Gummy Vitamins Market Size, Share & Trends Analysis Report By Type (Single Vitamin, Multivitamin, Prebiotics), By Demographics (Children, Adult), By Sales Channel (Hypermarket and Supermarket, Specialty Stores, Retail Pharmacies, Online Sales Channel) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Market Overview

The global gummy vitamins market size was valued at USD 7.2 billion in 2022. It is estimated to reach USD 12.47 billion by 2031, growing at a CAGR of 6.3% during the forecast period (2023–2031).

Gummy vitamins, often known as gummy supplements, are similar to gummy candies and come in various shapes, colors, and flavors. They are perceived to be more appealing than other vitamin formulations but may result in excessive sugar consumption. They are manufactured using cornstarch, gelatin, sugar, water, and added colorings. Herbal gummy vitamins comprising extracts from plants such as ashwagandha and cannabis and algae-derived astaxanthin may be created from herbal supplements.

Prevalent gummy vitamin flavors include raspberry, lemon, orange, and cheerful. Vitamin supplements are enormously popular worldwide. They enhance health and can make up for a lousy diet. Moreover, gummy vitamins are easily digestible and popular among individuals who have difficulties swallowing tablets. Furthermore, gummy vitamins are relatively inexpensive; therefore, more individuals are switching from multivitamin tablets to gummies. Hence, gummies, especially multivitamin gummies, are distinctive.

Market Dynamics

Global gummy vitamins market drivers

Increase in the prevalence of dysphagia and vitamin deficiency

According to Straits Research analysis, around 38% of American adults have difficulty swallowing pills. Gummy vitamins are a tremendous help for those who struggle to swallow pills. Gummy vitamins are a lot more practical than regular vitamin pills. Due to their simple swallowability, gummy vitamins are now generally accepted by both adults and children. Also, the rise in chronic disease cases in industrialized nations like North America and Europe has fueled the need for gummy vitamins in recent years. As a result, the market is anticipated to rise due to the incidence of dysphagia.

Additionally, gummy vitamins are most likely to play a pivotal role in preventative healthcare. The aging population is now extensively affected by health-related diseases. Furthermore, the impact of vitamin deficiency can be mitigated by incorporating gummy vitamins in day-to-day life. As a result, consumers are now venturing toward an alternative form of vitamin pills, gummy vitamins, to cater to nutrient deficiency, mainly of vitamins in the body. This factor is one of the major driving factors of the market.

Rising consumer consciousness toward preventive healthcare

With a rapid increase in awareness regarding wellness and personal health, people across the globe are incorporating vitamins and dietary supplements into their everyday diets. According to the Straits Research study, more than 60% of adults consume vitamin daily, and more than 50% take supplements daily. Consumers are now much more dependent on vitamins and other essential nutrients on additional supplements apart from food intake. Furthermore, the dietary supplement market has expanded rapidly, owing to the rise in vitamin deficiency among the population, the proliferation of preventative healthcare solutions, and taste and convenience, motivating children and adults to consume vitamins. Therefore, this factor is expected to boost the growth of the market.

Global gummy vitamins market restraint

High amount of sugar in gummy vitamins

The gummy vitamins contain a substantial amount of added sugars. For instance, one famous brand of gummy multivitamins for children produces gummy vitamins with three different added sugars. It has around 3 grams of sugar and approximately 15 calories per gummy. Consuming a large amount of added sugar results in heart disease, obesity, and dental cavities. While the gummy vitamins might not contain much-added sugar, they can significantly contribute to excessive sugar consumption if consumers consume multiple gummy vitamins daily. Therefore, the high amount of sugar in gummy vitamins restrains the market's growth.

Global gummy vitamins market opportunities

Pectin as a gelatin substitute

Gelatin is one of the most widely accepted thickening and gelling agents worldwide. Bovine and porcine are some of the primary sources of gelatin. There has been a significant rise in vegetarian and vegan consumers worldwide, with several vegans quadrupling in the U.K. and the U.S. in the past few years. As a result, engaged stakeholders in the gummy vitamins industry are now launching products that are 100% vegetarian. Gummy vitamins manufactured with the help of agar are positioned in a dynamic market at the forefront of new consumer requirements. The latest trend of gelatin-free gummy vitamins will likely prevail in the upcoming years, creating opportunities for market growth.

