Most in-demand supplement formats: capsules, powders, and liquids

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Choosing the galenic format of your supplement is not just an aesthetic issue: it directly impacts production cost, selling price, consumer perception, and ease of distribution. Powders, capsules, tablets, liquids, and shots have very different profiles. Here we analyze each with real manufacturing data.

Powders and shakes: the king format of the sports market

Powders remain the dominant format in sports supplements, especially for proteins, gainers, pre-workouts, and recoverers. Their popularity is due to a combination of factors:

• Dose flexibility: the user can adjust the amount according to their need
• High content of active ingredients: without the space occupied by capsule excipients
• Good perceived price/dose ratio: the consumer sees a large bottle with many servings
• Ease of differentiation by flavor: strawberry, chocolate, vanilla, tropical… flavoring is a real differentiator

Their main disadvantage is logistics: the bottles are voluminous, weigh more, and require a measuring scoop. They are not the ideal format for the consumer who wants convenience or who travels a lot.

Capsules and tablets: convenience and clinical perception

Capsules (hard or soft gelatin or vegetable HPMC) and tablets are the preferred format for vitamins, minerals, omega-3, probiotics, and specific functional ingredients (ashwagandha, coenzyme Q10, herbal extracts).

Capsules have a more "clinical" or "pharmaceutical" perception than powders, which can be an advantage in certain channels (pharmacy, health shops, wellness) or a deterrent in the gym channel where the consumer prefers something more "sporty."

Liquids and shots: the fastest-growing format

Functional shots (60–100 ml of ready-to-drink concentrate) are the fastest-growing segment in Europe in 2024-2025. Energy, recovery, immunity, sleep, collagen… the shot format fits perfectly with the urban consumer who wants immediate effectiveness and convenience.

Their main barrier to entry is the higher production cost: they require specific packaging lines, pasteurization or thermal treatment, and a cold chain in some cases. The minimum MOQ is usually higher and the unit price greater.

For brands that want to differentiate themselves in the convenience channel, gas stations, pharmacies, or high-end gyms, the shot is a very interesting bet.

Which one to choose for your first product?

If you are looking for lower initial investment and greater agility, powders or capsules are the natural starting point. If your goal is a premium or differentiated channel, shots or softgel capsules can justify a higher price.

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