Delivery System Innovations

by Mike Straus | May 1, 2026

Delivery systems are rapidly evolving, giving retailers and consumers more options than ever.

VMS delivery systems are undergoing rapid change as consumers seek more convenient ways to get their health fix. Liquids, microlingual tablets, stick packs and nasal inhalers are all gaining popularity as delivery methods as supplement brands and retailers look for more ways to meet consumer expectations. Chews and gummies are also staying dominant thanks to their convenience and ease of use. As alternative delivery systems challenge the established tablets and capsules, expect more innovations in this arena to arise over time. Here are just some of the ways that delivery systems are diversifying.

Liquid Multis on the Rise

Consumers are becoming open to a wider array of supplement formats, said Meg Taylor, research scientist and MRO at supplement brand Mary Ruth’s Organics in Los Angeles, CA. On-the-go formats, in particular, are gaining the most traction. Taylor noted that brands like Liquid I.V. and humanN highlight the popularity of convenient formats.

“While gummies and liquids remain steady performers, we’re also seeing growth in more novel options like stick packs, snack packs, dissolving strips, jelly sticks, soft chews and liposomal delivery systems,” Taylor explained. “Even effervescent tablets appear to be making a bit of a comeback.”

Mary Ruth’s Organics offers a hair and skin support bundle that includes its liquid nighttime multimineral for skin renewal and a sugar-free liquid morning multivitamin for hair growth, in addition to its standard liquid probiotic. These liquid supplements are sugar-, soy-, gluten- and nut-free, and come in flavors like Berry Dream and Peach Mango.

Supergut Vice President of Marketing Sarah Morgan Dewitt in Los Angeles, CA, agreed that there’s a strong shift in the industry toward formats that balance efficacy with convenience. She also said there is a growing demand for formats that can support personalization and flexibility, such as powders. Supergut itself offers a variety of supplement formats like fiber stick packs, powders, bars and shakes.

For Sirio Vice President Doug Brown in City of Industry, CA, the most notable trend in delivery systems right now is the expansion of food-inspired formats that make supplements easier and more enjoyable to take. Brown said that gummies remain a major driver of growth; however, modern gummies are far different from basic vitamin gummies.

“Today’s products often incorporate multi-ingredient blends, higher active loads, and more sophisticated health benefits, which has pushed innovation toward additional formats that can support more complex formulations,” Brown noted. “One of the most prominent areas of growth is soft chews, which have gained attention because they provide a different texture profile and allow greater flexibility in formulation compared with traditional gummy matrices. Soft chews can accommodate certain ingredients more easily and often deliver a more indulgent sensory experience, which helps position supplements closer to functional foods.”

Brown said that powdered drink mixes are also growing quickly, particularly in functional areas like hydration, energy and metabolic health. Finally, he said, hybrid formats are on the rise—these are unique products that combine the convenience of supplements with the sensory appeal of food products, such as chewable gels and confection-style chews. As a contract manufacturer, Sirio offers brands the ability to formulate their products as gummies, soft gels, tablets, powders or capsules.

Alina Hornfeldt, co-owner of supplement retailer Mastel’s Health Foods in St. Paul, MN, noted that from a marketing standpoint, delivery systems are becoming a major differentiator for supplement brands. Emerging brands are highlighting convenience, portability and absorption benefits just as much as the actual ingredients, she explained.

“Terms like liposomal delivery and sublingual absorption show up prominently on packaging, and formats like single-serve pouches or sprays are being positioned as part of a lifestyle routine rather than a traditional supplement,” Hornfeldt said. “We’re also seeing strong visual branding around these formats. Products like single-serving liquid pouches and liposomal formulas stand out on shelves and resonate with consumers looking for something that feels modern and convenient.”

However, while emerging delivery formats are catching consumer attention, Hornfeldt noted that one challenge is that certain delivery formats limit ingredient quantities. Formulators, she said, are addressing this challenge by using more concentrated or bioavailable forms of nutrients in emerging delivery formats.

“Stability is another issue, especially with liquids and liposomal products,” she noted. “Advances in emulsification and packaging, such as oxygen-barrier pouches, are helping protect ingredient integrity and extend shelf life.”

At the retail level, Hornfeldt said she’s seeing a growing interest in single-serve liquid pouches, dissolvable oral strips and spray formats. Consumers are also curious about transdermal patches and inhalation-style delivery systems, although these categories are still developing.

“Most consumers are very open to alternative delivery systems if they make supplements easier to take,” Hornfeldt said. “Formats like strips, sprays and liquid pouches appeal to people who don’t like swallowing pills or who want something portable for daily use. From a retailer perspective, the most successful delivery systems are the ones that improve consistency. If a format makes it easier for someone to take their supplements regularly, whether that’s a pouch, a spray or a capsule, it ultimately delivers better results.”

