The global gummy vitamins market is expected to grow from over US$7 billion in 2023 to nearly $14 billion by 2032 at a CAGR of 7%, according to The Business Research Company’s report.
The growth of the gummy vitamins market in this forecast period is supported by a major driver in the rise in digital media marketing and social media.
The increasing social media penetration is expected to contribute to the growth of organic food sales through the online channels in the coming years. The number of users globally grew from 4.2 billion in January 2021 to 4.62 billion in 2022, recording a year-on-year growth of 10.1%.
Social media and digital marketing are driving the market for different types of vitamins including gummy vitamins – Power Gummies, an Indian-based company offering gummy vitamins is active on several social media platforms and has reported that social media marketing accounts for 70-80% of its revenue.
Other trends include 3D printed gummy vitamins, which is rapidly gaining popularity in the market. 3D printing gummy vitamins makes the process sustainable, using very little plastic waste. In March 2022, Nourished, a UK-based company providing a customised nutrition product that uses patented 3D printing technology, launched Nutristacks, a new range of 3D printed vitamin gummies that have been developed in partnership with Colgate.
The use of plant-based gummies is gaining traction in the market, as plant-based options help vegetarians and vegans access vitamins and the rapidly increasing vegan population is expected to propel the growth.
Gummy vitamins are designed to be a more palatable version to regular vitamins as opposed to regular vitamins as consumers are searching for more convenient and tasty supplement experiences, driving a move towards flavoured gummy vitamins.
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Caitlin Gittins
Editor, International Confectionery
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