Regional Analysis

North america dominates the global market

Based on region, the global gummy vitamins market is bifurcated into North America, Europe, Asia-Pacific, and LAMEA.

North America is the most significant global market shareholder and is anticipated to exhibit a CAGR of 5.2% during the forecast period. The North American region contributed the highest revenue share in the global market. The leading market players have dominated the North American gummy vitamin market. These market players are adopting strategies such as innovative product launches to sustain themselves in the highly competitive and saturated market. For instance, Vitafusion, a leading brand in the U.S., introduced CBD hemp extract-infused gummies. Similarly, Walmart launched the new brand Glow Habit for gelatin-free gummy vitamins to cater to the demand from the vegan population, thereby boosting the market growth in this region. In addition, the North American gummy vitamin market comprises the U.S., Canada, and Mexico. Over-the-counter gummy vitamin purchases primarily drive the U.S. and Canadian markets. Strong awareness levels and effective channel management in these countries have also increased the revenue sales of gummy vitamins. However, more innovations in new product development are needed to improve the revenue growth of leading companies operating in the U.S. and Canada.

Europe is estimated to exhibit a CAGR of 6.3% over the forecast period. The European countries accounted for the second-largest global imports and exports from 2016 to 2018. In terms of growth rate, there has been a decline in the overall economy of Europe post the 2008 recession. Despite Brexit, the European market holds attractive growth opportunities in the food and beverage sector. This is due to increased per capita expenditure on healthy food and beverage products across European countries. In addition, the number of brands offering gummy vitamin products has expanded across Europe. Some of the leading manufacturers in the region include Ferrara Candy Company, Natural Well-being Ltd, ParkAcre Ltd, and Yumi Nutrition LTD, to name a few. Furthermore, players in the region have a wide range of gummy vitamins for both adults and children. Leading players in the market are partnering with each other to expand their market presence, thereby driving market growth in this region.

Emerging Asia-Pacific markets and the growing disposable income boost this region's growth. People in Asia-Pacific have become health conscious and are opting for a healthier lifestyle, adding gummy vitamins to their daily diet. Furthermore, market players are launching new and innovative probiotic products to increase their customer base. Moreover, increased advertisements have led to growth in awareness about the health benefits of gummy vitamins. These factors are anticipated to drive market growth in this region. In addition, the region's economy is still expected to perform well. The International Monetary Fund estimates that while inflation is expected to be moderate, revenue growth in the APAC area was 5.6% in 2018 and 2019. The growth in China is projected to ease to 6.6%, partly reflecting the authorities' financial, housing, and fiscal tightening measures. Demographics, reduction of productivity, and the rise of the digital economy impact the long-term growth of the Asia-Pacific market.

The LAMEA gummy vitamins market includes countries from Latin America, the Middle East, and Africa. Countries such as Saudi Arabia, Brazil, Turkey, Qatar, Argentina, and South Africa are the major shareholders in the LAMEA market. The factors driving market growth include better economic management, improved global economic conditions, recovery in commodity prices, and improved agriculture production. Leading players have significantly invested in advertising and marketing to increase regional market share. Furthermore, the region's high prevalence of vitamin deficiency augments the market expansion.

Segmental Analysis

The global gummy vitamins market is segmented by type, demographics, and sales channel.

Based on type, the global market is bifurcated into single vitamins, multivitamins, and prebiotics. 

The multivitamin segment owns the highest market share and is projected to exhibit a CAGR of 6.8% over the forecast period. Vitamin deficiency might occur due to inadequate intake, increased tissue needs, malabsorption, genetic abnormalities, increased excretion, and drug-vitamin interaction. Multivitamin gummies are an option to complement nutrient deficiencies brought on by the factors mentioned above. Millions of consumers have turned to fortified gummies as a convenient and healthy dietary supplement. Multivitamin gummies encompass products enriched with multiple health benefits, including preventing and treating various diseases. In addition, multivitamin gummies can significantly reduce levels of stress and anxiety. Furthermore, multivitamins having B6, B12, folic acid, and others provide an energy boost and higher concentration abilities. These factors are expected to boost the growth of this segment.

