Pill fatigue is a well-known phenomenon in the supplement industry, primarily propelled by consumer desire for more enjoyable, food-like supplement experiences.
In 2021, non-pill formats began to eclipse pills in the U.S. according to data from the Nutrition Business Journal, accounting for 56% of market sales, up from 37% in 2013. However, Informa’s 2025 Supplement Business Report suggests pill-like formats have regained their foothold in the U.S. dietary supplement market, now leading as the most popular format and accounting for nearly 34% of market sales.
“Pills continue to dominate the dietary supplement market, holding over a third of the market share,” said Bill Giebler, content and insights director at New Hope Network, a division of Informa Markets specializing in the natural products industry. “However, their dominance has declined significantly in recent years, as food-like formats have surged ahead.”
Informa’s latest report suggests that gummies now account for approximately 25% of the market, holding the largest share compared to other non-pill formats. This is followed by powders (18%), soft gels (13%) and liquids (12%).
These alternative formats are growing quickly, a trend Giebler predicts will continue in the coming years as younger generations increasingly influence innovation.
“Younger consumers, in particular, seem to be driving the excitement around newer, food-like supplement formats,” he said. “While the data does not explicitly explain the reasons behind this trend, it is likely the food-like pleasure or convenience—think gummies and powders, respectively—that drive the appeal.”
In Europe, traditional formats like capsules and powders remain popular, but supplements offering both ease of use and convenience are winning, according to Nick Morgan, managing director of market intelligence firm Nutrition Integrated.
“Rather than one delivery format dominating across the board, we’re seeing more context-specific formats, shaped by ingredients, use cases or audience groups,” he said. “Gummies remain strong, and I don’t think we’re at peak gummy yet. It’s a mature category in the U.S., but in Europe, we’re still seeing acceleration, especially when it comes to specific ingredients such as creatine gummies and protein gummies. Their success is closely tied to consumers seeking ease, enjoyment and a less clinical supplement experience.”
Shots and stick packs are also good examples of formats that have transcended categories as user needs have evolved, he said, with shots offering GLP-1 users small portions of nutrient dense liquids and stick packs providing portability and convenience.
This trend is also being seen across the Asia-Pacific region, according to Marc Duchene, CEO (APAC) at Barentz, a global specialty ingredients solutions provider.
“There is growing demand for delivery formats other than traditional tablets and capsules,” he said. “Consumers are increasingly drawn to convenient, on-the-go solutions such as gels, shots and stick packs.
“Additionally, the functional foods and beverages segment is gaining momentum, with health claims playing a more prominent role in consumer purchasing decisions.”
Candyceuticals – an emerging trend?
In the supplement market, ‘candyceuticals’ are emerging as a popular choice, combining the enjoyable experience of sweets with the added benefits of nutrition.
In recent years, supplements brands have grown increasingly innovative with these sweet-like formats. For example, in 2023, China-based manufacturer Guangdong Baida Biotechnology launched a popping candy containing vitamin C and probiotics.
The company said this format not only serves as a fun and interesting supplemental delivery format, but it may also slow down ingredient degradation due to the carbon dioxide used to create the popping effect.
Similar products include Emergen-C’s immunity-boosting popping crystals, which come in a variety of fruity flavors such as Berry Lemonade, Strawberry Burst and Orange Vitality. Still, this format represents a miniscule segment of the market.
Comparatively, chewable tablets and soft chews are beginning to take up a large market share, raking in $473 million and $253 million in U.S. sales in 2025, respectively, according to data from market research firm SPINS. The popularity of soft chews is rising particularly quickly, with a 34.4% increase in sales compared to 2024.
In fact, in 2023, Vitux, which owns patents on Concordix Smart Chews Technology, had to expand its operations to keep up with demand. This technology is now used in a growing number of products which include ingredients such as omega-3s and vitamins.
A number of chewable tablets have also hit the shelves this year. For example, UK-based sports nutrition brand Vow Nutrition recently launched a range of chewable supplements, including creatine, collagen and amino chews.
CEO and founder Simon Stevens said the retro sweet-style supplements provide consumers with a convenient option that can be taken on the go without having to worry about mixing powder with water.
