Table of Contents
Introduction
The global adult vitamin gummies market is forecasted to expand significantly, with a projected growth from USD 4.9 billion in 2023 to around USD 11.2 billion by 2033, reflecting a compound annual growth rate (CAGR) of 8.6%. This growth trajectory is underpinned by several key factors including heightened health consciousness among consumers and the demand for convenient dietary supplements that align with busy lifestyles. The market’s expansion is also driven by the wide range of product offerings that cater to various health-related needs such as immune support, energy enhancement, and dietary deficiencies.
However, the industry faces challenges such as high production costs and stringent regulatory environments that impact market entry and expansion. The manufacturing process for gummy vitamins, which involves sophisticated equipment and higher-quality ingredients, notably inflates costs compared to traditional vitamin forms. Moreover, regulatory hurdles in key markets require thorough documentation and compliance to ensure product safety and efficacy, which can be a significant barrier for new entrants.
Recent developments in the market include a shift towards e-commerce, which has become a vital distribution channel, especially accentuated by the global pandemic’s impact on online shopping behaviors. Additionally, there is a growing preference for products made from natural and organic ingredients, responding to the consumer demand for cleaner and more sustainable products.
Glanbia plc has recently expanded its performance nutrition division through strategic acquisitions aimed at broadening its consumer base and enhancing its product portfolio. This includes the acquisition of companies that specialize in plant-based and bioactive nutritional solutions, which are increasingly popular in the health and wellness sector.
Pfizer Inc., traditionally known for its pharmaceuticals, has also made significant inroads into the nutraceutical market. A notable acquisition by Pfizer includes the purchase of Seagen Inc., enhancing its oncology portfolio. While this acquisition is primarily focused on cancer therapeutics, it reflects Pfizer’s overall strategy of expanding its influence across diverse health sectors, including dietary supplements.
Key Takeaways
- Adult vitamin gummies market is projected to reach USD 11.2 billion by 2033, up from USD 4.9 billion in 2023, at a CAGR of 8.6%
- Multivitamins held a dominant position in 2023 with over a 35.6% market share.
- Vitamin Deficiency is the leading application segment, capturing over a 32.6% share in 2023.
- North America is a dominant force, with a 39.1% revenue share in 2023.
Adult Vitamin Gummies Facts And Statistics
- Global sales of gummy vitamins in 2022 are estimated to be over US$7 billion, with some sources predicting a rise to US$42 billion by 2030.
- The most recently available statistics for sales within the VMS market show the U.S. as the number one market in the world for VMS at $4,064 ($M – 2012 figures, Datamonitor).
- According to Mintel consumer research, seven in 10 respondents take vitamins in the form of pills, and four in 10 take mineral supplements in pill format.
- Now adults comprise up to 80% of the gummy vitamin market. Is this a symptom of the Peter Pan syndrome
- Some naysayers object to the few grams (2-3 grams) of added sugar that may be included in some gummy supplements.
- Excessive consumption may produce laxative effects. Store in a cool, dry place not exceeding 25°C.
- 75% of American adults drank coffee within the past week, so the appeal of adding a health component is clear.
- Turmeric has been one of the biggest supplement trends of the last 5 years.
- An analysis by Grand View Research estimates that the collagen market is growing by 9.6% annually
- Revive Collagen is a fast-growing brand within this space. Just three years after being founded, it was generating revenue of $16.8 million.
- 36% of dog owners and 28% of cat owners in the US buy pet supplements for joint pain alone.
- So it’s no wonder the US pet supplement market is already worth close to $900 million.
- Approximately 5% of Americans follow some form of vegetarian or vegan diet.
- Truvani has a loyal DTC customer base and generates around 70% of its Shopify sales from repeat purchasers.
- 43.8% of people who go to the gym use some kind of workout supplement.
- The sports nutrition market size has reached $45.2 billion globally. And sports supplements boast the largest revenue share, accounting for 39.4% of the market.
- Nature Made Vitamin D 2000 IU gummy vitamins support bone health, teeth health, and muscle health, and provide immune support
- These Vitamin D 2000IU gummies help improve calcium absorption and contain 50mcg per serving of Vitamin D 3, the body’s preferred form of Vitamin D
- Sourced from high-quality ingredients, this gluten-free Nature Made Vitamin D3 supplement has no synthetic dyes, no high fructose corn syrup, and no artificial sweeteners It contains 2000 IU of Vitamin D3 per serving, the body’s preferred form of Vitamin D
Emerging Trends
- Health and Wellness Focus: There is a growing emphasis on health and wellness, which drives demand for gummies that offer specific health benefits like immune support, energy, and stress reduction. This trend is supported by innovations that incorporate a variety of vitamins and minerals tailored to adult dietary needs.
