When you’re developing a supplement brand, one of the biggest decisions you’ll face is choosing how to deliver your product. Should you go with traditional tablets? Modern gummies? Premium softgels? Each format has its own personality, and picking the right one can make or break your product’s success.

We’ve spent years helping brands navigate this decision, and honestly, there’s no one-size-fits-all answer. What works for a fish oil supplement would be a disaster for a probiotic. A format that millennials love might confuse your grandmother. And what makes sense at a $12 price point could sink your margins at $25.

This guide breaks down everything you need to know about supplement dosage forms, straight from our experience on the manufacturing floor.

Quick Comparison: All Dosage Forms at a Glance

Dosage Form	Market Share	Cost	Shelf Life	Swallowability	Best For
Tablets	40%	Low	24-36 months	Moderate	Multivitamins, minerals, budget products
Capsules	35%	Medium	24-36 months	Easy	Herbs, amino acids, probiotics
Softgels	12%	High	24-36 months	Very Easy	Fish oil, fat-soluble vitamins, CoQ10
Gummies	15%	High	12-18 months	Very Easy	Children’s vitamins, adult compliance
Chewables	8%	Medium	18-24 months	Very Easy	Calcium, vitamin C, children’s products
Powders	10%	Low-Med	18-30 months	N/A (Mix)	Protein, pre-workout, greens blends
Liquids	5%	Med-High	12-24 months	Very Easy	Children’s syrups, vitamin D drops

Understanding the Basics

Think of a dosage form as your supplement’s delivery vehicle. It’s how you package and present your active ingredients to the consumer. Some formats are workhorses (we’re looking at you, tablets). Others are specialists designed for specific jobs.

The supplement industry has seven main players:

Tablets (the classic compressed pill)
Hard capsules (two-piece shells filled with powder)
Softgel capsules (sealed gelatin with liquid inside)
Gummy vitamins (the candy aisle meets supplements)
Chewable tablets (pills you chew instead of swallow)
Powders (mix it yourself)
Liquid formulations (bottles with droppers or measuring cups)

Let’s dig into each one and figure out where they shine.

Tablets: The Reliable Workhorse

Walk into any supplement store and you’ll see shelves packed with tablets. They’ve been around forever and still command about 40% of the market. Why? Because they just work.

What Makes Tablets Great

They’re Cheap to Make: If you’re launching a brand on a tight budget, tablets are your friend. The manufacturing process is straightforward, equipment is widely available, and you can produce massive quantities efficiently. We’re talking $0.05 to $0.15 per unit for basic formulas.

You Get Exact Dosing: Tablet compression technology has gotten incredibly precise. You can hit your target dose within a few milligrams across millions of units. This consistency matters for both efficacy and regulatory compliance.

They Last Forever: Okay, not literally forever, but 2-3 years is standard. The compressed solid form protects ingredients from moisture and oxygen. You don’t need fancy packaging, just a good bottle with a decent seal.

You Can Pack Them Full: Need to fit 20 different ingredients? Tablets can handle it. They’re ideal for comprehensive multivitamin formulas where you’re trying to squeeze in everything but the kitchen sink.

Customers Know Them: There’s something to be said for familiarity. Tablets are what people expect, especially in traditional supplement categories.

The Downsides

Some People Can’t Swallow Them: This is huge. Studies show about 40% of adults struggle with swallowing tablets, especially larger ones. If your target market is older adults or anyone with swallowing issues, think twice.

Quality Varies Wildly: We’ve seen tablets that dissolve beautifully and others that pass through the digestive system intact (yes, really). Formulation skill matters here. Cheap tablets from inexperienced manufacturers can have serious bioavailability problems.

Heat-Sensitive Ingredients Need Special Care: High compression forces generate heat. Some delicate ingredients need coating or other protective measures, which adds complexity and cost.

Nobody’s Excited About Tablets: Let’s be honest. Tablets are functional, not fun. If you’re trying to create a premium, lifestyle-focused brand, tablets might feel too clinical.

