Does A Pill = a Problem?

Does A Pill = a Problem?

The U.S. supplements market is on track for $124B by 2033. The real story isn’t just growth, it’s format. Pills are losing ground fast to gummies, powders, and liquids.

A pill carries baggage. It signals a problem: clinical, hard to swallow, associated with sickness. Gummies and powders flip that script. They’re sensorial, social, and built for lifestyle. That’s not just easier adoption—it’s habit, retention, and repeat purchase.

Most pills don’t earn their keep anymore. They’re the vestige of an old guard, clinging to shelves while consumers move on to formats that feel modern, cultural, and enjoyable.

But not everything can—or should—escape the capsule. Certain formulas require precision, stability, or protection that only a pill can deliver. In those cases, pills aren’t legacy, they’re indispensable.

So the uncomfortable question for every pill-heavy brand is this: are you stuck in a delivery system consumers are rejecting, or are you actively reframing the pill as a badge of efficacy, science, and trust? Because without that reframing, a pill is just a problem in a bottle.

Form factor isn’t delivery, it’s strategy. And the next frontier isn’t only gummies. It’s shots, chews, functional snacks, and packaging that migrates supplements from clinical to cultural.

The brands that win won’t just be swallowed. They’ll be ripped, chewed, sipped, and shared.