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The Power of Supplement Packaging: Types, Consumer Experience, and Branding Tips

As a supplement brand owner, you know that quality ingredients and effective formulations are key to your product’s success—but have you considered the impact of packaging? The right packaging can protect your product, enhance the customer experience, and even reinforce your brand’s identity. Whether you’re deciding between bottles, jars, or single-serve sachets, understanding the strengths and weaknesses of each option is critical. Are you ready to uncover how supplement packaging can be a game-changer for your business?

What are the packaging types?

Each type of supplement requires specific packaging to maintain product integrity and meet consumer expectations. Here’s a breakdown of which packaging options work best for different supplements, along with their advantages and disadvantages.

Bottles

Bottles are usually used for solid supplements in the form of capsules, tablets, and soft gels. They offer excellent product protection, ensuring the quality of your vitamins, minerals, nootropics, and other products.

Advantages

  • Product protection: Bottles offer excellent protection from moisture, light, and contamination, especially when combined with tamper-evident seals.
  • Convenience: They are widely recognized and trusted by consumers as they are easy to open, reseal, and store.
  • Durability: Made from sturdy materials like plastic, they are robust and provide a long shelf life for dietary supplements.

Disadvantages

  • Cost: Bottles, especially glass ones, tend to be more expensive than other packaging types.
  • Portability: Bottles, especially large ones, are less portable and can be cumbersome for on-the-go consumers.

Jars

Jars are typically larger than bottles and offer wide openings for easy access to what’s inside. Therefore, they are perfect for powder products like collagen and amino acids.

Advantages

  • Wide opening: The wide mouth of jars allows for easy access to powdered products, making scooping or grabbing doses convenient.
  • Product protection: Similar to bottles, jars provide good protection from external elements, ensuring the product’s longevity.

Disadvantages

  • Bulkier size: Jars are often larger and bulkier, making them less convenient for storage and portability.
  • Cost: Larger jars use more material and can result in higher packaging costs compared to other options.

Doypack bags

Doypacks, or stand-up pouches, are widely used for powdered supplements like protein or maca. They can also store bulk quantities of capsules.

Advantages

  • Cost-effective: Doypack bags are often cheaper to produce than bottles or jars, especially in bulk.
  • Portability: Lightweight and compact, these bags are easy to store and transport.
  • Eco-friendly: Doypacs can appeal to eco-conscious consumers because some types are available in recyclable materials.

Disadvantages

  • Durability: While they offer decent protection, they’re not as sturdy as bottles or jars and may be more prone to punctures or leaks.
  • Resealability: Depending on the quality, some bags may not reseal well, which could impact the long-term freshness of the product.

Sticks and sachets

Stick and sachet packs are ideal for single-serve powdered supplements, offering precise dosing for powders such as vitamins or pre-workout formulas.

Advantages

  • Convenience: Compact and lightweight, sticks or sachets are perfect for on-the-go consumers who need a quick supplement fix without carrying bulky containers.
  • Precise serving sizes: Pre-measured sticks allow for convenient and consistent dosing without the need for scoops.
  • Hygiene: Being individually sealed, sachets help ensure product safety and hygiene.

Disadvantages

  • Higher per-unit cost: Stick and sachet packs can have a higher per-serving cost compared to bulk packaging.
  • Environmental impact: Single-use sticks and sachets generate more waste, making them less eco-friendly.
  • Shelf life: They may not offer the same durability as larger packaging types, especially if not properly stored.

Boxes

Boxes are typically used as secondary packaging to hold multiple smaller units like sachets, sticks, jars, or sample kits.

Advantages

  • Shelf appeal: Boxes offer ample space for branding and presentation, making them ideal for premium products or gift sets.
  • Product organisation: They help organise individual servings or doses, providing a clean and professional look.

