Trends in Supplement Ingredient Dosage, Delivery

The emerging “Consumer 2.0" is looking for convenience and flexibility in their nutrition, but they also want advice, so supplement brands have an opportunity to promote innovative supplement delivery forms on social media.

Jeff Hilton, Co-Founder, Partner and CMO

July 13, 2015

1 Min Read
Trends in Supplement Ingredient Dosage, Delivery

Retail shelves, both physical and virtual, are changing. What has historically been a stronghold for tablets, capsules and softgels is morphing into something quite interesting, and it’s no accident. Consumers are changing the way they manage and consume supplemental nutrition, and smart manufacturers and suppliers are paying attention.

The move toward more innovative, convenient dosage and delivery forms for functional raw ingredients is in full swing. It only takes a brief visit to Whole Foods Market or Sprouts Farmers Market to observe it in all its glory. Single-serve tear pouches, gummies, shots, strips, liquids, rapid dissolve tablets, sprays, gels and chewables are everywhere, and consumers are rushing to purchase.

The consumer trend overall is toward a more diverse selection of dosage forms based on needs and lifestyle. This has important implications for both manufacturers of supplements and suppliers of raw materials.

Many consumers are:

•             Looking for convenience and flexibility;

•             Searching for new and innovative health solutions;

•             Enjoying newfound empowerment to proactively manage their own health and wellness;

•             Attracted to bright, shiny new things;

•             Increasingly receptive to the recommendations of peers, friends and family; and,

•             Into social media.

Successful supplements of the future will have to compete for the limited attention of a busy and convenience-driven consumer who wants health solutions to be available on-demand and on their terms. So, delivering a product/ingredient in a dosage and form that is interesting, flexible and conforms to their lifestyles is vital, and quickly becoming a cost of entry into the category.

For more on branding and marketing supplements of the future, read the full article in INSIDER’s Supplement Delivery Technology Digital Issue.

Jeff Hilton is co-founder and chief marketing officer at BrandHive.

About the Author(s)

Jeff Hilton

Co-Founder, Partner and CMO, BrandHive

Jeff Hilton is partner and co-founder of BrandHive, a leading healthy lifestyle branding agency providing high-level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies around the globe. Jeff has been recognized by Advertising Age as one of the nation's Top 100 Marketers. He brings 35 years of advanced business and marketing insights to his clients, including over 20 years working with leading brands in the dietary supplement, functional food and beverage, and health and beauty categories. Jeff's background also includes leadership positions with Nature's Way and Nutraceutical Corporation as president of their KAL supplement brand.

Hilton has been an invited speaker at healthy lifestyle events worldwide, including Natural Products Expos East and West, Nutracon, NBJ Summit, Fancy Food Show, IFT and Vitafoods. He was also awarded the Personal Service Award from Nutrition Business Journal in recognition of his ongoing efforts to raise the bar for industry including editorial contributions, pro bono work, webinars and speaking engagements.

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