The gummy vitamins market size was valued at $5.7 billion in 2018, and is expected to reach $9.3 billion by 2026, registering a CAGR of 6.5% from 2019 to 2026. The multivitamin segment led in terms of gummy vitamins market share in 2018 and is expected to retain its dominance throughout the forecast period.
Gummy vitamins are chewable vitamins that are similar to gummy candies and are available in different shapes, colors, and flavors. They are produced with the help of corn starch, gelatin, sugar, water, and added colorings. Popular flavors available in gummy vitamins include raspberry, lemon, orange, and cheery. Vitamin supplements are extensively popular around the world. They improve health and can compensate for poor diet. Furthermore, gummy vitamins are easily chewable and are highly popular among people having difficulty in swallowing pills.
According to AMR analysis around 38% of American adults have difficulty in swallowing pills. Another study published in The European Journal of Clinical Pharmacology revealed that around 30% had difficulty swallowing pills. With the people finding difficult to swallow pills, gummy vitamins is as a great aid. Gummy vitamins are much more convenient as compared to traditional vitamin pills. Furthermore, gummy vitamins are now widely accepted among children as well as adults, owing to easy swallowability. Moreover, increase in instances of chronic disease in developed economies such as North America and Europe has fostered the demand for gummy vitamins in the last few years. Therefore, prevalence of dysphagia is expected to drive the gummy vitamins market growth.
While the gummy vitamins market is thriving, the manufacturers faces its own set of challenges. Formulation of gummy vitamins remains a major challenge for the engaged stakeholders in the industry. Furthermore, vitamins stability issue in a gummy delivery system poses another challenge for the active players in the industry. In addition, gummies are not protected by films like in case of capsule or tablet, the decomposition of gummy vitamins starts in the mouth itself. The micronutrients present in gummy vitamins are unable to make it to small intestine. As a result, consuming vitamins in the form of gummy results in absorbing less bioactive form of the vitamins when compared to counterparts; thereby, impending the growth of the market.
One of the most widely accepted thickening agent and gelling agent used around the world is Gelatin. Bovine and porcine are some of the major sources from where Gelatin obtained. There is significant rise in number of vegetarian and vegan consumers around the world with number of vegans quadrupled in the UK and the U.S. in the past few years. As a result, engaged stakeholders in the gummy vitamins industry are now launching products, which are 100% vegetarian. Gummy vitamins manufactured with the help of agar are positioned in a very dynamic market that is at the forefront of new consumer requirements. The new trend of gelatin free gummy vitamins is likely to prevail in the upcoming ears as well.
Segment review
The global gummy vitamins market is segmented on the basis of type, demographics, sales channel, and region. Depending on type, the global market is studied across single vitamin, multivitamin and prebiotics. The market also segments global market by demographics into children and adult. Based on sales channel, the global market is studied across hypermarket and supermarket, specialty stores, retail pharmacies, and online sales channel. Region wise, the market is studied across North America, Europe, Asia-Pacific, and LAMEA
By Type
Prebiotic segment would exhibit the highest CAGR of 8.0% during 2019-2026.
Based on type, the global market is segmented into single vitamin, multivitamin, and prebiotics. The multivitamin segment accounts for the major market share; however, probiotic segment is poised to grow with highest CAGR during the analysis period.
By Demographics
Children segment would exhibit the highest CAGR of 6.6% during 2019-2026.
Based on demographics, the global market is studied across children and adult. Gummy vitamins are quite popular among adults; however, leading manufacturers to cater to the demand from children are heavily investing, promoting, and advertising in gummy vitamins for children.
By Sales Channel
Online sales Channel segment would exhibit the highest CAGR of 8.4% during 2019-2026.
Based on sales channel, the gummy vitamins market is classified into hypermarket and supermarket, specialty stores, retail pharmacies, and online sales channel. The hypermarket and supermarket segment leads in terms of market share; however, online sales channel is expected to gain significant market share during the forecast period.
