Webinar preview: Sirio spotlights high-strength gummies as next big nutraceutical trend

As demand for effective and convenient health solutions continues to rise, consumers are seeking out potent formulations that offer streamlined approaches to wellness and deliver essential nutrients in concentrated doses. According to Sirio, these high-strength supplements represent an emerging market in the nutraceutical industry.

Ahead of Sirio’s upcoming webinar, “Trends and innovations in high-strength supplements,” on 17 March at 10:00 AM (CET), Nutrition Insight sits down with Maria Pavlidou, the head of brand for Sirio Europe, to discuss the key drivers behind this trend and how supplement brands can successfully navigate the challenges of high-potency product development.

“Many consumers are looking for supplements that address specific health needs, such as boosting energy, improving joint health, or supporting skin health but they do not want to take multiple capsules per day to reach the RDI,” Pavlidou reveals. “High-strength products provide the necessary ingredients in stronger formulations to meet the targeted health demands in a convenient way.”

“With busy lifestyles, consumers are gravitating toward products that offer simplicity and convenience. High-strength nutraceuticals reduce the need for multiple supplements, allowing users to achieve their health goals with fewer daily doses.”

Sirio’s approach

Pavlidou points out that Sirio is approaching this trend by utilizing its understanding of the supplement and nutraceutical markets where they have operated for more than 30 years, its knowledge of consumer preferences thanks to market research, and its expertise in delivery format innovation. The company does this by focusing on three key areas — consumer-centric design, advanced technology and formulation, and customization and personalization.Maria Pavlidou, the head of brand for Sirio Europe.

Pavlidou says Sirio’s three pillars prioritize developing delivery formats that fit consumers’ lifestyles and preferences. As taste, convenience, and ease of consumption become increasingly important, the company continues refining its expertise in nutraceutical gummies. Sirio highlights that gummy formats are a fast-growing supplements format, are enjoyable and can also be highly effective, and efficient.

A key innovation for the company is its high-strength gummies, which provide potent nutrients without compromising flavor or texture.

“To meet the demand for higher-potency, more bioavailable supplements, we invest in cutting-edge technologies that improve the nutrient payload in less gummies,” Pavlidou explains. “This work also includes improving stability, flavor profiles, and ensuring optimal nutrient absorption.”

“We recognize that one size doesn’t fit all, so Sirio actively works on developing customizable solutions. Whether it’s creating tailored formulations for specific health concerns — like joint health, energy, or skin care — or exploring a new range of gummies, such as our new high-strength gummy range — we ensure that our products meet the unique needs of each consumer segment.”

Gummy format innovation and popularity

Pavlidou underscores that high-strength gummies present new opportunities for brands. Recent advancements in gummy technology can help producers overcome past flavor and ingredient loading limitations. As gummies and high-strength supplements gain popularity, their combination represents a major trend for an already popular format.

Sirio states gummies offer an innovative way to meet recommended dietary allowances with fewer doses. These advancements make supplements more enjoyable, accessible, and appealing to a wider audience. As a result, high-strength nutraceuticals are gaining popularity as consumers increasingly seek effective, convenient, and science-backed health solutions.Pavlidou notes that high-strength nutraceutical gummies are increasingly preferred by older demographics.

Moreover, Pavlidou spotlights that the gummy supplement market is experiencing rapid global growth, fueled by rising consumer demand. This trend highlights consumers’ preference for supplements that not only provide health benefits but also offer convenience, pleasant taste, and seamless integration into their daily routines, often favoring single daily doses.

“For instance, it is now possible to load a gummy with 1.8 g of creatine, enabling consumers to achieve the recommended 5 g daily dose with just three gummies,” Pavlidou reveals. What is more is that we have stability data to guarantee that the creatine remains active throughout the 24 months shelf life. This is pretty unique in the market.”

“This innovation is creating a premium market not only for individuals incorporating creatine into their fitness and maintenance routines during high-intensity workouts, but also for older demographics. It also helps sports nutrition brands to stand out with unique solutions.”

“These groups, including men and postmenopausal women, often use creatine to preserve muscle mass, a common challenge later in life. This trend is further supported by a European Food Safety Authority-approved claim that ‘creatine can improve muscle strength in adults over 55 when taken in combination with resistance training.’”

She notes that for older demographics, gummies are highly attractive compared to the traditionally dominant powder-based delivery formats.

Staying ahead of the curve

Pavlidou tells us that the nutraceutical market is constantly evolving, driven by shifting consumer preferences, emerging trends, and changing regulatory requirements. To maintain a competitive edge, Sirio focuses on several key strategies.

Sirio closely tracks consumer trends and market research to help guide product development and consumer insight-driven innovations, adapting to demands for clean label, sustainable, and personalized wellness solutions. The company prioritizes high-strength, targeted supplements, including specialized formats for specific health needs, like hydration.

Recent advancements in gummy technology allow for increased loads, such as 1.8 g creatine gummies.Additionally, the company says it invests in cutting-edge research and development to drive nutraceutical innovation and leverages new technologies and ingredients to enhance bioavailability. It also develops advanced delivery systems, such as gummies and softgels, to create innovative and market-leading products.

At the same time, Pavlidou emphasizes that Sirio’s flexible and agile business model enables rapid adaptation to evolving health trends and consumer demands. By responding swiftly to emerging concerns like immunity and stress relief, the company increases its competitiveness with innovative products and ingredients.

Furthermore, she states that Sirio prioritizes global growth by navigating regulatory complexities, maintaining strong relationships with regulatory bodies, and ensuring compliance. This approach enables the company to meet local needs while upholding quality and safety standards.

Additionally, she stresses that Sirio prioritizes sustainability by responsibly sourcing ingredients and using eco-friendly packaging to meet growing consumer demand for eco-conscious products.

“We are committed to transparency in our ingredient sourcing and manufacturing processes, providing consumers with the trust and confidence they seek in their nutraceutical products,” Pavlidou concludes.

“By combining consumer-focused innovation, cutting-edge research, agility, global expertise, and sustainability, SIRIO ensures we remain ahead in the evolving nutraceutical market, continuously offering products that meet the changing needs of consumers worldwide.”

With additional reportinig by Anvisha Manral.