Health-conscious consumers are increasingly seeking cleaner and more sustainable products that align with their values and dietary preferences, driving demand for organic products. The dietary supplements market is no exception. In fact, organic certified products are outpacing the growth of their non-organic counterparts in the dietary supplements market.

Trends come and go in the nutraceuticals space. However, with 73% of consumers saying that they are influenced by the presence of organic ingredients, and 54% willing to pay more for them, it’s clear that the organic trend is here to stay.

In fact, the U.S. natural and organic products market — including foods and beverages, dietary supplements, and products in the natural living category — tripled in size between 2007 and 2023 at a compound annual growth rate (CAGR) of 6.67%, increasing from $97 billion to over $300 billion.

However, while the organic market is primed for growth, brands looking to enter this space face fierce competition, consumer demands, and certification challenges. There’s a lot to consider — from meeting the demands of today’s conscientious consumers to navigating the complexities of organic certification.

Let’s explore what’s holding brands back and how they can move forward.

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Give Conscientious Consumers What They Want

Today’s buyers want more than just an organic label. Lonza Capsugel’s proprietary global research found that 40% of supplement users cite the importance of “vegan” as a purchasing factor, with a further 25% stating that “plant-based” is important to them when making a purchase.

At the same time, 32% of consumers said they want to steer clear of environmentally harmful ingredients, and 47% are very likely to choose a particular brand if it offers health benefits for them and the planet.

What’s more, according to recent market studies, over 50% of supplement users actively look for non-GMO labels. This trend was particularly strong among Millennials and Gen Z consumers, who are driving the global sustainability and wellness movement.

Altogether, eco-conscious choices are becoming increasingly important to consumers. As such, brands need to create organic products that also align with health-conscious consumers’ broader values and dietary preferences, including plant-based ingredients and non-GMO options.

Certify your Supplements to Build Consumer Trust

The U.S. Department of Agriculture’s (USDA) organic standards require operations to use practices and materials that cycle resources, conserve biodiversity, and preserve ecological balance.

Obtaining certification is critical for developing trustworthy organic supplements; 65% of consumers are more likely to buy a product if it has USDA organic certification. However, there are four different levels of organic certifications set by the USDA’s National Organic Program (NOP). These levels are:

• 100% Organic
• Organic (≥ 95% organic ingredients)
• Made with Organic
• Specific Organic Ingredients

Only the first two — 100% Organic and Organic — are eligible for the USDA organic seal. Therefore, to earn this seal and attract consumers seeking certified supplements, brands must ensure their products contain at least 95% organic-certified ingredients.

What’s more, when designing products with conscientious consumers in mind, there are several other certifications that can help widen appeal and build credibility and trust. For example, one survey found that seeing the seal from The Non-GMO Project — one of the most rigorous non-GMO certifications in North America — made 43% of shoppers more likely to buy a product.

There is also a range of third-party certifications available to indicate that a product aligns with dietary requirements, such as vegan, vegetarian, halal, and kosher.

The process of achieving these high levels of certification is complex and lengthy, involving rigorous documentation, ingredient traceability, and regular audits. It is therefore advantageous for brands to partner with experienced suppliers and regulatory experts to navigate these requirements efficiently.

Choose a Capsule Polymer that can Support your Product Claims

When choosing the best delivery type for an organic formulation, capsules offer a strategic solution, as they are the globally preferred dosage form for 50% of consumers. However, a successful product hinges on selecting the right capsule polymer type. Why? Because not all vegan polymers meet the USDA’s organic criteria.

Take the popular vegan capsule polymer hydroxypropyl methyl cellulose (HPMC), a wood pulp-derived polymer consisting of partly methylated and hydroxypropylated cellulose units, as an example. While HPMC has many benefits — providing high-performing, immediate ingredient release and ultra-low moisture protection for hygroscopic ingredients — the chemical modifications involved in its synthesis mean it cannot achieve USDA organic certification.

In contrast, another popular vegan polymer, pullulan, is an ideal choice for brands seeking USDA organic certification. It is produced through a fermentation process using a specific strain of the fungus Aureobasidium pullulans, yielding pullulan, a water-soluble polysaccharide. When organic starch is used in the fermentation process, the resulting pullulan can be certified organic.

Don’t Compromise on Efficacy

Ultimately, product efficacy is paramount. Roughly half of U.S. consumers have reported clinical effectiveness as a top purchasing factor. Therefore, organic supplements cannot fall short on efficacy. Pullulan capsules stand out for their uncompromising efficacy. They provide immediate release and protection for oxygen-sensitive ingredients, thanks to their high oxygen barrier. This is especially important when formulating with plant-based ingredients, as many are sensitive to oxygen, like plant-based omega-3s and lipid-soluble vitamins, such as vitamins D, E, A, and K.

Compared with HPMC and gelatin capsule polymers, pullulan has a significantly stronger oxygen barrier. Lonza Capsugel Organicaps capsules feature a high oxygen barrier, non-reactive shell, excellent polymer stability, and proven filling performance. This provides optimal stability and protection, allowing formulators to be confident that the potency of their most sensitive organic powder ingredients is preserved.​

Choose a Local Manufacturer

Choosing a manufacturer in North America offers significant operational benefits that can help reduce some of the complexity of the organic product manufacturing process. Not only do brands benefit from local expertise, but also from a reliable supply, shorter lead times, scalability, and consistently high-quality standards.

Speed-to-market and operational reliability are key to gaining and maintaining momentum in the organic nutraceutical space, whether that’s launching fast to stay ahead of market trends or expanding production to meet rising demand.

In today’s fast-paced dietary supplements market, this could give brands the competitive advantage they need to succeed.

For example, the only USDA organic-certified, plant-based, immediate-release pullulan capsules made in North America — Capsugel Organicaps capsules — are an ideal solution for local supplement brands looking to move fast in the organic market.

Tap into the Organic Opportunity

As the priorities of increasingly conscientious consumers evolve, brands face growing pressure to create organic supplements that tick all the boxes — aligning with their values while delivering uncompromising quality and effectiveness. By leveraging the right tools, expertise, and partners, brands can meet and exceed consumer expectations to stay one step ahead.

About the Author: Lauren Cafiero is Associate Director, Global Product Marketing for Hard Empty Capsules at Lonza Capsugel. With a career spanning science, nutrition, and commercial strategy, she specializes in translating technology capabilities and market insights into actionable plans that drive growth. Lauren brings cross-functional experience across R&D, marketing, product management, corporate business development, and previously held a leadership role at BASF. She earned her Ph.D. in Organic Chemistry from the University of Alabama and is passionate about using science to solve complex challenges and enable sustainable growth in life sciences.