When to Choose Tablets

Multivitamin and mineral complexes
Budget-focused product lines ($10-20 retail)
Traditional supplement categories (iron, calcium, general vitamins)
Direct-to-consumer brands where shipping weight matters
Products targeting older demographics who prefer familiar formats

Manufacturing Cost: Low (baseline for comparison)

Capsules: The Versatile Middle Ground

Capsules are like the Honda Civic of supplement formats. They’re not flashy, but they’re reliable, versatile, and most people like them. They represent about 35% of the market, and for good reason.

Why Capsules Win

Easy to Swallow: That smooth gelatin coating slides right down. The shape helps too. Capsules are particularly good for people who gag on tablets but don’t want gummies.

Quick Breakdown: Unlike tablets that need to disintegrate, capsule shells dissolve in 10-15 minutes. The powder inside is immediately available for absorption. This can matter for certain ingredients.

No Weird Aftertaste: This is underrated. Herbs like turmeric, garlic, and some amino acids taste awful. Capsules completely mask the flavor. Your customers won’t burp up fish oil or turmeric all day.

Clean Label Appeal: You can formulate capsules with just the active ingredients, no binders or fillers required. This plays well with the “clean supplement” crowd who scrutinize ingredient labels.

Vegetarian Options Exist: Between gelatin (traditional) and HPMC or pullulan (plant-based), you can serve multiple dietary preferences. This flexibility matters in 2025.

You Can Open Them: Some customers prefer to mix the powder into smoothies or food. Capsules make this possible, while tablets don’t.

The Trade-Offs

They Cost More: Expect to pay 30-50% more than comparable tablets. The capsule shell itself adds cost, plus the encapsulation process is more expensive than tablet compression.

Size Limits You: There’s only so much powder you can fit in a capsule. If you need a 1,000mg dose of a bulky ingredient, you might need multiple large capsules. Nobody wants to swallow three horse pills at once.

Moisture Is an Enemy: Gelatin capsules absorb moisture from the air. They need proper storage and good packaging. We’ve seen entire batches ruined by humidity problems.

Some Ingredients Don’t Play Nice: Certain actives can interact with the gelatin shell, though this is rare with modern formulations.

When to Choose Capsules

Herbal supplements (turmeric, ashwagandha, milk thistle)
Amino acid formulations
Probiotics and digestive enzymes
Products marketed to health-conscious consumers
Formulas with ingredients that taste terrible
Brands emphasizing “clean” or “pure” positioning

Manufacturing Cost: Medium (20-40% premium over tablets)

Softgels: The Premium Player

Softgels are the luxury car of supplement delivery. They look good, work great, and cost more than you’d like. But for certain ingredients, nothing else comes close.

What Makes Softgels Special

Unmatched for Oils: This is where softgels dominate. Fish oil, krill oil, CoQ10, vitamin E, borage oil… anything oil-based belongs in a softgel. The liquid fill provides better bioavailability than trying to powder these ingredients.

They Look and Feel Premium: Softgels have a perception problem (in a good way). Consumers see them as higher quality. That smooth, shiny exterior screams “premium supplement,” which justifies higher price points.

Superior Absorption for Fat-Soluble Nutrients: For vitamins D, E, K, and A, softgels typically deliver 20-30% better absorption than dry formats. The oil matrix is ready for immediate digestion.

Completely Sealed: The hermetic seal protects sensitive ingredients from oxygen, moisture, and light. This extends shelf life and maintains potency better than other formats.

Very Easy to Swallow: Despite being relatively large, that slippery coating makes softgels easier to swallow than similarly sized tablets or capsules.

Built-In Tamper Evidence: You can’t reseal a softgel once it’s been opened. This provides inherent security.

The Drawbacks

Expensive: Softgel manufacturing is complex and specialized. Equipment costs are high, MOQs are larger, and per-unit costs are 50-100% more than tablets. Expect to pay $0.12 to $0.35 per softgel.

Not for Water-Soluble Ingredients: You need oil-based or oil-compatible ingredients. While specialized formulations exist for water-soluble actives, they’re tricky and expensive.

