Consumer comments

Research among consumers, using three brands of unidentified cod liver oil capsules – a Catalent Pharma Solutions soft gelatin, a competitive soft non-gelatin and Vegicaps®Soft – recorded attitudes and impressions on first sight, and sampled each of the products over a three day period. Participants were shown three unidentified products and asked to visually compare each of them with the cod liver oil they take regularly. The Catalent soft gelatin and Vegicaps®Soft products evoked the most positive responses.

Blind test sampling of each product confirmed that consumers are concerned about ease of swallowing and texture. Post trial, eight out of ten participants want a capsule that is softer and easier to swallow. They rate softness and ease of swallowing to be attributes of primary importance because they don’t want a dietary supplement to stick in the throat or make them choke. Furthermore, the majority of respondents stated the claim ‘100% animal free’ as being important.

When sampled in blind test, consumers confirmed acceptance of new Vegicaps® Soft rating it highly overall and on the four dimensions of ease of swallowing, low odour, low taste and aftertaste:

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