Something to Chew On: Going Gummy 101

More brand owners are diversifying into this deliciously different segment.

Here’s why — and how formulators can avoid getting stuck.

As consumers increasingly seek convenient and enjoyable alternatives to traditional supplement formats, the popularity of gummy supplements has surged in recent years. The numbers coming from the nutrition space say a mouthful: Between October 2017 and September 2022, the number of gummy supplement launches grew by 54%, and, in 2021 alone, one study found that gummies enjoyed 74.9% year-over-year sales growth, en route to claiming the largest market share among non-pill formats (21.3%).

Three factors are feeding this charge: convenience, versatility, and flat-out fun. For starters, many adults find swallowing pills or capsules challenging, and understandably see chewables like gummies as easier to consume. Of course, this introduces mouthfeel and taste to the overall experience, allowing gummies to differentiate themselves via appealing textures and flavors.

In the supplements sector and beyond, this versatility has helped brand owners broaden and deepen market reach, attracting a more diverse demographic of adults, children, and seniors. Parents in particular are turning to gummy supplements as a more palatable means of ensuring children receive essential vitamins and minerals. Quite simply, gummies are more enjoyable — more fun — than competing orally dosed products, offering a leg up on market penetration across an array of increasingly cluttered categories.

But while the appeal of gummies is clear and the opportunities enticing, their formulation process brings a unique set of challenges. For example, in many segments, balancing the need for great taste with demand for low-sugar positioning is key, as is ensuring bioavailability throughout shelf life. Evolving consumer preferences also play a role, requiring gummy brands to satisfy a growing set of climate-conscious, flexitarian consumers looking to reduce their consumption of animal-based products.

However, clearing these hurdles is well worth it — because the demand is there to be met. Following are a few reasons why gummies are sticking around for good, followed by tips on formulation development for brand owners making their initial foray into this promising delivery format.

A Nutritious Novelty

In the supplements sector, gummies have become a go-to format for brand owners looking to gain traction among tough-to-convince consumers. Compared with a variety of other platforms — pills, capsules, powders, liquids — gummies are perceived as a more approachable means of supporting overall health and wellness goals. For the sizable set of consumers eager to make healthy decisions but reluctant to pop yet another pill, gummies present more as a treat to be enjoyed than a routine to be endured – a “want to do” rather than a “must do.”

And once consumers try one gummy product, they tend to become more open to exploring additional ones. Here, the format’s ever-evolving innovation and product diversity entice new gummy customers to become committed gummy enthusiasts. In a format just beginning to tap its potential, manufacturers are continually introducing novel formulations with unique ingredients and targeted benefits; the recent incorporation of buzzworthy ingredients such as collagen, melatonin, and probiotics is an apt example. Flavor is another wide-open field, as brand owners experiment with exotic fruit flavors, natural sweeteners, and inventive taste combinations to differentiate their products.

The convenience and accessibility of gummies also play roles in their burgeoning popularity. Gummy supplements are widely available in various retail channels, including pharmacies, supermarkets, health stores, and online retailers. Their convenient packaging and on-the-go format — notably, gummies and other chewables don’t require water to wash down — make them easy for consumers to incorporate into busy lifestyles.

Social media is also playing its part. Influencers and social media platforms have been key drivers of awareness and buzz generation surrounding dozens of gummy supplements. User-generated content on platforms like Instagram and TikTok, including reviews, tutorials, and recipe ideas, can significantly impact consumer perceptions and purchasing decisions.

Combined, these factors point toward one gummy megatrend: market expansion. Beyond the traditional health and wellness segment, gummy supplements are gaining traction in niche categories like cosmeceuticals, sports nutrition, and functional foods. Manufacturers can leverage this trend by developing specialized gummy formulations targeting specific consumer needs, such as skin care, joint health, or energy support. In doing so, they open up new opportunities for portfolio diversification and an expanded, more varied overall audience.

Formulation Development: Soft Product, Hard Decisions

From a product conception standpoint, gummies present a good problem: The sheer number of possibilities can leave formulators wondering exactly where to begin — analysis paralysis, so to speak. Once a product’s overarching parameters are selected, the main issue segues into ingredient viability and compatibility. Ingredients selection entails careful consideration of several factors, including the desired health benefits, target demographic, regulatory requirements, and consumer preferences.

Gummies can contain an eclectic mix of active compounds, including one or more vitamins, minerals, botanical extracts, amino acids, or other bioactive substances. Compared with other oral dose formats, gummies require a delicate balance of not only potency but also bioavailability and overall formulation compatibility. Depending on the active compounds, this can be a rough road; that so many brand owners have navigated it showcases the format’s popularity and promise.

