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consumers preferred softgels to other delivery formats due to the fact that they’re easily digested, easy to swallow, and convenient to take. Additionally, consumers surveyed also prioritized products that were safe, efficacious, and fast-acting—all benefits boasted by the softgel. Further, though softgels are often pricier than other options, it needn’t be a hurdle; researchers found that more than a quarter of consumers who prefer softgels were willing to pay a price premium for them.
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