Not just confectionery: The rise of fortified gummies

In planetary terms, everything seems to have aligned for gummy food supplement in 2020. Not only do they appeal to today’s consumers because they taste good and are easy to take, but they can be fortified with all manner of nutrients, from vitamins and minerals to probiotics and protein. And now technology has evolved to such an extent that the process of achieving this can be realised in a much faster and easier way. Gelatine and collagen peptides manufacturer, Gelita, discusses the ingredients and technology needed to realise fortified gummies with benefits.


Global analyst revealed that the market for fortified gummies is “bearish”, and will continue to thrive. Allied Market Research, for instance, valued the gummy vitamins market at US$5.7 billion, and predicted a CAGR of 6.5% between 2019 and 2026 to reach a value of $9.3 billion. On a demographic basis, the children’s segment is expected to grow at the highest CAGR at 6.6% by 2026. However, the adult segment held nearly two-thirds of the global gummy vitamins market revenue in 2018, and is expected to maintain its dominant position.

The success of fortified gummy food supplements can be attributed to three key factors. First, they taste better than supplements in other formats. Secondly, they eliminate the difficulties associated with swallowing large tablets or capsules, which can be particularly hard for children and the elderly. And lastly, taking supplements in gummy form makes people feel as though they are taking fewer pills.

A moving market
Vitamin-enriched gummies made their debut in the US in the late 1990s as tasty alternative to traditional children’s vitamins and minerals, which had previously taken the form of unpalatable medicinal syrups or chalky, chewable tablets. The market has moved on considerably, since then, however, as people of all ages have switched on to the idea that gummies make vitamins and other nutrients fun – and easier – to take.

Having pioneered the market, the US continues to dominate with a greater than 25% share, market research firm Fact.MR revealed in its Gummy Vitamins Market Forecast, Trend Analysis and Competition Tracking – Global Market Insights 2020-2030 report. The US is expected to continue on a gradual growth trend while markets in developing economies are “still in their nascent phase”, according to the report, which further identified Asia-Pacific excluding Japan to be the second largest market by 2030.

The full article is published on the latest edition of Food & Beverage Asia Oct/Nov 2020. To continue reading the article, click here.