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In the United States, a new trend is emerging in the dietary supplement market. These are supplement strips, ultra-thin strips that dissolve on the tongue and allow you to take vitamins and other active ingredients without water. The article presents the brands aiming to turn this format into the next big thing in the wellness sector and the opportunities for companies selling supplements in the USA.
After capsules and gummies, in the United States, dietary supplements have become as thin as stamps. They are called “supplement strips” and are orodispersible strips that dissolve on the tongue in seconds. They contain vitamins and other typical supplement ingredients, with formulations designed to promote sleep, boost energy, aid digestion, and care for skin, hair, and nails.
This innovative format has caught the interest of several startups active in the American market, who see an opportunity to stand out in such a dynamic and competitive sector. To take these supplements, consumers don’t need glasses of water or bottles to carry around. The orodispersible strips easily fit into a pocket or wallet and can be used at any time of the day.
One of the companies that has invested in supplement strips for the American market is Sleep or Die. This startup, founded in 2025, markets orodispersible strips made of melatonin, GABA, 5-HTP, and L-theanine, ingredients used in sleep products. The idea has been so successful that the company received a million-dollar investment from True Beauty Ventures, a venture capital firm specializing in wellness and beauty sectors.
StripIt is another brand born in America with five lines of supplements for different consumer needs: sleep, digestion, energy and focus, immune support, and support for bones and heart.
NuStrips, present in the market since 2021, has developed a range of supplements dedicated to sleep, energy, and the health of skin, hair, and nails.
The spread of supplement strips fits into a transformation of purchasing habits in the USA.
A YouGov study on dietary supplement consumption habits in the United States revealed, for example, that 26% of Gen Z buyers are influenced by advice from friends, family, and acquaintances, compared to 12% of Baby Boomers. Word of mouth therefore carries particular weight among younger consumers.
Personal well-being holds an important place in consumption choices, and companies that want to succeed in the American market must seek new ways to make vitamins and supplements compatible with daily routines. For new generations, who discover products on social media, packaging, ease of use, and the ability to carry a product with you always contribute to the purchase decision. Nothing is better than a supplement that dissolves on the tongue: it lends itself like never before to out-of-home consumption and offers an alternative to other formats often loaded with added sugars and unnecessary ingredients.
It remains to be demonstrated that orodispersible strips guarantee faster absorption or superior efficacy compared to traditional supplements.
According to estimates from the Nutrition Business Journal, the American supplement market will reach 79 billion dollars in sales by 2026, a 7% increase from the previous year.
For Italian companies interested in selling in the United States, observing the American market trends is essential to understand how consumer preferences are evolving and what features can make a product competitive. The case of orodispersible supplements is interesting because it demonstrates that to innovate, it is not necessary to develop new ingredients or identify new wellness needs. Sleep, energy, focus, or beauty are already well-established needs in this world. The difference can be made by the way the product is presented and used.
At ExportUSA, we support nutraceutical companies wishing to enter the US market with services for business development consulting, product branding and positioning, compliance, and distribution in the United States.
Icon credits: Illustration by Round Icons on Unsplash