3. Gummy Vitamins
The gummy format continues to gain ground, growing in supplement launches globally at a CAGR of 54% during the past five years.6 This enjoyable format is expanding beyond vitamins to a variety of supplements—most recently mood and stress support gummies.
The top positioning for recent gummy supplement launches is immune health at 38%, followed by brain/mood health (23%), skin health (21%), energy/stamina (21%), and children’s (18%).7 Fruit-based flavors make up the top five flavors in new gummy launches, with strawberry and orange in the lead.8
4. Sleep Support
Interest in sleep support supplements rose during the pandemic as disrupted routines and stress made quality sleep a challenge for many. With the pandemic behind us, brands have been exploring other consumer segments that could benefit from sleep support. The latest one: gamers.
The frequent use of energy drinks during gaming, along with blue light exposure from computers and TV points to a real need for sleep support products for this segment—for recovery, performance, and general health.