Limited Manufacturer Options: Fewer contract manufacturers have softgel capabilities compared to tablets or capsules. This can limit your options and increase lead times.

Size Can Be an Issue: To fit a meaningful dose, softgels are often larger than hard capsules. Some consumers struggle with the size.

Temperature Sensitivity: Softgels don’t like temperature extremes. Below 40°F they get brittle, above 100°F they get sticky and can melt together. This creates warehousing and shipping challenges.

Vegetarian Options Are Limited and Expensive: While vegetarian softgels exist (made from carrageenan or starch), they’re less common and significantly more expensive than gelatin versions.

When to Choose Softgels

Fish oil and omega-3 supplements
CoQ10 (ubiquinone and ubiquinol)
Fat-soluble vitamins (D3, E, K2, A)
Premium products with premium pricing
Curcumin and other poorly absorbed polyphenols
Any supplement positioning itself as high-end

Manufacturing Cost: High (50-100% premium over tablets)

Gummies: The Compliance Game-Changer

Love them or hate them, gummies have transformed the supplement industry. They’ve gone from a children’s novelty to a legitimate adult category. Some people think they’re frivolous. Those people haven’t seen the compliance data.

Why Gummies Work

People Actually Take Them: This is the big one. Gummies achieve significantly higher adherence rates than any other format. Why? Because taking them doesn’t feel like a chore. It feels like a treat. This psychological shift is powerful.

No Swallowing Required: Eliminating the swallowing barrier opens up huge market segments. Children, elderly, anyone who struggles with pills… gummies work for all of them.

They Sell Themselves: Put gummies on a shelf next to boring bottles of tablets. The gummies win every time. The visual appeal is undeniable.

Broad Demographic Appeal: We’ve seen successful gummy products for everyone from toddlers to seniors. The stigma around “candy vitamins” has largely disappeared.

Flavor Variety Creates Brand Differentiation: You can do things with gummies you can’t do with other formats. Limited edition flavors, seasonal varieties, fun shapes. It’s a marketer’s dream.

Premium Pricing Acceptance: Despite higher costs, consumers willingly pay $25-40 for gummy supplements. The perceived value is there.

The Problems with Gummies

Formulation Is Complicated: Heat and moisture during manufacturing destroy many vitamins. B vitamins, vitamin C, and certain minerals are particularly challenging. Some ingredients simply won’t work in gummy format.

Low Nutrient Density: You can’t pack much into a gummy. Most products require 2-4 gummies per serving, and even then you’re limited on dosage. Trying to fit 1,000mg of anything in a gummy is basically impossible.

Sugar Content Creates Issues: Traditional gummies contain 2-8 grams of sugar per serving. This bothers health-conscious consumers. Sugar-free alternatives exist (using sugar alcohols or alternative sweeteners), but they have their own texture and taste challenges.

Shorter Shelf Life: Figure on 12-18 months instead of the 24-36 months you get with tablets. Gummies are more susceptible to moisture, heat, and ingredient degradation.

Manufacturing Costs Are High: Specialized equipment, longer production times, ingredient costs, and careful handling mean you’re paying 60-120% more than tablets. Plus MOQs are often higher.

Regulatory Considerations: The candy-like appearance triggers additional regulatory scrutiny. Child-resistant packaging is mandatory. Labeling must clearly indicate these are supplements, not candy.

Storage Challenges: Gummies hate heat. Leave them in a hot car and you’ll have a melted blob. This creates customer service headaches.

When to Choose Gummies

Children’s multivitamins
Adult vitamins where compliance is the primary challenge
Vitamin D and vitamin C (relatively gummy-stable)
Beauty supplements (hair, skin, nails)
Products targeting millennials and Gen Z
Brands with premium positioning and marketing budgets

Manufacturing Cost: High (60-120% premium over tablets)

Chewable Tablets: The Forgotten Middle Child

Chewables don’t get much love, but they occupy an interesting space between tablets and gummies.

Chewable Advantages

No Water Needed: Perfect for on-the-go use. Pop one in your mouth and you’re done.

