Are Gummies Replacing Capsules at Canton Fair?

2026-05-13

A Format Revolution Backed by Market Momentum

GUANGZHOU, China — Walking through the 139th Canton Fair this May, the message was unmistakable: the herbal supplement industry is undergoing a fundamental delivery format revolution. Exhibitors across the Pazhou complex moved far beyond traditional pills, prominently featuring capsules, tablets, gummies, oral liquids, and next-generation formats such as oral dissolving films and chewing gums. This broadening of choice signals a permanent shift in how botanical nutrition is developed, presented, and consumed on a global scale.

The format explosion is underpinned by remarkable market momentum. The worldwide food Supplements sector is projected to expand from 238.54billionin2025to238.54billionin2025to266.4 billion in 2026, a compound annual growth rate of 11.7%, with further growth to $409.96 billion expected by 2030. A disproportionate share of that expansion is being captured by novel delivery systems, as millions of consumers actively seek alternatives to hard-to-swallow pills and gravitate toward formats that integrate effortlessly into daily rituals.

Breakthrough Formats and Proven Bioavailability

Among the most talked-about breakthroughs at the fair were flash-release oral dissolving films and botanical chewing gums. WeboHightech demonstrated its fourth-generation film technology, protected by 214 patents, which achieves single-film nutrient loads exceeding 2,000 mg while dissolving completely in under 15 seconds — fast enough to bypass first-pass Metabolism and deliver compounds directly through the oral mucosa. In a complementary development, a clinical study on Sweet Victory’s functional gum, formulated with Gymnema sylvestre, recorded a greater than 50% reduction in sweet snacking among individuals with type 1 diabetes by temporarily blocking sugar receptors for up to two hours.

The gummy segment continues to lead the format evolution globally. At Vitafoods Europe 2026, Lubrizol Life Science introduced a microencapsulated curcumin gummy designed for the nutricosmetic market. The sugar-free, pectin-based concept successfully masks turmeric’s characteristic bitterness and earthy aftertaste, combining high-efficacy skin health actives with a genuinely pleasurable delivery experience. This aligns with a growing body of consumer research indicating that taste and texture now rival efficacy in purchasing decisions.

Compelling bioavailability data further supports the shift toward modern formats. SIRIO Europe presented LifeChews, a plant-based, chewable jelly tablet that demonstrated a 161% higher blood plasma DHA concentration compared to a standard control — translating into a bioavailability improvement of 198%. The format effectively accommodates challenging active ingredients such as CoQ10 and carotenoids, directly addressing the 43% of consumers demanding greater supplement efficacy while satisfying the 45% who rank pleasant taste as a key selection factor.

Sustainability pressures are reshaping the liquid and tablet categories as well. Canton Fair exhibitors visibly moved toward sugar-free, vegetarian, and clean-label formulations, accompanied by biodegradable and recycled packaging solutions. The emphasis reflects mounting regulatory and consumer insistence that supplements should be as considerate of the planet as they are of personal health.

Looking ahead, artificial intelligence and personalized nutrition are poised to accelerate the transformation. Google’s collaboration with Singapore-based microbiome firm AMILI to deliver a personalized nutrition app highlights how major technology platforms are entering the wellness space. At the same time, the U.S. FDA’s revitalized focus on dietary supplement oversight means that format creativity must be matched by rigorous clinical validation, creating a landscape where science-driven brands will decisively pull ahead.

The 139th Canton Fair made one conclusion crystal clear: the future of botanical supplements will be shaped not only by what is inside the product, but by how it is delivered, experienced, and woven into daily life. From traditional capsules to dissolving strips and chewables, the industry’s dosage form revolution is gathering speed — and it is rewriting the rules of consumer health.

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