Against the backdrop of a return to rational consumption and increasingly stringent regulation, the health supplement market is experiencing a trend of "stable volume and rising quality." Traditional dosage forms, such as capsules and compressed tablets, are experiencing renewed growth thanks to their clear efficacy, ease of administration, and robust stability. Meanwhile, soft candies and powders are attracting younger customers, while scenario-based and flavor innovations are increasing stickiness for daily supplements. However, more refined product strategies are still needed to address the controversial formulation, dosage, and sugar content. Overall, brands are shifting from "ingredient stacking" to an "evidence-based" approach, with efficacy endorsement and transparent compliance becoming the threshold for a new round of competition.
Key changes on the supply side are reflected in three key areas. First, standardization and traceability of raw materials are accelerating: fermentation-derived coenzymes, peptides, and plant extracts are widely adopting DMF/registration pathways and supply chain batch traceability, making stability and batch-to-batch consistency easier to demonstrate. Second, dosage form engineering is placing greater emphasis on ingestion experience and dissolution control: microencapsulation and sustained-release coatings are becoming increasingly popular during tableting, and hard and plant-based capsules are being used in combination, balancing shelf life and vegetarian requirements. Third, compound formulations are adopting a "subtractive design" approach, focusing on core targets (such as sleep, bone, and lipid metabolism) with smaller formulations and precise dosages to minimize the antagonism and safety risks associated with excessive additives.
On the demand side, three demographics are driving significant growth: working professionals aged 30-50 who are concerned about metabolic health, urban youth experiencing late nights and emotional distress, and the "silver generation" who are focused on maintaining skeletal muscle strength and cognitive function. Capsules and tablets have a high penetration rate among these three demographics due to their ease of packaging and portability, accurate dosage, and manageable costs. At the channel level, "short video promotion + expert co-creation" is replacing single influencer sales; offline pharmacies and physical examination centers have become repeat purchase touchpoints; cross-border compliance and labeling standards have stricter requirements, and brands with stable supply and complete evidence chains are more likely to obtain channel resources.
Regulation and compliance are crucial factors. As functional claims increasingly align with clinical/sensory evidence, companies need to build upon three layers of evidence: in vitro/mechanistic evidence (mechanistic activity and safety margins), empirical evidence from human subjects (4-12 week randomized or prospective studies, including indicators and subjective scores), and real-world repeat purchase and adverse event monitoring. Regarding labeling standards, ingredient sources, effective dosages, precautions, and recommended and unsuitable populations should be clearly presented to avoid "pharmacological" statements and exaggerated promises. For cross-border business, ingredient name verification, allergen labeling, and halal/vegetarian certifications increase brand accessibility in multiple markets.
"Personalized formulations" represent a structural opportunity this year. Based on lightweight assessments using online questionnaires and wearable data, combined with AI recommendation algorithms, brands can develop a "core foundation + target module" combination plan: for example, "basic vitamins and minerals + bone support module (vitamin D3 + K2 + calcium/magnesium)"; "basic vitamins and minerals + metabolic management module (R-ALA + chromium + bitter melon)"; and "basic vitamins and minerals + sleep and mood module (valerian/passionflower + teanin)" On the ground, it is delivered through DTC subscription in the form of daily packages or weekly boxes, and is equipped with taking reminders and re-evaluation questionnaires to achieve dynamic fine-tuning of dosage and modules, significantly improving repeat purchases and customer lifetime value.
Tablets/Capsules/Gummies/Powders revenue share changes over time
Looking ahead to the second half of the year, the industry's key priorities will be: prioritizing compliance, ensuring a closed-loop evidence system, stabilizing the supply chain, and collaborating with channels. Capsules and compressed tablets, driven by their manufacturing maturity and cost-efficiency, will remain key dosage forms for maintaining profit margins. New products featuring soft candies and powders are more suitable for generating traffic and generating positive word-of-mouth. Companies that can seamlessly integrate the three pillars of "effectiveness, safety, and verifiability" and integrate formula iteration into membership operations will enjoy greater growth certainty during the next round of structural adjustments.
