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Traditional But Trendy: Capsules And Tablets Lead VMS Delivery Formats Despite Gummy Growth

 
• By Eileen Francis

Natural Marketing Institute survey found capsules (42%) and tablets (41%) are most popular supplement formats followed by gummies (35%). Results presented during a Council for Responsible Nutrition webinar showed younger consumers are willing to try formats such as tinctures, oral sprays and tablets.

Capsules and tablets remain the most popular delivery formats for vitamins, minerals and supplements in the US even as gummy products soar in popularity, according to a Natural Marketing Institute Inc. survey

During a Council for Responsible Nutrition webinar on delivery formats on 15 December, Diane Ray, NMI’s strategic innovation vice president, said among 2,000 consumers surveyed online earlier in the fourth...

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