GUMMY SUPPLEMENTS MARKET ANALYSIS

Market Size and Trends

The global gummy supplements market is estimated to be valued at USD 28.14 Bn in 2024 and is expected to reach USD 72.17 Bn by 2031, growing at a compound annual growth rate (CAGR) of 14.4% from 2024 to 2031.

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Factors such as increasing health-consciousness among people, especially millennials, and changing consumer preferences towards convenient supplementation are expected to support the market growth. Moreover, growing availability of gummy supplements with varied nutritional profiles and innovative flavors is further expected to drive their demand among different consumer groups globally. However, comparatively higher costs of gummy supplements over traditional supplements may hinder the market growth to some extent over the forecast period.

Rising Health Consciousness

With people becoming increasingly health conscious, there is a growing demand for nutrition products that are easily consumable. Gummy supplements have emerged as a popular option owing to their tasty and fun format that makes ingesting vitamins and minerals an enjoyable experience. Unlike traditional pills and capsules, gummies do not leave an unpleasant taste in the mouth and are mostly gelatin or fruit-based making them appealing even to children and people who have difficulty swallowing tablets. As people strive to lead healthier lifestyles and incorporate daily intake of essential nutrients, gummy supplements have become a popular choice. Their attractive colors and flavors help mask the natural or synthetic taste and ensure compliance as people look forward to their daily dose of vitamins and minerals in candy-like form. The growing preference for convenient healthcare formats is driving the demand for gummy supplements globally.

Market Concentration and Competitive Landscape

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People today lead extremely busy lives with long working hours and hectic schedules leaving little time for self-care and proper nutrition. Fast-paced lifestyles coupled with irregular meal timings often leave gaps in meeting daily nutritional requirements. This makes it challenging for people to maintain a balanced diet through food alone. Gummy supplements have emerged as a simple and effective solution for such individuals to complement their dietary needs in a time-efficient manner. Bite-sized gummies can be popped in almost anywhere - in traffic, during commute, while traveling without needing water. This round-the-clock convenience and portability factor makes them immensely popular as a snack-cum-supplement over traditional pills or syrups. Busy millennials, parents, and professionals find gummy supplements to be an easy way to seamlessly integrate daily supplementation into their on-the-go routines. Their low-effort format is well aligned with the evolving nutrition needs of fast-moving societies.

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Consumers today have multiple options to choose from when it comes to supplementing their nutritional needs. Products such as pills, capsules, powders, and liquids allow consumers to target specific nutritional deficiencies and health conditions. These established delivery formats are perceived by many consumers to be more effective than gummy supplements. Moreover, supplements in pill or capsule form allow for more precise dosing, especially for ingredients that need to be taken at specific amounts to achieve the desired results. Gummy supplements have larger size and are often designed to be chewable and tasty, which may limit manufacturers in standardizing the dosage amounts of various active ingredients.  The versatility of alternative products is also compelling consumers. Supplements in powder form for instance, can be easily mixed with water or other beverages. This makes powder supplements very convenient to consume while on-the-go. Liquid supplement drops or tinctures are similarly portable and easy to use. Some liquid supplements even claim to have better absorption in the body compared to other formats. As consumers are more health and wellness-focused, they are also interested in options that can fit seamlessly into their daily routine and active lifestyles. This practicality factor where alternative supplement types are concerned, is diminishing the popularity of gummy supplements in certain consumer segments. Younger consumers especially who are very health-conscious, are gravitating towards formats like nutritional shakes and on-the-go drink mixes for their daily wellness needs.

Opportunities: Focus on plant-based/vegan supplements

With rising health concerns and awareness about sustainability, more consumers are shifting towards a vegan lifestyle. According to data from Global Data's 2020 Vegan Consumer Survey, nearly a quarter of global consumers try to avoid animal products where possible. Plant-based and vegan gummy supplements can capitalize on this growing consumer trend. These products are appealing to vegans as well as health-conscious flexitarians who want to reduce their environmental impact. Gummies are also a fun and enjoyable format that can help increase compliance for supplement intake among children and health-discerning millennials. The future outlook for vegan and plant-based food products is very promising. Various studies show the segment is growing much faster than conventional food markets. For instance, according to the Good Food Institute's 2020 U.S. Plant-Based Market Overview, retail sales of plant-based foods grew over 27% in 2020, more than six times the growth rate of the total U.S. retail food sales. Their research finds plant-based products are entering the mainstream through increasing availability in conventional grocery stores and foodservice outlets.

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In terms of type, vitamin gummies is expected to contribute 35.6% of the market share in 2024 owing to growing health consciousness among consumers. People have become increasingly aware of maintaining proper nutrition through diet. However, busy lifestyles and on-the-go eating habits make it difficult for many to get all important vitamins and minerals from food alone. This is where vitamin gummies have emerged as a convenient solution. Gummies make supplement intake enjoyable for people of all ages while addressing nutritional deficiencies. Vitamin gummies are especially popular among time-strapped professionals and students. Their small, chewable size allows for quick, hassle-free consumption without water. This allows busy individuals to fulfill their daily vitamin needs even while on the go. Working parents also appreciate vitamin gummies for children due to their kid-friendly texture and flavors. The ease of dosing gummies correctly as opposed to pills or liquid supplements further drives their appeal. The tasteful formulations of vitamin gummies also helps encourage consistent supplementation. People are more likely to remember and look forward to taking nutrient-packed gummies daily compared to bulky pills. Leading brands offer a variety of delicious fruit flavors for added enjoyment. This makes vitamin deficiency a thing of the past while engaging people’s sentiments. As such, the growing health consciousness combined with convenient, tasty delivery continues propelling the vitamin gummies segment ahead of others.

