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The natural health product market is very crowded and brand differentiation is key to success. However, brand differentiation is not only becoming increasingly difficult for marketers, but also for consumers. Recent trends showed that the right galenical format and smart packaging solutions are a strong driver for purchasing decisions. Everywhere consumers look for convenience and for products that are easy to use, improve their life, are pleasant and fit with their lifestyle. The presentation will provide some key points related to innovation in delivery formats.