Gummies Come on Strong in Supplement Market

The gummy supplement market is innovating in flavors, ingredients, and functional benefits to address consumers’ top health and wellness needs. Check out today’s most important gummy supplement trends.


  • Gummy vitamins are continuing to dominate the gummy market and attracting new consumers who are looking for a simple way to support their health. 
  • The top gummy supplement trends that brands should know include: immune health, mood and stress support, and sleep and relaxation. 

Gummy Supplement Market Evolves and Expands

The $16.3 billion global gummy market is growing fast, with a forecast CAGR of 12.6% from 2020 to 2028.1 Gummies are a convenient and enjoyable supplement format that continues to attract new consumers, especially younger consumers, who are looking for a simple way to support their health. 

North America has the largest share of the global gummy market at 38%, followed by Europe and Asia Pacific.2 In the US, gummy sales are just over $5 billion, with high growth ahead at a forecast CAGR of 11.3% between 2021 and 2028.

While gummy vitamins continue to dominate the gummy market, other types of gummies—especially those claiming a particular functional benefit—are gaining market share. For example, the COVID pandemic has made immune support supplements one of the top trends in supplements.

Global Immunity Trends for 2022 and Beyond

Global Immunity Trends for 2022 and Beyond

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Top Gummy Supplement Trends

Multivitamin and certain single vitamin gummies (like vitamin C gummies) continue to do well, providing broad preventive health support to consumers of all ages. Beyond these, we’re seeing growth in gummies that offer more targeted health and wellness benefits. 

Here are the gummy supplement trends in functional benefits, ingredients, and flavors that brands should know:

Immune Health

A number of supplement brands responded to the COVID pandemic by launching new immunity support products, including immunity gummies for kids. The most popular ingredients found in gummies promoting immune health benefits are vitamin C, zinc, and elderberry. Citrus flavors such as orange and tangerine are trending in these gummies due to their association with vitamin C, but elderberry flavor is also on the rise.


Mood and Stress Support

The stresses associated with the pandemic have also led consumers to seek out products that can help them feel more mentally balanced. Gummy brands are conveying these benefits with product names that include terms like happy, calm, and stress relief. Some of the top ingredients showing up in these gummies are magnesium, L-theanine, GABA, and ashwagandha. Tropical and other bright, uplifting flavors are trending here.

Sleep and Relaxation

Support for sleep and relaxation is another growing area for gummies. Melatonin is a go-to ingredient for sleep support gummies, while valerian is emerging. Botanicals being used in gummies for sleep or relaxation include chamomile, lemon balm, and tart cherry, which also present flavor opportunities beyond the typical citrus and berry flavors. L-theanine, GABA, and CBD are also becoming more widely used in sleep and relaxation gummies.

Formulating Gummies for Today’s Consumer

Gummy supplements have come a long way, and they continue to evolve. To position a gummy for success in the market, it’s important that brands address consumers’ most important health and wellness concerns while being mindful of the latest science-backed ingredients. And because gummies are a chewable format, delicious flavor is essential to keep them coming back for more.

Our expertise in gummy formulation, along with our deep knowledge of category trends and portfolio of gummy supplement ingredients makes us the supplier of choice for gummy brands. We offer a full range of ingredients, from functionally optimized nutrients made specifically to perform better within gummy applications to flavors to custom premix solutions. Contact us to collaborate on your next product!


1-3. Grand View Research, Gummy Market Size, Share & Trends Analysis Report By Application, By End User, By Distribution Channel, By Region, And Segment Forecasts, 2020 - 2028, August 2021.

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