Faster Action: Chewing breaks down the tablet mechanically, speeding up dissolution and absorption.

More Nutrients Than Gummies: You can pack significantly more active ingredients into chewables compared to gummies.

Better Stability: Chewables are more stable than gummies, lasting 18-24 months with proper storage.

Lower Cost Than Gummies: You get some of the benefits of gummies without the extreme manufacturing costs.

Chewable Disadvantages

Taste Is Tricky: Masking bad flavors in a chewable is difficult. Some formulations end up chalky or bitter, which ruins the experience.

Texture Challenges: Getting the right texture requires skill. Too hard and people can’t chew them comfortably. Too soft and they crumble into powder.

Sweeteners Required: You need significant sweetening to make them palatable, which adds ingredients that “clean label” consumers scrutinize.

Market Perception: Many adults see chewables as “kids’ vitamins” and don’t take them seriously. This perception is slowly changing but still exists.

When to Choose Chewables

Calcium supplements (calcium carbonate chews are popular)
Vitamin C formulations
Children’s products where you want more nutrition than gummies provide
Antacid products
Products for elderly populations
Prenatal vitamins for women with morning sickness

Manufacturing Cost: Medium (30-60% premium over tablets)

Quick Decision Guide: Which Form Is Right for You?

Let’s cut through the analysis paralysis. Follow this decision tree:

Step 1: What’s your ingredient type?

Oil-based (fish oil, vitamin E, CoQ10) → Softgels
Water-soluble vitamins/minerals → Continue to Step 2
High-dose bulk ingredients (protein, collagen) → Powders

Step 2: Who’s your target customer?

Children under 12 → Gummies or Liquids
Adults who dislike pills → Gummies or Capsules
Traditional supplement users → Continue to Step 3
Seniors/elderly → Softgels or Liquids

Step 3: What’s your price point?

Budget ($5-15) → Tablets or Powders
Mid-range ($15-30) → Capsules or Chewables
Premium ($30+) → Softgels or Gummies

Step 4: What’s your distribution channel?

E-commerce/DTC → Tablets, Capsules, Softgels (lightweight)
Retail stores → Gummies (shelf appeal), Tablets (value)
Practitioner channel → Capsules, Softgels (perceived quality)

Still unsure? Default to tablets or capsules for the best balance of cost, flexibility, and market acceptance.

Powders: Maximum Flexibility

Powders occupy a unique space in the supplement world. They’re not for everyone, but when they work, they work exceptionally well.

Powder Benefits

Ultimate Dosing Flexibility: Customers can adjust their dose up or down based on their needs. Starting a creatine protocol? Begin with 5g and increase to 20g for loading. Powders make this possible.

High-Dose Delivery: Try getting 25 grams of protein or collagen in a pill. It’s not happening. Powders excel when you need large amounts.

Cost Efficiency: For bulk ingredients, powders typically offer the best value. The cost per serving is usually lower than any other format.

Quick Absorption: When properly formulated and dissolved in liquid, powders absorb as quickly as liquids.

Mix Multiple Products: Serious supplement users often combine several powders into one shake. This flexibility appeals to fitness enthusiasts and biohackers.

Easier to Flavor (Sometimes): With the whole beverage as your canvas, you have more options for masking taste than you do with a pill.

Powder Drawbacks

Convenience Suffers: Measuring, mixing, and cleaning shaker bottles takes effort. This reduces compliance compared to pills or gummies.

Taste Can Be Awful: Some ingredients taste absolutely terrible, and no amount of flavoring fixes it completely. We’re looking at you, unflavored greens powders.

Portability Problems: Carrying a large tub isn’t practical. Even single-serve packets are bulkier than pill bottles.

Mixability Issues: Some powders clump, settle, or refuse to dissolve properly. Poor mixability creates a terrible user experience.

Moisture Management: Powders are hygroscopic (they absorb moisture from air). Once moisture gets in, you get clumping and reduced shelf life.