Sweeteners play the most pivotal role in masking the inherent bitterness or unpleasantness of certain active compounds while enhancing the overall palatability of gummies. Common sweeteners used in gummy formulations include sucrose, glucose syrup, fructose, and alternative sweeteners such as stevia or erythritol. The choice of sweetener depends on factors such as taste profile, solubility, and regulatory considerations.

Part and parcel to sweetener selection are flavor choices. A wide range of natural and artificial flavors are available, including fruit flavors, mint, chocolate, and dessert-inspired flavors. Formulators must consider flavor compatibility, stability, and intensity to ensure the desired taste profile is achieved.

Colors are primarily used for aesthetic purposes to enhance the visual appeal of gummy supplements and serve to help differentiate between product variants and flavors. Possibilities include natural hues derived from fruits, vegetables, or other botanical sources, as well as synthetic colors approved for use in foods and supplements. In addition to regulatory compliance and stability concerns, consideration should be made to consumer preferences for clean-label products.

Much like a pharmaceutical brand owner launching an OSD product must choose between various types of tablets and capsules, choosing the most complementary gummy formulation technique will best afford the desired texture, taste, and nutritional profile. Formulators employ various methods to optimize ingredient compatibility, homogeneity, and stability throughout the manufacturing process.

For one, the choice between gelatin or pectin as a base material significantly influences the texture and mouthfeel of gummies. Gelatin-based gummies tend to have a chewier texture, while pectin-based gummies offer a softer, more jelly-like consistency suitable for vegan or vegetarian formulations. Regardless of the base, texture modifiers such as gelling agents, thickeners, and stabilizers are used to adjust the consistency, firmness, and mouthfeel of gummy supplements. These ingredients help achieve the desired texture – whether chewy, soft, or gummy – and enhance consumer acceptance and satisfaction.

Depending on the product, nutrient fortification also may be advisable. This entails incorporating additional nutrients such as vitamins, minerals, or functional ingredients to fortify gummy supplements and enhance their nutritional profile. Of course, formulators must be careful not to “rob Peter to pay Paul,” meaning that nutrient stability, bioavailability, and compatibility with other ingredients must not be compromised.

Encouragingly, advancements in formulation technology and ingredient sourcing are driving innovation in gummy supplement development, enabling products that are more effective, appealing, and sustainable. For example, encapsulation techniques such as nanoencapsulation and microencapsulation improve the stability, solubility, and bioavailability of active ingredients in gummies. These next[1]generation capabilities protect sensitive compounds from degradation, enhance their absorption in the body, and enable controlled release for prolonged efficacy.

Often, these sophisticated techniques are necessary to cater to evolving trends, the booming demand for natural, sustainable,e and ethically sourced ingredients chief among them. Formulators are exploring alternative sources of active compounds – such as plant-based extracts, organic ingredients, and eco-friendly packaging materials – to meet consumer preferences for clean-label products with minimal environmental impact. Customized formulations tailored to specific health needs or consumer demographics are also steadily gaining traction, and may require leveraging data analytics, personalized nutrition insights, and advanced manufacturing technologies to develop bespoke products that address individual health goals and preferences.

Sticking the Landing

By any calculus, gummies are “having a moment” – and that moment is likely to last indefinitely. But like any truly rewarding enterprise, going gummy takes planning, precision, and pristine execution. High return, steep learning curve.

But market trends don’t lie: the effort is well worth it. Formulators taking thoughtful, science- and compatibility-based approaches to creating new gummy products are meeting segment-specific challenges for potency, bioavailability, therapeutic effects, and, of course, consumer adoption.

Advancements in formulation techniques and innovative ingredient selection are propelling the industry forward, driving the development of novel products with enhanced efficacy and consumer acceptance. By harnessing cutting-edge formulation technologies and insights, manufacturers can continue to innovate and meet the evolving needs of consumers in the dynamic nutrition landscape.

Author Details

Evelyn Reinson, Director of Brand & Consumer Engagement- Sirio Pharma

Evelyn Reinson is Director of Brand & Consumer Engagement at Sirio Pharma, a leading global nutraceutical contract development and manufacturing organization (CDMO) with extensive expertise in an array of delivery formats, including gummies, softgels, capsules, tablets, powders, functional beverages, probiotics, and other innovative dosage forms. SIRIO operates multiple manufacturing sites across the United States, Germany, and China. www.siriopharma.com

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