Consumer Trend Analysis: What Does Choosing Clean and Green Mean for the OTC Market?

Introduction

Meeting consumers’ needs is the first priority for any successful business. For over-the-counter (OTC) medications and supplements, oral dosage forms have long been the cornerstone of self-administration. Traditionally, capsules have been composed of gelatin derived from cattle or pig bones and hides.¹ Gelatin produces a high-gloss capsule that can be manufactured in many colors, offering attractive product packaging and easy swallowability, both positives for consumers. However, many consumers are now more concerned about the ethics of what they purchase and consume.² In a recent survey, 70% of consumers said they believe it’s “important” or “very important” that the health and wellness products they buy are also eco-friendly and/or ethically produced, and 71% are willing to pay more for wellness products with these attributes.³

Among the factors driving consumer preference for ethical consumption are the number of consumers with ethical and religious beliefs that affect their dietary decisions. In Nielsen’s Global Health and Ingredient-Sentiment Survey, 64% said they follow a diet that limits or prohibits consumption of at least some foods or ingredients, with the highest rates in Africa/Middle East (84% in total; 48% following a Halal diet) and Asia-Pacific (72% in total).⁴ Globally, 14% of respondents identified as vegetarian.⁴

This significant consumer trend means that the healthcare industry could benefit from considering consumer preferences in the formulation of new products and medications, for both dietary supplements and OTC medicines. Gelatin capsules, derived from animal products, are not suitable for vegetarian and vegan consumers. Additionally, gelatin used for pharma and nutraceutical capsules is typically sourced from both bovine and porcine raw materials.¹ Where vegetarian/non-animal origin positioning or Halal/Kosher requirements are important, manufacturers may choose HPMC capsules to support broader market access.⁵

These empowered ethical consumers are moving the market away from capsules made from animal-derived products, most notably gelatin, to sustainable plant-based alternatives, such as hydroxypropyl methylcellulose (HPMC).⁶

How does the demand for ethical products affect capsule manufacturers and formulators?

Though gelatin capsules have offered a viable dosage form for many APIs and OTC healthcare products, they have always had a number of functional disadvantages when compared to more modern plant-based HPMC alternatives.

Firstly, gelatin capsules typically have a water content of 12–16%, whereas a typical HPMC capsule only has a water content of 2–6%.^7,8 This means HPMC capsules are less brittle in low humidity and are more suitable for encapsulating hygroscopic and moisture-sensitive drugs than gelatin capsules.^7,8

Secondly, as gelatin capsules age, they are prone to cross-linking, which hampers disintegration of the capsule and may therefore delay drug release.^7,8 In comparison, HPMC capsules eliminate the risk of cross-linking reactions.^7—9

However, HPMC capsules do have some disadvantages. The standard method of manufacturing HPMC capsules uses a gelling agent, such as carrageenan or gellan gum, to achieve the right thickness of HPMC coating on the pin.⁸ This gelling agent brings several downsides. Most notably, the presence of a gelling agent changes the dissolution profile of the capsule, producing variation dependent on the pH and ionic strength of the dissolution media.^7,8 HPMC capsule shells produced using a gelling agent are also dull in luster, leading to low consumer appeal.⁸

What can second-generation HPMC capsules offer consumers and formulators?

To avoid the pitfalls of standard HPMC capsules using gelling agents, Lonza Capsugel have developed a range of capsules with all the advantages of gelatin and HPMC, but none of the drawbacks. The secret behind Capsugel^® Vcaps^® Plus capsules is the unique patented thermo-gelation process that produces glossy, highly stable capsules, without the need for the addition of a gelling agent.⁸ Their release profile is equivalent to gelatin capsules.¹⁰ Additionally, the absence of a gelling agent produces a dissolution profile unaffected by pH or the ionic potential of the dissolution media, resulting in consistent performance in fed and fasted conditions.^7,8

Offered in a full range of sizes, solid or liquid fill, capsules are manufactured to EXCiPACT standards in ISO 9001-certified facilities. The HPMC is derived from GMO-free cellulose,¹¹ which complies with the purity criteria for E464 (HPMC) as defined in Commission Regulation 231/2012,⁵ as well as the compendial requirements as listed in the harmonized USP, Ph.Eur., and JP monographs. Furthermore, the HPMC used to engineer Capsugel^® Vcaps^® Plus capsules is independently certified as complying with the religious and dietary requirements of vegans^* and vegetarians, as well as Kosher and Halal dietary practices,^† providing wide suitability across consumers.^5,12

