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.
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