Gummy Vitamins Market

The global gummy vitamins market is expected to witness substantial growth due to the increasing consumption of gummy vitamins among kids as well as adults. The sweet taste and availability of the nutritious product in several delectable flavors is mainly driving the growth of the market. Deficiency of various vitamins is the major concern among consumers in recent times which creates an opportunistic market for the players of gummy vitamins. However, certain side effects associated with the over-consumption of the product acts as a restraint for the growth of the market.

Gummy vitamins have come a long way from targeting kids and are currently available for all age groups. Prevalence of nutrient deficiencies, followed by pill fatigue, is primarily attracting adults toward chewable supplements, such as gummy vitamins. It is a known fact that processed junk food has held a prominent place in the American diet which has led to vitamin deficiency among the population. According to the US Department of Agriculture (USDA), 8 out of 10 Americans are deficient in vitamin E; 50 percent of Americans are deficient in vitamin A, vitamin C, and magnesium; and more than 50 percent of the general population is vitamin D deficient regardless of the age. Owing to this, there is an increased demand for vitamin supplements among adults. However, the desire to infuse the body with vitamins, coupled with a growing prescription load, has created pill fatigue among consumers for which the demand for gummy vitamins is expected to have substantial growth in the coming years. Moreover, pills and capsules taste unpleasant and are hard to swallow for which the adults are inclining toward chewable vitamins. Additionally, there are multivitamin gummies with a variety of pleasing flavors, such as berry, cherry, grape, peach, and orange, which attracts consumers to shift toward chewable supplements and is highly impacting the growth of the gummy vitamins market.

Gummy vitamins are mainly popular in the US and have gained popularity in some European countries recently. However, there is limited awareness and availability of gummy vitamins in developing countries such as China, India, Indonesia, Brazil, Argentina, and Malaysia. This provides a huge opportunity to the manufacturers of gummy vitamins to increase product penetration in untapped regions.

Moreover, the prevalence of vitamin deficiencies among the large population in developing countries is a major factor driving the growth of gummy vitamins in these regions. Additionally, a relaxed regulatory environment in these regions also acts as a driving factor for the market. For instance, a Chinese supplement manufacturer, Sirio Pharma stated on January 2019, “The industry expects to see a boom in China’s functional gummy market as the regulatory environment relaxes. This will assist the manufacturers to increase product penetration in the market.”

The growing awareness of gummy vitamins among the population in developing countries through social media marketing and product launches is expected to surge the growth of the market. Thus, the players are highly focusing on product launches catering to the population of an untapped market. For instance, in April 2018, the confectionery company Yupi launched its Youvit gummy vitamin in Indonesia and is looking forward to bringing it in other Asian markets. Additionally, the growth of organized retail sector in countries such as India and China will uphold the growth of gummy vitamins market.

Gummy vitamins are gaining high acceptance among all age groups and are observed to be a popular substitute for vitamin pills. They are widely available in a variety of shapes and flavors and provide the needed vitamins to the body. However, there are certain side effects associated with the over-consumption of gummy vitamins, which restricts the growth of the market. It is difficult to manufacture gummies with precision in vitamin content, hence discrepancies in the vitamin content can be a major concern. As the taste is similar to that of candy, consumers tend to consume a greater number of gummies at a time which leads to certain side effects harmful for the human body. Certain fat-soluble vitamins such as vitamin A, E, D, K, and minerals such as iron can build up to toxic levels quite easily. For instance, over-consumption of vitamin A can cause dizziness, nausea, headaches, skin irritation, and joint pain.

Moreover, most of the gummy vitamins are high in sugar content and contain artificial flavors, colors, and gelatin. Thus, the sticky texture of gummy vitamins tends to cling to tooth enamel, especially in the grooves of the teeth or in between the teeth, leading to dental decay. Thus, these properties of the product hamper the growth of the market.

The gummy vitamins have a pleasant taste as compared to vitamin pills as they are high in sugar content, which masks the unpleasant taste of nutrients. The high sugar content in gummy vitamins boosts the flavor, preserve the shelf life, and assist in achieving the desired texture. A single gummy might contain two grams or more of sugar, which is unhealthy when consumed in excess. It increases the calorie intake and is a major cause of obesity and chronic diseases, such as diabetes. The sugary gummy vitamin can also cause tooth decay. However, the manufacturers are working to overcome this challenge by including sugar alternatives such as honey, stevia, and maple syrup.