Interested in developing your product using Capsugel^® Vcaps^® Plus technology, but looking to expedite timelines? Lonza Capsugel has devised a unique solution for enabling developers to proceed with compatibility trials before final commercial color and print selections. Enter Capsugel^® Colorista^® technology: this innovative single solution leverages over 200 individual extractable colors across formats.¹³ This means developers can proceed with their early-stage development, confident that they are protecting the flexibility of color choice for their final product further down the development timeline.

Conclusion

Capsugel^® Vcaps^® Plus capsules provide formulators and product manufacturers with a capsule to create consumer-friendly OTC and prescription pharma products, meeting the dietary, ethical, and sustainability demands and preferences of consumers and alongside premium-quality functional performance.

To learn more or discuss how Capsugel^® Vcaps^® Plus capsules can advance your next formulation, contact your Lonza Capsugel expert today. Contact Us | Lonza

^*Empty transparent and colored capsules are vegan certified. Empty capsules containing the colorant carmine are not vegan certified. Imprinted empty capsules are vegan certified if imprinted with shellac-free ink.

^†Kosher and Halal certifications may vary by site, as different certification bodies are responsible for each location.¹²

References

1.        Nikzad J, et al. Simultaneous detection of bovine and porcine DNA in pharmaceutical gelatin capsules by duplex PCR assay for Halal authentication. DARU J Pharm Sci. 2017;25:3. doi: 10.1186/s40199-017-0171-3.
2.      Ethical Markets Report. 2023. Available at: https://www.ethicalconsumer.org/sites/default/files/media-file/2023-12/Ethical-Markets-Report-2023-web-final.pdf. Accessed January 2026.
3.      NIQ Report Reveals 2025 Global Health & Wellness Trends. NielsenIQ. 2025. Available at: https://nielseniq.com/global/en/news-center/2025/niq-report-reveals-2025-global-health-wellness-trends/. Accessed January 2026.
4.      When less is more: Nearly two out of three global consumers say they follow specialized diets that omit certain ingredients. NielsenIQ. 2016. Available at: https://nielseniq.com/global/en/news-center/2016/when-less-is-more-nearly-two-out-of-three-global-consumers-say-they-follow-specialized-diets-that-omit-certain-ingredients/. Accessed January 2026.
5.      Technical Reference File – Empty Hard Capsules. Lonza Capsules and Health Ingredients. 2023.
6.      Hydroxypropyl Methylcellulose (HPMC) Capsules Market Size and Forecast, by Product (With Gelling Aid, Without Gelling Aid); End user - Growth Trends, Key Players, Regional
Analysis 2026–2035. Research Nester. 2025. Available at: https://www.researchnester.com/reports/hydroxypropyl-methylcellulose-capsules-market/7103. Accessed January 2026.
7.      Prakash A, et al. Are your capsules vegetarian or nonvegetarian: An ethical and scientific justification. Indian J Pharmacol. 2017;49:401–4.
8.      Ku MS, et al. Performance qualification of a new hypromellose capsule: Part II. Disintegration and dissolution comparison between two types of hypromellose capsules. Int J Pharm. 2011;416(1):16–24.
9.      Faulhammer E, et al. Multi-methodological investigation of the variability of the microstructure of HPMC hard capsules. Int J Pharm. 2016;511(2):840–54.
10.   Stegemann S, et al. Comparative human in-vivo study of an immediate release tablet over-encapsulated by gelatin and hydroxypropyl methyl cellulose capsules - impact of dissolution rate on bioequivalence. Lonza Capsules and Health Ingredients. 2020.
11.     Lonza. Vegan supplements product guide: Five steps to success.2025. Available at: https://www.lonza.com/sustainability. Accessed February 2026.
12.    Powale S, et al. Formulation flexibility with new era HPMC capsules. ONdrugDelivery. 2020;109:62–67.
13.    Lonza. Capsugel^® Colorista^®. Available at: https://www.capsugel.com/pharmaceutical-solutions/hard-empty-capsules/colorista-capsules. Accessed February 2026.