The existence of daily, weekly, monthly and even fashionable pill-organizing containers is enough to prove that taking multiple pills a day has become routine for many consumers. This idea runs parallel with consumers taking a more active role in their health issues and seeking products that will help them to continue to do so, says Russ Hazen, raw materials and innovations specialist at Fortitech, a Schenectady, N.Y.-based division of DSM. However, consuming supplements in pill form isn’t always easy or enjoyable because they can be difficult to swallow and/or have an unpleasant taste. Therefore, consumers might turn to beverage options as an easier delivery system for the nutrients they desire, he says.
And as beverages and supplements continue to blur the lines, beverage fortification will grow, affirms Kathy Lund, vice president of business development and marketing for AIDP Inc., City of Industry, Calif. Several population groups already prefer liquid formats when seeking vitamin and mineral supplementation, she notes.