Highlights
· What springs to mind when we think of gummy supplements?
· Gummies have transcended a trend
· How are gummies redefining dietary supplements?
· Examples of different ways brands are positioning gummies
What springs to mind when we think of gummy supplements?
When we think of gummies, the first word that comes to mind is accessibility. What we mean by this is taking a dietary supplement and making it fun, exciting, novel and frankly, not a chore to consume.
Gummies cross the boundary from dietary supplement to sweet. The genius here is that gummies have taken root in our minds as a sweetie with health benefits.
From longer hair, stronger nails, younger skin, improved gut health, better sleep, multivitamins and much more; gummies have firmly rooted themselves in the dietary supplement world.
But how are brands positioning gummies against their traditional counterparts — tablets and capsules? And what exactly made gummies so popular in the first place?
Gummies have transcended a trend
When we think of dietary supplements, we think of traditional formats like capsules, tablets and soft gels.
However, these traditional formats are somewhat transactional, meaning the consumer has little emotional engagement with the product. This is fine for some consumers, but for many, capsules and tablets inhibit the purchase power.
So it’s not surprising that according to The Guardian, in 2023 the UK gummy market alone was worth £520 million and the global gummy market sat at an estimated $7.3 billion.
The Business Research Company also reported a global market growth from $7.19 billion in 2023 to $7.92 billion in 2024 (annual growth rate of 10.3%), and forecast the category to be worth $11.21 billion by 2028.
Gummies are redefining supplements
Gummies have redefined supplements from being merely a transaction to a product that is fun to consume, making supplements more accessible to more people.
And that’s how the brands view it, too.
BeLive for example, says:
“Vitamins can be nutritious, delicious and a fun part of your daily routine. When your schedule starts to look like work, eat, sleep, repeat, you deserve something to look forward to.”
Or to put it simply — like YummyGums does — gummies are “making supplements fun and tasty”.
Brands taking gummy supplements in different directions
There are different ways to position gummies into an existing supplement range or stand alone as a gummy-first brand. Brands can lead with the health benefits of a gummy or lead with the gummy as the supplement format of choice.
Here are a few examples of brands positioning gummies in different ways:
Flat Tummy
Flat Tummy is a good example of a brand that has a single gummy proposition — weight loss — in a single gummy that has been extended from a range of shakes, teas and lollipops.
Auri Nutrition
Auri Nutrition is a mushroom brand that “empowers wellness”.
Here we have four different gummies on offer; daily support, chill, focus and hair, skin and nails. All of these complement its existing elixir (tincture) range. Auri taps into two trends with adaptogenic mushrooms and gummies to position its supplements across a niche health category.
Known Nutrition
Known Nutrition is a gummy-dominant brand with more than 40 different gummies targeting a range of health-based needs.
In one sense, it is a typical dietary supplement brand consisting of gummies.
However, that doesn’t do justice to its look, feel and overall proposition which reflects a next-generation brand that is disrupting the traditional stereotype of dietary supplements.
