Gummy Supplements Gain Momentum as Consumers Swap Pills for Flavor
Krissy Vann | Host, All Things Fitness and Wellness
The global gummy supplements market is on a steep upward curve, with DataM Intelligence projecting the category to reach 66.79 billion dollars by 2031, up from 24.34 billion dollars in 2023. The projected 13.6 percent CAGR reflects a clear shift in consumer behavior as chewable wellness formats continue to replace traditional pills in daily routines.
Once a small niche, gummies have moved firmly into the mainstream as adults, children, and older consumers look for easier and more enjoyable ways to support their health. More than 68 percent of global consumers now prefer chewable or flavored supplements over tablets or capsules. This shift is especially pronounced among groups who often struggle with pill fatigue, such as children, pregnant individuals, and seniors.
The growth is also closely tied to clean label expectations and a rising interest in plant based options. Vegan, non GMO, sugar free, and naturally flavored gummies are expanding quickly. Pectin based formulations grew 22 percent year over year as brands phase out gelatin in favor of plant derived alternatives.
Digital commerce has become another driving force. Online gummy supplement sales grew 29 percent year over year, with direct to consumer brands, subscription models, and influencer content playing a significant role in category acceleration. Auto refill programs have become a key contributor to consumer retention.
Product innovation continues to widen the category. Gummies now cover multivitamins, collagen, omega 3, nootropics, immune support, sleep aids, and metabolic blends. Vitamin based gummies held the largest share in 2023 at 48 percent, equal to 11.7 billion dollars. Mineral formulas accounted for 4.38 billion dollars, while omega fatty acid gummies reached 3.4 billion dollars. Collagen gummies, driven by sustained interest in beauty from within routines, generated 2.9 billion dollars.
Supermarkets and hypermarkets held the largest distribution share at 10.2 billion dollars, supported by strong in store visibility. Online retail followed with 6.8 billion dollars, becoming the primary channel for premium and subscription oriented products. Pharmacies contributed 4.9 billion dollars through their emphasis on clinical guidance, while convenience stores accounted for 1.7 billion dollars through impulse driven energy, sleep, and immunity formats.
Adults represent the majority of global demand with 72 percent of total revenue. Key interest areas include gut health, stress support, immunity, menopause support, prenatal nutrition, and metabolic products. Children accounted for 28 percent, largely driven by parental focus on nutrient gaps and easier dosing compliance.
The United States continues to lead the global market with 37 percent of revenue or about 9 billion dollars in 2023. Seventy four percent of American supplement consumers prefer gummies, and online sales increased 31 percent year over year. Collagen gummies rose more than 25 percent as beauty focused nutrition continues to build momentum. The US market is expected to surpass 24 billion dollars by 2031.
Japan remains another high value region at 1.95 billion dollars or 8 percent of global revenue. With one of the world’s oldest populations and strong interest in preventive health, the country shows consistent growth across functional gummies. Elderly multivitamin gummy usage increased 18 percent year over year. Beauty oriented formulas grew 21 percent, and Japan continues to be one of the strongest collagen gummy markets. Its total category value is projected to exceed 5 billion dollars by 2031.
Major companies influencing the competitive landscape include Church and Dwight, Amway, Bayer, Haleon, Nestle Health Science, Unilever, and Otsuka Pharmaceutical. Each continues to expand in clean label, plant based, and beauty centric gummy lines with strong support from retail partnerships and e commerce distribution.
Looking ahead to 2031, DataM Intelligence expects a shift toward personalized gummy packs informed by artificial intelligence, wider adoption of pectin based formulas, and increased integration of probiotics, peptides, adaptogens, and CBD. Functional confectionery formats are expected to blend with traditional supplementation, and clinical grade gummies are likely to play a larger role in healthcare settings.
The continued rise of gummy supplements reflects a broader consumer preference for products that feel simple and enjoyable to use. With convenience and palatability driving daily adherence, chewable wellness formats are shaping a future where functional nutrition fits naturally into everyday life.
