Across both Europe and North America, the 98% of gummy products come in just one flavour.
In Europe, the other 2% of gummies offer either two or three flavours, while in the US and Canada, that 2% is split across a few more flavours, with some gummies such as Koi Delta 7 THC offering seven flavours.
The question is - in a world where flavour reigns supreme, why are gummies keeping it simple?
But perhaps the question should be - as long as a gummy tastes fine, does flavour really matter?
Let’s consider this for a minute.
Gummies may make taking vitamins and supplements a more pleasant experience, but the data is showing us that as long as they taste ok, that’s enough for consumers. If someone’s looking for a multivitamin in gummy format, chances are that it being available in a range of flavours won’t affect that final purchasing decision.
Instead, brands should look at other ways they can make themselves stand out and win customers, from creative marketing to ingredients that support growing sectors, such as those that can help overcome the health impact of digitally driven lifestyles.
For anyone who is looking to tap into and differentiate within the gummies category and understand exactly what’s going on at a product level, our new gummies dataset report is essential reading. It takes a deeper look at the European and US & Canadian markets to examine brand availability, brand and product positioning, product claims and more.
The report is available for purchase now, or can be downloaded by ANIE subscribers from the platform.