Vow Nutrition’s creatine chews are currently the company’s best-selling product, partly owing to their convenient format, but also to the growing consumer scrutiny of creatine gummies.
“We have watched the health and wellness industry shift rapidly toward convenience first products, with many consumers now choosing bars, ready-to-drink shakes, gummies and chewables instead of powders,” he said. “We feel that we’re now leading the market because of the route we’ve taken over gummies.”
Functional chewing gums are also seeing rapid growth. While they only represent a small market share (less than 1%), SPINS data suggests this format is seeing the largest growth, growing by 95% between 2024 and 2025. This may have been fueled by confectionary giants joining the charge, with both Mentos and Mars launching gums infused with vitamins and herbal extracts in the last few years.
Collagen also appears to be a popular ingredient for food-like formats, with UK-based start-up Cloo9 recently launching cherry-flavored collagen jelly sticks with added vitamin C.
Similarly, O3Omega, a subsidiary of Virun NutraBiosciences, recently launched a range of omega-3 ‘treats’, formulated with algal oil, collagen and vitamins. The supplements come in small smoothie pouches in a range of flavors, from Cinnamon Bun to Custard Tart.
O3Omega CEO Sara Fenn described the pouches, marketed to both children and adults, as “brain food disguised as treats”.
“Our ideal is that when a parent is buying a treat for their child in the shop, they can choose a delicious DHA supplement which will feed that child’s brain as opposed to a chocolate bar or a pack of sweets,” she said. “We want to bridge the gap between a supplement and a food, offering healthy treats which are accessible for families, children and adults.”
One-and-done formats
Beyond food-like supplement experiences, consumers are looking for products that can simplify their everyday routines, according to EuroMonitor’s 2026 trends report.
This is reflected in the market offering as brands increasingly look for solutions to encourage adherence. For example, a number of brands launched ready-to-drink (RTD) formulas last year, eliminating the need to mix powder with water and giving consumers the option to easily consume a daily dose of active ingredients.
In 2025, UK-based nutrition company Huel introduced a RTD daily greens product, nootropic company Neutonic expanded its RTD ‘productivity blends’, and Vital Proteins entered the RTD market with a collagen and protein shake.
SPINS data valued the U.S. RTD supplement market at more than $7 billion last year, growing by nearly 12% compared to the previous year, suggesting this area of the market is one to watch throughout 2026.
Other brands are using powdered formulations to pack in multiple nutrients in a single product. For example, Irish women’s health brand Sisterly recently launched a ‘one-and-done’ powdered supplement solution, formulated with a daily dose of 27 essential nutrients in a convenient once-a-day sachet.
“There’s such strength in stripping back everything to a simple routine,” said co-founder Louise O’Riordan. “We often ask people for their supplement confessions, and there’s a real sense in the U.S., probably more so than in Europe, of supplement fatigue, which makes it near-on impossible to stay consistent. I think the simplicity of one-and-done is really resonating with people.”
Other brands are getting personal, offering consumers all-in-one supplement solutions based on their individual health goals and nutrient deficiencies. For example, UK-based brand Nourished creates personalized gummy stacks with seven nutrients tailored to the individual.
Customers fill out an online questionnaire in which they are asked about their diet, energy and activity levels, sleep quality, screen time and overall health. They then receive a recommendation for a personalized Nourished stack with seven nutrients designed to help optimize lifestyle, diet and health priorities. The selection is then 3D printed on demand.
In 2021, Nourished’s parent company Remedy Health reported a six-fold revenue increase, highlighting the demand for simplified and personalized supplement routines, particularly following the COVID-19 pandemic.
Another brand taking a similar approach is Tailored Script. Owned by the TSI Group, Tailored Script creates coffee-style pods filled with tiny granules of vitamins, minerals and botanicals. With over 150 nutrients to choose from, the pods are personalized to individual nutrition needs, based on health data, including biomarkers, symptom profiles and health goals.
This brand-new solution, only recently launched in China, the United States and Australia, was created to solve two problems: that mass manufactured supplements are typically limited to fixed doses and that manual compounding is labor intensive and unscalable.
“Today’s consumers are no longer satisfied with generic one-size-fits-all products,” said Tony Gay, senior director of regional sales in Europe at TSI. “They seek simplicity, confidence and solutions that are personalized and responsive to their changing health needs.
