What is the most popular supplement form – capsules, gummies, or powders?

When it comes to supplements, the form you choose can make all the difference. But what is the most popular supplement form?  According to CDC data, more than half of U.S. adults now take dietary supplements, with the market projected to grow at 9% annually through 2028.

Capsules have long been the standard, but shifting consumer preferences are driving demand for gummies, powders, and other innovative formats. Convenience, taste, and absorption all influence these trends. For supplement entrepreneurs, understanding these shifts is key to success. Whether launching a brand or expanding a product line, choosing the right supplement form can set you apart in this competitive market.

Why does supplement form matter?

The supplement form you choose is more than just a delivery vehicle – it’s a crucial factor that determines both effectiveness and long-term usage success. The delivery method directly impacts how well your body can absorb and utilize the nutrients, making it a key consideration for optimal results.

Different forms offer varying rates of bioavailability and absorption. For instance, liquid and powder supplements typically enter your system more quickly than traditional capsules. Certain nutrients also perform better in specific formats – fat-soluble vitamins (A, D, E, K) achieve optimal absorption in oil-based soft gel capsules, while water-soluble vitamins can be effective across multiple delivery methods.

Individual needs and practical considerations also drive form selection:

• Digestive issues often require liquid formats that minimize stress on the system
• Swallowing difficulties make powders or gummies more accessible options
• Active lifestyles demand portable solutions or quick-dissolving formulas
• Budget considerations affect long-term compliance, with traditional capsules offering the most cost-effective solution

The ideal supplement form strikes a balance between scientific effectiveness and practical usability, ensuring both optimal nutrient delivery and consistent usage over time.

Comparing different delivery forms

So, what is the most popular supplement form? While traditional capsules maintain strong market share, consumer preferences are diversifying rapidly across different delivery formats. Let’s examine the three major formats dominating today’s supplement market to help you make informed decisions for your product line.

Capsules

Despite newer options flooding the market, capsules and tablets continue to dominate the supplement industry, holding over 50% of all supplement sales. This long-standing popularity comes from their proven benefits for both manufacturers and consumers.

Key Benefits:

• Maximum stability of active ingredients
• Precise, controlled dosing capabilities
• Extended shelf life compared to other forms
• Cost-effective manufacturing process
• Protection against environmental factors

However, these traditional forms aren’t without drawbacks. Studies show that approximately 40% of adults experience difficulty swallowing pills, which can significantly impact supplement compliance. This challenge is particularly prevalent among older adults and those with certain medical conditions.

Best suited for:

• Individuals who prioritize potency over convenience
• Supplements requiring exact dosing
• Fat-soluble vitamins (A, D, E, K)
• Compounds needing controlled release
• Consumers without swallowing difficulties
• Those seeking the most cost-effective option

Gummies 

Current supplement trends show a dramatic shift toward more enjoyable delivery formats, with gummy vitamins leading this transformation. The global gummy supplements market, valued at $19.8 billion in 2023, is projected to reach $57.2 billion by 2033, growing at an impressive 11.2% compound annual growth rate (CAGR). This explosive growth reflects changing consumer preferences for more palatable supplement options.

Key Advantages:

• Enjoyable taste and experience
• Easier to consume than traditional pills
• Popular among both children and adults
• Higher compliance rates
• Wide variety of nutrient options available

When comparing vitamin tablets vs gummies, there are important considerations to weigh. While gummies offer superior palatability and convenience, they typically contain fewer active ingredients per serving and often require additional ingredients like sugar or artificial sweeteners to maintain their appealing taste.

Best suited for:

• Those who struggle with traditional pills
• Children requiring supplementation
• Individuals seeking better compliance
• People who prefer a more enjoyable experience
• Those willing to take larger serving sizes
• Consumers who prioritize convenience over concentration

Powders 

Powdered supplements represent a rapidly growing segment in the supplement industry, combining versatility with customization options. The global powder dietary supplements market, valued at $27.93 billion in 2024, is projected to grow at a robust 10.9% CAGR from 2025 to 2030, highlighting increasing consumer demand for flexible supplement options.