- Plant-Based and Clean Label Products: Consumers are increasingly seeking products with natural ingredients, free from artificial colors and preservatives. This shift towards clean-label, organic, and vegan products is prompting manufacturers to adapt their formulations to meet these preferences.
- E-commerce Growth: The rise of online shopping has significantly impacted the distribution of adult vitamin gummies. E-commerce not only expands the reach of these products but also offers consumers a convenient way to explore and purchase a wide array of gummy supplements from the comfort of their homes.
- Innovative Flavors and Formats: To appeal to a broader adult audience, manufacturers are introducing gummies in various fun shapes and an assortment of flavors. This strategy not only makes taking supplements more enjoyable but also helps brands stand out in a competitive market.
- Targeted Supplements for Diverse Needs: Companies are increasingly offering products that target specific health concerns or demographic groups, such as prenatal vitamins for pregnant women, gummies for skin health, and products aimed at older adults focusing on bone health and vitality.
Use Cases
- Daily Nutritional Support: Adult vitamin gummies often contain a comprehensive range of vitamins and minerals that support daily health needs. For instance, Nature’s Bounty Adult Multivitamin Gummies provide 100% of the Daily Value or more for key nutrients like B Vitamins, Vitamin C, and Vitamin D, supporting energy levels, immune function, and bone health.
- Support for Specific Health Concerns: Some adult gummies target specific health concerns such as skin health, hair growth, or enhanced energy levels. For example, Nature Made’s Multivitamin + Omega-3 Gummies offer not only essential vitamins but also omega-3 fatty acids, which are beneficial for heart health and cognitive function.
- Customized Formulations for Lifestyle Needs: Brands like Vitafusion and Centrum offer multivitamins that cater to more tailored needs. Vitafusion MultiVites include essential nutrients that support energy metabolism and immune health, provided in a flavorful, easy-to-consume form. Similarly, Centrum’s Adult Multivitamin Gummies are formulated to enhance energy, immunity, and metabolism with a high content of vitamin D3, reflecting a focus on widespread deficiencies in these areas.
- Specialized Options for Dietary Restrictions: For those following specific dietary guidelines, there are vegan, organic, and gluten-free options available. First Day’s adult gummies, for instance, are made from organic fruits and vegetables, catering to those who prefer plant-based ingredients and are avoiding synthetic additives.
- Enhanced Absorption and Convenience: Gummies are favored for their ease of use and better absorption rates compared to traditional pills. This makes them particularly appealing for adults who may have difficulty swallowing pills or who prefer a more enjoyable method of taking their daily vitamins.
Key Players Analysis
Glanbia plc has made significant strides in the adult vitamin gummies market by leveraging its expertise in nutritional solutions and flavor innovation. The company is actively involved in the evolving gummy supplement market, which has seen considerable growth. Glanbia focuses on producing a variety of functional gummies that offer health benefits such as immune support, mood enhancement, and stress relief. They emphasize high-quality ingredients and appealing flavors to meet consumer demands, thus establishing a strong presence in the nutritional supplement sector.
Pfizer Inc., traditionally known for its pharmaceutical products, does not specifically market adult vitamin gummies under its brand. Instead, Pfizer’s involvement in the vitamin and dietary supplement market is more general, with its acquisition of companies like Emergen-C, which has enhanced its portfolio in the broader wellness and supplement space. This strategic move allows Pfizer to tap into the growing demand for health supplements, though its core focus remains on pharmaceutical development and healthcare solutions.
Bayer AG has been enhancing its foothold in the adult vitamin gummies market notably through strategic acquisitions aimed at expanding its nutritional product offerings. A significant move was its acquisition of Care/of in 2020, bolstering its personalized nutrition capabilities, allowing Bayer to diversify and strengthen its portfolio in the health and wellness sector.
Amway Corp., on the other hand, has been actively involved in the vitamin gummies market through its Nutrilite brand, which is renowned for integrating naturally sourced ingredients with scientific research to develop its products. Amway’s offerings in the adult vitamin gummies segment focus on delivering essential nutrients like Vitamin D. They are marked by a commitment to natural, plant-based ingredients, free from artificial colors and preservatives. Their product lines are tailored to support various health needs, including immune system enhancement and overall wellness
GlaxoSmithKline plc has expanded its footprint in the adult vitamin gummies market through its consumer healthcare division. Notably, the company launched Robitussin Naturals in 2020, which includes a line of drug-free products like cough relief syrups and gummies. These developments underline GSK’s commitment to integrating wellness products into their pharmaceutical offerings.