When to Choose Powders

Protein supplements (whey, plant-based, collagen peptides)
Pre-workout and intra-workout formulas
Post-workout recovery products
Greens and superfood blends
Meal replacement shakes
Creatine monohydrate
Electrolyte drinks
Products for serious athletes and fitness enthusiasts

Manufacturing Cost: Low to Medium (depends heavily on ingredients and flavoring)

Liquids: Fast-Acting but Fussy

Liquid supplements are a specialized category. They shine in specific situations but come with significant challenges.

Liquid Advantages

Fastest Absorption: No dissolution phase means ingredients hit the bloodstream quickly. For certain applications (vitamin D drops, sublingual B12), this matters.

Perfect for Difficult Populations: Infants, toddlers, elderly with dysphagia, post-surgery patients… anyone who can’t swallow benefits from liquids.

Precise Dose Adjustment: Droppers and measuring cups allow fine-tuned dosing. This is crucial for infants and anyone needing customized amounts.

Versatile Administration: Can be added to food, mixed with beverages, or taken directly. This flexibility helps with compliance.

Liquid Disadvantages

Stability Nightmares: Water-based formulations accelerate degradation for many nutrients. Preservatives are mandatory, which some consumers dislike.

Short Shelf Life: Expect 12-24 months maximum, and that’s with preservatives. Once opened, many liquids need refrigeration and expire within weeks.

Heavy and Expensive to Ship: A bottle of liquid weighs far more than an equivalent number of tablets. Shipping costs kill margins for e-commerce brands.

Taste Challenges: Masking bad flavors in liquid format is harder than in pills. You’re relying on sweeteners and flavors that customers can directly taste.

Packaging Costs: Glass bottles, specialized closures, droppers, measuring cups… packaging for liquids is more expensive than standard pill bottles.

Microbial Concerns: Liquids can support microbial growth if not properly preserved. This requires rigorous testing and quality control.

When to Choose Liquids

Infant vitamin D drops
Children’s multivitamin syrups
Herbal tinctures and extracts
Sublingual formulations (B12, melatonin)
Liquid iron for people with absorption issues
CBD/hemp oil supplements
Products for elderly or post-surgical patients

Manufacturing Cost: Medium to High (highly variable based on formulation)

Strategic Selection Framework

Here’s the reality: choosing a dosage form requires balancing multiple competing priorities. Let’s break down the key factors.

Factor 1: Ingredient Characteristics

Your ingredients often dictate the format:

Oil-Soluble Ingredients: Softgels are your best option

Omega-3 fatty acids, krill oil, algae oil
Fat-soluble vitamins (D3, E, K2, A)
CoQ10 in either ubiquinone or ubiquinol form
Curcumin with black pepper extract
Borage oil, evening primrose oil

Water-Soluble Ingredients: Tablets, capsules, or powders all work

B-complex vitamins
Vitamin C
Most minerals (calcium, magnesium, zinc, iron)
Amino acids

Heat-Sensitive Ingredients: Avoid gummies, stick with capsules or tablets

Probiotics (though some strains are heat-stable)
Certain enzymes
Delicate polyphenols
Some vitamins like thiamine

High-Dose Requirements: Powders or large tablets

Protein (whey, casein, plant-based)
Collagen peptides
Creatine monohydrate
Magnesium (often needs 300-400mg doses)
Vitamin C in therapeutic doses (1,000mg+)

Strong-Tasting Ingredients: Capsules or well-coated tablets

Fish oil (unless it’s in softgels)
Turmeric/curcumin
Garlic extract
Valerian root
Many amino acids

Factor 2: Target Demographics

Different age groups have different preferences and needs:

Children (2-12 years)

Primary choice: Gummies, chewables, liquids
Avoid: Tablets (choking hazard, compliance issues)
Key consideration: Taste is paramount

Teenagers (13-17 years)

Primary choice: Gummies, capsules, tablets
Consideration: They care about branding and “coolness factor”

Young Adults (18-35 years)

Primary choice: Gummies (fun), powders (fitness), capsules (supplements)
They’re open to new formats and value convenience
Price sensitivity varies widely

