Nearly half of all dietary supplements sold in 2018 were in a non-pill format, a gain in market share of 9 percentage points since 2014. Non-pill formats include shots, powders, effervescent tablets and gummies. Gummy supplements alone have doubled in size over the last five years.
This represents a huge shift in the industry as consumers are increasingly seeking out novel delivery formats, making the line between functional food and supplements even blurrier. Pill formats still make up the majority of the market, though, with capsules and softgels ringing in the most sales. 2019 will likely be the tipping point, with non-pill formats making up the majority of the market moving forward.
Nutrition Business Journal just released these and other statistics in its 2019 Supplement Business Report, the go-to source for data and insight within the dietary supplement industry.