Product development in the dietary supplement space is often described as a race to innovate, but successful products sit at the intersection of science, strategy and execution. Developing and customizing a supplement is not simply about selecting ingredients or following trends; it requires thoughtful planning, informed decision-making, and a long-term view of both the consumer and the market.
As brands and formulators navigate increasing competition, shifting consumer expectations, and evolving regulatory and supply chain realities, having a clear framework can make the difference between a product that launches and one that lasts. The following “10 Commandments” offer a high-level, educational guide to the foundational principles to consider when developing and customizing a supplement from concept to commercialization.
1. Connect With a Core Competency
Effective product development starts with understanding capabilities. Whether working internally or with external partners, it is critical to ensure alignment with demonstrated expertise. This includes technical formulation knowledge, ingredient sourcing experience, regulatory familiarity and manufacturing know-how. Product concepts often fail not because the idea is weak, but because the capabilities required to execute it are underestimated. Working within established competencies helps reduce development risk, streamline timelines, and improve overall product quality.
2. Address a Real Market Need
Trends may drive short-term attention, but unmet needs drive long-term success. When developing a product, brands should look beyond what is popular now and focus on where consumer demand is headed. Areas such as longevity, health span, metabolic health and gender-specific wellness reflect broader shifts in how consumers think about health over time. Addressing a genuine market need ensures that a product remains relevant even as individual trends fade.
Glucagon-like peptide-1 (GLP-1) provides a clear example. While often associated with weight management, GLP-1 is a well-characterized endogenous hormone involved in glucose regulation, satiety signaling and metabolic homeostasis.1 Its relevance extends beyond weight alone. In 2023, the SELECT cardiovascular outcomes trial reported that semaglutide reduced major adverse cardiovascular events by approximately 20 percent in adults with overweight or obesity and established cardiovascular disease, even in the absence of diabetes.2 There is also emerging research exploring the connections between GLP-1 signaling, systemic inflammation and neuroprotection—all areas increasingly linked to healthy aging.3
As metabolic dysfunction is recognized as a central driver of chronic ailments and accelerated aging, pathways like GLP-1 represent numerous biological targets relevant to long-term consumer needs.
For product developers, the takeaway is strategic: prioritize mechanistically grounded pathways with long-term scientific validation. Products aligned with enduring physiological systems are more likely to remain relevant as headlines shift.
3. Protect Intellectual Property Early
Intellectual property plays a critical role in product differentiation. Whether through patents, proprietary formulations, or trade secrets, protecting innovation early helps safeguard long-term value. While not every finished product will pursue a patent strategy, understanding the IP landscape can inform formulation decisions and reduce the risk of duplication. Strong IP also enhances credibility with partners, retailers and consumers alike.
4. Build With Supply Chain Reality in Mind
Supply chain considerations should be part of product development from the very beginning. Ingredient availability, sourcing diversity, geographic risk and long-term scalability all influence whether a product can be manufactured consistently over time. Relying on a single source or region can create vulnerabilities, whereas diversified, transparent supply chains offer greater resilience. Thoughtful sourcing supports quality, continuity and trust.
5. Demand Meaningful Substantiation
Scientific substantiation is not one-size-fits-all. Evidence may include in vitro (laboratory), in vivo (animal), in silico (computational modeling), and human clinical research. While human clinical trials remain the gold standard, a layered approach to substantiation provides a more complete understanding of an ingredient’s potential. Brands should evaluate not just whether data exists, but how relevant, credible and applicable it is to the intended use.
6. Design for the Final Form Factor
A product’s success depends not only on its biological activity but also on how easily it can be delivered in a format consumers will consistently use. While tablets and capsules have historically dominated the supplement aisle, consumer preferences continue to shift. Industry data indicate that non‑pill formats, particularly gummies, powders, liquids and beverages, now account for a significant share of category growth, with gummies making up a substantial portion of usage and projected to remain one of the fastest‑growing segments.5
Format influences more than aesthetics; it affects consumer adoption, dosing flexibility, sensory experience and product stability. Powders and liquids allow for multi‑ingredient customization, while gummies and ready‑to‑drink options can enhance compliance through taste and convenience. At the same time, capsules and soft gels remain important for precise dosing and stability in more traditional applications.6
By evaluating dose size, taste profile, heat stability and cross‑format compatibility early in development, brands can align formulation strategy with consumer behavior and retail realities. In today’s market, format selection is not a secondary decision; it is a strategic one.
