What's On-Trend

Good-for-You Gummies

A trend even adults are chewing on.

Gummy Candy Infographic

For decades, chewable gummy vitamins were predominately for little, picky eaters who refused to eat their vegetables.

In just one tiny, sweet chew per day, the broccoli-averse could easily consume their daily dose of vitamins and minerals.

But today, candy-like vitamins aren’t just for kids.

Adults – driven by both nostalgia and “pill fatigue” – are turning toward gummy vitamins as a way to supplement their diets.

According to IBISWorld, gummy products currently account for $1 billion of the $41 billion supplement market in the United States – an incredible 25 percent jump in sales since 2015.

Vitamin Infographic

Gummy multivitamins alone accounted for 7.5 percent of the $6 billion U.S. multivitamin market.

Now, there’s every fruity flavor imaginable – think cherry, citrus, strawberry, watermelon, peach, mango and more.

So, as interest continues to explode, brands are redefining ways to market gummy vitamins to adults – and reinvent offerings beyond the gummies of their youth.