S. consumers; however, this penchant has been in decline over the past 11 years as gummies (35%), softgels (33%), chewables (26%), and soft chews (24%) are gaining ground, according to the Natural Marketing Institute’s (NMI) 2021 Supplements/OTC/Rx Consumer Trends & Insights Report (9th Edition).
Overall, the percent of supplement users who completely/somewhat agree they prefer their supplements in forms other than pills or capsules has been fairly consistent in recent years (33% in 2017, 38% in 2018, and 31% in 2020). The past year, like everything, has likely been influenced by the COVID-19 pandemic.
Meanwhile, the percent of supplement users who chose gu
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