Transdermal delivery is disrupting the supplement aisle — there are actions food and beverage brands need to take to keep up. The wellness industry is being reshaped by a rising demand for non-invasive, lifestyle-friendly health solutions. Once a niche product, transdermal supplements are now showing up in major retailers, offering everything from sleep support to immune health and energy. Their appeal? A cleaner, more efficient delivery system that speaks to today’s wellness-savvy consumer.

“Unlike traditional supplements that are processed through the gastrointestinal tract, patches bypass what is called the ‘first-pass metabolism,’” said Dave Westerfield, president of WEAR Wellness. “As a result, the body can absorb smaller amounts more efficiently.”

Dave’s company started in adhesive coatings but shifted focus after developing a caffeine-based patch for weight management. That single innovation opened the door to a now-booming business offering more than 95 patch formulations across nearly 100 categories.

THE RETAIL MARKET IS READY

WEAR Wellness started with a direct-to-consumer strategy, but demand quickly pulled the brand into national retail.

“About five years ago, we partnered with our first retail-focused customer,” Dave said. “Now our products are available in Target, Ulta, CVS, Walgreens, Walmart and even Anthropologie.”

This surge reflects a broader trend: retailers want health and beauty products that deliver visible results, align with clean-label preferences and fit into consumers’ busy lifestyles. Patches check all those boxes; and beauty brands increasingly expect turnkey fulfillment, R&D and packaging support as part of the equation.

WHAT THIS MEANS FOR FOOD AND BEVERAGE LEADERS

For food and beverage brands entering or expanding in the wellness space, there is opportunity but also complexity. From regulatory oversight to rising consumer expectations, innovation alone is not enough. Companies need financial strategy, operational agility and clarity on evolving tax and compliance issues.

“Today’s buyers want functional solutions that fit their health routines,” said Dave. “People are looking for alternatives to traditional food-based vitamins, especially with GLP-1 drugs suppressing appetite.”

This consumer shift toward proactive wellness creates pressure on brands to develop and deliver high-performing products, often with limited internal infrastructure.

KEY TAKEAWAYS

• Demand for delivery innovation is accelerating. Consumers are moving away from pills and gummies in favor of more effective, lifestyle-compatible formats.
• Retailers want scalable solutions. Turnkey services — including R&D, packaging and fulfillment — are now part of the expectation for wellness brands.
• Strategic planning is critical. Growth-stage companies should leverage tools like the R&D tax credit to support innovation and consider tax planning early in product development cycles.
• Regulatory complexity is increasing. With MoCRA and other policies on the horizon, product traceability and compliance are no longer optional.

GHJ’s Food and Beverage Practice works closely with emerging and established wellness brands to align financial strategy with innovation. For companies exploring this space, accounting is not just back-office support; it is a driver of long-term growth.