Gummy Supplements Market Size, Share, Industry, Forecast and Outlook (2024-2031)

Gummy Supplements Market Overview

The global gummy supplements market was US$ 24.34 billion in 2023 and is expected to reach US$ 66.79 billion in 2031 growing at a CAGR of 13.6% during the forecast period (2024-2031).

The gummy supplement market has seen substantial growth, driven by consumer preferences for health-oriented, and convenient products. Gummies offer an easy, enjoyable alternative to traditional pills or powders, making them popular among those seeking a more palatable way to meet their nutritional needs. Rising consumer awareness about dietary supplement, particularly during the COVID-19 pandemic, has further fueled this trend.

Multivitamin gummies are increasingly favored for their perceived health benefits and appealing taste, with both children and adults driving demand. Plant-based and organic gummies are in high demand due to preferences for natural ingredients and non-GMO options. The adult segment is particularly strong, accounting for over 62% of the market, as gummies offer an attractive alternative for those who struggle with traditional tablets. Additionally, innovative packaging and the introduction of new gummy types, including those with natural extracts, probiotics, and even CBD, continue to expand market possibilities and cater to evolving consumer needs.

According to the article provided by the Applied and Natural Science Foundation in 2023, gummy supplements are emerging as an effective means for delivering pharmaceuticals and nutritional bioactive, gaining popularity among both children and adults. This study aimed to develop vegan gummy prototypes using natural ingredients. Agar-agar from red algae and carrageenan were chosen as gelling agents to improve texture. Phycocyanin from Spirulina and anthocyanin from purple cabbage provided natural colorants. The research resulted in five formulations: Blueberry Anthocyanin Vitamin D (BAD), Blueberry Anthocyanin Vitamin C (BAC), Mango Antacid Anthocyanin (MAA), Mango Flavored Phycocyanin (MFP), and Kiwi Flavored Spirulina (KFS). The MAA gummy was excluded due to texture issues. The remaining gummies maintained their color and texture after a week of storage. The BAD gummy showed exceptional adhesiveness and springiness, while the KFS gummy excelled in cohesiveness and chewiness. Sensory evaluations revealed a preference for the cyan color from phycocyanin, with MFP and BAC gummies being highly favored overall. This study highlights the potential of using natural, vegan ingredients to create gummies that offer both sensory appeal and nutritional benefits.

Market Scope

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Market Dynamics

Rising awareness of the health benefits of gummy supplements:

Gummy supplements are adopted at a significant rate due to the increasing emphasis on preventive healthcare, which is driven by the demand for convenient nutritional solutions and the increasing awareness of lifestyle-related diseases. The World Health Organization (WHO) estimates that non-communicable diseases or NCDs, of which lifestyle illnesses are a subset, take 41 million lives each year, accounting for more than 70% of all deaths worldwide. This highlights the possibility of prevention through better diet. This awareness has resulted in greater consumer investment in dietary supplements, with global spending increasing.
Gummy supplements are particularly appealing due to their convenience and palatability. They cater to various demographics, including children and the elderly, who often struggle with traditional tablets. For example, the COVID-19 pandemic resulted in a substantial increase in the sales of gummies that were fortified with Vitamin C and Zinc, underscoring their popularity as immune-boosting alternatives during health crises. This trend is indicative of a more general trend in consumer preferences toward supplements that are easily consumable and enjoyable, as a significant number of individuals find traditional pills to be unpalatable or difficult to ingest.
The prevalence of chronic conditions such as diabetes and cardiovascular diseases is also propelling the demand for gummy supplements. The International Diabetes Federation reported that In 2021, 537 million adults globally (1 in 10) had diabetes. The figure is projected to reach 643 million by 2030 and 783 million by 2045. Over 75% of adults with diabetes live in low- and middle-income countries. This increasing incidence has led to a greater focus on products that cater to specific health needs, including sugar-free gummy options designed for diabetics

A growing number of consumers are turning to dietary supplements as a preventative measure against nutritional deficiencies, as a result of the increased awareness of health and wellness.
Manufacturers are consistently innovating through the development of novel flavors, textures and compositions that attract a diverse audience. This encompasses vegan and organic alternatives that correspond with prevailing consumer trends favoring natural products. The market appeal is further increased by the rising desire for products that target particular health issues, such as immune support or digestive health.
For instance, Abbott’s Arachitol Gummies is a fruit-flavored dietary supplement for daily Vitamin D and calcium requirements for both children and adults to support health and immunity. According to the research, nearly 76% of Indians experience Vitamin D deficiency and insufficiency, with the highest prevalence in individuals aged 18 to 30, these gummies help in keeping bones, muscles and teeth healthy and strong and fulfill the deficiency of Vitamin D more efficiently.
The convergence of preventive healthcare trends, rising chronic disease prevalence and consumer preference for convenient supplementation is driving the significant growth of the gummy supplement market.
As consumers continue to prioritize health and wellness in their daily routines, gummy supplements are positioned as an effective and enjoyable way to meet nutritional needs. The ongoing innovation in product offerings will likely sustain this upward trajectory in the coming years.

