Gummy supplements have been on the rise in popularity for a while.
Some reasons for this include:
- About 30% of people have a difficult time swallowing capsules.
- They are portable and easy to take on-the-go. So they are just more convenient to take them exactly when you need them.
- It doesn’t make you feel like you’re taking a supplement so adding a gummy may be easier than adding more pills to your routine.
The rise in popularity is very clearly seen in the search volume for supplement gummies.
In the graph below you’ll see that the trend over the last 5 years has increased. (As of 1st quarter of 2023)
Sub-Markets for Supplement Gummies
Gummies are not just for the typical supplement buyer. Supplement buyers are typically women 45+
But the gummy market is creating sub-markets. These sub-markets open the opportunity for gummies to enter a crowded market segment and create an opportunity.
For example, the fitness market is a very crowded supplement space. But fitness gummies can enter that same space with a lot less competition.
The gummy value proposition of on-the-go is perfect for this sub-market of fitness enthusiasts that don’t have the convenience of preparing a shake at the gym or mid workout. This makes the gummy form factor is perfect for pre and post workout supplements. A quick and easy energy and endurance boost during a workout as a chew or gummy can be a very appealing value proposition for this sub-market.
At the moment trending fitness gummies include creatine chews, protein gummies and pre-workout gummies.
Creatine gummies in particular are trending on TikTok with over 2.3 billion views. And one creatine chew brand is doing approximately $36K in sales a month on Amazon.
The Gummy Vitamins Business
The opportunity for vitamin businesses is in sub-niches. For the direct to consumer (DTC) supplement businesses in the $1 – $50M revenue range sub-markets are the way to enter this competitive market.
The global gummy market size was valued at $16.28 billion US dollars in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 12.6% from 2020 to 2028.
Compound annual growth rate (CAGR) represents one of the most accurate ways to calculate and determine returns.
Gummy Supplement Trends
Sugar-free and vegan gummies made with real fruit purees are additional markets this convenience trend is poised to dominate in the very near future.
Among these trends 3D printed gummies and plat-based gummies stand out as opportunities.
3D printed gummies offer an opportunity to combine this form factor trend with the rise of the personalization of vitamins trend. Literally printing out a custom 30 day supply for your individual health goals on a monthly basis.
Plant-based gummies targeted at vegans and vegetarians is expected to propel the growth of the gummy vitamins market. Again a great sub-market example combined with the form factor is enough to make it unique. As the market matures the buyer sophistication and awareness will grow like any other market and the marketing errors will need to move up to the next level of awareness.
Right now the gummy market is in level 1. To learn more about what that means, here’s an article I wrote about the 5 stages and what each means to you as a supplement vitamin marketer.
Social media (Facebook, Instagram, Twitter, Pinterest, and YouTube) is the biggest driver of awareness of the gummy vitamin alternative at the moment. This is not surprising when you take into account the market stage gummies are in right now.
But it’s also telling that the gummy audience may be trending younger than the typical supplement buyer.
Discover the 3 funnels that can help your health supplement business succeed.
Listen to the Health Supplement Business Mastery Podcast for for dietary supplement entrepreneurs and marketers.