The Nature’s Bounty Co. has made significant strides in the adult vitamin gummies sector by offering a variety of multivitamin products tailored to enhance overall health and wellness. Their adult multivitamin gummies provide 100% Daily Value or more of key B vitamins, Vitamin C, and Vitamin D, which support immune system health and bone health. Nature’s Bounty emphasizes accessibility and nutritional support through tasty, easy-to-consume gummies, making them a popular choice for those seeking convenient dietary supplements.
NOW Foods maintains a robust presence in the adult vitamin gummies market, focusing on delivering a wide array of dietary supplements that cater to various health needs. Although specific details on their recent activities in the gummy sector weren’t highlighted in the latest searches, NOW Foods is known for its commitment to natural ingredients and healthful products across its supplement range. The company is recognized for its transparent labeling and high-quality standards, ensuring that its supplements meet the nutritional needs of its consumers effectively.
Abbott has made notable strides in the adult vitamin gummies sector with the launch of their Arachitol Gummies in India. These gummies are designed to meet daily Vitamin D and calcium needs for both children and adults, aimed at supporting bone health and immunity. Abbott emphasizes the ease of consumption with a fruit-flavored formula, making their supplements attractive to individuals who struggle with pills or are looking for a convenient health boost.
Herbalife Nutrition does not have a specific focus on vitamin gummies within its product range based on the current market analysis. They are better known for their comprehensive approach to nutrition, which includes meal replacement shakes and dietary supplements aimed at overall wellness and weight management. For updates on any specific gummy vitamin products they might offer, checking their official product listings or announcements might provide the most current information.
Nature’s Sunshine Products, Inc. is actively engaged in the health and wellness sector, focusing on nutritional and herbal supplements rather than specifically on adult vitamin gummies. They emphasize the use of natural ingredients across a diverse product range that includes items for detox, immune support, and overall wellness but do not currently highlight adult vitamin gummies as a significant part of their product lineup. Their commitment to natural health products is evident in their broad selection of supplements aimed at enhancing various aspects of health and wellness.
Nu Skin, traditionally known for its skincare and wellness products, does not prominently feature adult vitamin gummies in its product range. Like Nature’s Sunshine, Nu Skin focuses more broadly on nutritional supplements and personal care items, with a strong emphasis on anti-aging and skin health products. Their approach to health and wellness does not currently emphasize gummies but rather a range of supplements that support overall health and skincare regimes.
RBK Nutraceuticals Pty Ltd actively engages in the health and wellness market by offering a wide range of natural healthcare supplements. While they focus on vitamins, minerals, and nutritional supplements, specific information regarding adult vitamin gummies isn’t highlighted. RBK is known for its commitment to high-quality products, ensured by stringent standards set by Australia’s Therapeutic Goods Administration. This dedication is part of their broader mission to inspire better health among their customers, indicating a focus on overall well-being rather than specific products like adult gummies.
American Health, Inc. does not prominently feature in the discussions or reports regarding adult vitamin gummies specifically. They are generally known for a broad array of health supplements and nutritional products. Like RBK, their focus tends to be on overall nutritional support and wellness through a variety of supplement forms, rather than specializing solely in gummy vitamins. For the most accurate and recent information on their product offerings in the gummy sector, checking their official site or latest market releases would provide the best insights.
Pharmavite, renowned for its Nature Made brand, continues to make significant strides in the adult vitamin gummies market by prioritizing science-backed health and wellness products. Their recent introduction of the Nature Made Advanced Multivitamin Gummies showcases their commitment to addressing dietary gaps with 20 essential nutrients tailored to diverse consumer needs. Additionally, recognizing the growing consumer demand for sugar-conscious options, Pharmavite has expanded its portfolio with Nature Made Zero Sugar Gummies, designed to provide health benefits without added sugar, catering to a broader range of dietary preferences. These initiatives reflect Pharmavite’s ongoing dedication to innovation and quality in the nutraceuticals market.
Conclusion
The adult vitamin gummies market is poised for substantial growth, fueled by an increasing global focus on health and wellness and the rising preference for convenient, flavorful dietary supplements. These gummies cater to a diverse array of dietary needs and health goals, offering everything from general nutritional support to targeted benefits for skin health, energy levels, and immune system enhancement. With innovations in product formulation that align with clean-label trends and dietary restrictions—such as vegan, gluten-free, and organic options—adult vitamin gummies are becoming a preferred choice for health-conscious consumers seeking practical and enjoyable ways to meet their daily nutritional requirements. As this market continues to evolve, driven by consumer demand and technological advancements, it offers significant opportunities for growth and innovation, making it a dynamic segment in the nutraceutical industry.
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