Increase in prevalence of vitamin deficiency diseases

The rise in vitamin deficiency diseases, particularly in North America, is significantly driving the demand for gummy supplements. Conditions such as vitamin D deficiency, which can lead to osteoporosis and weakened immune function, and vitamin B12 deficiency, often associated with anemia and neurological issues, are increasingly prevalent. These deficiencies are partly attributed to modern dietary patterns and lifestyle choices, which lack essential nutrients. The growing awareness of these deficiencies among consumers, coupled with a shift towards more palatable and convenient supplement forms, has catalyzed the market growth for gummy supplements. These products are perceived as a more enjoyable and easier-to-consume alternative to traditional tablets and capsules, aligning with consumer preferences for taste and convenience.

The market for vitamin gummy supplements is experiencing robust growth as a result of this trend. Companies are leveraging innovations in formulation and flavors to capture a larger market share, responding to the increasing demand for products that address specific nutritional gaps. Additionally, the appeal of gummy supplements extends beyond children to adults, who are seeking more engaging and palatable ways to manage their vitamin intake. This shift is supported by substantial investments in research and development to enhance the efficacy and nutritional profile of gummy supplements. Consequently, the surge in vitamin deficiency diseases is not only fueling the expansion of the gummy supplement market but also driving ongoing advancements in the sector to meet evolving consumer needs.

Stringent Regulatory Standards and Compliance Challenges

Stringent regulatory standards and compliance challenges pose significant restraints to the gummy supplements market, impacting manufacturers, distributors, and consumers alike. Regulatory frameworks vary across regions and countries, often requiring rigorous testing, documentation, and adherence to safety standards for gummy supplement products intended for children. These standards aim to ensure product efficacy, safety, and quality but can also result in prolonged approval processes and increased production costs for companies operating in the market.

For instance, in the United States, gummy supplements are regulated as dietary supplements by the FDA. This categorization subjects them to stringent requirements under The Federal Food, Drug, and Cosmetic Act (FD&C Act), including compliance with Good Manufacturing Practices (GMP) and substantiation of health claims through clinical studies. Similarly, the European Union regulates gummy supplements under the Novel Food Regulations, which necessitate comprehensive safety assessments and approval before market entry.

Market Segments

The global gummy supplements market is segmented based on type, distribution channel, end-user, and region.

The Surging Demand for vitamin Gummies

Global Gummy Supplements Market for Vitamins was US$ 12.73 billion in 2023 and is expected to reach US$ 38.24 billion by 2031, growing with a CAGR of 14.9% between 2024 and 2031.

The surging demand for vitamin gummies reflects a significant shift in consumer preferences towards more convenient supplement formats. This trend is driven by the appeal of gummy vitamins as a palatable alternative to traditional pill forms, offering a pleasant taste experience and ease of consumption. As consumers increasingly prioritize taste and convenience, vitamin gummies are gaining traction across various demographics, including adults who seek specific health benefits such as immune support, stress management, and sleep regulation. 

The market's expansion is further supported by innovations in product formulations, including sugar-free options and specialized blends for different health needs. This growing segment underscores a broader consumer shift towards more engaging and accessible health solutions, positioning vitamin gummies as a key player in the evolving dietary supplement landscape.

In December 2022, according to the news published on UCLA Health, Gummy vitamins offer a palatable alternative to traditional pills, making them more appealing due to their candy-like taste and ease of consumption, particularly for those who struggle with swallowing pills. However, they come with notable drawbacks. Gummy vitamins often contain added sugars and artificial ingredients, which can contribute to health issues like obesity and digestive problems.

Regional Analysis

Rising Demand for gummy supplements in North America

The demand for gummy supplements in North America is driven by several key factors that reflect evolving consumer preferences, increasing awareness of health benefits, and a growing emphasis on preventive healthcare for children. This trend is particularly evident among millennials and younger demographics, who favor gummies over traditional pills due to their appealing taste and ease of consumption. The growth is particularly pronounced in vitamins and minerals, with multivitamins, vitamin D, and omega-3 supplements leading the charge.

Additionally, the perception of gummy supplements as a healthier alternative to sugary snacks has bolstered their popularity. Manufacturers are responding to this demand by innovating with new flavors, shapes, and nutritional profiles, ensuring products cater to diverse health needs and preferences. The rising trend is also supported by aggressive marketing strategies and the broadening availability of gummy supplements across various retail channels, from online platforms to health food stores and pharmacies.

