Do brands specialise in one gummy category or do they provide a diverse range of gummy products?
Interestingly, only a small number of brands specialise in a single gummy category.
Both the European and US/Canadian markets see brands frequently feature three or more gummy categories in their product range with the exception of CBD gummies.
50% of European and 54.84% of US/Canadian brands specialise in CBD gummies - in fact, only 22.22% and 9.68% of brands feature three or more other categories respectively.
This is likely because CBD gummies are available in various doses and THC combinations which in turn produce different psychoactive effects, allowing brands that sell CBD gummies to experiment extensively within the single category.
Now, let's hone in on a couple of interesting gummy categories: female and pre-workout.
In Europe, none of the 5,000+ brands within our database specialise in female gummies - but why is this? Well, the perception of female health is only just changing so female positioned gummies are still in the early stages. It is likely that the majority of brands that do have included a female gummy have these to experiment within the market as it continues to generate interest.
There are currently only capture 20 European and 39 US/Canadian brands that feature a female gummy product - but as the market grows we're almost certainly going to see more female-only brands.
Pre-workout gummies follow a similar pattern to female gummies. Across both markets, pre-workout gummies appear to be an addition to a pre-established gummy product collection. Brands with a pre-workout gummy feature three or more other gummy categories in their range. However, this is only a very small data set, likely due to competition from other pre-workout formats with higher bioavailability. So, it's likely that pre workout gummies will not become specialised.
Do you think any gummy categories will evolve into specialised categories and follow the direction of CBD gummies or will they remain diverse?
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