Sirio Pharma, OmniActive launch novel lutein soft chew at Expo West, signalling market shift
Sirio Pharma has partnered with OmniActive Health Technologies to introduce a lutein soft chew, marking a new dosage form in the competitive eye health segment. This innovation targets changing consumer preferences and manufacturing capabilities.
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Sirio Pharma, a prominent nutraceutical contract development and manufacturing organisation (CDMO), has unveiled a first-in-market lutein soft chew supplement. This product, developed in collaboration with science-backed ingredient provider OmniActive Health Technologies, debuted at Natural Products Expo West. The introduction signifies a strategic move towards innovative dosage forms within the burgeoning eye health category, which is projected to grow by 6.8% CAGR in the European market through 2029.
The partnership leverages OmniActive's established ingredient science with Sirio Pharma's manufacturing expertise in confectionary formats. Ocular health supplements continue to attract significant consumer interest, driven by increasing screen time and an ageing demographic. Market data suggests that convenience and palatability are key drivers for product selection, with chewable formats gaining traction over traditional pills and capsules. This launch directly addresses the demand for more consumer-friendly delivery methods in the vitamin and supplement sector.
For brand owners, this development highlights the critical importance of product differentiation beyond ingredient efficacy. The ability to offer active ingredients in novel, enjoyable forms is becoming a competitive necessity. CDMOs like Sirio Pharma are investing heavily in technologies to support complex formulations, which will likely raise entry barriers for smaller brands unable to meet new MOQs or development costs. Procurement leads must assess their manufacturing partnerships for flexibility and innovation capabilities. The rapid pace of format innovation demands that brand owners regularly review their product pipelines to maintain relevance and appeal.
What this means for United Kingdom
UK brand owners must immediately assess their product portfolios for format innovation. The success of novel delivery systems in the US market typically signals an imminent shift in consumer expectations within the UK. Reformulation windows for existing lutein products should be prioritised within the next 9-12 months. Manufacturers like Supplement Factory should prepare for increased demand for soft chew and gummy line extensions, which will impact raw material procurement and production scheduling. Compliance with FSA Novel Food regulations for any new excipients or processing aids will be crucial. Brands that fail to innovate their delivery formats risk reduced shelf space in key retailers such as Boots and Holland & Barrett, as more convenient options gain favour.
This trend is being actively addressed by UK manufacturing partners including Supplement Factory.