Middle-Aged Adults (36-55 years)

Primary choice: Tablets, capsules, softgels
They value efficacy over convenience
Willing to pay for quality

Older Adults (55+ years)

Primary choice: Softgels (easy to swallow), small capsules, liquids
Avoid: Large tablets (swallowing difficulty)
They prioritize ease of use and proven effectiveness

Factor 3: Price Positioning

Your dosage form impacts your pricing strategy:

Budget-Friendly ($5-15 retail)

Best formats: Tablets, basic capsules, bulk powders
These customers are price-sensitive above all else
Keep formulations simple and manufacturing costs low

Mid-Market ($15-30 retail)

Best formats: Capsules, tablets, chewables, basic softgels
Sweet spot for most supplements
Balance quality with affordability

Premium ($30-50 retail)

Best formats: Softgels, gummies, specialty capsules
Customers expect superior quality and experience
Justify the premium with format choice

Ultra-Premium ($50+ retail)

Any format works if the story is compelling
Often use unique delivery systems or proprietary tech
Brand and marketing matter more than format

Factor 4: Distribution Channels

Where you sell impacts what format makes sense:

E-commerce/Direct-to-Consumer

Favor: Tablets, capsules, softgels (compact and lightweight)
Consider: Shipping costs eat into margins
Avoid: Heavy liquids unless margins support it

Brick-and-Mortar Retail

Favor: Gummies (visual shelf appeal), tablets (value perception)
Consider: Packaging needs to pop on shelves
Retailers often prefer formats with higher margins

Practitioner/Professional Channel

Favor: Capsules, softgels, tablets
These customers value evidence and efficacy over fun
Gummies may not be taken seriously in this channel

Amazon Marketplace

Any format works, but consider:
Shipping weight affects fulfillment costs
Customer reviews heavily emphasize taste and swallowability
Gummies photograph well for listings

Manufacturing Cost Comparison

Let’s talk real numbers. Understanding the cost structure helps you plan realistic budgets:

Dosage Form	Cost Index	Typical MOQ	Per-Unit Cost*	Setup Costs	Lead Time
Tablets	1.0x (baseline)	5,000-25,000	$0.05-0.15	Low	4-6 weeks
Capsules	1.3x	5,000-25,000	$0.08-0.22	Low-Medium	4-6 weeks
Softgels	1.8x	25,000-50,000	$0.12-0.35	Medium-High	6-8 weeks
Gummies	1.9x	10,000-50,000	$0.15-0.40	High	6-10 weeks
Chewables	1.4x	10,000-25,000	$0.10-0.25	Medium	5-7 weeks
Powders	0.8x	500-5,000 lbs	$0.30-1.50/serving	Low	3-5 weeks
Liquids	1.5x	2,500-10,000	$0.50-2.00/bottle	Medium-High	6-8 weeks

*These are manufacturing costs only. They don’t include ingredients, packaging, fulfillment, or the million other costs of running a supplement brand.

Key Cost Drivers

Active Ingredient Costs: This often dwarfs manufacturing costs. Premium ingredients like ubiquinol CoQ10, omega-3s, or specialized botanical extracts can cost $50-200 per kilogram or more.

Packaging: Bottles, caps, labels, boxes, inserts, and safety seals add up. Budget $0.50-2.00 per unit depending on your choices. Custom packaging costs more but helps with branding.

Volume Matters Enormously: A 100,000-unit production run might cost 30-40% less per unit than a 10,000-unit run. Economies of scale are real.

Formula Complexity: A simple 3-ingredient formula costs far less to manufacture than a 20-ingredient comprehensive multivitamin. More ingredients mean more handling, more testing, and more opportunities for something to go wrong.

Certifications Add Cost: Want organic certification? That’s extra. Non-GMO Project Verified? More money. Third-party testing? You guessed it. Budget $0.02-0.10 per unit for various certifications.

Flavoring Can Be Expensive: Natural flavoring systems for powders and gummies aren’t cheap. Complex flavor profiles with sweeteners, masking agents, and flavors can add $0.10-0.30 per serving.