Disadvantages

  • Not standalone: Since boxes are typically secondary packaging, you’ll still need another form of primary packaging like sachets or jars, increasing overall packaging costs.
  • Environmental impact: Depending on the materials used, boxes may add to packaging waste.
Packaging typeBest forProduct protectionCostPortabilityConvenience
BottlesCapsules, tablets, soft gelsHigh protection from moisture, contaminationHigher costLowEasy-to-use
JarsPowders, gummiesHigh protection, wide openingMedium to highLowConvenient for bulk products
Doypack bagsPowders, bulk capsulesDecent protection, lightweightLowHighSpace-saving, resealable if designed
Sticks & sachetsSingle-serving powdersModerate protectionHigher per-unit costVery highSingle-serving convenience
BoxesOrganising multiple smaller unitsHigh presentation valueAdditional costNot standaloneIdeal for branding and organising

A summary of the advantages and disadvantages of each packaging type

How can you enhance the consumer experience with your supplement packaging?

When choosing supplement packaging with customers in mind, you should focus on several key factors to enhance customer satisfaction and build brand loyalty:

1. Convenience

Packaging should be easy to open, close, and reseal. For example, screw-top bottles and jars or resealable doypacks are convenient for customers who frequently use the product. Single-serving options like sticks and sachets allow customers to easily take the correct dosage without measuring, which is particularly useful for powders.

2. Portability

Customers often prefer packaging that fits into their busy lifestyles. Smaller packaging like sticks, sachets, and small bottles can be easily carried in a bag or pocket, making it ideal for consumers who take their supplements at work, in the gym, or while travelling.

3. Aesthetic appeal 

Visually appealing packaging can influence a customer’s buying decision. Packaging that aligns with customer values – whether it’s sleek and modern for athletes or natural and minimalist for health-conscious consumers – can create an emotional connection and encourage purchases.

4. Clarity of information

Customers want to know exactly what they are consuming. In its recent survey, McKinsey & Company found that the majority of US and UK consumers mentioned clinical effectiveness as a primary consideration when buying a product. Clear labelling that provides detailed information on ingredients, dosage instructions, potential benefits or clinically proven ingredients builds trust and makes the purchasing decision easier. 

5. Safety

Packaging with tamper-proof features, like sealed lids or perforated seals, reassures consumers that the product is safe and has not been compromised. For products that could be harmful if ingested by children, packaging with child-resistant caps is essential to ensure customer safety and regulatory compliance.

Choose your supplement packaging with consumers in mind. 

6. Sustainability

Packaging made from recyclable, biodegradable, or reusable materials can appeal to environmentally conscious individuals and enhance your brand’s reputation as eco-friendly. Customers appreciate brands that reduce unnecessary packaging and make responsible choices to limit their environmental impact.

What opportunities does supplement packaging bring for your brand?

Packaging is also a powerful tool for your marketing efforts and brand differentiation. Unique designs can catch a customer’s eye and communicate your brand’s story, values, and the benefits of the product, all of which can resonate with your target audience.

Use recognizable colours that reflect your brand’s identity. Typography should be clear and easy to read, conveying important information about the product quickly. Eye-catching imagery can also help tell your brand story and engage your target audience. Clear, concise, and compelling packaging copy can effectively market your product at the point of sale. But most importantly, ensure your product labels contain all the required information.

For instance, if your brand focuses on natural or organic supplements, earthy tones and images of plants or nature can help emphasise that message. If your product is aimed at athletes, bright colours and dynamic graphics might better align with their lifestyle.

Packaging can also be designed to cross-promote other products in your portfolio, encouraging customers to explore additional offerings. For example, including QR codes or promotional inserts within the packaging can direct consumers to your website, special offers, or educational content.

Summary

Choosing the right supplement packaging is essential for maintaining product integrity and meeting consumer expectations. 

Bottles work well for capsules and soft gels, offering strong protection but at a higher cost and with less portability. Jars are ideal for powders, while bagss provide an eco-friendly, cost-effective solution for powders and bulk capsules. Sticks and sachets are perfect for single-serving convenience but come with a higher per-unit cost and environmental concerns. Boxes, often used for secondary packaging, offer excellent branding potential but add extra costs.

Beyond functionality, packaging can enhance the consumer experience by providing convenience, portability, and safety. Visually appealing and clearly labelled packaging builds trust and encourages purchases, while eco-friendly options cater to sustainability-conscious consumers. Additionally, thoughtful packaging design offers branding opportunities that help your product stand out on the shelf and connect with your target audience.

Packaging selection is a part of the supplement manufacturing process. Read our guide to learn more about the differences between private label and contract manufacturing options.