In a rapidly evolving nutraceutical market, consumers seek effective solutions beyond a traditional capsule or pill for healthy aging, women’s health, and overall wellness. In this space, Lonza Capsules and Health Ingredients (CHI) highlights how its delivery technologies and bioavailability solutions can help brands meet disruptive nutraceutical market trends.
Nutrition Insight meets with Shelby Linville, associate director of Global Product Marketing at Lonza CHI, to explore how innovations in format design, ingredient stability demands, and a stronger focus on consumer experience are becoming essential in the next generation of supplements.
Linville urges brands to learn what consumers want from their next nutraceutical to create products that stand out. They should combine consumer insight, technical expertise, and advanced delivery technologies to develop a new generation of supplements that “inspire consumer trust, delight the senses, and deliver measurable health benefits.”
“By doing so, nutraceutical innovators can meet current demand and shape the industry’s future,” she underscores.
“Nutraceutical brands are facing fierce competition amid fast-moving consumer trends. The market is evolving at an unprecedented pace — fueled by heightened health consciousness, deeper consumer education, advancing scientific research, an aging population, and younger, more proactive consumers.”
Linville notes that supplement developers must navigate an increasingly complex set of challenges as nutraceutical formulations become more sophisticated.
“These include managing multi-ingredient interactions, maintaining stability of sensitive ingredients, and optimizing ingredient delivery. To tackle these challenges, strategic balancing of nutrient combinations and formats is crucial.”
Overcoming formulation challenges
Delivery methods and technologies continue to improve ingredients’ stability and bioavailability, key to enhancing products’ efficacy.
“Tackling formulation and technical challenges like ingredient compatibility, stability, and delivery demands an understanding of polymer science and access to advanced capsule technologies,” explains Linville. “For example, knowing which is the best polymer type — such as gelatin, hydroxypropyl methyl cellulose (HPMC), or pullulan — for a formulation is critical.”
Lonza CHI’s capsule-in-capsule technology enables the combination of typically incompatible active ingredients into a single format.She adds that brands can turn formulation challenges into a competitive advantage with the right capsule technology.
“For instance, the capsule-in-capsule technology of our Capsugel Duocap Dual Release Capsules or the tailored release of our Capsugel Beadlets technology enable the combination of typically incompatible active ingredients — including liquid and solid pairings — into a single format.”
“Additionally, designed-release capsules like our Capsugel DRcaps HPMC Capsules can protect sensitive ingredients — such as probiotics and enzymes—as they pass through the harsh acidic environment of the stomach, and get them to where they are needed most.”
New delivery formats
Linville also recommends that supplement manufacturers reimagine traditional capsules and tablets to enhance their core strengths with smart functionalities.
“We’ll continue to see formats that maintain the familiar delivery methods consumers know and trust, but with the incorporation of cutting-edge solutions that enable targeted delivery, innovative ingredient combinations, enhanced bioavailability, and more.”
“These evolved formats combine the reliability and cost-effectiveness of traditional methods with the precision and performance that modern consumers demand,” she continues. “Rather than completely disrupting the market, smart technologies are elevating traditional formats to meet tomorrow’s expectations while preserving what has always worked well.”
Supplement developers can use scent, aesthetic dosage forms, and vibrant colors to elevate everyday capsules into multi-sensorial moments.Linville highlights that modern consumers are pushing the limits of traditional supplement formats. They seek products that are effective and experiential.
“For instance, scented supplements are becoming more desirable, with Lonza’s proprietary research revealing that 70% of consumers would pay more for scented capsules if it made taking supplements more enjoyable/memorable.”
She notes that supplement developers can use scent, aesthetic dosage forms, and vibrant colors to elevate everyday capsules into multi-sensorial moments. “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 technology — an aroma capsule coating technology that harnesses the power of natural essential oils and enticing flavors.”
Colorful capsules or unique formats can help brands differentiate their products further, adds Linville. “For example, our Capsugel Beadlets Technology enables the combination of multiple ingredients into a visually pleasing dosage form — colorful beadlets suspended in liquid — which creates an engaging consumer experience on the shelf and during use.”
Key growth areas
Embracing innovation is “the only way forward” as the nutraceutical market is evolving faster than ever, says Linville.
To future-proof new products, Linville says nutraceuticals need to be more effective, enjoyable, and aligned with global wellness priorities.“We believe that the next wave of growth in nutraceuticals will come from solutions that merge science, sensory appeal, and sustainability. Therefore, to future-proof new products, they need to be more effective, enjoyable, and aligned with global wellness priorities.”
For example, she suggests brands focus on emerging health areas set for significant growth, like healthy aging, as over half of consumers say purchasing longevity-focused products is important. “Consumers are more invested than ever in extending their healthspan — the number of years lived in good health.”
Research released last year revealed a widening gap between lifespan and healthspan among WHO member countries, reaching 9.6 years on average.
Linville adds that women’s health across all life stages, from premenstrual syndrome to menopause, is also gaining momentum. However, she notes that some 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.”
According to Linville, these trends highlight a “golden opportunity” for nutraceutical innovators to develop products that align with evolving consumer expectations.
“To stay one step ahead, brands must push the boundaries of product development to differentiate while satisfying consumers’ increasingly high expectations. As such, innovation isn’t just an advantage — it’s essential for success.”
External partnerships
As brands are tackling consumer insights and technical innovation in creating future-proof nutraceuticals, Linvill says they increasingly turn to external partners with expertise in these areas to fast-track development.
Key growth areas in women’s health and healthy aging offer opportunities for brands to develop products that align with consumer needs.She notes that Lonza CHI’s scale, capabilities, experience in capsule manufacturing, R&D network, and in-market knowledge help brands stay one step ahead. She highlights several services that help companies streamline production, access the market quickly, and create differentiated solutions.
“For example, we run feasibility assessments to optimize machinability for unique formulations. Our Vendor Management Services also work to expedite ingredient sourcing and secure special pricing so procurement is aligned to our clients’ specific needs.”
“To make sure our customers’ products go further than the competition, we give them first access to our latest ingredient launches for accelerated and differentiated new product developments,” she adds.
Linville also points to Lonza CHI’s Innovation Services, which provide a “strategic edge needed to turn trends into tangible opportunities.” These services offer tailored workshops, market insights, and category whitespace identification to help brands refine their vision and craft product narratives that resonate with today’s consumers.
“With our deep-rooted expertise in polymer science and advanced capsule technologies — like our unique capsule-in-capsule and Capsugel Beadlets technologies — Lonza CHI helps supplement developers navigate these complexities with confidence,” she concludes.
