Behind the Big Story
Smart innovation: Why Swisse is boosting 'melting' tablets range for younger consumers
The company launched three orally disintegrating tablets products under its Smart Melt series recently – following the debut of its first such product – Stress Relief Smart Melt – in August last year.
The three new additions are aimed at relieving bloating, managing sugar craving, and supporting energy production.
Swisse has been building up its functional foods innovations such as jellies, powder sachets , and gummies aimed at attracting young adults. It is now hoping to capture more market share from this age group via another format – orally disintegrating tablets.
Novita Puspasari, scientific affairs manager, H&H Group, said in our latest episode of Behind the Big Story, that the inspiration for orally disintegrating tablets came from a 2022 consumer study commissioned by the company.
It found that 44 per cent of consumers aged 18 to 35 were interested in taking VMS tablets that dissolve in the tongue. A total of 2,158 individuals took part in the consumer insight research.
Novelty aside, orally disintegrating tablet can be rapidly absorbed and is a convenient option since no water is required, said Puspasari.
Citing a 2022 Mintel report, she also pointed out that “hassle free, on the go, water free formats are more likely to increase [VMS] uptake”.
Through this, the company hopes to increase consumer compliance in taking VMS regularly.
“The target audience for this range is our younger adult consumer group. We know that consumers of 18 years and over care about their health, but they're also busy juggling their lives.
“If the supplement is challenging to integrate into their lifestyle, it is unlikely to remain in their routine, and this format is designed to address some of these barriers,” she said.
The range is currently available in Australia’s Chemist Warehouse and grocery chain Coles.
Unmet needs
The newly added SKUs were also designed to satisfy market gaps reflected by the target consumers, said Puspasari.
One of the products, Sugar Curb Smart Melt, is said to “aid sugar craving management”. It features zinc and the herb Gymnema sylvestre extract.
She explained that when combined with zinc, the herb can aid in the management of sugar cravings by dulling the sweet taste receptors.
The other product, Energy Boost Smart Melt, is said to support energy production.
The caffeine-free product is formulated with Korean ginseng and mecobalamin or activated vitamin B12.
“Korean ginseng can help maintain stamina, while activated B12 can support energy production without the use of caffeine,” she said, adding that the use of caffeine could lead to the side effect of jitteriness and energy crash.
Its Bloat Relief Smart Melt, on the other hand, contains the spore-forming probiotics Bacillus coagulants.
“The reason why we choose these key needs states is because our consumer insights indicated that these are some of the top or most common concerns experienced by our target audience, highlighting an unmet need in these areas selected.”
According to a new report published by Complementary Medicines Australia (CMA), the mood / relaxing supplements category is one of the fastest growing categories between 2019 and 2024, with a CAGR of 20.6 per cent.
This is followed by beauty, women's health, energy, and digestive health.
As orally disintegrating tablets dissolves in the tongue, there is a need to pay more attention on the product flavour and sensorial experience, Puspasari added.
Watch the video to find out more.