Nasal Inhalers Repurpose Aromatherapy for Supplements

As consumers increasingly look for products that can easily fit more naturally into their everyday lives, portable and intuitive product formats that can be used throughout the day are quickly gaining traction. One particularly innovative new delivery system that meets consumers’ needs for convenience is aromatherapy. Inhalers have existed for years in the medical category, but now, aromatherapy inhalers are being used in the supplement space.

“In the inhaler category, improved airflow, more durable construction, and better chambers for preserving aromatic ingredients are making inhalers more advanced,” explained Kevin Frija, chief executive officer of VPR Brands in Sunrise, FL. VPR Brands is the parent company of Z!NGHA, a company that manufactures nasal inhalers for aromatherapy. The company’s products include single nasal inhalers, double nasal inhalers, and digital herb diffusers. Z!NGHA’s product line includes a cappuccino mint + lion’s mane diffuser for mental clarity, a chamomile honey lemon & passionflower diffuser for peace of mind, and a green tea peach + EGCG diffuser for immune health.

One key challenge with emerging delivery systems, Frija noted, is maintaining freshness and consistency, especially with natural ingredients. Frija said that VPR Brands is addressing this challenge through better chamber design, improved materials, and a more stable absorption system.

“Another challenge is education,” Frija noted. “Because inhalation-based aromatherapy is still new to many consumers, it is important to clearly explain how the product works and what the experience is like. Digital content has helped close that gap by showing consumers the format before they encounter it in stores.”

Frija said that the next major innovation in delivery systems will involve formats that combine convenience with an immediate sensory experience, which is why Z!NGHA is investing in aromatherapy inhalers. Sensory experiences like aromatherapy add a new dimension to wellness because consumers can feel the product instantly, rather than waiting for an effect, Frija explained. He noted there is a strong connection between digital discovery and in-store retail; short-form videos, demonstrations and user-generated content are all helping to educate consumers online, which supports trial and sell-through once they see the product on the shelf.

“One of the things we’re excited about is where this category can go next,” Frija said. “As consumer interest in experiential wellness continues to grow, there is a lot of room for innovation in both ingredients and device design.”

Z!NGHA is actively developing several new formats and technologies, some of which are currently patent pending.

Functional Gums and Chews Drive Convenience

Functional gums and chews are also growing thanks to their convenience. Chris Speed, co-founder of SkySail Solutions in Raleigh, NC, said that he’s watching a wave of new and exciting delivery systems unfold that are reshaping what products can do.

“New delivery systems are not just about how a product comes to market; they redefine how a product becomes part of daily life,” Speed said. “In functional nutrition, the best formats are those that blend science-backed efficacy with consumer-centric experiences without adding friction to the routine. Chewing gum, gummies and stick packs will remain pivotal, but the real catalyst will be formats that enable personalization at scale, smarter dosing and responsible packaging.”

Speed said that these delivery formats are arising due to a growing pill fatigue among consumers, and this pill fatigue is reshaping the vitamin aisle. Functional gums are at the forefront of this shift, he said, offering a discreet, portable and fast-acting option that aligns with daily routines and wellness goals.

“Beyond gum, a broader ecosystem of formats—dissolvable strips, chewables, powders in hydrating formats, and sublinguals—gives retailers the flexibility to meet diverse consumer preferences.”

Speed noted that gels, tinctures and emulsions are also on the rise, as they are lightweight, fast-acting formats that improve bioavailability while delivering a pleasant sensory experience. Emulsions, he said, can also boost solubility by leveraging micro-emulsified fats.

“Chewing gum is getting smarter in its composition,” Speed explained. “Improved texture stability and better nutrient dispersion are improving formulations. The trend is toward more functional ratios, lower sugar or sugar alternatives, and added probiotic or prebiotic layers. Manufacturers are also leveraging flavor masking for bitter actives and pH-stable coating technologies.”

Speed added that brands are using delivery formats to enable customization for consumers, thereby enabling personalization at scale. Some brands, he said, are even going further, using consumer dashboards, QR code storytelling, and micro-brand collaborations to deliver a personalized brand experience. Meanwhile, flavor and texture are becoming product differentiators, with sensory science remaining a primary driver of trial, especially for gummies and sticks. As a result, he said, advanced acid-sulphite management for product stability is taking center stage.

As these delivery formats continue to diversify, Speed noted that marketers must align claims with robust evidence and clear labeling, particularly around bioavailability and timing. He said that brands looking to invest in alternate delivery formats must prioritize standardized testing protocols and be cautious regarding claims language.

