The category is expected to grow nearly three-fold from $24 billion in 2023, driven by new vitamin-based formulations and consumer preferences for alternatives to pills and powders
Arguably the most enjoyable way to take supplements is in gummy form, regardless of your age. It’s like candy, but better for you.
Consumer spending seems to reflect the pleasure of gummy supplements, according to a new report from DataM Intelligence. The findings show the gummy supplements market was valued at $24.3 billion in 2023, with projected growth to $66.8 billion by 2031. That’s a compounded annual growth rate of 13.6%, from 2024 to 2031.
The report indicates that the tasty, easy-to-consume supplements have become a staple in the mainstream wellness market, appealing to those who prefer alternatives to tablets, capsules and powders.
According to the report, nearly 70% of global consumers prefer chewable or flavored supplement formats over pills for their convenience and palatability, which is especially helpful for children, pregnant women and older adults (adults represented 72% of total sales, while children made up the remaining 28%).
The strongest categories of gummy supplements across all demographics included vitamin-based gummies (48% of global sales), followed by mineral gummies, omega-3 and omega-6 gummies, and collagen gummies. Other popular categories included nootropic blends and sleep-branded melatonin gummies.
Grüns, one of the most popular gummy supplement makers on the market, raised $35 million in Series B funding, at a $500 million valuation, earlier this year.
Creatine has even penetrated the growing gummy market, but some products recently came under scrutiny after a SuppCo analysis found that Amazon’s top creatine gummies actually contained little to none of the muscle-boosting compound.
But creatine supplement makers are still looking to capitalize on the convenient appeal of edible supplements — and potentially move beyond the gummy debacle — by formulating chews and tablets as well.
Amid broader questions over supplement quality and safety across markets, researchers also note that consumers are becoming increasingly label-conscious and plant-forward.
Vegan gummies, sugar-free formulations, non-GMO variants and natural-flavor products are surging, the report found. Plant-based pectin gummies, which replace gelatin, grew 22% year-over-year.
Additionally, the growth of subscription-based services proved profitable for the gummy supplement market, with online sales increasing 29% YoY, amplified by D2C brands, wellness influencers and personalized subscription services like auto-refill vitamin packs.
While consumers are still predominantly shopping in supermarkets and retail stores (42%), e-commerce is a growing sector (28%), especially for premium gummy sales, with the advent of premium gummy sales through subscription packs, influencer-led brands, personalized nutrition kits and quick home delivery.
Pharmacy sales (20%) and convenience stores (7%) made up the rest of the share.
