Gummy Market

Market Overview

The global gummy market revenue was valued at USD 20,570.11 million in 2022. It is estimated to reach USD 58,900.32 million by 2031, growing at a CAGR of 12.40% over the forecast period (2023–2031). 

The growing incidence of health conditions due to busy lifestyles and the rising consumer awareness regarding the importance of a nutritious diet is expected to drive the demand for easily consumable nutritional supplements, particularly in the form of gummies. This is anticipated to fuel the growth of the gummy market in the coming years.

Gummy vitamins come in different flavors, colors, and forms and are chewable with a texture and taste akin to gummy sweets. They are among the most widely used kinds of vitamins. These vitamins may appeal to kids and adults who loathe taking pills. Gelatin, cornstarch, water, sugar, and other colorings are frequently used to make gummy vitamins. They might contain several vitamins, minerals, or particular nutrients, like calcium and vitamin D.

The demand for mineral-infused gummies is expected to increase because they are necessary for the body's best growth and development. Examples include those containing zinc and calcium. Gummies supplemented with omega-3 fatty acids are expected to become more popular as a preventative tool against cardiovascular disorders since omega fatty acids boost heart health. Collagen and other proteins with skincare benefits are expected to grow in popularity among users of cosmetic products.

Market Dynamics

Global Gummy Market Drivers

Rising Consumer Preference Towards Healthier Lifestyle

Growing awareness regarding health has resulted in consumers preferring food products infused with proteins and vitamins that offer added health benefits. The importance of the nutritional advantages of dietary supplements has been made clear to consumers through various awareness campaigns about healthy eating that governments, non-governmental organizations, and businesses worldwide have launched. This understanding is expected to fuel the market's growth in the future.

Nutraceuticals will likely replace pharmaceutical products in managing and preventing chronic and acute health problems such as cardiovascular diseases, diabetes, and gastrointestinal concerns. The product has ample scope to flourish as dietary supplements offer curative and preventive properties. Botanicals or herbal extracts offer anti-oxidative, anti-inflammatory, and anticancer properties. Thus, supplements infused with botanicals such as curcumin and cannabidiol (CBD) are expected to gain traction in the market. For instance, the botanical-based dietary supplements market is estimated to be valued at USD 28,366.9 million in 2021, recording a CAGR of 9.2% from 2021 to 2028.

Consumer emphasis will move from medical treatments to preventive care as consumers become more mindful of their health and wellness. Medical treatments often lead to several negative side effects. Therefore, consumer preference is shifting towards dietary supplements that can prevent disease occurrence and reduce the need for medical treatment. Because of this, more customers now depend on nutraceuticals to live healthy, disease-free lives. Over the projection period, the demand for dietary supplements will be driven by rising preferences for healthy food and consumers' willingness to pay a premium for goods with superior nutritional content, particularly when purchasing goods for children, such as gummy multivitamins.

Preference for Easy-To-Consume Forms of Dietary Supplements

Gummies have a gel-like consistency and softer texture and are easily chewable compared to hard pills and tablets. Factors such as gummy texture, sweet taste, and convenience in carrying and consuming gummies over other supplements drive their growing demand. Several brands, such as Nature Made, Amway, and Abbott, offer vitamins and mineral-infused gummies in various flavors, such as strawberry, blueberry, and orange, to attract consumers. Gummies also provide greater bioavailability for nutrients. Therefore, they are likely to gain popularity among the health-conscious adult population across the globe.

People's busy lifestyles have promoted on-the-go eating practices and pushed the trend of substituting smaller nutritious snacks for meals, increasing the consumption of functional foods and nutritional supplements. Therefore, shifting focus toward alternative forms of nutrients is expected to fuel the demand for supplements in gummy form. The rising number of fitness centers, health clubs, and gymnasiums and growing awareness regarding well-being among youngsters are expected to boost the market's growth in the coming years. In addition, the senior population's difficulties swallowing hard supplement pills are likely to augment the demand for gummies because of their soft gel-like consistency.

A growing number of working professionals with the rising number of working women is expected to boost demand for easy-to-consume supplement forms. Gummies are a convenient way to take supplements during hectic workdays because they are simple to chew and consume on the go. The World Bank Group has reported that the total labor force has increased from 3.153 billion in 2010 to 3.387 billion in 2020. Therefore, gummies infused with various nutrients will likely witness high demand from the working-class population.

