Despite a lot of talk about pill fatigue, the dietary supplements market continues to be dominated by capsules, tablets, and softgels. But consumers are definitely looking for convenient and experiential formats with gummies leading the pack in terms of growth, while other formats such as stick packs and powders are also gaining traction. Novel delivery formats offer brands a means to differentiate formulations in a crowded market and connect with new consumers, but which formats are consumers seeking out, what are some of the formulation challenges with such novel formats, and how are the lines blurring between food, beverages and supplements.
