Liquid supplements present golden opportunity – article

Supplement users are becoming very savvy about the products they take. First, they know that supplements offer real benefits like immune support, digestive health and even improved skin, hair and nails. But with this knowledge they are also more discerning about the dosage, efficacy, absorption, convenience and taste of the products they use.

While many new formats are gaining in popularity, consumers are also paying close attention to what these products do and how they do it. For example, according to the Nutrition Business Journal’s 2023 Delivery Format Report, 83% of U.S. consumers agree or strongly agree it is important that their supplements can be easily absorbed in the body. Additionally, 62% say they are knowledgeable about the nutrition and benefits of the supplements they take and 66% now say they make sure to do necessary research before buying or taking a supplement.¹

As formulators and brands consider these many deliverables in a very competitive market, liquid formats are emerging as an accessible and appealing option to meet all of these demands. Unlike traditional formats, such as tablets, capsules and powders, liquid supplements are highly versatile, can potentially improve bioavailability to deliver on specific health benefits, and offer flexibility in flavoring and packaging to allow for development of premium and personalized products.

Consumers are also looking at liquid formats for their convenience and ease of use. For example, athletes may be looking for a product with a faster effect that comes from a higher dosage in a liquid format, while a senior consumer may have difficulty swallowing pills and would appreciate the convenience of a liquid.

Move over, capsules — this is a job for liquids

While there is an intuitive factor regarding the absorption of liquid supplements — it just makes sense — there is also substance to these ideas, according to Robert Wildman, Ph.D., RD, LD, FISSN, regional VP of R&D for TCI Biotech, a global dietary supplements supplier specializing in liquid formats. “Liquid formats typically offer the advantage of delivering higher nutrient dosages due to their larger serving size,” he said. “For example, a single serving of a collagen drink can provide 5 to 13 grams or more of collagen, whereas achieving the same dosage with capsules would require consuming more than 15 capsules.”

What’s more, he added, “Liquid collagen is generally absorbed more rapidly in the body than powdered forms, as liquids bypass the extended digestive process required for powders, enabling quicker absorption into the bloodstream.”

Liquid formats also check off boxes for ease of use and convenience. Using a liquid format can help consumers minimize the number of capsules and tablets they take daily, making liquids appealing for those experiencing pill fatigue or difficulty swallowing capsules. They are also adaptable to busy lifestyles and easy for on-the-go consumers, offering ready-to-drink (RTD) and single-serving products that eliminate the need to carry bulky containers or perform additional steps like mixing with water.

It's little wonder that the market for liquid supplements is on the rise. According to data from Grand View Research, the global liquid dietary supplement market reached $21.56 billion in 2023 and predicts a compound annual growth rate of 11.6% from 2024 to 2030.² In the United States alone, liquids and shots reached nearly $7.6 billion in sales in 2022 and the sector is expected to steadily command about 11% of the U.S. supplement market.³

These advantages also help brands differentiate in the market. “Liquid formats utilize water as a carrier, with the option for preservative free formulations, whereas solid formats typically require the use of fillers and binders,” said Wildman. “Liquids can also enhance the flavor profile of particular products to make them more enjoyable.” In addition, they are also user friendly for a variety of age groups including kids.

Ingredients requiring higher dosages are particularly well suited for liquid formulations. Beyond collagen, they also work well for glucosamine, inositol, calcium and fiber. Liquid formats allow for these higher dosages to be delivered in a single, palatable RTD serving, whereas achieving equivalent dosages would require multiple tablets or capsules.

“Liquid formats can mask the taste of some oils (omega-3 fatty acids from fish oil or algae) and make them easier to consume,” Wildman added. “They also facilitate better absorption of fat-soluble nutrients when using liquid liposomal technology.”

Postbiotics also thrive in liquid formulations that provide a stable environment for their survival and transportation to the gut. Liquid postbiotics can also enhance user experience with better taste and texture.

Skill and innovation

But manufacturing liquid supplements takes specific expertise, so working with a partner that brings that proficiency to the table is a good idea.

While liquid supplements offer promising benefits, they involve complex formulation processes and require precise ingredient mixing, quality control and regulatory compliance, Wildman noted. “Formulating liquid products requires advanced technique, including considering the solubility, degradation of the nutrient in water, flavoring, control of pH levels, Brix level, sterilization process and stability,” he explained. “Packaging innovations are crucial to preserving efficacy and shelf life of liquid supplements. This often involves using advanced packaging technologies, such as air-tight sachets or glass bottles.”

TCI Biotech is well-equipped to address these challenges. “Our GMP-certified, ISO-compliant infrastructures ensure that all products are effective, consistent, and meet international regulatory standards. With TCI Biotech’s expertise, businesses can confidently offer products that are not only backed by scientific evidence but are also packaged to maintain maximum potency and quality.”

TCI Biotech also specializes in working with brands through a collaborative co-development process. This involves a series of brainstorming sessions and discussions to create products that align with the brand's goals and market needs. “The process begins with TCI Biotech proposing potential product concepts based on the brand’s specific requirements, market trends, sales channels, pricing strategies and product positioning,” said Wildman.

After engaging in conversations with the brand to gather feedback, TCI Biotech fine tunes the product concept, translating it into a formula and actual product samples. “These samples can include multiple flavor options, and we remain flexible to accommodate any adjustments requested by the brand. In cases where formulation challenges arise, TCI Biotech conducts thorough laboratory testing and may recommend pilot runs and stability studies to develop solutions.”

TCI Biotech is also looking ahead to the future of the liquid supplement market. The company is innovating with emerging technologies to help better meet these consumer demands.  One key area of innovation is in production technologies, such as advanced emulsification techniques and nanoencapsulation. TCI Biotech’s Double Nutri premium liposomal encapsulation technology, for example, has demonstrated up to twice the absorption when compared to common liquid formulations. “These cutting-edge technologies enhance ingredient stability, improve bioavailability and maximize effectiveness,” said Wildman.

For instance, when developing a liquid fish oil product suitable for children, TCI Biotech overcame the difficulty of masking the typical fishy taste by creating an all-oil-based formula with natural flavoring, enhanced by liposomal technology to increase omega-3 bioavailability. This innovation minimized the oxidation of fish oil, resulting in a product that is both pleasant to consume and effective.

As consumer demand for convenient, customizable and easily absorbed nutrition continues, liquid supplements will continue to rise, Wildman concluded. “They offer superior functionality compared to traditional tablet, capsule and powder formats and will allow market players to push formulation boundaries and offer more potent and effective supplements that appeal to health-conscious consumers.”

References:

1. Nutrition Business Journal. 2023 Delivery Format Report.

2. Grand View Research. Liquid Dietary Supplements Market Size, Share and Trends Analysis Report by Ingredient, By Application, By End User, By Type, By Distribution Channel, By Region and Segment Forecasts , 2024-2030. https://www.grandviewresearch.com/industry-analysis/liquid-dietary-supplements-market-report

3. Ibid. NBJ.