Global Gummy Market Restraint

Availability of Substitute Products

The easy availability of supplements such as tablets, capsules, soft gels, lozenges, and chewable is likely to restrain the market's growth. In addition, gummies have lower nutritional ingredients/active components in their composition than other forms, which may also act as a restraining factor for the market. This can be attributed to sugar, gelatin, and corn syrup in gummies, which are often absent in other forms. Moreover, gummies have a relatively lower shelf life than dry supplement powders, liquids, or pills.

The demand for functional foods was valued at USD 196.8 billion in 2020 and is expected to reach 387.0 billion by 2028. Functional foods, including vitamins, minerals, amino acids, and fatty acids, are substitute products for gummy supplements as they provide similar health benefits. The emergence of functional foods, thereby, is likely to limit the growth of supplemental gummies. Over the past few years, food and beverage manufacturers, including The Coca-Cola Company, Cargill, JBF, FrieslandCampina, and Danone, have increased their expenditure to develop functional products to meet the rising demand for various supplements.

For instance, FrieslandCampina Ingredients develops various functional ingredients. In December 2020, the company launched a D-Stress sachet and Re-lax health shot containing galacto-oligosaccharide (GOS), a dairy prebiotic. Therefore, the growing demand for functional foods is expected to be a major factor restraining the growth of the gummy supplements market due to their similar nutritional characteristics.

Global Gummy Market Opportunities

Increasing Propensity for Preventive Healthcare

Due to increasing per capita and out-of-pocket spending on healthcare, healthcare expenses are astronomically high in many parts of the world, including the United States. Customers are choosing health supplements as a result of these trends. They have also embraced individualized healthcare strategies by spending on preventative goods and services to treat more straightforward metabolic diseases. The Organization for Economic Cooperation and Development (OECD) estimates that in 2021, Germany and France's per capita health expenditures were worth USD 7,382.6 and USD 6,114.9, respectively. The European market is driven by a strong emphasis on the preventive healthcare system, strong endorsements, and items that improve lifestyle. Due to their widespread popularity, vegan and all-natural products are just two product categories evolving quickly.

Customers worldwide have demonstrated a larger preference for vitamins that support better gut health. Consumers have been investing in preventative healthcare management due to the frequency of growing health conditions. As a result, customers have begun to spend money on preventative goods to treat minor illnesses and problems. This trend has been greatly influenced by the pandemic, as people have resorted to dietary supplements to maintain their health. Manufacturers also profit from growing their sales by concentrating on cutting-edge product compositions. For instance, the Centrum brand of Haleon PLC introduced the "Benefit Blends" tasty gummy style in India in April 2023. According to the company, the new line of specialist nutrition products is entirely vegetarian, naturally gluten-free, and non-habit forming. Leading online retailers like Amazon, 1Mg, Flipkart, and Pharm-easy sell Centrum's new line of Benefit Blends.

Regional Analysis

Region-wise, the global gummy market is segmented into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa.

North America Dominates the Global Market

North America is the most significant global gummy market shareholder and is estimated to exhibit a CAGR of 11.20% during the forecast period. International Food Information Council IFIC's 2020 Food & Health Survey revealed that about 74% of survey respondents in America tried to avoid or limit their sugar intake. Therefore, changes in the eating patterns of the North American population are expected to fuel the demand for healthy gummy supplements, especially sugar-free gummies that offer low calories and high amounts of nutrients. Strategies adopted by key players, such as expanding production capacity and widening the product portfolio, are expected to further boost market growth.

Asia-Pacific is expected to grow at a CAGR of 14.02% during the forecast period. The growth of the gummy market in the Asia-Pacific region is driven by rising consumer preference for a healthy diet. As per the United Nations Children's Fund (UNICEF), Asia-Pacific had ~51% of the global undernourished population as of 2019, accounting for 350.6 million people. Therefore, the population in the region requires nutritional supplements to lead a healthy life. The existence of highly populated nations, like China and India, along with several untapped markets, such as South East Asian nations in Asia-Pacific, is expected to support the growth of the gummy market in the region.

Moreover, gummy supplement brands effectively market their products in Asia Pacific to enhance their consumer base. For instance, in March 2020, OLLY, a U.S.-based gummy brand, launched its nine gummy products at various offline stores in Singapore. The brand's target consumers include the health-conscious millennial population of Singapore. The vitamins and minerals segments of the gummy market are expected to gain significant traction in Asia-Pacific owing to increasing demand for vitamin and mineral gummies as they support bone and teeth health.