The single vitamin, also known as individual vitamins, is used to supplement specific nutrient needs. Global dietary supplement products are in high demand as they are the best way to provide a completely balanced diet. A vast number of disorders are caused due to the deficiency of certain nutrients and vitamins. Dietary supplements in the form of single vitamin gummies are highly preferable instead of vitamin tablets to supplement the deficiency of a particular vitamin. Growth in health concerns and a rise in awareness regarding the benefits of keeping skin healthy augment consumers' demand for single vitamins such as melatonin and biotin. Probiotic dairy and food products are increasingly gaining significant traction in the market.

Based on demographics, the global market is divided into demographics into children and adults. 

The adult segment is responsible for the largest market share and is anticipated to grow at a CAGR of 6.3% over the forecast period. Gummy vitamins have become an integral part of young and middle-aged adults. The adult population is the major consumer of dietary supplements, including gummy vitamins, owing to their high prevalence of vitamin deficiency. In pregnant women, vitamin A deficiency (VAD) causes night blindness and may increase the risk of maternal mortality. The rise in the consumption of gummy vitamins by working adults to maintain a healthy lifestyle is anticipated to drive the global market growth during the forecast period. Furthermore, an increase in consciousness regarding intake and diet among geriatric and working individuals to maintain nutritional balance in their bodies is expected to promote the demand for gummy vitamins among adults.

Children and toddlers often find it difficult to swallow tablets and capsules. As a result, parents prefer gummy vitamins to cater to the supplement requirements of children. Furthermore, lactose-intolerant teens may struggle to garner vitamin D and calcium from milk. Therefore, gummy vitamins can supplement their vitamin D and calcium requirements. In addition, kids who are constipated often benefit from consuming gummy vitamins. The dietary supplement market for kids is flourishing, owing to an increase in nutrient deficiency. Parents are concerned about their children and whether they get the proper nutrients. According NBC News, the University of California Davis Children's Hospital in Sacramento, one-third of children residing in the U.S. consume some daily vitamin. The trend for probiotic gummy vitamins is on the rise; as a result, engaged stakeholders in the industry are offering supplements in gummy forms to entice kids. These factors are estimated to drive the growth of the market among children.

Based on sales channels, the global market is segmented into hypermarkets and supermarkets, specialty stores, retail pharmacies, and online sales channels. 

The hypermarket and supermarket segment owns the highest market share and is estimated to exhibit a CAGR of 5.2% during the forecast period. A hypermarket/supermarket is an extended version of a conventional store with a self-service facility. The products are placed on shelves based on their category and placards describing their price and constituents. These stores significantly invest in improving their supply chain to offer products at the lowest possible (market) relative rate. The increase in penetration of vitamins and other supplements in the form of over-the-counter drugs is expected to fuel the revenue growth of the hypermarket/supermarket segment during the forecast period. Furthermore, the ready availability of popular gummy vitamins at affordable prices is expected to enhance further the revenue growth of the supermarket/hypermarket segment in the global market.

The easy accessibility offered by online platforms propels their adoption in the market, making them a favored medium for purchasing dietary supplements. Easy accessibility of information regarding the ingredients used in products, time-saving element, personal shopping experience, and the facility of doorstep delivery influence the growth of online sales. Mass retailers, supermarket chains, and grocery stores, such as Walmart, Target, and Kroger, have established online shopping portals to enable customers to purchase gummy vitamins online. This strategy has helped them expand their consumer base by reaching out to larger audiences. Furthermore, major online retailers, such as Amazon, have gained a rise in consumer acceptance for dietary supplements, owing to the proliferation and dependency on the internet and smartphones.

Recent Developments

• December 2022- GNC expanded its holistic health solutions by introducing a new method for consumers aged 50+ to fulfill their daily nutritional requirements. GNC Mega Men® and GNC Women Multivitamin Gummies are new launches from the firm.

• March 2023- Akums Drug & Pharmaceutical Ltd announced its foray into nutraceutical gummies with various innovative formulations for general well-being and common diseases. This program aims to address a variety of illnesses, providing a remedy for adults, children, and the elderly who no longer find pills, capsules, and syrups palatable or convenient.