To stay one step ahead, nutraceutical brands and manufacturers must push the boundaries of product development to differentiate, while satisfying consumers’ increasingly high expectations. But many face hurdles, from uncertainty about where to start, to difficulty scaling ideas and addressing technical complexities. To uncover what it takes to break through in the nutraceuticals market, we interviewed industry expert, Shelby Linville, Associate Director, Global Product Marketing at Lonza Capsugel®—the Innovator’s Choice. Keep reading to explore the strategies for successful, differentiated product development.
Which health categories should brands focus on for future growth?
“Consumers are more invested than ever in extending their health span—the number of years lived in good health. While the global average lifespan has risen to 73.4 years, the average number of years lived in good health lags behind at 63.7 years. As a result, 60% of consumers say purchasing longevity-focused products is extremely or very important.
“Women’s health across all life stages—from premenstrual syndrome (PMS) to menopause—is also gaining momentum, yet over 30% of female consumers remain unsatisfied with the products available to address their health concerns., This growing demand presents an opportunity for innovation in targeted solutions that better support women's unique health needs.
“Beyond women’s health, the focus on mental well-being is also intensifying. With 80% of consumers prioritising their physical and mental health equally, emotional wellness—including mood, stress management, and overall happiness—is emerging as a key area for growth in 2025., These trends highlight a golden opportunity for nutraceutical innovators to develop products that align with evolving consumer expectations.”
What are the biggest technical hurdles brands face when developing innovative supplement formulations?
“As nutraceutical formulations become more sophisticated—to meet rising consumer demands—supplement developers must navigate an increasingly complex set of challenges, from multi-ingredient interactions to maintaining ingredient stability and achieving optimal ingredient delivery. Combining multiple ingredients requires careful consideration of potential ingredient interactions, as some nutrients interact in ways that may affect their stability, absorption, and delivery—such as hygroscopic and moisture-sensitive ingredients.
“What’s more, ingredients that are reactive to pH variations, oxygen, moisture, or light, can break down if not protected, limiting their bioavailability—the amount of substance that enters the bloodstream—and, as a result, their efficacy. Strategic balancing of nutrient combinations and formats is crucial—selecting the right capsule or dosage form can help optimise delivery and protect sensitive ingredients.”
How can advanced capsule technology help solve these formulation challenges?
“Tackling formulation and technical challenges like ingredient compatibility, stability, and delivery demands an understanding of polymer science and access to advanced capsule technologies. Fortunately, Lonza Capsugel has what it takes to help nutraceutical brands turn even the toughest formulation challenge into a competitive advantage. How? By selecting the ideal capsule polymer—gelatin, hydroxypropyl methyl cellulose (HPMC), or pullulan—and leveraging our advanced proprietary capsule technologies.
“For instance, our HPMC Capsugel DRcaps® designed-release capsules can protect sensitive ingredients—such as probiotics and enzymes—as they pass through the harsh acidic environment of the stomach. This HPMC-based capsule can be used alongside our Capsugel DUOCAP® capsule-in-capsule technology, which enables the combination of typically incompatible active ingredients into a single format.”
Beyond efficacy, what are consumers looking for in their supplement experience?
“Modern consumers are pushing the limits of traditional supplement formats. They seek products that are not only effective but also experiential—aligning with FMCG Gurus’ “Bright and Bold” forecast for 2025.7 For instance, scented supplements are becoming more desirable, with Lonza Capsugel’s proprietary research revealing that 70% of consumers would pay more for scented capsules if it made taking supplements more enjoyable/memorable.6”
How can brands create more engaging, sensory supplement experiences?
“To help supplement developers elevate everyday capsules into multi-sensorial moments, they can lean on the power of scent, aesthetic dosage forms, and vibrant colours. By doing so, brands can boost the emotional connection consumers have with products, creating a more enjoyable and memorable experience that encourages repeat usage. Scent is particularly important here, as it has the power to evoke nostalgic feelings, helping consumers foster positive associations with their supplements. To help brands tap into this opportunity, we created AromatiQ™ sensory technology—an aroma capsule coating technology that harnesses the power of natural essential oils and enticing flavours.
“Additionally, aesthetically pleasing supplements, like colourful capsules or unique dosage forms, can help brands further differentiate their products. As an example, the Lonza Capsugel Beadlets Technology enables the combination of multiple ingredients into a visually pleasing dosage form—colourful beadlets suspended in liquid—which creates an engaging consumer experience on the shelf and during use.”
How does Lonza Capsugel help brands stay one step ahead?
“We offer a full suite of flexible concept-to-market Innovation Services that can support you at any or every stage of your product development journey—starting from your first lightbulb moment. We streamline production costs and reduce time-to-market, for example by running feasibility assessments to optimize machinability for your unique formulation. Plus, our Vendor Management Services help ensure procurement is aligned to our customers’ needs by expediting ingredient sourcing and securing special pricing. And to help their products go further than the competition, we make sure that they have first access to our latest ingredient launches for accelerated and differentiated new product developments.
“As the world’s largest capsules manufacturer, backed by a global manufacturing and R&D network and in-market knowledge, you can be confident in Lonza Capsugel as your go-to innovation partner.”
Footnotes:
1. Euromonitor International Health & Nutrition Survey, 2020, n: 21,741 (global respondents)
2. World Health Organization. GHE: Life expectancy and healthy life expectancy. Available at: https://www.who.int/data/gho/data/themes/mortality-and-global-health-estimates/ghe-life-expectancy-and-healthy-life-expectancy
3. McKinsey & Company. The McKinsey Podcast. What’s new in consumer wellness trends? (2024). Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/whats-new-in-consumer-wellness-trends
4. Euromonitor International 2024. The Rise of Women’s Health: Innovation and Inspiration in Consumer Health (2024).
5. Smith-Ryan AE, Cabre HE, Moore SR (2022). Active Women Across the Lifespan: Nutritional Ingredients to Support Health and Wellness. Sports Med. 52(Suppl 1):101-117.
6. Lonza Proprietary Research. Survey of 1,000 participants, October 2023.
7. FMCG Gurus announces their Top Ten Trends for 2025. October 2024. Available at: https://fmcggurus.com/blog/fmcg-gurus-announces-their-top-ten-trends-for-2025/