Hard Pills to Swallow?

NEW YORK, July 19, 2011 /PRNewswire/ -- Across the country, millions of people can't swallow pills.  One would think that would make sense with an aging population, but an online study* reveals that it's actually 40% of American adults who experience difficulty with pills.  With this large of a population consisting of your neighbors, family members and colleagues, why is this problem still considered taboo?

(Photo: http://photos.prnewswire.com/prnh/20110719/NY37331 )

"It was definitely something I kept hidden. Especially working in the vitamin industry, having to admit I couldn't swallow pills was like wearing a Scarlet Letter A," says Hallie Rich, founder of Rich Vitamins, maker of alternaVites™ multivitamin & mineral crystals.  

The third generation in her family to work in the vitamin industry, Ms. Rich saw firsthand how this community of "non pill-takers" was largely left out of the category.  

"Any barrier to taking vitamins impedes the potential benefits of proper supplementation. Research has shown that consumers want to take vitamins but they're either intimidated by the size of the pill, forget to take them, or just don't because vitamins haven't easily fit into their routine. People need products that eliminate excuses for not taking vitamins," says Hallie Rich.

alternaVites is catching the attention of so many since it solves the problem of swallowing pills, but goes further with a comprehensive formula that is sprinkled on the tongue packaged in daily dose packets for portability. "Our goal is to make dietary supplements available for everyone," says Hallie Rich. "I have been looking for something like alternaVites my whole life but was never able to find it. The cliche is true: necessity is the mother of invention."

The development of non-pill alternatives is hitting a high in the vitamin industry. "We felt it was important to offer consumers an easy, portable alternative to take their vitamins that does not involve swallowing large pills," says Keith Marz, co-founder of Marz Sprays, a line of sublingual sprays including C-Spray, Slimspray and Reboot. "Sprayable supplements allow everyone to experience the health benefits that vitamins offer. Products like ours help to expand the supplement category to include those who are often overlooked."

Research supports the assertions of Rich and Marz for new products geared towards this market. Respondents stated that in looking for alternatives to pills, the most vital factors are portability, ease of administration, and no need for preparation or water. With the rise of alternative forms like crystals, sprays, gummies and liquids, the category continues to expand.  

As more companies like Rich Vitamins and Marz Sprays recognize the purchasing power of this largely ignored audience, expect additional offerings to find their way to store shelves soon.

*Swallowing difficulties cause for concern. USA Today (Society for the Advancement of Education), Oct, 2004

SOURCE Rich Vitamins