The dietary supplement industry in the UK is evolving rapidly. While traditional formats such as tablets and capsules remain dominant, innovative delivery systems like oral sprays, gels, and liquid formulations are reshaping consumer expectations in 2025.
For brands and entrepreneurs, these new formats provide an opportunity to differentiate in a crowded market, improve bioavailability, and align with consumer demand for convenience and effectiveness.
In this article you will learn:
- Why alternative supplement delivery systems are growing in popularity
- The advantages of sprays, gels, and liquid formats
- The UK regulatory framework for innovative supplement formats
- Market opportunities in e-commerce and pharmacies
- A step-by-step checklist to launch products in these formats
Why innovative supplement delivery systems are growing
Consumers in the UK are increasingly moving beyond traditional capsules and tablets because of:
- Convenience: sprays and gels are easier to take on the go
- Better absorption: certain ingredients have higher bioavailability in liquid or spray form
- Demographic needs: children, seniors, and people with swallowing difficulties prefer alternatives to tablets
- Lifestyle trends: demand for fast-acting and enjoyable supplement experiences
This trend is visible both on Amazon UK and in high-street pharmacies, where liquid vitamins, collagen shots, and oral sprays are gaining shelf space.
Sprays: convenience and high absorption
Oral sprays deliver active ingredients directly into the mouth, where they are absorbed through the mucous membranes.
Benefits of supplement sprays
- Faster absorption compared to tablets
- Easy to dose and transport
- Ideal for vitamins such as D3 + K2, B12, and C
- Child-friendly and suitable for seniors
Market opportunity in the UK
- Oral sprays are among the fastest-growing categories on Amazon UK.
- Pharmacies are stocking sprays for immune health, energy, and sleep support.
- Popular among vegan consumers, as sprays can be made without animal-derived capsules.
Gels: functional and premium positioning
Supplement gels are emerging as a premium alternative, often used for sports nutrition and beauty-from-within products.
Benefits of supplement gels
- Versatile: can be formulated with vitamins, minerals, collagen, or botanical extracts
- Enhanced consumer perception as a premium format
- Easy to consume without water
- Convenient sachets or tubes for daily use
Market opportunity in the UK
- Gels are gaining traction in sports nutrition, recovery, and skin health categories.
- Positioned as innovative and high-value products, often sold in pharmacies and specialist shops.
Liquid formats: shots and syrups
Liquid supplements, from single-dose shots to larger syrups, are also trending.
Benefits of liquid supplements
- Immediate absorption and faster onset
- Flexibility in flavour and formulation (e.g., collagen shots, herbal blends)
- Ideal for multi-ingredient complexes (energy, immunity, detox)
- Attractive to consumers seeking on-the-go solutions
Market opportunity in the UK
- Collagen shots are among the fastest-growing segments in the beauty category.
- Liquid multivitamins are widely available in pharmacies and online stores.
- Younger demographics prefer liquid formats for convenience and taste.
Regulatory framework in the UK
Innovative delivery systems for supplements must comply with the same regulations as traditional capsules and tablets. Key requirements include:
- Food Supplements (England) Regulations 2003 and equivalents in devolved nations.
- Label requirements: product must be labelled as a food supplement, with mandatory warnings, dosage, ingredients, NRVs, batch, and operator address.
- Novel Foods: if a new delivery technology involves novel ingredients (e.g., liposomal carriers), pre-market authorisation may be required.
- Claims: only authorised health claims can be used, regardless of format.
Checklist to launch supplements in sprays, gels, or liquid formats
- Choose your target category: immune support, energy, sleep, beauty, sports recovery.
- Select the delivery system: spray, gel sachet, or liquid shot.
- Work with a certified manufacturer: ensure GMP, HACCP, and stability testing.
- Verify formulation compliance: check Novel Food status and approved claims.
- Design compliant labels in English: include all mandatory warnings and NRVs.
- Plan your distribution strategy: Amazon UK, DTC websites, pharmacies.
- Highlight differentiation: emphasise bioavailability, convenience, and premium appeal.
- Monitor consumer feedback: adapt formulations and formats to evolving demand.
Common mistakes to avoid
- Marketing sprays and gels as medicines instead of food supplements
- Using unauthorised claims such as “treats insomnia” or “cures fatigue”
- Overlooking stability tests for liquid formulations
- Ignoring consumer taste preferences in shots and syrups
- Failing to adapt packaging for on-the-go convenience
FAQs
Are sprays more effective than capsules?
Sprays can provide faster absorption for certain nutrients, but both formats can be effective if well formulated.
Can supplements in gels and liquids be certified vegan?
Yes, provided all ingredients and excipients are plant-based.
Do liquid supplements need preservatives?
Most do, to ensure stability and microbiological safety.
Are collagen shots popular in the UK?
Yes, collagen shots are among the top sellers in beauty and wellness on Amazon UK and in pharmacies.
Conclusion
Sprays, gels, and liquid supplements are redefining innovation in the UK dietary supplement market. Consumers are seeking convenience, higher absorption, and premium experiences, and brands that adopt these formats can differentiate themselves and capture strong demand.
By working with a manufacturer experienced in innovative delivery systems and ensuring compliance with UK regulations, entrepreneurs can successfully launch products that resonate with today’s consumers.
👉 Contact Techlabs Europe today to explore spray, gel, and liquid supplement development