According to a study provided by the International Journal of Environmental Research and Public Health, In Canada, the growing market for children’s supplements, including gummy forms, has prompted an evaluation of their nutrient levels against guidelines from the US Health and Medical Division (HMD) and Health Canada. A study conducted in Calgary analyzed 80 child-targeted products, focusing on vitamins, minerals, and fish oils/omega-3s. The findings revealed that 65% of these products were multivitamins, with dosages often exceeding the Adequate Intake (AI) recommendations for key nutrients such as vitamins A, B6, B12, and C. Significant variation was observed in nutrient levels, with some products providing up to 5557% of the AI for vitamin B12. These results highlight concerns about over-fortification and the potential adverse effects of excessive nutrient intake, as well as the challenges parents face in understanding and managing appropriate nutrient levels for their children. Further research is needed to assess the long-term impacts of these supplements.

For instance, in 2022, Abbott launched Arachitol Gummies in India, a new fruit-flavored product for kids and adults. Arachitol Gummies is a dietary supplement that helps maintain required levels of Vitamin D sustainably. As the body needs vitamin D to absorb calcium for better bone health, keeping recommended levels of vitamin D is essential for overall well-being.

COVID-19 Impact Analysis

The COVID-19 pandemic has significantly impacted commercial activities, especially in the consumer sector, with about 95% of Americans under lockdown as of April 20, 2020. This has led to a decline in consumer spending across numerous categories. However, the vitamins and supplements market has defied this trend, experiencing substantial growth.

Consumer interest in vitamins, minerals, and supplements has surged as individuals seek to enhance their overall wellness, bolster immune health, and mitigate anxiety due to the pandemic. Over the past two months, as COVID-19 has spread across the U.S., there has been a notable increase in consumer engagement with these products. Surveys indicate that 20% of consumers who previously never used supplements expect to increase their supplement usage in the coming three months.

The demand for specific supplements like vitamin C, vitamin D, elderberry, and echinacea has risen sharply, with consumer interest increasing by three to sixteen times in March. This heightened interest has positively impacted vitamin gummy manufacturers, with suppliers reporting demand increases of over 20%. Surprisingly, the growth extends beyond immune health supplements. Categories such as overall vitamins and minerals, performance nutrition, food supplements, digestive aids, enzymes, and amino acids have all seen weekly sales growth ranging from 20% to 140% in the last three weeks of March.

Russia-Ukraine War Impact Analysis

The conflict between Russia and Ukraine has introduced additional challenges and uncertainties for the gummy supplements market, primarily related to global supply chains and geopolitical tensions. Additionally, the surge in oil prices is creating a ripple effect across various sectors, including the dietary supplement industry. Specifically, the production costs of gummy supplements are anticipated to rise. Gummy supplements, which rely heavily on petroleum derivatives for their gelatin and packaging materials, will see cost increases as a direct consequence of higher oil prices. The raw materials for the gelatin, flavorings, and preservatives in gummy supplements are petrochemical-based, making them susceptible to oil market fluctuations.

Furthermore, the packaging materials, often made from plastics like polyethylene and polypropylene, are directly influenced by oil price fluctuations. As a result, manufacturers are facing higher production costs, which are inevitably passed on to consumers. This trend underscores a broader inflationary pressure on health and wellness products, compelling companies to reassess their pricing strategies and supply chain efficiencies to maintain market competitiveness while meeting consumer demand.

By Type

• Vitamins
• Minerals
• Omega Fatty Acids
• Collagen Gummies
• Other Types

By Distribution Channel

• Supermarkets & Hypermarkets
• Convenience Stores
• Online Retail Stores
• Pharmacies and Drug Stores
• Others

By End-User

• Adults
• Kids 

By Region

• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Russia
  • Rest of Europe
• South America
  • Brazil
  • Argentina
  • Rest of South America
• Asia-Pacific
  • China
  • India
  • Japan
  • Australia
  • Rest of Asia-Pacific
• Middle East and Africa

Key Developments

• In May 2024, NOW Foods, a leading natural products company launched an omega-3 fish oil gummy utilizing ConCordix technology. Designed for both adults and children aged four and older, each passionfruit-flavored gummy contains 750mg of fish oil, providing 300mg of EPA and 225mg of DHA. This product launched across the US and Canada, is available in natural health food stores and online platforms.
• In April 2022, Abbott the global healthcare leader, launched Arachitol Gummies in India, a new fruit-flavored product for kids and adults. These gummies, available in an orange fruit flavor, are formulated to help maintain optimal Vitamin D levels, which are crucial for calcium absorption and bone health. These gummies are approved as health supplements by the Food Safety and Standards Authority in India.

Key Players

The major global players in the market include Church & Dwight Co., Inc., Amway Corp., Bayer AG, Haleon Group of Companies, Nestle, Hero Nutritionals, Inc., Unilever, Herbaland USA, Nature's Truth, and Otsuka Pharmaceutical Co., Ltd.

Why Purchase the Report?

• To visualize the global gummy supplements market segmentation based on type, end-user, distribution channel, and region as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of gummy supplements market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as Excel consisting of key products of all the major players.

The global gummy supplements market report would provide approximately 62 tables, 56 figures, and 219 Pages.

Target Audience 2024

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies