Reimagining Nutraceuticals: Format Innovation, Flavor Creativity, and What’s Next for the Sector

As the global demand for functional nutraceuticals continues to grow, so too does consumer expectation. Beyond effectiveness, today’s consumers want formats that fit seamlessly into their routines and deliver a pleasant sensory experience. At SIRIO, we’re not only tracking these evolving needs – we’re leading the response.

Beyond the Pill: The Rise of Consumer-Centric Formats

Across Europe, capsules remain a popular and trusted format – particularly softgels – with two in five consumers choosing them as their preferred delivery method. But increasingly, “pill fatigue” is driving interest toward alternative solutions.

Gummies, for instance, are experiencing a surge in popularity. Their appeal lies in their combination of convenience, taste, and texture — offering a user-friendly option for demographics such as children and seniors. These attributes have helped drive a 70% growth in nutraceutical gummies between 2020 and 2025, with the category now estimated to be worth $1.7 billion globally.

Flavor as a Differentiator

Flavour has become more than just a “nice-to-have.” Today, consumers expect their supplements to deliver a genuinely enjoyable experience. Citrus and berry remain favorites, but there’s a growing appetite for botanical, floral, and chocolate, caramel and toffee (the so called ‘brown flavours’) – opening up new creative territory, especially in gummy applications.

As Sara Lesina, General Manager of SIRIO Europe, explains:

“Consumers don’t just want products that don’t taste bad – they want ones that taste delicious. Gummies offer tremendous scope for flavour innovation, which makes them an exciting space for both brands and formulators.”

Introducing XtraGummies™: High Impact, Minimal Dose

Meeting consumer demands for taste, dosage, and convenience simultaneously has long been a challenge in supplement formulation. With XtraGummies™, SIRIO introduces a breakthrough solution.

Designed to deliver maximum nutritional impact in a minimal dose, the XtraGummies™ range allows for high concentrations of active ingredients without compromising on stability or sensory appeal. For example, while most magnesium gummies on the market provide around 100mg per serving, SIRIO’s Xtra™ Magnesium gummy delivers 150mg – one of the highest single-gummy dosages available today.

“This kind of innovation empowers our customers to develop differentiated products that genuinely meet consumer expectations — all in a single, enjoyable gummy,” Lesina adds.

Tech-Driven Formulation: A Competitive Edge

Advances in technology – from encapsulation techniques to biotech integration – are enabling new possibilities in nutraceutical development. At SIRIO, we combine three decades of industry experience with cutting-edge R&D to drive smarter, more effective product solutions.

Take our vegan softgels as an example. Traditional encapsulation typically involves individual oils. But SIRIO’s proprietary technology enables us to suspend blended oils, vitamins, and botanicals within a single capsule, unlocking new opportunities for flavor and functionality while maintaining product integrity.

Ready for Regulation: Packaging with Purpose

With the EU’s new packaging regulation requiring all packaging to be recyclable by 2030, the industry is entering a new compliance era. At SIRIO, we’re already working closely with our partners to meet these demands without compromising product protection or visual appeal.

“As an end-to-end manufacturer, we ensure our packaging meets functional, aesthetic, and regulatory standards — so brand owners don’t have to make trade-offs,” says Lesina.

The Art and Science of Formulating Nutraceuticals

Creating high-quality nutraceuticals is no small feat. It requires careful consideration of raw materials, recipe design, processing methods, and finished product specs – all under pressure from shifting consumer trends, supply chain dynamics, and regulatory landscapes.

That’s why over 10% of our global workforce is dedicated to R&D, including scientists, formulators, flavorists, and “gummy engineers” who collaborate across disciplines to deliver products that balance health benefits with consumer appeal.

The Rise of Plant-Based Innovation

The move toward plant-based options is transforming the nutraceutical space. SIRIO’s Plantegrity™ softgel portfolio, made with carrageenan or gellan gum, helps brand owners expand their animal-free offerings while maintaining functionality and appeal.

The latest addition, Plantegrity™ EnteriClear, offers enteric protection without traditional coatings – ensuring actives like fish oil bypass the stomach to reduce irritation and improve absorption in the intestine.

“This is about making nutraceuticals not only more accessible, but more pleasant to use – which supports better compliance and outcomes,” Lesina explains.

Shaping the Future of Nutraceuticals

At SIRIO, we believe the future of nutraceuticals lies at the intersection of science, sensory experience, and sustainability. With a focus on innovation, regulatory foresight, and end-to-end excellence, we’re helping brand owners deliver products that don’t just meet today’s expectations — but anticipate tomorrow’s.