“Tailored Script delivers a single daily pod that is uniquely formulated, dynamic—formulas can evolve over time as goals or inputs change—and easy to understand and take, replacing multistep regimens.”
This latest innovation adds to TSI’s large portfolio of innovative delivery technologies, including FZZR (effervescent granules, melts and mints) and STRW (functional straws filled with mini dose granules).
These technologies help brands to differentiate themselves, improve consumer compliance by making daily routines more enjoyable and simplify delivery for populations struggling with capsules and tablets (such as children and older people), according to Anne Magne, chief marketing and communication officer at the TSI Group.
“So far, the response has been very positive, especially in Asia-Pacific and North America, with formats like FZZR helping drive higher repeat purchase rates and positive brand differentiation,” she said.
Efficacy, bioavailability and solving customer concerns
Beyond the customer experience, supplement brands must also consider the efficacy and stability of their products. Consumers are growing increasingly aware that not all supplements are created equal, and brands are therefore differentiating themselves by offering formats which promise top-level bioavailability.
“[Consumers are] no longer satisfied with one-size-fits-all solutions,” said Shaheen Majeed, global CEO and managing director at health science company Sabinsa. “Brands must now consider not just what ingredients deliver health benefits, but how those ingredients are delivered to optimize bioavailability, stability and consumer experience.”
One UK-based women’s health brand doing things differently is Ditto, which recently launched a menstrual cycle supplement formulated with an innovative beadlet technology. The individual beadlets are suspended in oil, allowing a controlled release of nutrients which prevents each nutrient from limiting the others’ absorption.
NuTraditions, the finished-product retail brand of California-based ingredient supplier NuHerbs, has also focused its efforts on delivery efficacy, launching a range of oral strips for sleep, relaxation, immune support and energy.
The strips use a quick-melt format that dissolves on the tongue, which speeds up the process of getting the active components into the body by partially bypassing the digestive process. The format has resonated with consumers, according to Wilson Lau, president of NuHerbs and CEO of NuTraditions, due to fast results, portability and accessibility.
“Based on customer feedback, they love this format for this use case,” he said. “Everyone has interrupted sleep nights, for example, you wake up to use the bathroom but can’t fall back to sleep. Because of how fast our product works and the ability to easily take it without water or preparation, you can take one and quickly ease yourself back to sleep.”
Other brands are using liposomal delivery to enhance efficacy. UK-based menopause brand Valerie uses liposomal nanotechnology to carry and protect 11 active nutrients, ensuring they achieve maximal absorption.
Valerie co-founder Olly Johnson said that the brand has seen a shift in consumer awareness around bioavailability and that its ‘maximal absorption’ promise has contributed to the brand’s success.
“We’re seeing a real shift in consumer awareness around bioavailability—people are no longer just looking at ingredient lists but want to know their bodies are actually absorbing and benefiting from what they’re taking,” he said. “Our liposomal format has been a key driver for both consumer trust and retention, as it delivers 5x better absorption than pills, powders and gummies. Since launch, we’ve had strong traction, particularly from women who’ve tried everything else and want something that actually works.”
Avoiding trade-offs
Ultimately, consumers are looking to balance convenience and efficacy, with enjoyable sensory experiences likely to drive adherence.
Erica Annear, senior manager of innovation at Wisconsin-based natural products manufacturer Nature’s Way, said that while new format launches can be risky, the pay-off is likely to come as long as consumers are “surprised, delighted and feel like they aren’t trading off efficacy.”
“It’s always a risk to innovate in new formats because you’re asking the consumer to create a new behavior for themselves,” she said. “What we hear consumers tell us through our research is that they are interested in experience, as long as it’s a good one.”
And while traditional formats like capsules, powders and tablets will continue to face intense competition, they are likely to remain popular, according to Morgan.
“Traditional formats are absolutely here to stay,” he said. “They’re familiar, trusted, effective and for many consumers, they remain the easiest option. The future isn’t about abandoning these formats but instead making them relevant to the behaviors, routines and context that drive consumer choice. The opportunity is often right in front of us, it’s just finding how to present it in a way that feels more intuitive for consumers.”