Consumers are simplifying their wellness routines.
Just as skinimalism transformed skincare by replacing complex regimens with fewer, smarter products, a similar shift is taking place in supplementation. Consumers continue to prioritize solutions that support energy, immunity, beauty and overall wellbeing, but increasingly expect them to fit effortlessly into daily life.
Supplementation has consequently evolved into a lifestyle habit. Recent consumer research indicates that more than 75% of Americans use dietary supplements1, while many incorporate multiple products into their daily routines. At the same time, the boundaries between beauty, personal care and wellness are becoming increasingly blurred. According to Kenvue report, 88% of consumers believe their personal care routine impacts their overall health and wellbeing.2
In this evolving landscape, consumers are looking beyond ingredients alone. Product success is increasingly determined by the ability to combine scientific credibility with a seamless user experience. As a result, consumer adoption is driven as much by usability and routine fit as by the formulation itself.
From Pill Fatigue to Wellness Rituals
The rise of daily supplementation has created a new challenge: convenience. Many consumers take several supplements each day, leading to pill fatigue. Swallowing multiple capsules and tablets can feel repetitive, making long-term adherence difficult.
This is where format becomes a powerful differentiator. A blinded 2025 consumer study involving 128 U.S. participants found that taste and ease of consumption are key drivers of product preference and routine adherence. Liquid formats received particularly positive feedback, with 78% of participants reporting overall liking for bulk liquid collagen products and 84-91% indicating that liquid formats integrated smoothly into their daily routines.3 From the study can be concluded that liquid collagen provides the optimal balance between convenience and efficacy.
These findings help explain the growing momentum behind liquid formats. Ready to consume and simple to integrate into everyday routines. No measuring. No preparation. No handful of capsules. Just a convenient daily serving. As a result, supplementation becomes easier to maintain. Reflecting this shift in consumer preference, Grand View Research forecasts the liquid dietary supplements market to reach $58.9 billion by 2033. The U.S. currently represents the largest market, highlighting the strong adoption of liquid supplementation.4
From a formulation perspective, liquids provide a versatile platform for delivering complex ingredient combinations in a format that is easy to consume and readily incorporated into daily wellness routines. Unlike conventional tablets and capsules, liquid supplements can also deliver a differentiated sensory experience through optimized flavor, texture and mouthfeel, factors increasingly recognized as important drivers of consumer compliance and repeat use.
Courtesy of TOSLA
Expertise Behind the Format
The rise of liquid supplements reflects the growing importance of delivery format, sensory experience and formulation science.
Successful liquid products must balance efficacy, sensory performance, stability, and scalability within a single delivery system. Taste, texture, ingredient compatibility, packaging interactions and shelf-life performance all contribute to the final consumer experience and influence repeat purchase and long-term loyalty.
As a result, brands are increasingly seeking partners with specialized expertise in liquid formulation and manufacturing. Recognizing the rapid growth of the category, TOSLA has expanded its liquid supplement capabilities with a new state-of-the-art facility capable of producing up to 45 million bottles annually. Supported by an extensive R&D ingredient library with more than 2000 ingredients, advanced formulation expertise and proprietary technologies such as VELIOUS™ Flavor Technology, TOSLA provides an integrated co-development platform spanning concept creation, formulation design, sensory optimization and commercial manufacturing.
By combining scientific expertise with large-scale production capabilities, TOSLA helps brands realize the full potential of liquid delivery systems and bring differentiated, consumer-centric products to market.
Sources
- CRN 2024 Consumer Survey https://www.crnusa.org/newsroom/crn-survey-shows-consistent-supplement-usage-increase-specialty-product-use-over-time
- Kenvue Report: A New View of Care. The Power of Personal Care Routines https://www.kenvue.com/a-new-view-of-care-the-power-of-personal-care-routines
- Blueberry, blinded home-use trial (July 2025); commissioned by TOSLA. Published at https://whitepapers.toslanutricosmetics.com/collagen-supplements-come-in-many-forms-do-consumers-care/
- Grand View Research. https://www.grandviewresearch.com/industry-analysis/liquid-dietary-supplements-market-report
Disclaimer:
The above paid-for content was produced by and posted on behalf of the Sponsor. Content provided is generated solely by the Sponsor or its affiliates, and it is the Sponsor’s responsibility for the accuracy, completeness and validity of all information included. Cosmetics & Toiletries takes steps to ensure that you will not confuse sponsored content with content produced by Cosmetics & Toiletries and governed by its editorial policy.
