Gummy Vitamins Market Size, Share & Industry Analysis, By Type (Single Vitamin, Multivitamin), By Distribution (Supermarkets/Hypermarkets, Convenience Stores, Pharmacy Stores, Online Retail, Others), By End-User (Children, Adults) And Regional Forecast, 2024-2032

Gummy vitamins come in various colors, shapes, and flavors and are sold as an alternative to vitamins in pill, powder, and other forms. Traditionally, gummy vitamins were marketed toward children, but now adults make up most people who take them. These are typically made from gelatin to provide their structure, but modern gummy vitamins can also contain other ingredients such as beeswax, acacia gum, and coconut oil.

Innovative products such as hemp-based gummies and pet gummies have hit the market in response to consumer escalated interest toward additional vitamin sources. Earlier, gummy vitamins were offered by companies in limited flavors and colors. However, with the increase in awareness and consumption, gummy vitamins have gained wider recognition and popularity. Church & Dwight Co., Inc., a U.S. manufacturer focused on creating a line of gummies with distinct flavors, such as lemon, orange, cherry, strawberry, and others.

In March 2020, a U.S.-based start-up, 16VIT, launched various gummy vitamin supplements, including START, BLINK, CONTINUE, and RESET for the wellness of modern gamers. With the growing number of supplements, energy drinks, and multivitamins aimed at intense gamers, the company is well-positioned to tap into the increasing market for vitamin supplements.

Increasing population and consumer awareness in developing and developed countries are the main factors leading to increased consumer preference for products containing nutrients such as dietary supplements. The increased demand for such products has led several manufacturers to launch different vitamin supplements in the gummy vitamins Market market. The manufacturers introducing other products for specific consumers such as vegans, diabetic consumers, adults, and children has also played a significant role in boosting the market.

After the onset of COVID-19, the demand for immunity boosters witnessed a significant upsurge. The consumption of vitamin C and vitamin D is associated with immunity-boosting benefits. Consumers have become more health-conscious and looked for nutritional products to prevent possible diseases and improve mental and physical well-being.

Furthermore, gummy vitamins also appeal to customers because of their pleasant taste. Children and older people avoid consuming supplements because of their unappealing, harsh, and strong flavors. The elderly and children also face difficulty in swallowing vitamin pills;  gummy vitamins tried to fill this gap. Hence, its market is predicted to witness growth in the upcoming years.

While gummy vitamins often contain a few grams of sugar, vitamin pills are calorie-free and generally sugar-free. An increase in sugar intake can lead to a higher risk for diseases like diabetes and heart disease. Overconsumption of gummy vitamins can lead to health effects like kidney stones in children. Minerals like iron often aren’t included in gummies because they are challenging to incorporate into them. These factors are predicted to restraint the growth of the gummy vitamins market.

Key Market Driver -

Increasing Demand for Dietary Supplements

Key Market Restraint -

Adverse Health effects

Key Players Covered:

• Herbaland Naturals Inc.


• Bettera Brands LLC


• Zanon USA Inc.


• Church & Dwight Co. Inc.


• Life Science Nutritionals


• Olly Public Benefit Corporation


• SmartyPants Inc.


• Makers Nutrition LLC


• Vitakem Nutraceutical Inc.


• IM Healthcare

By type, a multivitamin is expected to hold a significant gummy vitamins market share. The multivitamin gummies contain vitamin C, A, D, E, B12, and H, which gives a nutritional boost. It helps to reduce skin issues like acne and also maintains healthy hair and nails. According to the National Institutes of Health (NIH), in America, multivitamins account for almost one-sixth dietary supplements purchases and 40% of all sales of vitamins and minerals. For instance, a Zanon Vitamec, a U.S. based supplier of gummy vitamins and supplements, introduced T-RQ™ 100%, an advanced multivitamin gummies product specially formulated to optimize daily nutritional intake. The only adult gummy multivitamin which contains 100% of each vitamin needed for complete daily nutritional support.

Prenatal multivitamin gummies are growing in popularity and are preferred by most women. It is a great way to feed moms various fruits and vegetables that provide essential nutrients, from herbs, essential nutrients, and vitamins.

By distribution, the Supermarkets/hypermarkets segment is expected to hold a significant share. Amid COVID-19, gummy vitamin demand surged in supermarkets as people started to use it as an immunity booster. The display of these products also leads to impulse purchases because of their appealing colors and flavors. Pharmacies are also anticipated to witness robust growth. The manufacturer often sells through these channels because of its broad reach across the region.

By end-user, the adults' segment is predicted to hold a significant share in the forecasted period. According to National Center for Biotechnology Information (NCBI), 50% of older adults have a vitamin intake less than the recommended daily intake. The population at high risk for inadequate vitamin intake includes older adults. The elderly need supplements in their diet with essential vitamins, and they prefer the gummy vitamins due to the difficulties in swallowing the capsules and tablets. The majority of the adult are working-class with busier lifestyles and higher purchasing power, so they prefer a faster and easier way to intake the required vitamins.

Regional Analysis:

North America is predicted to hold the largest share in the gummy vitamins market due to a sizeable health-conscious consumer base. Consumers are increasing the consumption of supplements, including gummies, to maintain their daily requirement of vitamins across the region

European gummy vitamins market is expected to show significant growth, owing to the rise in investment by foreign companies in this region. Companies are expanding their production in European market. In 2021, Israel-based gummy vitamin manufacturer TopGum Industries, Ltd., has secured investment from AP Partners Fund, Tel Aviv, to accelerate the growth of the product across Europe.

Asia-Pacific region is anticipated to register higher growth rates during the forecast period, owing to untapped gummy vitamins industry opportunities, and increased public awareness. Growing awareness of chronic disease risk and malnutrition and the benefits of gummy vitamins is playing an essential role in developing regions and is likely to generate new growth prospects for the gummy vitamins market across the region.

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Gummy Vitamins Market Segmentation Analysis

Key Industry Developments:

• In March 2020, the vitafusion by Church & Dwight Co. Inc introduced six innovative products including Organic Prenatal Multi, Irresistible Skin, Triple Immune Power, Apple Cider Vinegar, Kids Melatonin and Teen Essential Multi to address the unmet nutritional needs in the gummy vitamin category.


• In March 2020, San Francisco-based brand OLLY launched a gummy vitamin supplement in Singapore, after Unilever acquired the company in 2019. Prior to its launch, Olly's gummy vitamins were only sold in target stores and through Amazon in the United States.