The supplement aisle is no longer defined by ingredients alone. Increasingly, shoppers are deciding what to buy based on how they want to take it.
Across conversations with retailers, one trend stood out: format has become a key purchase driver. Gummies, liquids, and capsules each appeal to different shopping occasions, making assortment strategy just as important as product selection.
Retailers seeing the strongest results are matching supplement formats to shopper preferences rather than treating every vitamin as interchangeable.
Gummies Continue to Lead Everyday Wellness
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Gummies remain the most approachable format across the vitamin category. Retailers consistently described them as the preferred choice for shoppers looking for convenient, enjoyable daily supplements.
Brands like Lemme and Wondercow continue to benefit from this trend, with retailers reporting that customers often ask for them by name. Sleep, digestion, debloat, beauty, and general wellness are among the strongest gummy categories.
Taste and convenience remain the biggest advantages. Many retailers noted that shoppers who dislike swallowing pills are more likely to choose gummies, particularly first-time supplement buyers.
Liquid Supplements Are Expanding Premium Wellness
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Liquid supplements are gaining traction in higher-value wellness categories.
Retailers highlighted strong interest in Rho Nutrition's liposomal NAD+ and glutathione products, with many customers specifically seeking liquid delivery formats. Single-dose liquid packs are also becoming more common as shoppers look for convenient options that fit travel, work, and busy routines.
Retailers noted that shoppers often associate liposomal liquids with faster absorption and premium quality, making them easier to justify at higher price points.
Capsules Remain the Foundation of Daily Supplementation
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While newer formats attract attention, capsules continue to generate consistent repeat purchases.
Retailers report steady demand for capsules across magnesium, digestive enzymes, multivitamins, probiotics, and other daily essentials. Shoppers are familiar with the format and often return to brands they already trust.
New capsule brands face a different challenge. Without strong education, sampling, or merchandising support, many struggle to stand out alongside established products.
What This Means for Retailers
Retailer feedback suggests that merchandising by shopper need, rather than by ingredient alone, creates stronger opportunities throughout the supplement aisle.
Retailers can strengthen assortment by:
- Stocking gummies for sleep, beauty, digestion, and everyday wellness.
- Giving premium liquid supplements greater visibility within the vitamin set.
- Keeping trusted capsule brands consistently in stock for repeat purchasers.
- Supporting newer products with sampling, education, and shelf signage.
- Expanding travel-size and single-dose formats as demand continues to grow.
Cohere Commerce Takeaway
There is no single winning supplement format.
Retailer insights show that gummies drive trial, liquids attract premium wellness shoppers, and capsules generate dependable repeat purchases. The strongest assortments offer multiple delivery formats for the same health benefit, giving shoppers the flexibility to choose the format that best fits their lifestyle while creating more opportunities for retailers to grow category sales.
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