How to 'Feel Amazing'!

My friend and his team have been very busy curating the new gummy supplement brand ‘Feel Amazing’ and this has given me pause to reflect upon the pros and cons of format in the current marketplace.

We now have a range of delivery formats to choose from. Gummies, effervescents, stick packs, oral melt strips, liquids and sprays have all found their place in the market as consumers look for convenient and experiential dietary supplement formats.

These newer delivery systems offer brands a means to differentiate formulations in what can be a crowded marketplace, and evidence confirms that consumers find them attractive.

A Gummie Takeover?

Gummies have exploded onto the market both in the US, a barometer for how the UK will respond, and in the UK, with market share rapidly growing from 10% to 21%. However, it is interesting to note that although the concept of pill fatigue is indeed a factor, tablets, capsules and softgels remain secure and continue to command the lion’s share of the market.

I found it intriguing that, when surveyed, consumers preferred the gummy format (27%) above tablets (25%), capsules (20%) and softgels (13%) but when asked what format they actually purchased then tablets and capsules remained clear favourites at (56%) and (47%) respectively.

Gummies and other sweetened formats also face a challenge that tablet and capsule manufacturers have never had to consider, sugar. Even tackling this issue by substituting stevia or xylitol carries certain drawbacks, as the generalised consumer view that ‘all sweeteners carry risk’ is real and needs to be fully considered and evaluated. This has been further intensified by The World Health Organisation, in light of recent studies regarding potential health risks, warning against non-sugar sweeteners.

Supplements or Sweets?

I also have a problem, especially when it comes to children’s health, with a supplement being ‘dressed up’ as a sweet. Agreed, children can be very discerning when it comes to food, taste, texture and mouth-feel and, agreed, if these needs are not met to their satisfaction, then nothing on earth will persuade them to take the vitamin or supplement of your choice whether it’s ‘good for them’ or not. However, there are many ingenious products out there, it’s just a case of doing your homework.

To be clear though, I feel it is far more important that children take their government-recommended vitamin A, C & D supplements than not, no matter what the delivery format.

Actually, it appears that we are all doing our homework. In a national survey, 63% not only wanted research-backed ingredients but were looking for low sugar content or unsweetened formulations. Having said that, the sugar/sweetener debate is obviously not a deal breaker because the gummy format continues to more than hold its own in the marketplace.

However, I was interested to read that 100% of those surveyed strongly agreed with the statement: I want to limit the amount of sugar in my supplements. By comparison, the number agreeing with: I have difficulty in swallowing pills, was negligible; this being the primary reason why many choose an alternative delivery system.

Many struggle to swallow tablets in their traditional solid dose format due to digestive issues. Many others have a prescribed medication regime, meaning they do not wish to take any other pills but still want to take daily supplements. Many are younger adults or children for whom a tablet is either unsuitable or presents a choking hazard.

Slime Rules, OK!

We, as a family, have experience of this as our son has always struggled to take medication in tablet form. Consequently, we have been familiar with alternative methods of supplementation for many years now.

As a youngster, our son loved ‘slime’, alias Salus Floradix ?elezo+ Kindervital. And now as an adult, he loves the versatility of Sarah Orecchia’s UnBEElievable Health Ltd capsule formulation, designed to be easily opened and added to smoothies and so forth. The Natures Aid effervescent range is another favourite, simply dissolved in a glass of water, and the award winning BetterYou Ltd range of oral sprays also feature in his supplement regime.

‘I’m Spinning Around, Move Out of My Way-ay!’?

As 'Feel Amazing' takes its place on the ever spinning supermarket merry-go-round, all will be aware of the importance of staying relevant and staying listed. ‘Feel Amazing’ must stay amazing as buyers continue their exhaustive quest for the next big thing. It’s a big ask for any brand let alone a new kid on the block but thankfully, as far as key trends go, they seem to have it nailed.

Trends at present lean towards solutions for cognitive health, sleep, stress, anxiety and depression, and also supplements designed to decrease fatigue and increase energy. Sports nutrition is the big one though, being the only?area to see significant market growth. Another area of predicted growth is pill pack personalisation; tailored daily supplement care for individual customer needs.

Post pandemic, supermarket and specialist store sales have increased, showing far stronger growth than anticipated and it is interesting to note that the current cost of living crisis has not prevented consumers from continuing to purchase their supplements. Some are switching to the more economical supermarket own brands and others are simply rationalising the products they take.

Supermarkets are now making a concerted effort towards promoting products with customer health and wellbeing at their core. We now have eye-catching ‘new look’ aisles and displays, amalgamating supplements, free-from foods, health foods and fresh vegetables, together with simple, nutritious recipe ideas.

Keep it Clean!

This, for me and for many, is what we want to see and is the only sensible way forward. Today’s discerning shopper is interested in products of substance; pocket-friendly products that are ‘clean’, without any unnecessary, or potentially harmful, fillers and binders.

They want products that work. They want free-from, plant based products with low sugar, no sugar and no potentially harmful sweeteners. And finally, they want products from environmentally-conscious companies who exhibit a strong sense of corporate social responsibility.

This strong moral stance particularly resonates, with 60% of shoppers willing to pay more for recycled, upcycled and reusable packaging and the knowledge that their purchase has a positive environmental impact.

If ‘Feel Amazing’ can fit this into their low waste/no waste/reusable containers, have the continued support of each supermarket and store they enter, along with a half decent marketing budget, then there will be no stopping them.

I wish my friend and his team all the very best, and you every success in your quest to feel amazing.

About the Author

Tim Gaunt is a biochemist and nutritionist and an advocate for the promotion of better health and wellbeing. His expert opinion has been sought on a wide and diverse range of subjects over a period spanning four decades. Please read and share in his expertise as he freely debates health issues via his LinkedIn page.

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