10 innovative delivery formats that have revolutionized dietary supplements

[Editor's note: This feature is just a taste of the in-depth content available in the new digital magazine on new-school gummies, old-school capsules, and all manner of delivery formats available for supplement new product development. Download the free digital magazine here.]

Brands that want to remain successful and stand out in the dynamic nutraceutical space need to keep pace with evolving consumer interests, product development and formulation trends, and also keep working toward improving and innovating delivery formats.  

Recent market reports reveal an interesting shift in consumer preferences and growth among the primary delivery formats utilized in today’s dietary supplement market. Keeping in mind that gummies were previously the highest-growing format, the most notable shift is that tablets had the highest growth in 2023, and held the biggest market revenue share at 32.3%, followed by capsules and then gummies. 

According to NBJ’s “Delivery Format Report 2023,” nearly half (47%) of frequent supplement users acknowledged that gummies were their go-to when they first started taking nutraceuticals — but eventually, these consumers added pills into their supplement regimens. 

Evaluating options and opportunities 

As nutraceutical brands evaluate delivery formats and ways to innovate that are best suited to their specific products and target audiences, a number of key factors are important to consider. Namely, traditional delivery formats offer a range of pros and cons. 

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Powders hold a tremendous benefit in that there are virtually no limits on the formula’s size or dosages, giving the product greater freedom to boast multiple benefits and use active ingredients that have low concentration. However, out of all of the delivery formats, powders can be the most complex to flavor, as ingredients with unpleasant flavors tend to be more noticeable in powder formulas. Brands should note that it’s common to go through multiple rounds of flavor sessions and testing for powder formulas. 

During the manufacturing process, powders are also susceptible to clumping, which risks the breakdown of a manufacturer’s machinery and poor mixability, creating a potentially unpleasant consumer experience. A solution for this is to include an excipient that increases flowability and acts as a lubricant to ensure a powder formula can successfully complete the manufacturing process. 

In 2023, powder supplement sales increased over 20%. Following the path of hydration products, which have fully embraced the powder format, other categories are anticipated to test the waters with a powder format as well. Looking ahead, mood supplements and gut health supplements — both of which have seen success with capsule and gummy formats — are expected to utilize powder formats. Another anticipated trend is that powder supplements will focus more on benefits for specific conditions, rather than boasting general or multifaceted benefits. 

Related:Formulation challenges of appealing supplement delivery formats

Tablets have a particular advantage in that formulas can allow for larger dosages because of the compression process involved in manufacturing. The different release agents available when developing a tablet product enable formulators to have greater control of whether active ingredients have a quick, delayed or extended release after consumption. Tablets can also be “scored,” meaning that dose splitting is possible with this format, adding greater consumer convenience. 

From a challenge perspective, properly coating a tablet comes with complexities. Formulators must understand the specific types of coating(s) and coating thickness needed to protect the tablet from factors such as heat, moisture, decay, damage during transportation and more.  

Brands should be aware that the tablet format requires a formula that can produce a stable finished product and also a product that has a timely breakdown in the body after being ingested (typically 30 minutes). This entails applying the appropriate film coating(s) and including ingredient overages to account for the intense pressure and heat that comes from compressing the materials to the tablet form. The compression process may also affect sensitive ingredients. 

Related:Supplement delivery formats run from gummies to powders to ... crystals? Oh, my!

The global effervescent tablet market, in particular, is expected to grow to around $8.7 billion by 2030. Eyeing tablet trends, it’s anticipated that effervescent tablet products will focus more on specific benefits such as stress relief. 

Capsules have the unique ability to encase (or be filled with) powder, liquid and/or beadlets that enable a range of formulation options for this format. Ingredients are also inherently given greater protection when in the capsule format, making this format a great solution for formulas that include sensitive ingredients. 

One of the main drawbacks for the capsule format is that the fill weight of the formula is limited based on the capsule volume. Capsules have a limited range of sizing options that can cause complexities when trying to fit total blends and serving sizes into them. 

When formulating for capsules, it’s important to consider the excipients needed to ensure a successful manufacturing process and a consistent finished good. If the product flow is slow because of poor lubrication or flowability, there is risk that the finished capsules may be inconsistent. 

Capsules are expected to find new growth and innovation through the personalized nutrition trend. Due to the natural compatibility with packet packaging for capsules, brands can offer consumers combinations of different capsule products targeting varied indications in one packet. 

Flavor considerations 

The approach to formulating differs depending on the chosen delivery format. Aspects such as taste and texture are important factors when formulating for a powder or tablet format, but don’t need to be considered when formulating for a capsule. Instances can occur when powder blends contain sour, bitter, fishy or earthy-tasting ingredients that could deter consumers if the product is not further enhanced. This is especially relevant in powder blends where the active dosages are high. 

The solution is to mask or cover the taste of those ingredients. Formulators have several different ways they can do this, including adding flavors that cover those non-favorable tastes. An example of this is adding an orange flavor to cover the taste of mushrooms. Another common practice is to use sweeteners, such as stevia, cane sugar or monk fruit. Other options include bitter blockers, acids and gums. 

Sustainability 

As consumer packaged goods (CPG) brands have become more responsive to consumer demand for more sustainable packaging, a slight shift has taken place, with some brands moving away from traditional PET (polyethylene terephthalate) jars and opting for 100% post-consumer plastic or flexible packaging options made from sustainable materials. Specific and unique packaging is taken into consideration during the formulation process if dosages/sizes will be limited because of the packaging restrictions. 

Outlook for innovation and technologies  

Liposomal and polar-nonpolar sandwiching (PNS) technologies are taking the bioavailability and efficacy of traditional nutraceutical ingredients and products to new levels. Liposomal technology in particular has made a huge splash in the market with vitamin C products. Formulating with liposomal technology is branching into other categories such as creatine and caffeine. These technologies are pushing the envelope for product development innovation. 

Non-thermal atmospheric plasma is a developing technology that can enhance an ingredient’s structure. In addition to potentially aiding the body’s digestive enzymes to work more effectively, it could also lead to improvement in attributes such as bioavailability and absorption. 

FZZR technology, introduced by the TSI Group, is uniquely positioned to offer the best of powders and effervescents in one blend by giving a variety of formulations a “fizz” factor. The benefits for FZZR granules include higher active or multiple actives loading, extended shelf life, enhanced taste, easier swallowing and an improved consumption experience. 

The crystal format has been embraced by Emergen-C — one of the first big players in the market to embrace the innovation. The brand recently well-positioned its crystal products for children. Given Emergen-C’s success and that one of the biggest selling points for crystals is the unique consumption experience, future innovation through crystals is anticipated for other category brands to follow. 

Gummy trend predictions and innovations include new plant-based gelatin substitutes and the creation of gummy combination products that boast multiple benefits, such as vitamin and beauty perks in one product. 

Beadlets and microbeads are a budding delivery format that only a few brands have brought to the market — so far. The brand Ritual has found success in the market with a patented beadlet-in-oil technology encased in a capsule. Brands like Rootine remove the traditional capsule from the equation and deliver the stand-alone microbeads in sachets, allowing consumers to sprinkle the tiny beads onto food or beverages, making for an easy (and fun) consumption process. Nutrients consumed in the microbead format may also offer advantages in absorption. 

Oral nutraceutical pouches are another notable delivery format innovation. Made of soft tea paper and filled with powder blends, the pouches can be placed between the gum and inner lip for hands-free delivery and a more efficient nutrient uptake. 

Fortunately, no lack of innovation exists for nutraceutical delivery formats — or newly developing technologies to improve and enhance formats — which makes this an exciting time for manufacturers, brands and consumers alike.