Dr. Roger Gordon05.01.02
Soft gels are not just a pretty package. For a majority of consumers they are the most preferred delivery system of any oral dosage form on the market today. According to Advances in Therapy, September/October 2000, soft gels are preferred over tablets 9 to 1 and 16 to 1 over two-piece hardshell forms. It is obvious that these products are clearly making an impact on the way consumers make their choices in today's marketplace.
A few years ago companies looked to avoid using soft gels because of the lengthy lead times and poor service that was characteristic of an industry with too much demand, too little capacity and few systems to move the process along. Fortunately the situation has turned around in a way that few could have imagined.
Today, 26-week lead times have been whittled down to eight-week lead times, and significantly less if a manufacturer keeps core items in stock. Furthermore, companies are now able to run smaller quantities for new, custom products, enabling marketers to test market new products before they commit to large volumes without any successful history.
There are more manufacturers than ever to choose from to the point where differentiation has become critical in the industry. Additionally, sales are climbing with the increased popularity of products like CoQ10, fish oil and saw palmetto. Strong science and increased media attention have helped boost sales. While simple oils like vitamin E are obvious products for the soft gel form, complex pastes can also be successfully manufactured and marketed.
These products generally require a solid R&D staff and a project management team in order to successfully manufacture. As an example, Banner Pharmacaps, High Point, NC, has developed a unique applications lab where its scientists work with marketers to test small quantities of product in a soft gel dosage form before going to pilot testing. This allows for significant savings in both time and money in getting a product to market.
Despite overwhelming evidence that consumers prefer the soft gel dosage form, few companies are stepping up to convert their lines and actively market to the consumer. With the aging of the U.S. population, marketers need to pay more attention to the issue of 'swallowability' with respect to the elderly.
It is estimated that over 90% of the population over 65-a segment of the population that is very brand loyal-has some difficulty swallowing. Marketers providing products that meet a need for this segment may not only win customers but substantially increase their bottom line.
Soft gels will continue to play a large role in the marketplace, especially in two areas-first, where the active compound is most effective in a lipid-based system, and secondly, where companies are willing to differentiate their brand by leveraging the consumer's preference for soft gels in their marketing efforts.
Look for companies to be coming out with non-animal based gelatin products, based on market demand. Finding a film-forming compound that is as functional and as robust as gelatin is technically demanding, but solutions are beginning to appear in the market.
In the 21st century, success in the marketplace will be defined by quality products based on sound scientific data that produce visible results in the health and well-being of consumers. In order to do this, however, the industry must regain the confidence of the U.S. consumer and must educate with accurate information. In addition, the U.S. government is headed toward further enforcement of Dietary Supplement Health and Education Act (DSHEA) guidelines, which will only help to increase the credibility of the industry with consumers, the media and health practitioners.NW
About the author: Dr. Roger Gordon is president-U.S. Operations for Banner Pharmacaps, Inc., High Point, NC. He can be reached at (336) 812-4729.
Getting Rid of a Reputation
A few years ago companies looked to avoid using soft gels because of the lengthy lead times and poor service that was characteristic of an industry with too much demand, too little capacity and few systems to move the process along. Fortunately the situation has turned around in a way that few could have imagined.
Today, 26-week lead times have been whittled down to eight-week lead times, and significantly less if a manufacturer keeps core items in stock. Furthermore, companies are now able to run smaller quantities for new, custom products, enabling marketers to test market new products before they commit to large volumes without any successful history.
Brand Differentiation for Soft gels
There are more manufacturers than ever to choose from to the point where differentiation has become critical in the industry. Additionally, sales are climbing with the increased popularity of products like CoQ10, fish oil and saw palmetto. Strong science and increased media attention have helped boost sales. While simple oils like vitamin E are obvious products for the soft gel form, complex pastes can also be successfully manufactured and marketed.
These products generally require a solid R&D staff and a project management team in order to successfully manufacture. As an example, Banner Pharmacaps, High Point, NC, has developed a unique applications lab where its scientists work with marketers to test small quantities of product in a soft gel dosage form before going to pilot testing. This allows for significant savings in both time and money in getting a product to market.
Despite overwhelming evidence that consumers prefer the soft gel dosage form, few companies are stepping up to convert their lines and actively market to the consumer. With the aging of the U.S. population, marketers need to pay more attention to the issue of 'swallowability' with respect to the elderly.
It is estimated that over 90% of the population over 65-a segment of the population that is very brand loyal-has some difficulty swallowing. Marketers providing products that meet a need for this segment may not only win customers but substantially increase their bottom line.
The Future of Soft gels & Nutraceuticals
Soft gels will continue to play a large role in the marketplace, especially in two areas-first, where the active compound is most effective in a lipid-based system, and secondly, where companies are willing to differentiate their brand by leveraging the consumer's preference for soft gels in their marketing efforts.
Look for companies to be coming out with non-animal based gelatin products, based on market demand. Finding a film-forming compound that is as functional and as robust as gelatin is technically demanding, but solutions are beginning to appear in the market.
In the 21st century, success in the marketplace will be defined by quality products based on sound scientific data that produce visible results in the health and well-being of consumers. In order to do this, however, the industry must regain the confidence of the U.S. consumer and must educate with accurate information. In addition, the U.S. government is headed toward further enforcement of Dietary Supplement Health and Education Act (DSHEA) guidelines, which will only help to increase the credibility of the industry with consumers, the media and health practitioners.NW
About the author: Dr. Roger Gordon is president-U.S. Operations for Banner Pharmacaps, Inc., High Point, NC. He can be reached at (336) 812-4729.
