The gummy nutraceutical market is expected to grow at a CAGR of 11.8% from 2022 to 2030, according to recent reports. However, there are concerns about the high sugar content and shelf-life constraints of gummies, as well as the potential health risks posed by their rapid breakdown in the body.
In a 2019 study on the bioequivalence of vitamin D gummies and tablets, researchers found that VitaFusion vitamin D gummies had greater bioavailability than the studied tablets. Another study in 2020 found similar absorption rates for gummies and tablets of vitamins E and 12, with folate being more rapidly absorbed via gummy form.
Melissa Snover, founder and CEO of Nourished, acknowledged the concerns surrounding gummy bioavailability but emphasized their potential to enhance consumer experience and improve adherence. She explained, “Our innovation allows us to create sugar-free stacks that contain seven layers of potent ingredients, including essential vitamins and superfoods, in a single gummy. This method not only enhances the concentration of nutrients but also ensures their high bioavailability, effectively addressing the traditional concerns associated with gummy supplements.”
Nourished has utilized 3D-printing technology and encapsulation processes to create higher quality gummies that deliver specified quantities of nutrients.
An in-house pilot study conducted in partnership with a US-based nutrition company found that Nourished gummies successfully raised vitamin D levels and improved adherence, challenging the perception that traditional pill forms are the only effective method for supplement delivery.
Nick Morgan, managing director of Nutrition Integrated, expressed enthusiasm for the rapidly accelerating landscape of the gummy category and emphasized the potential for category growth. However, he noted that brands should focus on proving enhanced bioavailability to build consumer trust, which may require considering the impact of ingredients on the cost of goods.
Overall, the gummy nutraceutical market presents opportunities for innovation, enhanced consumer experience and improved adherence. As the market continues to grow, gummy supplements have the potential to address the evolving needs of consumers and remain a viable option in the food and beverage industry.