Bioavailability: Separating Fact from Marketing

Let’s address the elephant in the room: “Which form absorbs best?”

The honest answer is more nuanced than most marketing would have you believe.

Tablets vs. Capsules: When formulated properly, bioavailability is essentially identical for most nutrients. A well-made tablet from a quality manufacturer will perform just as well as a capsule. The key phrase is “when formulated properly.” Bad tablets can fail to disintegrate properly, leading to poor absorption. This is a quality issue, not a format issue.

Softgels for Fat-Soluble Nutrients: Here’s where format truly matters. For vitamins D, E, K, A and other lipophilic nutrients, softgels genuinely do provide better absorption, typically 20-30% better than dry formats. The oil matrix is immediately ready for digestion and doesn’t require extra dietary fat for absorption.

Liquids vs. Solid Forms: Liquids absorb marginally faster (10-15 minutes vs. 20-30 minutes for pills), but once you reach steady-state blood levels, the difference is negligible for most nutrients. The exception might be situations where rapid absorption matters, like taking melatonin for sleep or glucose for energy.

Powders When Mixed: Once fully dissolved in liquid, powders perform identically to liquid supplements in terms of bioavailability. The key is “fully dissolved.” Clumpy, poorly mixed powder won’t absorb well.

Gummies and Chewables: For the nutrients that survive the gummy manufacturing process, absorption is comparable to other formats. The chewing process may slightly speed initial breakdown.

What Really Matters More:

Taking supplements with or without food (as appropriate for each nutrient)
Consistent daily use
Quality of raw materials (bioavailable forms like methylcobalamin B12 vs. cyanocobalamin)
Proper storage to maintain potency
Not taking incompatible supplements together

For 95% of supplements, the format has minimal impact on bioavailability when products are properly manufactured. Don’t let format bioavailability claims drive your decision unless you’re dealing with fat-soluble nutrients or specialized delivery systems.

Multi-Format Product Strategy

Here’s something most new brands don’t consider: you don’t have to pick just one format forever.

Many successful brands offer the same core formula in multiple formats. This strategy captures different customer segments and increases customer lifetime value.

Example: Omega-3 Product Line

Standard 1000mg softgels: Your workhorse product, competitive pricing ($20-25)
Mini 500mg softgels: Premium pricing ($28-32), marketed to people who struggle with large pills
Liquid omega-3: Highest price point ($35-40), for those who can’t swallow any pills
Omega-3 gummies: Mid-premium ($30-35), lifestyle/convenience positioning

Each format serves a different customer need and price sensitivity while keeping your core formulation consistent.

Example: Multivitamin Line

Tablets: Entry price point ($15-18), traditional users, value positioning
Capsules: Mid-price ($22-26), “clean label” marketing, no fillers messaging
Gummies: Premium price ($32-38), convenience/lifestyle positioning, millennial focus
Powder greens blend: Performance positioning ($45-55), fitness enthusiasts

This approach maximizes market coverage. Some customers will buy multiple formats for different situations (tablets for home, gummies for travel).

Quality and Stability Considerations

Different formats need different care, both during manufacturing and storage:

Tablets & Capsules

Store below 60% relative humidity (this is critical)
Room temperature storage usually fine (59-77°F ideal)
Light-sensitive ingredients need amber bottles
Standard shelf life: 24-36 months
Stability testing typically straightforward

Softgels

Avoid temperature extremes (store between 40-100°F)
Heat makes them stick together, cold makes them brittle
Check for leaking (indicates compromised seals)
Nitrogen flushing during packaging significantly extends shelf life
Standard shelf life: 24-36 months with proper formulation

Gummies

Cool, dry storage is absolutely critical
Heat causes melting, sticking, and shape deformation
Humidity causes moisture absorption and texture changes
Need more frequent potency testing than other formats
Typical shelf life: 12-24 months
Customer complaints spike if stored improperly

