Imagine indulging in a piece of candy only to find out it’s chock-full of vitamins and nutrients. This is what the booming gummyGummies have become a staple in the supplement category. Data from Nielsen IQ shows that the market is growing, up 70 percent in dollar sales over the last four years with 111 percent growth in universal product codes. Over a one-year period, gummies alone accounted for nearly $1.8 billion in supplement sales.
That being said, brands are still bullish on the format because consumers love them and they promote user consistency. Plus, alternatives have made it easier to develop sugar-free versions that have fewer calories and don’t spike blood sugar levels. “The gummy has been hugely successful for us, but we have seen a lot of ebbs and flows,” he said. “There’s more volatility within gummies… When they take off, they really take off in a very viral explosive way, but they also seem to have a bit more velocity when it comes to the downward trend.”
“As a company, we’re not hanging our hat on just one technology,” she said. “We actually look at every target and need and what can we do better or smarter.”“What you don’t put into products is just as important as what you do put into your products,” said founderWhile the brand is a capsule- and tablet-only business now, it actually had a short-lived sleep gummy supplement that ultimately informed the decision to not offer this type of product.
In addition, Bosworth has taken to social media to share her take, using what she calls “gummy math,” essentially showcasing how the sugar content in supplements can add up.