In today’s evolving health and wellness landscape, consumers are demanding more from their supplements. They crave sensorial experiences that elevate their daily routines.
This shift has sparked innovation in the supplement industry with capsules — the second most popular solid oral dosage format after tablets — offering enhanced sensory experiences for consumers that tally with their holistic health goals.
The rising demand for sensorial supplements
Lonza’s research reveals that more than two thirds of consumers would pay more for scented capsules if it made taking supplements more enjoyable and memorable (data not shown).
As such, consumers are looking to elevate their daily supplement routines and now seek products offering both well-being benefits and an enjoyable experience.
Creating supplements with enhanced scents can help consumers to foster wellness routines through positive product associations.
Recent insights from FMCG Gurus highlight the demand for sensorial supplements, with 40% of consumers stating that they would choose products with nostalgic flavours for comfort and familiarity, whereas 61% said that nostalgic scents lift their mood and boost optimism.1,2
In addition, 80% of consumers revealed that they prioritise both physical and mental health equally.3
This emphasis on self-care underscores the growing demand for products that support a holistic approach to well-being, catering to physical, mental and emotional needs.
These trends suggest that nutraceutical and dietary supplement brands can tap into the power of scent to help create a deeper connection with consumers, aligning with their growing desire for wellness.
Differentiate your brand with scented capsules
Merging sensory experiences with supplements for holistic wellness can help brands to break out in a fiercely competitive industry. Predicted to grow at a CAGR of 8.9% from 2022 to 2030, the dietary supplements market demands innovative thinking for brands to succeed in this crowded space.2
Going beyond a product’s ingredients to captivate consumers through scents and flavours is one way that brands can stay ahead of the competition.
By combining exceptional delivery systems with scented supplements, brands can develop truly holistic products that bridge the gap between sensory perception and nutritional supplements.
This 360-degree experience surpasses traditional supplement formats and caters to a wider range of consumers, particularly those seeking a more enjoyable and engaging approach to wellness.
Beyond creating a multisensory experience for consumers, scented supplements can also help brands to
- mask unpleasant odours
- complement intended health benefits by thoughtfully aligning specific scents with supplement formulations
- increase supplement adherence and compliance by helping consumers to foster a wellness routine that they look forward to, especially in categories such as beauty wherein healthcare rituals are gaining popularity
- help consumers to find daily moments of escapism through mood enhancing aromas
- reach new markets and consumer groups.
Capsules: the new frontrunners in sensory supplements
Previously, when it came to choosing a supplement with sensory appeal, gummies were one of the main contenders, especially for younger demographics.
However, capsules are now at the forefront of innovation in this space, with companies such as Lonza using essential oils and flavour coatings to produce capsules with an elevated sensory experience. The big question: can capsules win back the hearts of sensory seeking consumers?
Lonza’s directional research reveals that a proportion of consumers would “definitely” or “possibly” consider changing their current supplement format to naturally scented capsules:
- 90% of 18–24-year-olds
- 87% of 25–34-year-olds
- 79% of 35–49-year-olds.
In addition, consumers also stated that they would “definitely” or “possibly” pay more for naturally scented capsules that make taking supplements more enjoyable/memorable:
- 85% of 18–24-year-olds
- 80% of 25–34-year-olds
- 70% of 35–49-year-olds.
These directional survey results demonstrate that younger adults are more likely than other generations to pay extra for naturally scented supplements.
As such, creating scented capsules not only offers the potential to help keep consumers interested in this dosage format, but also opens doors to attracting a younger generation of consumers to the capsule category.
Unlock the power of multisensory capsule delivery
To help brands meet consumer demand for an elevated supplement experience with a format favourite — capsules — companies are exploring ways to develop enticing capsules that enhance consumer experience.
For example, Lonza’s AromatiQ technology uses a capsule coating method that incorporates essential oils, including peppermint and orange, and aroma coatings to help brands unlock a new frontier in supplement innovation.
Technologies such as this enable brands to match specific aroma coatings with the intended health benefits of their premium supplement formulations.
For instance, citrus essential oils can match mood health supplements, whereas peppermint is associated with focus and vitality formulations.
Aroma capsule coating technologies can also help to mask unpleasant odours, such as some plant-based ingredients or botanicals, without compromising on capsule delivery, performance and efficacy.
Moreover, aroma coated capsules can achieve a desired scent without the need for added sugars or artificial sweeteners.
The future?
As consumers continue to seek out more engaging and sensory rich wellness experiences, capsules are stepping up to meet the challenge.
By offering the best of both efficacy and sensory appeal, scented capsules are set to become the new favourite in the world of supplements, catering to both health-conscious consumers and those seeking more enjoyable wellness routines.
References
- https://fmcggurus.com/top-ten-trends-for-2024/.
- https://metro.co.uk/2021/12/16/these-are-the-top-nostalgic-scents-that-take-us-back-to-childhood-15781512/.
- https://www.millioninsights.com/industry-reports/dietary-supplements-market.
