The supplements market today is highly dynamic, changing rapidly and giving rise to new trends. More and more people simply refuse to start their day by swallowing hard tablets, which are sometimes too large. The result is a massive shift in the dietary supplements market. New forms are coming to the fore, such as jelly vitamins, soluble powder mixes, effervescent tablets and drinks, which combine clinically proven formulations with a pleasant taste and ease of use. What was once a necessary chore suddenly becomes something to look forward to, making it much easier to stick to. The Slovak brand Dr. Lucullus has also picked up on this global trend, adding products to its range that bridge the gap between effectiveness and comfort. Why are traditional tablets losing the battle for attention? The rise of alternative forms is not merely a marketing fad, but is also driven by clear psychological and physiological reasons: 1. The psychological barrier associated with the medical format: tablets and capsules are subconsciously linked to the treatment of illnesses or old age. Taking dietary supplements should be