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The global adult vitamin gummies market size is estimated to grow by USD 2.75 billion at a CAGR of 8.45% between 2023 and 2028. The market experiences heightened demand for convenient dietary supplements catering to on-the-go lifestyles, buoyed by increasing health and wellness awareness and a growing aging population. However, challenges arise from the substantial production costs and formulation complexities in integrating essential vitamin ingredients. Additionally, concerns persist regarding the risks and side effects associated with overconsumption of such supplements. Despite these obstacles, the market continues to thrive, driven by the evolving needs of health-conscious consumers seeking convenient and accessible nutritional solutions. As the industry innovates to address formulation challenges and enhance safety standards, it remains poised for sustained growth, capitalizing on the growing demand for on-the-go dietary supplements among diverse consumer demographics.
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The application segment includes vitamin deficiency, food supplements, and others. The distribution channel segment includes offline and online. The geography segment includes key regions such as North America, Europe, Asia, and Rest of World (ROW).
The market share growth by the vitamin deficiency segment will be significant during the forecast period. The vitamin deficiency segment refers to the demand for vitamin gummies that precisely target adults diagnosed with a lack of vitamins. These deficiencies can happen due to various factors, such as poor dietary choices, certain medical or health conditions, limited exposure to sunlight, or lifestyle choices that restrict nutrient intake. Due to the significance of vitamins in maintaining health, the demand is increasing.
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The vitamin deficiency segment was valued at USD 2.01 billion in 2018. Furthermore, several market players provide multivitamin tablets, which contain all kinds of vitamins and minerals, especially for adults. Thus, the availability of multivitamin supplements in the form of adult gummies, which can be consumed daily, is anticipated to drive the growth of this segment during the forecast period.
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North America is estimated to contribute 41% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
The North American market is primarily driven by robust demand in the US, followed by Canada and Mexico. Developed countries, especially the US and Canada, witness a heightened interest in maintaining a healthy diet, driven by nutritional awareness and extensive promotional efforts. The US, in particular, shows high penetration, with popular choices including multivitamins, calcium and vitamin D supplements, and omega-3 fatty acids, favored by the aging Baby Boomer population focused on healthy aging.
Anticipated growth in consumption is fueled by increasing awareness among Millennials about nutrition and wellness, with a trend toward seeking convenient and enjoyable ways to incorporate essential vitamins and minerals into daily diets. Consumers in the region prefer online channels for procuring these gummies due to high internet and smartphone penetration, allowing for easy product comparison. Moreover, the rise of self-directed customers relying on online sources for nutritional information is notable. This shift towards preventive measures, including the consumption of essential vitamins and supplements, is evident. The adoption of physical training, restricted diets, and additional nutrition products is on the rise. The emerging concept of personalized dietary supplements tailored to individual requirements and lifestyles is a significant driver for the US market, contributing to the regional market's growth during the forecast period.
The nutraceutical industry is experiencing a surge in demand for chewable dietary supplements and gummy form products, driven by concerns over vitamin deficiencies and undernourishment problems. These dietary supplement products, including chewable vitamins and gummy candies, offer immunity-boosting benefits and deliver essential vitamins such as Vitamin C, niacin, folic acid, and biotin in an appealing and convenient format. With brands like Vitafusion leading the way and an upsurging awareness of health and well-being, the market sees novel product launches catering to diverse demographics, including Millennials. As consumers seek essential vitamins, minerals, and nutrients for their adult health and well-being, gummy vitamins, especially those fortified with Vitamin D and other vital nutrients, are gaining popularity. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
High demand for on-the-go dietary supplements is a key driver boosting the market growth. The growing focus on health has led consumers to seek nutritionally beneficial foods and products containing essential nutrients for disease prevention and well-being. Increased awareness globally, particularly among the aging population, has fueled a preference for vitamin-infused products in the dietary supplements industry. This trend has prompted manufacturers to introduce various vitamin-enriched products.
Furthermore, the demand for convenient vitamin-based products has risen, driven by busy schedules for Millennials and challenges with pill consumption among the elderly. Chewable vitamin gummies, resembling candies, provide an on-the-go solution with an appealing taste. This appeals to those avoiding traditional supplements with strong tastes, and the higher quantity of multivitamins in gummy formulations promotes consumer adoption for their convenience.
