The company recently launched three orally disintegrating tablet products under its Smart Melt series, following the debut of its first such product, Stress Relief Smart Melt, last August.
The three new products are aimed at eliminating bloating, managing sugar cravings and supporting energy production.
Swisse has built innovations in functional foods such as jellies, powder sachets and gummies with the aim of attracting young people. The company is now hoping to capture more market share from this age group through another format, orally disintegrating tablets.
Novita Puspasari, scientific manager at H&H Group, said on the latest episode of ‘Behind the Big Story’ that the inspiration for the orally disintegrating tablet came from a 2022 consumer survey commissioned by the company. I did.
It found that 44 percent of consumers between the ages of 18 and 35 are interested in taking VMS tablets that dissolve in the tongue. A total of 2,158 people participated in the Consumer Insights survey.
Novelty aside, orally disintegrating tablets are a convenient option because they are rapidly absorbed and do not require water, Puspasari said.
Citing the 2022 Mintel report, she also noted: “There is a strong possibility that we will see an increase in the number of formats that are hassle-free, can be taken on the go, and do not use water.” [VMS] intake”.
With this, the company hopes to increase consumer compliance when consuming VMS on a regular basis.
“handThe target audience for this series is the young adult consumer group. We know that consumers over the age of 18 are concerned about their health, but they’re also busy juggling life.
“If a supplement is difficult to incorporate into your lifestyle, it is less likely to remain in your daily life, and this format is designed to address some of these barriers.” she said.
The range is currently available at Chemist Warehouse and grocery chain Coles in Australia.
unmet needs
The newly added SKUs are also designed to fill market gaps reflected by the target consumers, Puspasari said.
One of them, “Sugar Curve Smart Melt”, is “Helping you manage sugar cravings.” Features zinc and herbs Gymnema Sylvesterexcerpt.
She explained that combining this herb with zinc can help dull sweet taste receptors and manage sugar cravings.
Another product, Energy Boost Smart Melt, is said to support energy production.
A caffeine-free product containing ginseng and mecobalamin or active vitamin B12.
“Ginseng helps maintain stamina, and active B12 supports energy production without caffeine.”She added that caffeine use can cause side effects such as irritability and low energy.
Meanwhile, its bloat-relieving smart melts contain spore-forming probiotics Bacillus coagulant.
“We selected these key need states because our consumer insights indicate these are some of the most common concerns experienced by our target audience. and highlighted unmet needs in these selected areas.”
The mood/relaxation supplement category is one of the fastest growing categories between 2019 and 2024, with a CAGR of 20.6, according to a new report published by Complementary Medicines Australia (CMA). % is.
This is followed by beauty, women’s health, energy, and digestive health.
Puspasari added that orally disintegrating tablets dissolve on the tongue, so more attention needs to be paid to the flavor and sensation of the product.
Watch the video to learn more.