In Europe, the rising cost of treatment for diseases such as heart attack and digestive disorders is one of the major concerns for the European population. However, these diseases can be prevented by following a healthy lifestyle. The report named 'Health at a Glance: Europe 2020' of the European Commission stated that, in European Union countries, over 4.6 million people died in 2017. Circulatory diseases were the major cause, accounting for 37% of all deaths, followed by 26% of deaths caused due to cancer. These factors are expected to fuel the demand for gummy supplements that can provide the required supplementation for filling the nutrient gap in a regular diet.

In Central and South America, increasing urbanization, improvements in the retail sector with an increasing number of hypermarkets and supermarkets, along with better product display and convenient payment facilities, and rising penetration of global health products are expected to contribute to the growth of the gummy market. Moreover, the rising prevalence of malnutrition in the region is expected to increase the need for supplements for leading a healthy lifestyle. For instance, per the United Nations Children's Fund (UNICEF), in Central and South America and the Caribbean, about 4.8 million children under five were stunted, 4 million were overweight, and 0.7 million were wasted in 2019.

Segmental Analysis

The global gummy market is segmented by supplement application, end-user, and distribution channel.

Based on supplement application, the global market is categorized into vitamins, minerals, omega fatty acids, proteins, and others. 

The vitamins segment dominates the global market and is estimated to grow at a CAGR of 11.80% during the forecast period. Both combination and standalone supplements are available for vitamins, including vitamins A (retinol and carotenoids), B, C (ascorbic acid), D (cholecalciferol), and E. Vitamin A supports the health of the muscles and the eyes, vitamin E boosts the immune system, and vitamin D supports the health of the bones. For example, vitamin B12 helps prevent megaloblastic anemia. B-complex products and solo supplements containing vitamins B1, B2, and B12 are all available. There has been an uptick in the demand for nutritional supplements as the link between diet and health has become more widely recognized. Growing aging populations, increased healthcare expenditures, and interest in wellness through nutrition drive demand for these supplements.

Based on end-users, the global market is categorized into adults and kids. 

The adult segment owns the highest gummy market share and is estimated to grow at a CAGR of 12.80% during the forecast period. One of the key factors contributing to the swift growth of the market is the continuously increasing global geriatric population. As per the World Health Organization, in 2015, the population within the age group of 60 years and above was nearly 900 million globally; this population is anticipated to reach nearly 2 billion by 2050. The demand for gummy supplements is increasing among older people as they are soft and easy to chew.

Women tend to be proactive about preventive health and are expected to incorporate supplements into their established health and wellness regimen. Pregnant women's stressful and sedentary lifestyle often leads to a deficiency of minerals and vitamins. Omega fatty acids are advised for prenatal care since they are crucial for the growth and development of a fetus. Working adults, sports fans, the elderly, and pregnant and nursing women are expected to drive the demand for convenient nutritional supplements, which is driving the adult end-user sector of the gummy market to expand during the forecast period.

Depending on the distribution channel, the global market is categorized into store-based and non-stored-based. 

The store-based segment dominates the global market and is estimated to grow at a CAGR of 11.60% during the forecast period. Retail establishments sell a range of dietary supplements, including gummy supplements. These establishments include hypermarkets, supermarkets, and pharmacies. One of the elements impacting the sales of health and wellness items is improvement in the retail sector. Global brands available at these stores contribute to increasing the penetration of various products. Gummies are available at most big grocery stores such as Kroger, Lidl, Target, and Walmart.

For instance, in 2021, Target partnered with wellness brands and added its products to the store. This includes Sugarbreak, a brand offering blood-glucose management products and a gummy supplement for sugar cravings. Sugarbreak's products will be displayed in the health test and diabetes care section of every Target store, wherein its gummy products will be placed alongside blood glucose monitors to attract consumers who buy glucose monitors. Customers can quickly find their preferred brand in supermarkets and hypermarkets with a specific section or shelf for health products.

Recent Developments

• December 2022 - Blissful Sleep Gummies joined the lineup of Power Gummies, the largest gummy brand in India. The benefits of natural ingredients and melatonin are combined to create a vegetarian, non-addictive supplement that balances the circadian rhythm and sleep-wake cycle. Vitamin B6, which helps to strengthen the brain and nerve system and produce happy hormones, is included.
• December 2022 - Herbaland won a 2022 SEAL Business Sustainability Award in the Environmental Initiative category for being the first gummy vitamin brand to switch to 100% compostable packaging. The SEAL Awards honor companies with leadership, innovation, and commitment to sustainable business practices.