The dietary supplement market is growing, and product formats have become much more diverse. Capsules, drops, ointments, and even gummy supplements — manufacturers are trying to attract users not only with formulations, but also with convenience, taste, and format.

Today, we suggest discussing different formats, understanding what attracts consumers the most, and how to present them correctly.

Why the Format Affects Conversion

The product format directly influences how it is perceived and how buyers behave. Everyone values convenience: people want products that are easy to take and simple to integrate into everyday life.

For arbitrageurs, this is critical — the right format can become a unique selling proposition on its own. In creatives and landing pages, you can emphasize convenience, speed, and enjoyment of use, which directly boosts conversion rates. The wrong format — for example, tablets aimed at a young, active audience — can reduce interest and increase bounce rates, even if the product itself is strong.

Dietary Supplement Trends in Europe

The key trend of recent years is convenience and seamless integration into daily life. Europeans want products that are not only beneficial, but also pleasant, visually appealing, and easy to use.

Capsules still rank first in popularity. They are suitable for oils and fat-soluble nutrients, easy to store, and provide precise dosing. For affiliates, this means stable performance: the audience clearly understands that they are getting a complete product without extra preparation or mixing.

Powders and sachets have become popular in the sports nutrition and wellness niches. Their main advantage is flexibility. They can be quickly mixed with water or smoothies, combined with protein shakes, and offer flavor variety. These products are easy to integrate into daily routines — with breakfast, after a workout, or at the office instead of a snack. From a promotional standpoint, this format works well in creatives that show the product “in action,” helping consumers visualize how simple and enjoyable it is to use. The downside is that preparation and careful storage are required, but for many buyers this is not a critical issue if the results are worth it.

One Category — One Format

In the European market, dietary supplement formats are quite diverse, and each form carries its own meaning for the consumer. It all depends on which category the product belongs to.

For example, not everyone is comfortable with tablets for joint pain, considering them too “medical” and inconvenient. Ointments or gels, on the other hand, are often purchased and used with pleasure (and some people even feel a more pronounced effect from them).


Interesting and unusual formats are more commonly found in beauty, weight loss, and anti-aging products. Sachets, gummy vitamins, drops, and serums are perceived as a pleasant daily habit — they are convenient to use, taste good, look appealing, and help lower the psychological barrier to purchase.



Capsules are chosen by both younger and older consumers when it comes to vitamins, potency supplements, products for supporting the nervous system, improving digestion, and most products with a medical focus.



Liquid forms are all about convenience for those who want to get nutrients quickly and easily. Syrups, drops, and solutions are suitable for older people and for those who have difficulty swallowing. They are absorbed faster, and in creatives they can be presented as a modern and effortless solution, especially for immunity or beauty products.

Gummy vitamins are a bright and dynamic category that is rapidly gaining popularity in Europe. Younger consumers aged 20–35 value their taste and convenience, while the visual appeal of the product adds to its attractiveness. They are easy to incorporate into a morning routine or take to the office, and the act of consumption itself is perceived as a pleasant habit. At the same time, older audiences tend to treat them with caution, viewing them more as a treat than as a serious source of nutrients.

Gels and creams, traditionally associated with products for joint pain and varicose veins, are gradually expanding into other segments. They allow active ingredients to be delivered through the skin, which makes them convenient for skincare, anti-aging, or sports support products. Creams and gels are perceived as high-quality products, are easy to integrate into daily care routines, and perform well in visual creatives that demonstrate their application.


Spray is a convenient form for even distribution. For example, for the body or face, when precise application is required.



Tablets are still on the market, but they are gradually losing share. Their main advantages are a simple form and precise dosage, yet many consumers perceive them as large and outdated.

Conclusion

The format of a dietary supplement often matters more than it seems. Consumers frequently focus not on the formula, but on how clear, convenient, and well integrated the product is into their daily lives. In Europe, formats that do not feel like complex medical treatment and do not require extra effort tend to perform best. When choosing an offer, pay attention not only to the numbers and approval rates, but also to the product format — with the right positioning, it can significantly increase your conversion.