7. Work With Credible Voices, Not Just Loud Ones
Key opinion leaders play an important role in translating science for consumers, but credibility matters more than reach alone. Credentials, subject-matter expertise, and alignment with evidence-based messaging are essential. Thoughtful collaboration with qualified professionals helps ensure that product stories are accurate, responsible and trustworthy, particularly in a space where misinformation can spread easily.
8. Understand Channel Strategy Early
Different sales channels come with different expectations and constraints. Direct-to-consumer platforms, specialty retail, mass retail and practitioner channels each require tailored approaches to formulation, pricing, packaging and messaging. Rather than attempting to serve every channel at once, brands benefit from clearly defining their initial focus and building strategically from there.
9. Think Long-term About Exclusivity and Partnerships
Strategic exclusivity can be a powerful tool when approached intentionally. Channel-specific or time-bound exclusivity agreements may help brands establish focus, build stronger partnerships, and refine execution before expanding more broadly. Long-term thinking around partnerships often leads to greater stability and sustained growth compared to short-term distribution wins.
10. Plan for Thoughtful Product Line Expansion
Product development does not end at launch. Successful brands often begin with one strong, well-executed product and expand intentionally over time. Introducing additional products after earning consumer trust helps maintain quality, consistency and brand credibility. Thoughtful line expansion reinforces loyalty and supports sustainable growth rather than dilution.
This disciplined approach to product development is especially important given the scale and trajectory of today’s health and wellness economy. In fact, the global dietary supplement market size is estimated to be worth $209.52 billion in 2025 and is projected to reach $393.56 billion by 2033.”4 At the same time, functional foods and beverages are experiencing parallel growth as consumers increasingly seek health solutions embedded into everyday routines. These converging sectors reflect a broader shift toward proactive wellness, metabolic resilience and long-term health span.
Successful product development also requires more than innovation alone. It demands alignment between scientific substantiation, supply chain resilience, format strategy, intellectual property protection, and channel clarity. Just as importantly, it requires a deep understanding of the target audience—including where they shop, how they discover products and what motivates purchase decisions. E-commerce, specialty retail, mass retail and practitioner channels each attract different demographics and expectations, influencing everything from dosage to messaging.
Today’s brands are expanding within an industry that is both accelerating and maturing, and these 10 principles outlined here are not isolated tactics but rather interconnected strategic considerations. Products built on credible science, designed for real-world usability, and aligned with enduring consumer needs are far more likely to evolve into sustainable
platforms rather than short-lived launches. In a market defined by growth and increasing sophistication, disciplined development remains the most reliable path to longevity. NIE
References:
1 Drucker DJ. The biology of incretin hormones. Cell Metab. 2006;3(3):153–165.
2 Lincoff AM et al. Semaglutide and Cardiovascular Outcomes in Obesity without Diabetes (SELECT). N Engl J Med. 2023;389:2221–2232.
3 Hölscher C. GLP-1 receptor agonists in neurodegenerative diseases. CNS Drugs. 2012;26(10):871–882.
4 Grand View Research. “Dietary Supplements Market Size and Share Report, 2030.” Grand View Research, 2023, www.grandviewresearch.com/industry-analysis/dietary-supplements-market-report.
5 “Gummy Market Size | Industry Trends Report, 2020-2028.” Grand View Research, 2024, www.grandviewresearch.com/industry-analysis/gummy-market-report.
6 Djaoudene, Ouarda, et al. “A Global Overview of Dietary Supplements: Regulation, Market Trends, Usage during the COVID-19 Pandemic, and Health Effects.” Nutrients, vol. 15, no. 15, 26 July 2023, p. 3320, pmc.ncbi.nlm.nih.gov/articles/PMC10421343/, https://doi.org/10.3390/nu15153320.
Rob Brewster is the president of California-based Ingredients by Nature. As a third-generation ingredient manufacturer for the natural products industry, Brewster is proud to be part of the health and wellness world. He followed in his grandfather’s and father’s footsteps, helping their company Brewster Foods grow since he joined in the 1990s and then partnering with Syntech to form Ingredients by Nature, a world leader in citrus bioflavonoids and extracts. As president, Brewster invests heavily in citrus flavonoid science for condition-specific applications and holistic wellness. For more information, visit IngredientsbyNature.com.