Insights by End User: Adults Lead Demand as Lifestyle Diseases Rise

In terms of end user, adults is expected to contribute 72.3% of the market share in 2024 due to rising health issues. As lifestyles become increasingly sedentary and diets less nutrient-dense, lifestyle diseases like obesity, diabetes, and heart conditions are escalating among working-age populations. Adults recognize supplements as an important tool for offsetting modern nutritional shortfalls and reducing disease risk. However, unlike children, adults face stricter time constraints that make consistent pill-popping difficult. Gummies have thus emerged as the preferred delivery method for the health and wellness supplements adults require. Their hassle-free, discreet format allows discrete intake even at work. Adults appreciate not having to step away or use water with gummies. As such, they seamlessly fit supplementation into busy schedules. The diverse range of supplement types like collagen, omega-3, and probiotic gummies also cater to various adult health goals around anti-aging, heart health, immunity, and gut health. The fun, colorful textures, and flavors of gummies also help increase adult compliance with supplementation regimes compared to monotonous pills. This consistent consumption then better supports holistic wellness routines. Furthermore, marketing gummies as an indulgent treat resonates strongly with hardworking adult demographics aiming to balance responsibilities with self-care.

Insights by Distribution Channel: Hypermarkets Lead Mass Distribution of Gummy Supplements

Among distribution channel, hypermarkets/supermarkets is expected to contribute 35.7% of the market share in 2024 to the gummy supplements market owing to widespread accessibility and mass-market branding. As one-stop shopping destinations, hypermarkets allow effortless procurement of all household items, including daily supplements. Their large retail spaces make for easier navigation than smaller pharmacies or wellness stores too. Additionally, hypermarket aisles are designed based on consumer purchasing habits gleaned from big data. Supplement brands therefore benefit tremendously from hypermarkets' consumer data-driven merchandising which places relevant products in high visibility zones. The footfalls through hypermarkets also gives emerging supplement brands a platform to gain mass awareness. Deep pocketed hypermarkets accommodate handsome marketing budgets and aisle features from major brands. Their mass appeal subsequently raises household recognition for supplements as an indispensable health addition. Value-priced private label offerings further encourage supplemental consumption on daily grocery trips. The collective massive reach and single-window daily servicing thus makes hypermarkets a preferred large-scale distribution infrastructure for gaining wide supplements market penetration.

Regional Insights

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North America dominates the global gummy supplements market and is expected to account for 34.8% of the market share in 2024. This can be attributed to factors like a well-established health and wellness industry, high consumer awareness regarding nutritional products, and growing preference for confectionery format among health-conscious consumers especially millennials. The presence of major players and easy availability of a wide range of gummy supplements through various retail channels has boosted the regional market growth. Coming to exports, North America is also the largest exporter of gummy supplements globally. The U.S. alone accounts for over half of the global exports. The strong branding and marketing by North American companies to push gummy supplements as a fun and tasty way to fulfill daily vitamin and mineral requirements has helped gain wide international popularity. However, the prices in the North American market are generally on the higher side compared to Asian markets which is one challenge for sustainable exports.

The Asia Pacific region is projected to be the fastest growing regional market for gummy supplements over the forecast period. This growth can be attributed to rising health awareness, growing expenditure power on premium health and wellness products along with expanding retail distribution channels in the region. Countries like China, India, and Japan are emerging as lucrative markets, especially China, which also represents a huge export opportunity owing to its population size and growing middle class. Local companies as well as many North American brands are aggressively marketing gummy variants of popular vitamins and supplement categories to leverage the growth prospects offered in Asia Pacific.

Market Report Scope

Key Developments

• In February 2024, Sirio launches postbiotic gummy using Cargill’s EpiCor
• In 2023, Centrum launches specialized nutritious gummies in India
• In February 2022, Optibac Probiotics launched their first vegan gummy supplement, Adult Gummies, to support gut and immune health in adults
• In 2022, PanTheryx, a company specializing in digestive and immune health products, recently introduced two sugar-free probiotic gummy products

*Definition: The global gummy supplements market consists of various gummy supplements manufactured in different flavors that are chewable and easy to consume. These gummy supplements provide essential vitamins, minerals, probiotics, melatonin, and other herbal extracts in a chewable format for children as well as adults. The gummy supplements market has seen immense growth in recent years due to the increasing health consciousness among people and preference for chewable dietary supplements over conventional pills.

Market Segmentation

• Type Insights (Revenue, USD Bn, 2019 - 2031)
  • Vitamin gummies
  • Omega-3 fatty acid gummies
  • Collagen gummies
  • CBD gummies
  • Others
•  End User Insights (Revenue, USD Bn, 2019 - 2031)
  • Children
  • Adults
• Distribution Channel Insights (Revenue, USD Bn, 2019 - 2031)
  • Hypermarket/Supermarket
  • Convenience Store
  • Pharmacies and Drug Stores
  • Online Channel
  • Others
• Regional Insights (Revenue, USD Bn, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC Countries
    • Israel
    • Rest of Middle East & Africa
• Key Players Insights
  • Amapharm
  • Procaps Group
  • Vitakem Nutraceutical, Inc.
  • Santa Cruz Nutritionals
  • Herbaland Canada
  • Allseps Pty. Ltd.
  • Vitux AS
  • Boscogen, Inc.
  • Bettera Brands, LLC
  • NutraStar Manufacturing Ltd.
  • Better Nutritionals
  • Prime Health Ltd.
  • AJES Pharmaceuticals LLC
  • Lactonova
  • SMPNutra.com
  • Lexicare Pharma Pvt. Ltd.
  • Superior Supplement Manufacturing
  • Well Aliments
  • Supplement Factory Ltd.