The Golden Era of Vitamin Gummies
The gummy supplement trend is here to stay, per a new market report
With supplements all the rage, it’s little surprise that the U.S. vitamin gummies market, valued at $2.32 billion in 2023, is expected to grow to $3.47 billion by 2029, according to a new Research and Markets report.
Convenient, tasty and reminiscent of childhood snacks, gummies have become one of the most popular forms of supplements, with three trends driving gummy growth: fortified and functional gummies, personalized 3D-printed vitamins and a rise in vitamin deficiencies.
Functional Gummies
As Research and Markets points out, fortified gummies are gaining traction in the U.S. for their ability to deliver targeted health benefits (improved digestion and immune function, better sleep, increased energy) into one bite-sized portion packed with vitamins, minerals and herbs.
In particular, functional mushrooms have found a home in the gummy supplement space, turning lion’s mane, cordyceps and reishi into household names. Earlier this summer, mushroom supplement brand Fungies expanded its retail footprint to nearly 3,000 Walmart stores in the U.S. The gummy brand is also found at CVS, Meijer, Sam’s Club and Walgreens.
“For us, expanding into a major retailer like Walmart is more than just business growth—it’s about advancing our mission,” said Fungies co-founder. “Making Mushrooms Mainstream isn’t just a vision; it’s happening now, and it’s thrilling to lead this wellness revolution.”
Barker Wellness, Travis Barker’s line of wellness products, has also recently expanded its gummy offerings with the addition of two sugar-free mushroom adaptogens blends for both daytime and evening needs.
3D Printed Gummies
3D-printed vitamin gummies are a game-changing trend in the industry for their ability to create personalized nutrition with the help of 3D printing technology. Instead of purchasing a bottle of vitamin gummies over the counter, 3D printing has enabled consumers to receive custom-made supplements that meet their individual needs and preferences.
Elo Health is at the forefront, introducing 3D-printed sugar-free Smart Gummies earlier this year and touting the ability to cram the benefits of seven pills into a single gummy. The supplement company says it can offer 389 million possible combinations and has conducted studies showing that 3D-printed gummies can raise vitamin D serum levels as effectively as soft gel pills. Consumers begin by answering questions about their diet, lifestyle and flavor preferences while Elo generates a personalized Smart Gummy formula.
The gummies were developed in collaboration with Nourished, which patented the special printing technology. For Elo, the latest product helps expand its mission of providing new nutrient-based ways towards wellness.
“Over the last two years, we’ve helped thousands of people find and fill their nutrient gaps with our blood biomarker-based Smart Supplement pills,” Elo Health CEO and co-founder Ari Tulla said. “Our members love the Elo service, however, many of them, including the Elo team members, don’t like swallowing a handful of pills each day.”
Rise In Vitamin Deficiencies
Vitamin gummies have become a simple solution in solving the common problem of vitamin deficiency that many individuals face.
As the report points out, according to the CDC and the U.S. Department of Agriculture (USDA), 8 out of 10 are deficient in vitamin E, and 50 percent of Americans are deficient in vitamins A and C, while over 50 percent of the general population is vitamin D deficient. Such numbers are driving consumers to vitamin-packed gummies.
Nature Made, one of the leading vitamin and supplement brands, has launched Zero Sugar Gummies to support consumers who prefer a healthier supplement option.
“As demand for more personalized, sensory-forward consumption options continues to grow within the vitamin and supplement space – and sugar-free options remain top-of-mind for consumers in every aisle – Nature Made Zero Sugar Gummies makes the industry’s most popular form more accessible to consumers with varying nutritional preferences,” Nature Made chief growth officer Rhonda Hoffman said.
The zero-sugar gummies come in a multivitamin option, vitamin C, vitamin D3, B-12 and melatonin.
Research and Markets’ U.S. vitamin gummies market report can be found here.
