Consumers Prefer Oral Dosage Forms
Consumer Preferences in Oral Dosage Forms of Over-the-Counter Drugs and Nutritional Supplements
Confirming research results over the last two decades, a 2009 European study conducted in France, Italy, and the UK concluded that softgel capsules are the preferred oral dosage form in both the OTC and VMS markets in all three countries. Consumers also prefer easy-to-swallow, oval-shaped capsules, and plant derived Vegicaps® capsule shells over gelatin, and many may be willing to pay a price premium for the soft capsule form. Choosing a consumer-preferred form and shape for products can provide considerable advantages in product marketing, lifecycle management, brand building, and the bottom line.