Microlingual Tablets and Stick Packs Capitalize on Innovation

Microlingual tablets and stick packs are also showing up in the VMS aisle, leveraging old technologies for new purposes. Matthew Supkoff, director of sales and marketing for Continental Vitamin Company Inc. in Los Angeles, CA, noted that the company’s microlingual delivery systems are manufactured using 100-year-old technology that was once used to make nitroglycerin tablets.

“Ron Beckenfeld, the founder and president of Superior Source Vitamins, got the idea approximately 25 years ago to repurpose those machines to create a novel delivery system for vitamins, minerals and other supplements,” Supkoff explained. “Because the term sublingual is a drug delivery system, technically speaking, we created our own name, MicroLingual, to avoid any potential problems with the FDA (U.S. Food and Drug Administration).”

Supkoff noted that many consumers prefer not having to swallow large tablets or capsules. With Continental’s MicroLingual technology, consumers can dissolve supplements under the tongue.

“Consumers are also becoming increasingly aware of the excessive additives in tablets and capsules,” Supkoff said. “Our MicroLingual tablets are tiny and avoid the need for excessive binders and fillers.”

Morgan Dewitt explained that from a marketing standpoint, delivery systems have become a key part of brand storytelling. Stick packs are convenient and align with morning coffee on the go, fitness rituals and travel, she said, making them feel more like habits than a supplement.

“Stick packs are portable and photogenic, which lends itself naturally to social media, where routine-driven and habit-stacking content drives engagement and resonates with online communities,” she said. Morgan Dewitt noted that delivery systems are advancing through improvements in both taste and texture, which have historically been barriers, particularly in gut health and fiber products. Innovations in fiber blends, she said, are making it possible to deliver a high-quality product without compromising on the customer experience.

“The next wave of delivery systems will likely still center around formats that support personalization and customizable routines,” Morgan Dewitt explained. “Chews will play a key role in the next big wave, offering an enjoyable, habit-forming experience while increasingly delivering more robust and clinically relevant formulas. Ultimately, the winning delivery systems will be those that combine clinical efficacy with real-world usability, making it easier for consumers to stay consistent.”

Morgan Dewitt said that one of the biggest challenges in formatting new delivery systems is balancing efficacy with palatability. Many beneficial ingredients, such as fibers, require meaningful doses that can be difficult to deliver in smaller, more indulgent formats like gummies. She also noted that there are formulation constraints around sugar content and active ingredient degradation. Formulators are addressing these challenges through advanced flavor systems, improved ingredient processing, and using formats like powders that deliver clinical efficacy and a better overall consumer experience.

Liposomal Delivery Systems Show Efficacy

Liposomal technologies are growing rapidly in popularity thanks to their many advantages over traditional delivery technologies. George Kokkinis, chief executive officer of Pharmako Biotechnologies in Frenchs Forest, Australia, explained that liposomal and lipid-based delivery systems are just one example of how delivery systems are moving away from novelty formats and toward engineered performance.

“One of the strongest areas of growth is liposomal and lipid based delivery systems, alongside dispersion and solubilization technologies designed to overcome poor bioavailability,” Kokkinis explained. “Technologies such as advanced liposomals (including structured systems like PlexoZome), dispersion platforms like LipiSperse, and micellar systems such as AquaCelle are gaining traction because they address real formulation challenges, particularly around solubility, stability and consistency of uptake.”

Kokkinis noted that there is also a shift toward dose efficacy to achieve more meaningful clinical outcomes with lower active loads, which reduces costs, improves tolerance, and supports more sustainable formulations. In the liposomal space, delivery systems are now moving beyond first-generation technologies and toward more stable, structured platforms. Kokkinis explains that these next-generation liposomal technologies, like Pharmako’s branded multi-layered PlexoZome, offer better encapsulation efficiency, improved shelf stability, and more consistent performance during manufacturing.

Delivery Systems Set for Diversification

Delivery systems in the VMS space are continuing to grow and diversify as formulators look for more ways to make their products easier to use. Chewies, gummies, dissolvable strips, microlingual tablets, aromatherapy and stick packs are all giving consumers a variety of alternatives to capsules and tablets for taking their supplements. As a result, supplements are now easier than ever to take, especially for consumers who may have trouble swallowing a tablet or capsule.

Consumers themselves are adopting these new delivery systems in droves, as pill fatigue has made taking capsules and tablets less than enjoyable. These new delivery systems are benefitting from not only a novelty factor, but also a convenience-of-use factor. As delivery systems continue to diversify and new innovations come to market, formulators and retailers will have more options than ever to entice new consumers and meet customers’ needs.VR