Capsules are considered more advanced drug packaging because none of the drug dissolves in your mouth when you swallow capsules. Unlike pills, 100% of the drug goes straight to your stomach, so there's no variation in the drug dosage, and the patient won't complain if the drug is bitter.

Also because you can open the capsule and pour it into the glass of water, if you have trouble swallowing pills. Which defeats the first advantage, and you can simply order powdered drug instead of pills, but it won't come pre-packaged as pills so it will be more expensive.

None of that matters for vitamins, you generally need more than 1000% of the daily dose for it to become harmful, so each pill contains more than your body really needs, because there are no side effects, so you can buy a pill and lick it, chew it, crush it, and add it to your coffee, and it will still work just fine.

Rule #1 in economy is that the supplier would like to sell at a price as high as possible. People find gel capsules to be more effective, and are willing to sell that much more for them. This is what is setting the price, not the actual performance.

I'm not saying that the cost is not justified. Only, that the question of the production cost is not relevant.

It's probably slightly more difficult for them to make, compared to pressed pills, also marketing is at play and they are trying to make you think it's worth the increase, but it's definitely not. I'm in the US as well, and the prices are definitely ridiculous. Apparently Tylenol Liquid Gels are a relatively new thing (I swore they had been out for like a decade) and I remember seeing a bottle like 6 months ago that was $27 for like 30 pills! A regular bottle of solid Tylenol was like $15 for 65 pills. Who in their right mind would opt for the Liquid Gels?

Idk about vitamins, it seems to be a bit contrived.

My ADHD stimulants come in hard pills and capsules. Capsules are long absorbtion, they release the drug more slowly in the digestive system. The hard pills are a short burst, usually with lower doses.

It makes a ton of difference to me, but I just eat vitamins as hard pills. Some are difficult to swallow, but I can deal. Some can't, and capsules are likely better.

I don’t know but I’ve noticed a price difference in the US too. I am usually actively avoiding the gels because they’re not vegetarian so it doesn’t bother me but it’s weird since it’s the same vitamin content like you mentioned.

There’s no need to take any vitamin supplements unless you are deficient in a certain vitamin, and at that point, I would ask your doctor what they recommend. Multivitamins aren’t effective beyond placebo. I think the capsule vs gel argument is pretty moot. I would only use one over the other if one gives you a stomach ache or other digestion issues.

Gels are far less stable than compressed powder pills