Vol. 34 | Vol. 34 (3) - 2023 | JOINT HEALTH

Delivery format trends for joint health supplements

by

Maria Pavlidou
Head of Brand
Sirio Europe

ABSTRACT

What are some of the trends in alternative delivery formats for joint health supplements: Bulky powders have long been the go-to format for consumers, but is there potential and consumer demand for dosage form innovation?

This article will look at the technology behind nutraceutical gummies as an alternative delivery format in joint health, as well as exploring the trending formulations we see based on customer requests. One of the main technical challenges for nutraceutical gummies is for brands to ensure the bioavailability of the ingredients throughout the product’s shelf-life. But of course, for truly a stand-apart product, they also need to taste great with desirable organoleptic properties. We explore the key considerations for brands in manufacturing high quality gummies and the most trendy and popular consumer ingredients.

The evolution of delivery formats

According to FMCG Gurus, nearly 40% of EU consumers take weekly nutritional supplements for better active lifestyle nutrition (1). In the realm of sports and joint health supplements, consumers have long been accustomed to powders and capsules as their primary choices, and until now these formats have served their purpose well. However, despite their historical use they do also often come with challenges. Bulky powders are often inconvenient to measure and mix, while capsules may be difficult to swallow for some individuals. And, most importantly, none of these formats offer a pleasant sensory experience for the consumer.

ABOUT THE AUTHOR

Maria Pavlidou is a marketing leader with more than 14 years of experience in marketing & communications in both multinational and local companies, always in the area of health and nutrition, in B2C and B2B space. Maria started her career in B2C marketing roles at Danone and Novartis, before joining DSM where she worked for almost 8 years in different marketing roles, leading the marketing communication strategy for EMEA. Prior to joining Sirio, Maria worked as a senior strategy consultant at the HMT, a leading marketing and branding consulting agency. Maria´s expertise varies from messaging and communication to branding and positioning.

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