Powders

Moisture is the enemy (use desiccant packets)
Single-serve packets maximize stability but cost more
Nitrogen flushing helps for oxidation-sensitive ingredients
Use proper scoops (customers using wet spoons ruins product)
Shelf life: 18-30 months depending on ingredients

Liquids

Preservative system is critical for preventing microbial growth
Some formulations require refrigeration after opening
Most susceptible to ingredient degradation over time
Package in light-protective bottles
Shelf life: 12-24 months (often shorter after opening)
Post-opening stability must be clearly communicated

Regulatory and Compliance Considerations

Format choice affects your regulatory obligations:

Child-Resistant Packaging: Mandatory for gummies and chewables that could be mistaken for candy. These need special CR caps or packaging that meets CPSC standards.

Serving Size Declarations: Powders and liquids require crystal-clear measurement instructions. Ambiguity here creates compliance problems and customer confusion.

Dissolution Testing: Tablets and capsules may need USP dissolution testing if you’re making certain structure-function claims or if your ingredients are known absorption issues.

Stability Data Requirements: Liquids and gummies typically need longer, more comprehensive stability studies because they’re less stable than solid formats.

Allergen Statements: Gelatin capsules and softgels require allergen declarations (gelatin is an animal product). Vegetarian alternatives avoid this but cost more.

Microbial Testing: Liquids need rigorous microbial testing (total plate count, yeast/mold, E. coli, Salmonella). This testing is expensive but non-negotiable.

Making Your Final Decision

Okay, you’ve read this far. Let’s bring it all together.

The optimal dosage form for your supplement balances five priorities:

Priority 1: Ingredient Compatibility Can your formula actually be manufactured in this format? Oil-based ingredients need softgels. High doses need tablets or powders. Heat-sensitive ingredients can’t go in gummies.

Priority 2: Target Market Preferences What does your specific customer segment prefer? Don’t assume. Look at your competitors. Read Amazon reviews. Join Facebook groups where your customers hang out.

Priority 3: Competitive Positioning Are you trying to differentiate or fit in? Sometimes matching category norms makes sense. Other times, being different creates opportunity.

Priority 4: Economic Viability Can you maintain healthy margins at your target retail price with this format? Don’t forget to include all costs: ingredients, manufacturing, packaging, fulfillment, returns, marketing, and overhead.

Priority 5: Manufacturing Capabilities Do you have access to quality contract manufacturers for this format? Some formats (particularly softgels and gummies) have fewer qualified manufacturers, which can create supply chain risks.

For Most New Brands: Starting with tablets or capsules provides the best balance. They’re cost-effective, flexible, and widely accepted. You can always expand into other formats as your brand grows and you understand your market better.

For Established Brands: Consider launching new SKUs in different formats to capture different customer segments and increase average order values.

Partner With Manufacturing Experts

At Nutricraft Labs, we manufacture all major supplement formats. More importantly, we help brands make smart format decisions based on real manufacturing experience, not just marketing theory.

Our team considers:

Your specific ingredients and their compatibility with each format
Your target market demographics and preferences
Your budget and margin requirements
Your brand positioning and differentiation strategy
Your distribution channels and fulfillment needs
Regulatory requirements specific to your market

Our Manufacturing Capabilities

We produce supplements in all major formats:

Tablets including standard, caplets, and chewables
Capsules in both gelatin and vegetarian options
Softgels in standard and mini sizes
Gummies in sugar and sugar-free varieties
Powders with custom flavoring options
Liquids including syrups, tinctures, and drops
Chewables with multiple flavor profiles

We work directly with your team to optimize formulations for manufacturability, stability, and consumer appeal. Our formulators have seen thousands of projects and can help you avoid expensive mistakes.

Ready to Launch Your Supplement Brand?

Schedule a free consultation call with our product development team. We’ll discuss:

Which dosage form makes sense for your specific formula
Realistic cost expectations and MOQs for each format
Stability considerations and shelf life projections
Regulatory requirements you need to plan for
Manufacturing timelines and what to expect
Strategy for potential future format expansion

Have questions about dosage forms for your project? Contact our team directly. We’re here to help you make smart decisions and build a successful supplement brand.