Key Benefits:

• Highly customizable serving sizes
• Easy to mix with beverages or foods
• Faster absorption rates
• Higher doses possible per serving
• Greater flexibility in formulation
• Cost-effective for higher doses

However, powders present unique challenges that manufacturers must address. While some ingredients blend seamlessly into liquids, others require careful formulation with natural sweeteners or flavoring agents to achieve acceptable taste profiles and texture. This balance between efficacy and palatability is crucial for consumer satisfaction.

Best suited for:

• Active individuals and athletes
• People who prefer mixing with smoothies or drinks
• Consumers who value customizable serving sizes
• Those seeking faster nutrient absorption

Emerging innovation in supplement forms

The supplement industry continues to evolve with innovative delivery methods that address specific consumer needs and preferences. Among trending supplements, new technologies are emerging that enhance nutrient delivery and improve user experience.

1. Transdermal patches  

Transdermal patches offer a novel approach by delivering nutrients through the skin. This method provides an alternative for consumers who struggle with pills, offering steady nutrient release throughout the day. While promising, absorption rates vary by nutrient, and researchers are still studying their effectiveness for different compounds.

2. Sublingual supplements 

Sublingual supplements are gaining popularity, especially for nutrients like vitamin B12. These products dissolve under the tongue and enter the bloodstream directly, skipping the digestive system. This makes them particularly attractive for older consumers and those with absorption issues.

3. Liposomal and nano-emulsion technology

Liquid technologies are transforming how supplements are delivered. With innovations like liposomal and nano-emulsified formulations, many ask: are liquid vitamins better than pills? While these newer formats can improve absorption and bioavailability, traditional capsules remain the most widely used format due to stability, precise dosing, and longer shelf life.

Final thoughts

Understanding what is the most popular supplement form highlights how diverse consumer preferences are today. While capsules remain a staple for their stability and precision, gummies are loved for their taste and ease, and powders offer versatility and quick absorption. The supplement market’s evolution reflects a growing desire for products that fit seamlessly into individual lifestyles. Brands that innovate and cater to these preferences are poised to thrive in this dynamic landscape.

References:

Mishra, S., et al. (2021). Data Brief 399: Dietary supplement use among adults: United States, 2017–2018. https://www.cdc.gov/nchs/products/databriefs/db399.htm

D-Mannose Market Size, Share & Forecast Report, 2033. (n.d.). https://www.globalgrowthinsights.com/market-reports/d-mannose-market-104713

Salamon, M. (2025). When pills pose problems. Harvard Health. https://www.health.harvard.edu/staying-healthy/when-pills-pose-problems

Market.us. (2024). Gummy Supplements Market Size, Share | CAGR of 11.2%. https://market.us/report/gummy-supplements-market/

Barhum, L. (2024). Are gummy vitamins as effective as traditional pills? Verywell Health. https://www.verywellhealth.com/are-gummy-vitamins-effective-8758583

Powder Dietary Supplements Market Size, Share & Trends Analysis Report By Ingredient (Vitamin, Multivitamin, Botanicals, Minerals, Proteins & Amino Acids), By Type, By Application, By End User, By Distribution Channel, By Region, And Segment Forecasts, 2025 – 2030. (n.d.). https://www.grandviewresearch.com/industry-analysis/powder-dietary-supplements-market-report

Wong, W. F., et al. (2023). Recent advancement of medical patch for transdermal drug delivery. Medicina, 59(4), 778. https://doi.org/10.3390/medicina59040778

Kinman, T. (2017). Sublingual and Buccal Medication Administration. Healthline. https://www.healthline.com/health/sublingual-and-buccal-medication-administration

Ashfaq, R., et al. (2023). Lipid nanoparticles: an effective tool to improve the bioavailability of nutraceuticals. International Journal of Molecular Sciences, 24(21), 15764. https://pmc.ncbi.nlm.nih.gov/articles/PMC10648376/

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