Based on region, the gummy vitamins market is studied across North America, Europe, Asia-Pacific, and LAMEA. North America leads in terms of market share; however, Asia-Pacific region in estimated to grow with highest CAGR during the forecast period.
By Region
Asia-Pacific would exhibit the highest CAGR of 8.5% during 2019-2026.
The report focuses on the growth prospects, restraints, and opportunities of the global market. The study provides Porter’s five forces analysis to understand the impact of various factors such as competitive intensity of competitors, bargaining power of suppliers, threat of substitutes, threat of new entrants, and bargaining power of buyers of the global market.
Some of the key players in the gummy vitamins market analysis include Bayer AG., Pfizer Inc., Church & Dwight, Inc., The Honest Company, Inc., Pharmavite LLC., SmartyPants Vitamins, Olly Public Benefit Corporation, Bettera Wellness, Hero Nutritionals LLC., and Ion Labs, Inc.
Key Benefits for Stakeholders:
- The gummy vitamins report provides an extensive analysis of the current and emerging trends and opportunities.
- The report provides detailed qualitative and quantitative analysis of the current gummy vitamins market trends and future estimations that help evaluate the prevailing market opportunities in the market.
- Gummy vitamins market forecast is offered along with information related to key drivers, restraints, and opportunities.
- The global market analysis is conducted by following key product positioning and monitoring the top competitors within the market framework.
- The report provides extensive qualitative insights on the potential and niche segments or regions exhibiting favorable growth.
Gummy Vitamins Market Report Highlights
| Aspects | Details |
 By Product Type |
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 By Demographics |
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 By SALES CHANNEL |
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 By Region |
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 Key Market Players | Bayer AG., Ion Labs, Inc., Hero Nutritionals LLC., The Honest Company, Inc., Bettera Wellness, UNILEVER GROUP, Pfizer Inc., Church & Dwight, Inc., SmartyPants Vitamins, Pharmavite Llc. |
Analyst Review
The ever-increasing consumer base with vitamin deficiency and growth in awareness toward OTC pharmaceuticals have created a new window of an opportunity for the companies operating in the market. The companies are trying to gain competitive edge over other competitors through innovative product offerings such as probiotic enriched gummies, sugar free gummies, organic gummy vitamins, and others. These stakeholders are also focusing on enhancing the reach of their existing product line through innovative marketing campaigns and promotional activities. Other key strategies adopted by the companies are innovative technology adoption, marketing, compliance, supply chain management, and corporate deal-making.
The increased per capita healthcare expenditure coupled with favorable government regulation for OTC vitamin products significantly increase the revenue potential in the gummy vitamin market. The consumers from developing countries are the prime target for new market entrant, owing to limited awareness toward gummy vitamin products.
The global gummy vitamins market is estimated to grow with a CAGR of 6.5% during the forecast period.
The global gummy vitamins market is valued at $ 5.7 Billion and is estimated to reach $ 9.3 Billion by the end of forecast period.
Some of the leading players in the gummy vitamins market include Bayer AG., Pfizer Inc., Church & Dwight, Inc., The Honest Company, Inc., Pharmavite LLC., SmartyPants Vitamins, Olly Public Benefit Corporation, Bettera Wellness, Hero Nutritionals LLC., and Ion Labs, Inc.
Usage of pectin, an alternative for gelatin as a thickening and gelling agent is been trending and is anticipated to gain high traction in the upcoming years.
Increasing prevalence of dysphagia along with increasing prevalence of vitamin deficiency to augment market growth. Furthermore, usage of alternative gelling agents such as pectin to provide lucrative opportunities for the engaged stakeholders.
Formulation of gummy vitamins remains a major challenge for the engaged stakeholders in the industry. Furthermore, vitamins stability issue in a gummy delivery system poses another challenge for the active players in the industry.
Emerging countries such as India and China are anticipated to grow with a CAGR of 10.2% and 9.3% respectively.
The global gummy vitamins market will continue to thrive amidst increasing consumer consciousness towards preventive healthcare.
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