Natural Products Insider

JUL-AUG 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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40 INSIDER July/August 2018 Contract Manufacturing: Delivery Forms Traditionally, supplements have been based on the foundational fi ve forms: hard-shell capsules, tablets, softgels, liquids and powders. This is changing. Consumers are starting to get their supplements in new and exciting ways, and brands and manufacturers are discovering how they deliver is only limited by their creativity. Larger market segmentation and customers looking for new ways to improve their quality of life are driving this change. A more diverse demographic is starting to take dietary supplements. According to the Council for Responsible Nutrition's (CRN) 2017 Consumer Survey on Dietary Supplements, 76 percent of U.S. adults take dietary supplements, which is an all-time high for supplement consumption. With this growth, there is a richer diversifi cation happening not only in terms of who is taking supplements, but also how. People are not just taking tablets and capsules; they are turning to powders and drink mixes in droves. This movement will—and is starting to—transition into foods and other delivery forms as well. One of the driving forces is simple pill fatigue. Consumers are looking for easier-to-obtain nutrition without having to swallow a big capsule or pill, while at the same time making it a more positive part of their routine. There is now, and will continue to be, among brands and manufacturers, a big emphasis on fl avor and experience. Consumers desire a more The Evolution of Delivery Forms: From Tablets to Tacos? by Justin Bath enjoyable experience when they are taking products and using them more in their life. It is a move away from the adage, "If it's good for you, it has to taste bad." Coupled with that idea, consumers are seeking healthier alternatives when it comes to beverages, supplements and foods. As people are focusing on healthy alternatives for food and food choices, ultimately, the market will begin to see more supplementation married with food. People will want to get their added nutrients in foods they already consume such as snacks, yogurts (i.e., probiotics), and even items that were previously considered strictly unhealthy such as candy, ice cream and potato chips. That trend will continue to shift and grow. Another element is the migration away from soft drinks and similar sugary drinks. According to a 12-year study published in Obesity, in 2003, 79.7 percent of children and 61.5 percent of adults drank a sugary beverage on any given day (2017;26(2). DOI: 10.1002/oby.22056). In 2014, the fi gures dropped to 60.7 percent of children and 50 percent of adults. The industry is headed in an exciting direction. One creative approach quickly evolving is the area of countertop dispensaries, which is similar in concept to a Keurig coffee machine where there is a one-off format with a multitude of options. Essentially it provides a mechanism to "brew" the vitamins and minerals requested in a beverage fl avor of choice or smoothie. This is indicative of consumer desire for increased convenience and single-dose formats. While pills and tablets will always exist, beverage delivery systems are on the rise like never before. With new fl avor combinations and formats such as shots, smoothies and shakes, manufacturers can add even more ways to increase the positive experience by adding enhancers such as effervescences. Gummies are all the rage now and this will only continue to grow. But how about getting the benefi ts of a bowl of vegetables in a stick of chewing gum? With how rapidly medicine, medical devices and supplement forms are evolving, the market could easily get to the point where a patient could see a doctor who injects a slow-release capsule under the skin that delivers highly-concentrated multivitamin supplements over a six-month period. The sky is the limit for new and innovative delivery forms. Consumers want them; it's time to get creative. Justin Bath is the president of Biovation Labs (, a contract manufacturing, formulation, private label and supplier company within the natural products industry. The company works within the life science space, manufacturing products for supplement and nutraceutical companies worldwide.

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