The growing popularity of e-commerce channels is the primary trend shaping market growth. E-commerce enables consumers to access regional and global brands. The noteworthy upgrade in the number of e-commerce players across the globe is fueled by the raised penetration of smartphones across the world. Online retailers such as Amazon.com and vitacost.com provide specialized portals that help customers shop for health-related products and supplements.
Furthermore, the online sales have noticed high growth over the past decade due to actions by retailers and manufacturers to educate customers, simplify the online retail process, provide better aftersales services, and undertake targeted marketing campaigns. Hence, such factors are expected to drive the growth of the global market during the forecast period.
The high cost of production is a challenge that affects market growth. The fact that raw materials for naturally derived vitamins are not readily available, which results in higher production costs compared with synthetic vitamins, has also contributed to the increasing popularity of synthetic vitamins among gummy vitamin producers. Most synthetic vitamins are produced from petroleum extracts or coal tar derivatives, which serve as low-cost raw materials. Even though naturally- sourced vitamins are witnessing an increase in preference among consumers, their manufacturing is associated with high production costs and investments.
Moreover, the formulation of a vitamin gummy supplement infused with additional nutrients, flavors, and colors is relatively complicated and costly when compared to manufacturing the same in tablet or capsule form. This, in turn, leads to additional costs of production, which further leads to premium pricing. Hence, fluctuations in the availability of raw materials are projected to impact the pricing of gummy vitamins for adults, which will impede the growth of the market during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Aesthetic Nutrition: The company offers adult vitamin gummies such as The beach body gummies, Beard gummies, and Jaw dropping skin gummies.
The research report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market is witnessing a surge in demand within the nutraceutical industry, driven by consumers' preferences for chewable dietary supplements in gummy form. With an emphasis on appealing flavors and varied textures, these supplements cater to consumer compliance and satisfaction across diverse demographic groups. Rising awareness about nutritional deficits has propelled the popularity of these tasty alternatives to traditional pill forms, especially among those seeking to integrate supplements into their regular routines. Despite concerns over high costs and restricted formulation options, the market continues to thrive, offering immune support, stress alleviation, and energy enhancement in convenient, vegetarian and vegan-friendly options. As novel components and improved nutritional profiles emerge, adult vitamin gummies stand as a cornerstone in preventive healthcare, catering to specific nutritional needs and promoting healthier lifestyles.
Moreover, the market is witnessing a surge in demand owing to their appeal to adult health and taste preferences. With an appetizing array of options and a wide range of products, these gummies cater to various health needs and dietary preferences, including those of vegetarians, vegans, and individuals with dietary restrictions. As plant-based vitamin gummies gain traction, they contribute to the growing segment of health and wellness goods trusted by particular demographic groups such as elders, working professionals, and athletes. Offering benefits like immunity-boosting properties and targeted nutrition, these gummies provide alternative forms of dosage with enhanced bioavailability and improved shelf life. Amidst concerns over excessive consumption, regulatory compliance and suitable labeling remain crucial, ensuring consumer awareness and product safety in this rapidly expanding market.
Adult Vitamin Gummies Market Scope |
|
Report Coverage |
Details |
Page number |
153 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 8.45% |
Market growth 2024-2028 |
USD 2.75 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
8.02 |
Regional analysis |
North America, Europe, Asia, and Rest of World (ROW) |
Performing market contribution |
North America at 41% |
Key countries |
US, South Korea, Germany, Italy, and China |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Aesthetic Nutrition, Amway Corp., Bayer AG, Catalent Inc., Church and Dwight Co. Inc., DCC Plc, GlaxoSmithKline Plc, Herbaland Gummies, Hero Nutritionals LLC, Makers Nutrition LLC, Mondelez International Inc., Mr. Gummy Vitamins LLC., Natures Bounty, Nestle SA, Nutra Solutions USA, Otsuka Holdings Co. Ltd., SCN Bestco, The Honest Co. Inc., Unilever PLC, and Rainbow Light |
Market dynamics |
Parent market analysis, market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the market forecast period. |
Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Application
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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