2023 Delivery Format Report
The Delivery Format Report is the go-to resource for everything you need to know on long lasting trends within the industry. We examine the performance across 15 formats to identify the stand-out categories, what the hot trends are and which formats are tried and true.
After surveying 1,000 frequent dietary supplement users the results showed that 63% of users agreed that they seek out science backed supplements to ensure effectiveness. Consumers are doing their research, opting for items with less sugar and more overall benefits. The updated forecast supports that consumers are relying on this data when making their purchasing decisions.
Gummies were previously the star of the industry, is that still the case in our updated forecast? The growth for all formats has shifted, this is obvious as tablets and capsules rank 1st and 2nd, with gummies following in 3rd. Amongst the frequent supplement users surveyed, 47% agree that gummies were their go-to when starting supplements for the first time but overtime added pills into their supplement regimen.
The Delivery Format Report is packed full with market sizing and consumer survey data, producing over 50 data charts. Join us with the data backed commentary as we study the shift in growth across all formats, examine current trends and give a revised forecast.
- Executive overview
- Top thoughts
- A tale of two trajectories
- Supplement industry sales and growth, 2018-2026e
- Supplement market share by category, 2022
- Supplement market share by delivery format, 2022
- Pill vs. Non-pill supplement sales, 2018-2026e
- Supplement sales by delivery format, 2018-2026e
- Supplement growth by delivery format, 2018-2026e
- Supplement market share by delivery format, 2018-2026e
- Read more
- Tablets, softgels, capsules, vegetarian capsules and pill packs
- Conventionally conventional
- Capsule format sales and growth, 2020-2026e
- Tablet format sales and growth, 2020-2026e
- Softgel format sales and growth, 2018-2026e
- Vegetarian capsules format sales and growth, 2018-2026e
- Pill pack sales and growth, 2018-2026e
- Market manifestations: Tablets, softgels, capsules, vegetarian capsules and pill packs
- Gaia Herbs Liver Cleanse liquid phytocaps
- First Person Sunbeam caps
- Read more
- Gummies and chewables
- Chews wisely
- Gummy format sales and growth, 2018-2026e
- Chewable format sales and growth, 2018-2026e
- Market manifestations: Gummies and chewables
- Goli Pre+post+probiotics
- Hydroxycut Weight Loss + Women
- humanN SuperBeets Heart Chews
- Read more
- Powders
- In the mix
- Powder format sales and growth, 2018-2026e
- Market manifestations: Powders
- Gainful
- Solaray’s Mycrobiome Prebiotic Powder
- Athletic Greens
- Shots and liquids
- Sips ahoy
- Shot format sales and growth, 2018-2026e
- Liquid format sales and growth, 2018-2026e
- Market manifestations: Shots and liquids
- MaryRuth’s Women’s 40+ Multi Liposomal multivitamin
- Aurora Nutrascience Liposomal Vitamin C
- All others
- Novelty and nutrition
- Effervescent format sales and growth, 2018-2026e
- Quick dissolve format sales and growth, 2018-2026e
- Lozenge format sales and growth, 2018-2026e
- Lollipop format sales and growth, 2018-2026e
- All other format sales and growth, 2018-2026e
- Market manifestations: All others
- Emergen-C Orange Support Immunity C crystals
- Shaklee Essential MultiV Drink
- Twinlab D3 1000 + K2 Dots
- Consumer survey
- Top thoughts
- Pills and gummies dominate
- Nearly two-thirds of frequent supplement users take two to four different products
- 41% of frequent supplement users that prefer capsules prefer them because they’re easy to swallow
- General sentiments of frequent supplement users
- How frequent supplement users feel about pills
- General health, immunity and nutritional gaps are top reasons for frequent supplement users
- Pills still dominate among frequent supplement users
- Gummies are most preferred single format, but combined pills lead overall
- The largest percentage of consumers who prefer pills over other formats do so because they’re easy to swallow
- Gummies up and coming
- Gummies were first supplement for nearly half of frequent supplement users
- How frequent supplement users feel about gummies
- Gen Z over indexes on gummy preference while boomers over index on tablets
- Almost one third of frequent supplement users who take 2-4 different products prefer gummies
- Among frequent supplement users, nearly half of those who prefer gummies try to avoid or limit sugar in supplements
- The largest percentage of consumers who prefer gummies over other formats do so because of taste
- Doing their own research
- 25% of Gen Z frequent supplement users say they prefer supplements that have enjoyable taste
- Millennials pay less attention to pricing when compared to other generations
- 30% of Millennial frequent supplement users say since COVID-19 they’ve started taking more supplements
- 58% of frequent supplement users that prefer gummies consider themselves knowledgeable about dietary supplements
- Gummy preferred users rank almost as high as capsule preferred users on seeking science-backed supplements
- Frequent supplement users who prefer capsules tend to do more research before buying a supplement
- 56% of millennials said they pay close attention to ingredient labels, the highest percentage compared to other generations.. 38
- Within frequent supplement users who prefer a gummy format, 48% said they pay close attention to ingredient labels
- Within frequent supplement users who prefer a powder format, 93% said they always check the label for dosage
- Confidence in knowledge of dietary supplements varies not just by format, but also by generation
- Reason for format preference, by generation
- More than a third (35%) of frequent supplement users started taking supplements within the last two years
- Vitamins are top category taken by frequent supplement users
- One third of frequent supplement users rank easy to swallow as key attribute
- Two thirds of frequent supplement users always pay attention to dosage
- 59% of frequent supplement users say COVID-19 did not change their supplement usage
- Nearly one-third of frequent supplement users would purchase a different format for the first time based on a sale or
- low price
- Most frequent supplement users consider themselves knowledgeable about nutrition and the benefits of
- dietary supplements
- Related content
- Taste matters
- For non-pill supplements, flavor can make or break a product’s success
- Packing it up
- Personalized nutrition has created more awareness and more capacity
- for pill packs, but the length of the runway is unclear
- Gummed up
- Acknowledgments and definitions
- Acknowledgments
- Research methodology
- Copyright
- Definitions
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