“Gummies are one of the few supplement formats where the delivery system itself contributes to the perceived benefit.”
NBJ points to TikTok as a major entry point for new supplement users, and gummies are often the first format people try: approachable, enjoyable, easy to start.
We think the bigger story isn’t more gummy sales. It’s where gummies are now allowed to go.
Familiar benefits — multivitamins, biotin, melatonin — will keep growing quietly offline. They don’t need a story; people already know what they’re for.
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The real upside sits in benefits tha only click once someone explains them. On a shelf, an ashwagandha gummy means little. In a 30-second video, a creator can tie it to stress, daily wellbeing, even late-night cravings — and the format makes that benefit easy to picture, pleasant to take, and natural to share |
Two places where the format does real work:
Among the emerging categories, gut health and mental wellbeing stand out because the format itself contributes to the consumer experience.
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Gut health |
Fiber and prebiotics are hard to take consistently, and gut benefits only show up with consistency. A gummy consumers look forward to taking can improve adherence, which is often critical for benefits that depend on consistent daily use.(A fiber gummy can even answer a sweet craving — without the guilt.) |
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Mental wellbeing |
Stress, calm, focus. The chew itself becomes part of the daily ritual, helping reinforce consistency and engagement with the product. |
Consumer data points in the same direction. According to Mintel’s Vitamins, Minerals & Supplements report (US, October 2025), nearly one in three US consumers now prefer gummies as a delivery format — and beyond immunity, consumers increasingly associate supplements with digestion and gut health (29%), energy (27%), and sleep (25%).
For product development, the implication is clear: it comes down to organoleptic experience, credible formulation, and felt benefits. Taste, texture, shape, and creator storytelling may win the first purchase. But repeat purchase still depends on ingredient levels, stability, and benefits consumers can actually feel.
IVC Gummy Capability
At IVC, we help brands turn consumer insight, ingredient science, and sensory design into functional gummies consumers want to try — and buy again.
Exploring your next functional gummy? Explore IVC’s gummy capabilities here: https://www.ivcinc.net/nutraceutical-gummy
Disclaimer: These are personal views and general industry commentary, not health claims or regulatory advice. Brands remain responsible for substantiating their own product claims and ensuring compliance in each market.
Add Time: Aug-12-2026